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.
Alcoholic drinks in 2024: The big picture
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.
2024 key trends
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.
Competitive landscape
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.
Retail developments
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.
On-trade vs off-trade split
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.
What next for alcoholic drinks?
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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Overview:
Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in Ghana 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 Ghana, 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 Ghana 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 Ghana?
- 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 Ghana?
- How are products distributed in Ghana?
- 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 Ghana
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/parallel trade
Duty free
Cross-border/private imports
Key New Product Launches
Outlook
DISCLAIMER
Key Data Findings
2024 Developments
Economic pressures shape demand for affordable lagers
Leading brewers reinforce brand equity through innovation and heritage
Retail landscape evolves as traditional outlets dominate and online platforms expand
Prospects and Opportunities
Innovative packaging and urban growth to support steady demand
Health trends encourage interest in low- and no-alcohol options
Online channels gain traction as a complement to traditional retail
Category Data
Key Data Findings
2024 Developments
Economic pressures and premium positioning continue to limit wine’s mainstream appeal
Local innovation and consumer engagement bolster category visibility
Modern retail and on-trade networks deepen consumer access to wine
Prospects and Opportunities
E-commerce and celebratory trends to support moderate growth in sparkling wines
Affordability to expand wine’s reach across wider demographic groups
Innovation in locally produced wines expected to accelerate
Category Data
Key Data Findings
2024 Developments
Bitters maintain cultural dominance amid economic and regulatory shifts
Kasapreko’s enduring leadership supported by brand heritage and regional expansion
Off-trade retains strength while e-commerce and cocktail culture gain ground
Prospects and Opportunities
Economic pressures drive demand for local spirits and smaller pack sizes
Flavoured innovations in bitters and gin cater to younger demographics
Export ambitions rise under regional trade frameworks
Category Data
Key Data Findings
2024 Developments
Cider and perry attract younger consumers seeking light and refreshing alternatives
Digital marketing strategies boost brand engagement and sales
Wider availability through modern retail and e-commerce channels
Prospects and Opportunities
Urbanisation and health trends to support long-term growth
Market expansion remains constrained by niche positioning and cost structure
Flavour innovation offers a path to consumer engagement
Category Data
Key Data Findings
2024 Developments
Rising demand for convenient alcoholic beverages among urban youth
Spirit-based innovation and local flavour profiles drive category dynamism
Digital engagement and diversified distribution broaden consumer reach
Prospects and Opportunities
Innovation in flavour and format expected to drive continued category growth
Spirit-based RTDs forecast to remain the most dynamic segment
Digital platforms and local flavour experimentation to shape future opportunities
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
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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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