Alcoholic drinks in Ghana experienced significant developments across multiple segments in 2024, with innovation, corporate social responsibility, and regulatory rulings shaping market dynamics. Despite macroeconomic challenges such as high inflation and currency depreciation, the industry continued to grow in both volume and value terms, underpinned by strategic investments, evolving consumer preferences, and sustained demand across core categories.
Ghana’s economic environment remained turbulent in 2024, with an average inflation rate of 20% – a moderation from the 40% recorded in 2023, yet still substantial enough to impact consumer purchasing power. Meanwhile, the Ghanaian cedi depreciated by an average of over 20% against the US dollar, placing upward pressure on the price of imported goods, including alcoholic beverages. These currency fluctuations contributed to price increases of between 25% and 30% for many alcoholic products over the course of the year. Nevertheless, overall demand proved resilient, and the alcoholic drinks industry recorded growth across both volume and value metrics.
Beer remained the dominant category within alcoholic drinks in Ghana in 2024. Its enduring popularity stems largely from its affordability, especially in comparison to categories such as wine and whisky. Beer’s relative accessibility allows it to reach a broader segment of the population, particularly amid economic pressures linked to inflation and currency depreciation. Widespread consumption in informal bars, local pubs, and restaurants underscores the category’s embedded role in Ghanaian social life. Its presence across diverse price tiers and pack sizes further supports its widespread appeal and resilience against economic volatility.
Guinness Ghana Breweries Plc (GGB Plc) remained one of the most prominent players in Ghana’s alcoholic drinks industry in 2024. A long-standing subsidiary of global drinks giant Diageo Plc, GGB Plc has built a strong portfolio encompassing beer, spirits, and ready-to-drink products. Key brands such as Guinness, Malta Guinness, Smirnoff, and Johnnie Walker have helped cement the company’s wide-reaching presence across both premium and mass-market segments. Its extensive distribution network ensures availability in both urban and rural markets, while consistent marketing and product innovation continue to reinforce brand recognition.
Alcoholic drinks in Ghana continues to rely heavily on a broad-based retail network, with wholesalers playing a central role in supplying alcoholic products across the country. These wholesalers typically purchase large volumes directly from producers and distributors before distributing them to a diverse range of retail outlets. Retailers – ranging from small neighbourhood shops and kiosks to large supermarkets and specialised liquor stores – serve as the crucial link between suppliers and end consumers, ensuring wide availability of both local and imported brands.
The on-trade channel remains a critical distribution avenue for alcoholic drinks in Ghana, particularly within urban centres that boast vibrant nightlife scenes. Establishments such as the Kempinski Hotel Gold Coast City and Urban Grill cater to affluent consumers through curated drink menus, themed events, and extensive selections of premium alcoholic beverages. These venues provide immersive social experiences, helping to sustain demand for imported wines, high-end spirits, and cocktails among wealthier clientele. As the urban hospitality sector continues to grow, bars, restaurants, and nightclubs are playing an increasingly influential role in shaping consumption habits and brand exposure.
The future outlook for alcoholic drinks in Ghana remains positive, driven by structural changes in the economy, evolving consumer preferences, and ongoing developments in hospitality infrastructure. Urbanisation and rising income levels continue to fuel demand for social venues such as bars, restaurants, and hotels, particularly in key cities like Accra and Kumasi. The expansion of these on-trade establishments has not only increased access to premium and imported beverages but has also encouraged more frequent consumption outside the home, contributing to growing sales volumes.
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Alcoholic Drinks
Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.
See all of our definitionsThis report originates from Passport, our Alcoholic Drinks research and analysis database.
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