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Alcoholic Drinks in Morocco
Alcoholic Drinks in Morocco market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
Why buy this report
* Get insight into trends in market performance
* Pinpoint growth sectors and identify factors driving change
* Identify market and brand leaders and understand the competitive environment
Product coverage
Beer; Cider/perry; RTDs/High-strength premixes; Spirits; Wine
Executive summary
Tourism and expatriates continue to drive healthy growth
Morocco’s population is almost entirely Muslim. While this is not to say that Moroccans do not drink alcohol, it does limit the domestic market for alcoholic drinks. Sales of wine and spirits, and to a lesser extent beer, rely heavily on consumption by tourists and expatriates. The steady growth in the number of tourists means continuous growth for the alcoholic drinks industry. Fuelled by tourist demand, TV and billboard advertising of alcoholic drinks has emerged throughout Morocco and these products are becoming increasingly available through both the on-trade and off-trade channels.
Beer continues to drive sales growth
Beer is still the most popular alcoholic drink in Morocco, largely because it is less expensive than other alcoholic drinks, such as wine, and is more widely available. As wine is more expensive than beer and is mostly found in on-trade outlets, it still lags behind beer in terms of consumption and sales. In the on-trade channel, wine is more accessible to upper-middle-class consumers who can afford it and it is only found in upscale restaurants. The wide consumption and availability of beer coupled with strong advertising by leading players such as Groupe des Brasseries du Maroc SA is fuelling the sales growth of beer and the industry as a whole.
Domestic players lead
Groupe des Brasseries du Maroc remains by far the largest producer and distributor of alcoholic drinks in Morocco. The company’s sales grew significantly in 2007 thanks to its efficient in-store promotional campaigns and long-standing presence in the market. The company also benefits from its strong presence within the most established category, beer, through La Speciale Flag, the most popular beer brand in Morocco. Les Celliers de Meknes is the second ranked player overall, owing to its leading position in wine. The fact that domestic companies dominate total volume shares prevents multinational players from entering alcoholic drinks in Morocco.
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WARNING! THIS VIDEO CONTAINS SCENES OF EXTREME ARROGANCE! VIEWERS WHO ARE EASILY OFFENDED BY PEOPLE WITH SELF-CONFIDENCE AND ESTEEM ARE ADVISED TO PROCEED WITH CAUTION! I allow Henry to join me to review Dundee Stout. A brand new beer from the Rochester-based Genesee Brewing Co. In fact, it was sent to me by the brewery itself since they know they will get maximum publicity for their product on this show (thanks again to Pete at Dundee for the beer). If any breweries would like to send me beer in exchange for tons of free publicity and promotion of their products simply drop me a line! I didn’t write a text review of this, sorry. CHAD’Z BEER REVIEWS.COM www.chadzbeerreviews.com FACEBOOK http TWITTER twitter.com
Video Rating: 4 / 5
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