Alcoholic drinks in 2024: The big picture
The alcoholic drinks sector in Cameroon had a difficult 2024, grappling with inflation-driven cost pressures, higher excise taxes, unapproved price adjustments, and frequent power outages that severely disrupted supply chains, and pushed up retail prices. These factors combined to depress total volume sales and heightened operational insecurity for manufacturers. The removal of the 10% excise tax rebate on beers with no more than 5.5% alcohol in the 2024 Finance Law significantly increased production costs, and, for the third consecutive year, the Minister of Commerce rejected price revision proposals from the Cameroon Alcohol Producers Association (CAPA), placing additional financial strain on producers amid soaring costs for raw materials, fuel and electricity. Wine and spirits imports stagnated following a decline during the previous year. Meanwhile, ongoing power outages further reduced production capacity and damaged manufacturing equipment, with replacement parts not always readily available.
2024 key trends
The decline in beer market total volume sales was attributed to significant supply disruptions at various points during the year. At the heart of the disruptions in production and supply were persistent power cuts, which damaged brewers’ equipment and severely impacted local suppliers. Additionally, the refusal of the Ministry of Commerce to ratify the proposed price increase of XAF100 for all beers, the elimination of the 10% rebate for beers with no more than 5.5% alcohol in the 2024 Finance Law, and escalating energy and transportation costs compounded the challenges facing brewers. Many owners of drinking establishments unilaterally increased pricing by between XAF50 and XAF100 per bottle.
Competitive landscape
On 28 March 2023, the body responsible for competition matters in the CEMAC zone (comprising Cameroon, the Republic of Congo, Gabon, Chad, the Central African Republic, and Equatorial Guinea) approved the acquisition of Guinness Cameroon, a subsidiary of the British group Diageo, by the French group Castel. Castel already controls the Société Anonyme des Boissons du Cameroun (SABC), and this XAF300 billion acquisition—which had been agreed the previous year—means SABC now controls over 80% of the beer market in Cameroon, cementing its dominance in the country’s alcoholic drinks sector. Moreover, following the bankruptcy of BVS SA in 2022, SABC took over the marketing and distribution of the Pernod Ricard range in Cameroon. This partnership was officially announced in the first half of 2023, further expanding SABC’s already extensive portfolio.
Retail developments
Food/Drink/Tobacco specialists dominate the distribution of alcoholic drinks due to their sheer number and proximity to consumers in both urban and rural areas. There are currently over 40,000 bars and points of sale for alcoholic drinks in Cameroon, according to SABC. Their strategic location drives high foot traffic and sales.
On-trade vs off-trade split
Premiumisation and a burgeoning cocktail culture are driving growth in on-trade sales for spirits. For many consumers, these beverages symbolise social status, a means of showcasing a desirable lifestyle on social media, and a way to attract attention within the hype-driven atmosphere cultivated by nightclubs and lounges. Cognacs such as Hennessy and Martell have gained significant traction. In terms of wine, Champagnes like Moët, Veuve Clicquot, and Dom Pérignon remain extremely popular in the on-trade. Meanwhile, the emerging popularity of cocktail culture has boosted demand for gin, vodka, and dark rum, as these are the most commonly used spirits by mixologists.
What next for alcoholic drinks?
Total volume sales of alcoholic drinks will rebound in 2025 and increase over the forecast period as a whole, in contrast to the decline seen in the review period. SABC's XAF200 billion investment in beer production and packaging, along with UCB SA's 20% expansion plan by 2025, will address supply disruptions and increase the availability of beer and RTDs. Meanwhile, the ongoing trend of premiumisation will continue to drive spirits demand, with these beverages increasingly symbolising status and luxury. Despite a decline in wine imports in 2023 and stagnant imports in 2024, total volume sales will rebound in the forecast period.
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Overview:
Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in Cameroon 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 Cameroon, 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 Cameroon 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 Cameroon?
- 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 Cameroon?
- How are products distributed in Cameroon?
- 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 Cameroon
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
Contraband/parallel trade
Duty free
Cross-border/private imports
Outlook
DISCLAIMER
Beer in Cameroon
KEY DATA FINDINGS
Supply disruptions lead to contraction in retail volume sales
Société Anonyme des Boissons du Cameroun invests to increase production capacity
Supermarkets continue to gain ground on food/drink/tobacco specialists
Price uncertainty will continue to hamper growth
Brewers may launch smaller bottles to boost affordability
Canned beer to gain traction for at-home consumption and events
Lager price band methodology
Cider/Perry in Cameroon
2024 DEVELOPMENTS
Rtds in Cameroon
KEY DATA FINDINGS
Production constraints undermine total volume sales
SABC Cameroun’s acquisition of Guinness Cameroun SA deepens market consolidation
Supermarkets continue to gain ground on food/drink/tobacco specialists
Investment by Société Anonyme des Boissons du Cameroun will boost supply
RTDs based on indigenous plants offer a growth opportunity
Metal cans to grow in popularity as an alternative to glass bottles
Spirits in Cameroon
KEY DATA FINDINGS
Flourishing illicit imports dampen retail volume sales
Gracebom deal helps Diageo Plc strengthen its leadership position
Supermarkets continue to grow in popularity as a distribution channel
Total volume sales will rebound, despite imminent sachet whisky ban
Experiential marketing to boost on-trade demand
Local production of Scotch whisky will increase
Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
Wine in Cameroon
KEY DATA FINDINGS
Supply disruptions undermine retail volume sales
Artisans now bottling local palm wine
Supermarkets dominate off-trade sales of wine
Increased supply will underpin rebound in retail volume sales
Status-driven consumption increasingly visible in the on-trade
On-trade establishments can expand wine-pairing opportunities
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
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- 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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