Alcoholic drinks in 2024: The big picture
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.
2024 key trends
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.
Competitive landscape
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.
Retail developments
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.
On-trade vs off-trade split
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.
What next for alcoholic drinks?
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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Overview:
Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in Jordan 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 Jordan, 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 Jordan 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 Jordan?
- 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 Jordan?
- How are products distributed in Jordan?
- 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 Jordan
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
Domestic economy lager and non alcoholic beer remain the most popular options despite headwinds
The competition intensifies in beer
Only alcoholic drinks specialists can sell beer in the retail channel
Prospects and Opportunities
Anticipated faster inbound tourism flows to boost beer
Energy drinks threaten non alcoholic beer’s popularity
Global craft beer trend to increasingly penetrate Jordan
Category Data
Key Data Findings
2024 Developments
Still red remains the most popular type of wine
Local brands are most visible in a highly fragmented competitive landscape
Off-trade dominates volume sales as many consumers prefer to drink wine in private
Prospects and Opportunities
Population, social and tourism developments to expand the consumer base
E-commerce to continue to develop and grow as a sales channel for wine
Wineries to invest in the category
Category Data
Key Data Findings
2024 Developments
Slower inbound tourism flow limits growth potential in spirits
Eagle Distilleries leads with a wide portfolio and competitive prices
Consumers seeking discretion move to retail e-commerce
Prospects and Opportunities
Foreign visitors are set to drive volume growth
Tequila to continue to gain momentum through exposure to global trends
Innovation in production and branding to push arak sales
Category Data
2024 Developments
Prospects and Opportunities
Category Data
Key Data Findings
2024 Developments
Spirit-based RTDs continue to shape the category
Value for money positioning and wide distribution keep Zig Zag ahead of the field
On-trade sales remain negligible
Prospects and Opportunities
Young adults to push the demand for RTDs
Tourism to play a key role in growth trajectories
New product launches are anticipated in line with global trends
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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-
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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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