Total volume sales of alcoholic drinks in Jordan rose slightly in 2024, while total current value sales increased at a fast rate. The rise in the legal drinking age population helped to boost sales. On the other hand, the limited growth in the consumption of alcoholic drinks was strongly informed by a slowdown in inbound tourism flows, compared with 2023, amidst security concerns in the region. Among the local population, alcohol consumption remains a culturally sensitive subject. However, there is a noticeable shift among younger consumers of legal drinking age, who are increasingly open to alcohol consumption, influenced by global drinking trends witnessed on platforms like social media and TV, etc. Meanwhile, price rises helped to push total current value sales, despite only a small increase in total consumption.
Beer, the most consumed category, shaped the overall performance of alcoholic drinks in Jordan in 2024, with mild and fast increases in total volume and current value sales, respectively. The category contains both alcoholic and non/low alcohol beers. Beer is perceived to offer a refreshing drink, which fits with Jordan's hot climate, making it a preferred choice amongst Jordanians and tourists. Moreover, it is the least expensive of the types of alcoholic drinks, which helps to make it the biggest category in the industry.
General Investment Co Ltd remained the clear leading player in alcoholic drinks in total volume terms in 2024, despite a strong decrease in share. The company is the national brand owner of Amstel in Jordan and produces the beer locally. This helps to reduce production and import costs, making it more affordable and widely available compared to imported brands.
Food/drink/tobacco specialists (alcoholic drinks specialists/liquor stores) consolidated its dominance of alcoholic drinks with a strong increase in off-trade volume share in 2024. In Jordan, alcoholic drinks can only be sold in the off-trade channel through food/drink/tobacco specialists, helping it to dominate the industry and be the most dynamic channel in 2024.
The off-trade channel led volume sales of alcoholic drinks, although higher prices saw the on-trade channel top value sales. Volume and value sales rose fastest in the off-trade channel in 2024, supported by the increase in opening hours. The government of Jordan allowed alcoholic drinks specialists to operate after midnight. Moreover, Jordan suffered a decline in the number of inbound tourists in 2024, compared with 2023. This heavily impacted the on-trade channel in terms of alcoholic drinks sales at the end of the review period.
Total volume sales of alcoholic drinks are set to see strong growth over the forecast period. With improved political and security situations in several areas of the region, inbound tourism flows would grow in the forecast period, supporting growth in alcoholic drinks sales.
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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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