Despite all of the negative trends affecting Lebanon, including the country’s economic and financial collapse, but also the presidential vacuum and political instability, the market started to see a recovery in 2022 and into 2023. This was driven by an increase in diaspora remittances, a private sector recovery, and positive tourism and hospitality indicators all of which supporting the recovery of alcoholic drinks sales in Lebanon. However, this recovery came to somewhat of a standstill in October 2023 with the onset of the Israel-Hamas war, which spilled over into southern Lebanon in September 2024. A recovery in tourism – mainly fuelled by the Lebanese diaspora – was halted by this security situation, hindering stronger growth in sales of alcoholic drinks in 2024.
Whiskies remains the largest and most popular category in alcoholic drinks in Lebanon in total value terms despite other types of alcohol drinks gaining ground. For example, arak, gin and tequila (and mezcal) have been seeing healthy growth. Meanwhile, there have been significant changes seen in whiskies with some consumers shifting to lower priced products, while market leaders have lost share to brands like Jameson and Haig. Despite this, whiskies remains the most popular alcoholic drinks option for gifting, alongside wine and some other premium spirits. The alcoholic drinks market is, however, becoming increasingly diverse with tastes shifting and evolving continuously.
Johnny Walker and Jameson remained the most popular brands of whiskies in Lebanon in 2024. Initially, because of cost considerations, Jameson was able to win over more price-sensitive whiskey drinkers. Although it is no longer perceived or positioned as a cost effective brand, it has maintained its growth momentum. As such, it is now competing very closely with Johnny walker, the historical leader in whiskies in Lebanon.
Lebanon has a lax distribution environment for alcohol drinks compared to all other Arab countries. Alcohol is sold everywhere, including in supermarkets and modern retailing stores where households and individuals shop for their daily necessities. This ensures a broad distribution reach from producers of alcoholic drinks. Most consumers will shop for alcoholic drinks in supermarkets while shopping for other necessities. However, when shopping specifically for alcoholic drinks for gifting they are more likely to go to food/drink/tobacco specialists like Vintage, Enoteca, Malt Gallery, among many others. Even small local grocers, convenience stores, forecourt retailers and smaller retailers will have at least some of the basic types and brands of alcoholic drinks like beer, RTDs, arak, whiskies, vodka and gin.
On-trade sales of alcoholic drinks have recovered significantly since 2022 with the waning impact of the pandemic and the return of some Lebanese expatriates for holidays and short breaks. Lebanon’s hospitality sector experienced somewhat of a ‘mini boom’ between 2022 and 2023 with many new restaurants opening, older ones reopening after a temporary closure, as well as hotels reopening. However, this recovery was impacted by the spillover from the Israel-Hamas war in the south of Lebanon in 2024. That said, the country’s hospitality sector was also swift to recover from the impact of this as of December 2024.
It is expected that Lebanon, despite facing more hurdles, will see growth in the number of tourist arrivals in 2025 and going forward. The country has a new government that is intent on stability, reform and economic growth. This is likely to benefit the market, and notably tourism hospitality and sales of food and beverages, with alcoholic drinks also set to benefit from this. On-trade sales and consumption should increase significantly, as bars, restaurants and nightclubs prepare for a booming summer season.
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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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