Alcoholic drinks in 202: The big picture
Alcoholic drinks in Egypt recorded healthy growth in 2024, driven predominantly by the strong performance of beer, the largest category, and a surge in demand for RTDs, the fastest-growing category. Shifting consumer demographics – particularly the rise of younger drinkers – are reshaping the landscape, fuelling interest in RTDs and fostering a more experimental drinking culture. At the same time, premiumisation continues to influence wine, with consumers increasingly appreciating quality and origin. Tourism growth and the expansion of licensed entertainment venues have supported a rebound in on-trade sales, while manufacturers are responding to changing preferences with a wave of new product innovations. However, rising prices remain a significant headwind across the board, particularly for spirits, where inflation is putting pressure on production, packaging, and supply chain costs.
2024 key trends
Beer retained its dominance thanks to wide availability, familiarity, and a broad price range that accommodates different consumer groups. RTDs gained momentum through their affordability and convenience, appealing to younger adults seeking variety and casual consumption. Many of these products also carry higher alcohol percentages, supporting a broader trend toward stronger offerings across multiple formats. Meanwhile, premiumisation remained a key theme within wine, which continues to benefit from growing cultural interest and brand awareness. In spirits, white variants thrived on the back of cocktail culture, while dark spirits saw rising demand in premium sub-segments, reflecting the broader shift toward quality over quantity.
Competitive landscape
The competitive environment remained relatively stable in 2024, with Al Ahram Beverages continuing to lead the market, thanks largely to its dominance in beer. Egy Beverages held the second-largest share, focusing its strategy on expanding premium offerings in other categories, particularly wine. Both companies launched a series of new products across RTDs, wine, and spirits, with notable launches including Chateau De Granville Sparkling Wine and Castello Di Trevi Rose from ABC, and Shahrazade Rose Wine BIB 3L and Mosaic Cognac Style 500ml from Egy Beverages. These innovations played a key role in maintaining consumer engagement and reinforcing brand identities.
Retail developments
Specialist retailers in food, drinks, and tobacco continued to dominate alcoholic drinks distribution due to strict regulatory controls on sales channels. These retailers expanded their physical presence in 2024, with brands like Drinkies, Edge, and Bazar opening new outlets to widen coverage and improve access. On-trade growth was supported by a rising number of licensed hospitality venues, while e-commerce also expanded significantly. Platforms such as Drinkies and Cheers enhanced delivery speeds and service reliability, attracting younger consumers who value privacy and convenience when purchasing alcohol.
On-trade vs off-trade split
On-trade sales continued to strengthen in 2024, benefiting from the development of commercial and lifestyle complexes that include licensed bars and restaurants. This supported growth in demand for cocktails, premium spirits, and wine. Meanwhile, off-trade sales also gained traction, aided by the expansion of alcohol retail chains and heightened consumer interest in at-home drinking occasions. Both channels benefited from a broader shift in attitudes toward alcohol, with rising social acceptance among younger adults and urban populations.
What next for alcoholic drinks?
Looking ahead, Egypt’s alcoholic drinks market is expected to continue growing, underpinned by demographic changes, rising interest in premium beverages, and the evolution of drinking culture. Growth in wine and spirits is set to be supported by rising demand for quality and innovation, while RTDs will benefit from their affordability and alignment with casual, social lifestyles. However, inflation remains a key barrier, potentially limiting consumer access to more expensive options and straining manufacturer margins. Ongoing tax pressures on tobacco and alcohol could also dampen growth. In response, producers are expected to pursue innovation in packaging – such as BIB formats for wine – and offer smaller spirit formats to appeal to cost-conscious consumers. A young and growing population, combined with the expansion of entertainment and hospitality venues, will support demand across all major alcoholic drinks categories.
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Overview:
Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in Egypt 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 Egypt, 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 Egypt 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 Egypt?
- 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 Egypt?
- How are products distributed in Egypt?
- 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 Egypt
Alcoholic drinks in 202: 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 Egypt
KEY DATA FINDINGS
Preference shifts emerge within a stable beer market
Price rises persist amid inflation, while competition remains stagnant
Non-alcoholic beer expands as e-commerce gains traction
Demand for beer expected to grow, driven by younger demographics and changing consumption habits
Price growth to fuel value gains across both off-trade and on-trade channels
Innovation likely to remain limited in a monopolised market, but flavour opportunities exist
Lager price band methodology
Cider/Perry in Egypt
2024 DEVELOPMENTS
Rtds in Egypt
KEY DATA FINDINGS
RTDs record fastest growth among alcoholic drinks in 2024
ABC and Egy Beverages shape a growing competitive field
Off-trade dominates distribution, while e-commerce expands reach
RTDs poised for strongest growth among alcoholic drinks
Higher alcohol content reshapes consumer preferences
Innovation: Bag-in-box packaging for wine-based RTDs expected to grow
Spirits in Egypt
KEY DATA FINDINGS
White spirits drive growth amid a polarised market landscape
Limited shifts in competitive landscape despite product launches
Off-trade outpaces on-trade amid changing consumption patterns
Steady yet modest growth forecast for spirits
Cocktail culture shapes consumer preferences
Innovation driven by flavour and format
Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
Wine in Egypt
KEY DATA FINDINGS
Wine emerges as one of the fastest-growing alcoholic drinks categories in Egypt
New product launches expand variety and appeal in the wine category
E-commerce and on-trade development continue to drive sales growth
Wine expected to maintain strong momentum across channels
Prices expected to rise amid inflation and premiumisation trends
Bag-in-box formats expected to grow in popularity
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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-
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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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