Alcoholic drinks in 2024: The big picture
In 2024, the alcoholic drinks industry in Angola witnessed a dynamic combination of health-led innovation, local entrepreneurship, and increased regulatory oversight. While inflationary pressures and rising production costs – particularly those linked to the ongoing Russian invasion of Ukraine continued to challenge manufacturers, a growing number of companies embraced domestic sourcing and localisation to navigate the difficult landscape. Notably, the Angolan government maintained strong support for national production, with initiatives such as the “Made in Angola” seal helping reinforce consumer trust and interest in local brands.
2024 key trends
In 2024, spirits remained the largest category within alcoholic drinks in Angola, supported by a broad product range that includes both locally produced and imported brands. Growth within spirits was driven by continuous innovation, with new flavours and packaging formats expanding consumer choice and brand appeal. Whisky and white spirits emerged as the most popular subcategories, buoyed by their modern image, attractive designs, and strong presence across mass media platforms. Alongside spirits, ready-to-drink (RTD) beverages held a prominent share of the alcoholic drinks market, gaining ground due to their affordability, accessibility, and resonance with younger consumers. Spirit-based RTDs maintained widespread appeal thanks to their close association with nightlife culture and social events. Both categories have benefitted from increased investment and a steady influx of new entrants – particularly national players – resulting in improved availability and product diversity across provinces.
Competitive landscape
Refriango and Castel Group remained the two leading companies in Angola’s alcoholic drinks industry in 2024, holding prominent positions across multiple categories, including beer, RTDs, cider, wines, and spirits. Refriango’s portfolio includes well-established brands such as Tigra, Jade, Smirnoff, Brava, Superbock, and Cristal, allowing the company to maintain strong visibility and consumer loyalty. Both companies have consistently invested in portfolio expansion and aggressive marketing strategies, leveraging high-reach platforms such as television, radio, and social media to reinforce brand awareness. Their broad category presence and ability to anticipate shifting consumer preferences have helped consolidate their market leadership. Refriango in particular has taken steps toward regional expansion, with the 2024 announcement of a major investment in the Democratic Republic of Congo. This new factory, valued at USD 75 million, is expected to begin operations in early 2025 and signals the company’s ambition to grow beyond Angola’s borders while reinforcing its manufacturing capabilities and economies of scale.
Retail developments
Food/drink/tobacco specialists remained the leading distribution channel for alcoholic drinks in Angola in 2024, followed closely by supermarkets and hypermarkets. Together, these two channels accounted for the vast majority of volume sales, reflecting the central role they play in providing accessible and affordable alcoholic drinks across the country. Food and drink specialists benefit from deep product knowledge, wide assortments, and consumer trust, particularly for spirits and beer. Supermarkets and hypermarkets – such as Candando and Kero – have further strengthened their position by offering aggressive promotions, regular availability, and national reach. The continued expansion of store networks into new provinces, especially those with high population density, has also contributed to stronger volume growth across these channels. The combination of competitive pricing, convenience, and strong visibility ensures that both specialist retailers and supermarkets remain the preferred purchasing locations for Angolan consumers.
On-trade vs off-trade split
Off-trade channels continued to account for the majority of alcoholic drinks sales in 2024, with an estimated 60:40 split in favour of off-trade over on-trade. The appeal of off-trade is driven by affordability, wider product availability, and the flexibility it offers consumers to enjoy drinks in their own time and setting. Supermarkets, hypermarkets, and food and drink specialists dominate off-trade sales, offering large volumes of stock across diverse product ranges. These channels benefit from Angola’s broad network of retail outlets, allowing consumers to access both food and beverage purchases in one location. On-trade, by contrast, tends to be more expensive, with a narrower selection of brands and limited consumption windows tied to operating hours. Nonetheless, bars and restaurants remain popular on-trade venues, particularly in urban areas, where they provide a variety of entertainment environments and attract consumers seeking social drinking experiences.
What next for alcoholic drinks?
Volume sales of alcoholic drinks are set to rise steadily over the forecast period, driven by growing interest in products that incorporate national fruits and ingredients, as well as by rising demand for locally made, artisanal alcoholic drinks. This trend reflects a broader cultural shift among Angolan consumers, who increasingly seek both modernity and a stronger connection to local identity through product offerings. The emergence of premium artisanal spirits, often produced in small batches by micro-distilleries, is reshaping perceptions of local alcoholic drinks. At the same time, greater regulatory oversight is expected to reduce excessive alcohol consumption and mitigate the stigma often associated with drinking in public. However, industry growth will continue to face key challenges, including poor road infrastructure, high transportation costs, rising raw material prices, and the persistent presence of informal market alternatives. Despite these obstacles, the strong performance of spirits, RTDs and beer is expected to underpin positive growth, particularly as innovation and brand development accelerate across these categories.
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Overview:
Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in Angola with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Beer
- Wine
- Spirits
- Cider and Perry
- RTDs
If you're in the Alcoholic Drinks industry in Angola, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
The Alcoholic Drinks in Angola report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Alcoholic Drinks in Angola?
- Where is consumer demand for Alcoholic Drinks focussed?
- Which is being consumed more; beer, wine or spirits?
- Where is demand growing? Stagnating?
- How is the operating environment for alcoholic drinks changing?
- Which are the leading brands in Angola?
- How are products distributed in Angola?
- What are the key trends in new product development?
- Do consumers want value for money or added value?
- How will macroeconomic context and shifting cultural values shape future growth?
- How will COVID-19 and recession impact the alcoholic drinks industry?
- Where is future growth expected to be most dynamic?
Alcoholic Drinks in Angola
Alcoholic drinks in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
On-trade vs off-trade split
What next for alcoholic drinks?
Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
Taxation and Duty Levies
Operating Environment
Contraband and parallel trade
Duty free
Cross-border/private imports
Key New Product Launches
Outlook
DISCLAIMER
Key Data Findings
2024 Developments
Affordability, availability and habit drive steady beer consumption
Local innovation drives momentum for emerging players
Off-trade remains dominant as consumers seek affordability and variety
Prospects and Opportunities
Expansion of national production to support future sales
Rising disposable income to sustain demand for premium and quality offerings
Innovation driven by younger consumers and sustainability preferences
Category Data
Key Data Findings
2024 Developments
Moderate growth supported by domestic production despite economic pressures
Innovation driven by local partnerships and brand positioning
Off-trade dominates amid affordability concerns
Prospects and Opportunities
Wine events and diversification expected to boost awareness and sales
National production and Portuguese wine culture set to shape local preferences
Innovation will focus on organic production and traditional methods
Category Data
Key Data Findings
2024 Developments
Rising demand and premiumisation support volume growth
Key players expand flavour ranges to sustain consumer interest
Off-trade dominates as consumers seek value and availability
Prospects and Opportunities
Premiumisation drives continued growth
Rise of craft spirits and national distilleries
Innovation through flavour and format diversity
Category Data
Key Data Findings
2024 Developments
Local consumer preferences and rising imports support cider growth
Castel Group maintains its lead through strategic branding
Off-trade leads cider sales with broader access and lower prices
Prospects and Opportunities
Fruit ciders expected to support steady category expansion
Premium offerings and flavour innovation set to gain momentum
Innovation in fruit blends likely to expand product variety
Category Data
Key Data Findings
2024 Developments
Local trends support rising demand for RTDs
Innovation and local brands shape the competitive landscape
Widespread off-trade availability supports continued expansion
Prospects and Opportunities
Premiumisation and cocktail sophistication drive continued growth
Rising incomes support value-driven premium preferences
Wellness trends encourage healthier innovation
Category Data
The following categories and subcategories are included:
Alcoholic Drinks
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- Ale
- Sorghum
- Weissbier/Weizen/Wheat Beer
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- Flavoured/Mixed Lager
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- Domestic Premium Lager
- Imported Premium Lager
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- Domestic Mid-Priced Lager
- Imported Mid-Priced Lager
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- Domestic Economy Lager
- Imported Economy Lager
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-
-
- Domestic Premium Lager
- Domestic Mid-Priced Lager
- Domestic Economy Lager
-
- Imported Premium Lager
- Imported Mid-Priced Lager
- Imported Economy Lager
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-
- Low Alcohol Beer
- Non Alcoholic Beer
- Stout
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-
- Regular Cider/Perry
- Non Alcoholic Cider/Perry
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- Malt-based RTDs
- Spirit-based RTDs
- Wine-based RTDs
- Other RTDs
- Non Alcoholic RTDs
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- Brandy
- Cognac
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- Bitters
- Cream-based Liqueurs
- Other Liqueurs
- Non Alcoholic Spirits
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-
- Prestige Dark Rum
- Ultra Premium Dark Rum
- Super Premium Dark Rum
- Premium Dark Rum
- Standard Dark Rum
- Economy Dark Rum
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- Prestige White Rum
- Ultra Premium White Rum
- Super Premium White Rum
- Premium White Rum
- Standard White Rum
- Economy White Rum
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- Tequila (and Mezcal)
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- Bourbon/Other US Whiskey
- Canadian Whisky
- Irish Whiskey
- Japanese Whisky
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-
- Blended Malt Scotch Whisky
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- Prestige Other Blended Scotch Whisky
- Ultra Premium Other Blended Scotch Whisky
- Super Premium Other Blended Scotch Whisky
- Premium Other Blended Scotch Whisky
- Standard Other Blended Scotch Whisky
- Economy Other Blended Scotch Whisky
- Single Grain Scotch Whisky
- Single Malt Scotch Whisky
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- Other Whiskies
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- Prestige English Gin
- Ultra Premium English Gin
- Super Premium English Gin
- Premium English Gin
- Standard English Gin
- Economy English Gin
- Dutch Gin
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- Prestige Vodka
- Ultra Premium Vodka
- Super Premium Vodka
- Premium Vodka
- Standard Vodka
- Economy Vodka
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- Absinthe
- Ad-Mix Brandy
- Ad-Mix Gin
- Ad-Mix Rum
- Ad-Mix Vodka
- Ad-Mix Whisky
- Aguardente/Aguardiente
- Aguardiente De Caña
- Akvavit/Aquavit
- Aniseed-Flavoured Spirits
- Borovicka
- Boukha
- Brandy Type Distilled Spirits
- Cachaça
- Calvados
- Cane
- Chacha
- Charanda
- Chinese Herbal Spirits
- Chinese Spirits
- Cut Brandy
- Destilados De Agave
- Distilled Fruit Spirits
- Domestic Brandy
- Domestic Rum
- Doppelkorn
- Economy Chinese Spirits
- Flavoured Spirits
- Flavoured Vodka-based Drinks
- Fynbos gin/Local Gin
- Gin-flavoured spirits
- Goldbrand/Goldkrone
- Grappa
- Grappamiel
- Guaro
- Kirsch
- Komovica
- Korn
- Lambanog
- Limoncello
- Local White Spirits
- Lower Mid-Range Chinese Spirits
- Lozovaca
- Maesilju
- Mahia Rabi Amrane
- Mead
- Mixed Spirits
- Nalivka/Nalewka
- Nastoyka
- National Specialities
- Obstbrände
- Ouzo
- Pacharán
- Palinca/Pálinka
- Pear and Apple Distillates
- Pisco
- Premium Chinese Spirits
- Prune
- Punsch
- Rachiu/Rakija
- Rum-Flavoured Spirits
- Samane
- Sambuca
- Samsu
- Schnapps
- Shochu/Soju
- Singani
- Sljivovica/Slivovice
- Steinhäeger
- Strong African Spirits
- Super Premium Chinese Spirits
- Sura Khao
- Tequila Flavoured Spirits
- Travarica
- Tsipouro
- Upper Mid-Range Chinese Spirits
- Vieux
- Viina
- Vodka Type Distilled Spirits
- Other Distilled Beverages
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- Port
- Sherry
- Vermouth
- Other Fortified Wine
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- Apple Wine
- Bokbunjaju
- Cheongju
- Chinese Wine
- Economy Rice Wine
- Fortified Fruit Wine
- Fruit and Berry Wine
- Fruit and Herbal Wine
- Fruit and Honey based Wine
- Fruit Wine
- Lower Mid-Range Rice Wine
- Non-Grape Dessert Wine
- Premium Rice Wine
- Sake
- Takju
- Upper Mid-Range Rice Wine
- Yakju
- Yellow Wine
- Other Non-Grape Wine
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- Champagne
- Other Sparkling Wine
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- Still Red Wine
- Still Rosé Wine
- Still White Wine
- Non Alcoholic Wine
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Alcoholic Drinks
Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.
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This report originates from Passport, our Alcoholic Drinks research and analysis database.
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