In 2024, alcoholic drinks in Kuwait registered a moderate increase in total volume sales and a fast rise in total current value sales, supported by inflationary pressure on prices.
Beer, specifically non alcoholic beer, was the largest category within alcoholic drinks. Beer posted moderate total volume and strong total current value growth in 2024. New brands joined the fray, and consumers increasingly appreciated the health benefits of these products in terms of nutrients and electrolytes content. Nevertheless, the category’s position as a premium alternative to juice and carbonated soft drinks, carrying higher price tags, discouraged demand, to some extent, from middle-income earners. Hence, non alcoholic beer found popularity mainly among more affluent nationals and high-earning expatriates.
Aujan Industries Co Ltd continued to gain total volume share in 2024, to consolidate its strong leadership of alcoholic drinks in Kuwait. The company produces the Barbican brand, present in non alcoholic beer. Barbican remained the leading brand, produced by Aujan Industries through its factories in Saudi Arabia and the United Arab Emirates, which brings pricing advantages and regional popularity. Furthermore, the player leveraged Barbican’s wide-ranging availability in flavours, ranging from apple to peach, and packages, ranging from glass bottles to metal cans.
With a stable off-trade volume share, hypermarkets dominated the distribution of alcoholic drinks in 2024.
The off-trade channel overwhelmingly dominated the distribution of alcoholic drinks in Kuwait in volume terms in 2024. Consumers typically buy beer in off-trade outlets, with the most significant channels being hypermarkets (inclusive of cooperative societies), supermarkets and traditional grocery retailers, such as small local grocers. Traditional grocery retailers remain the most popular choice for impulse purchases, while purchases from supermarkets and hypermarkets are generally undertaken as part of a regular grocery shop.
Total volume sales of alcoholic drinks are set to see moderate-to-slight growth as the forecast period progresses. The modest growth projection reflects the challenge of innovation within the mainstay category of non alcoholic beer. The introduction of new flavours alone will not make a significant difference. Instead, there is a need to introduce new brands that appeal to the existing consumer base, such as latest launches like Corona Cero and Fever-Tree Ginge Beer, for example. More importantly, the consumer base itself needs to be diversified and expanded through the winning over of more expatriates, especially within middle- and high-income brackets.
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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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