Alcoholic drinks in 2024: The big picture
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.
2024 key trends
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.
Competitive landscape
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.
Retail developments
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 vs off-trade split
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.
What next for alcoholic drinks?
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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Overview:
Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in Lebanon 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 Lebanon, 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 Lebanon 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 Lebanon?
- 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 Lebanon?
- How are products distributed in Lebanon?
- 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 Lebanon
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
Positive year for beer sales
Almaza remains on top with the company back under family ownership
Supermarkets lead off-trade sales as on-trade demand continue to recover
Prospects and Opportunities
Bright outlook for beer as situation in Lebanon stabilises
Imported beer and craft beer could see new opportunities
Non alcoholic beer provides an untapped area for exploration
Category Data
Key Data Findings
2024 Developments
Wine remains a popular local drink but challenges persist for local producers
Local players continue to lead sales of wine despite growing presence of French products
Supermarkets lead distribution but specialists retain an important role in the gifting market
Prospects and Opportunities
Wine expected to benefit from improved stability in Lebanon
Falling international demand could impact local wineries
Players may need to evolve and adapt to remain relevant
Category Data
Key Data Findings
2024 Developments
Gin proving popular but consumers continue to exercise catuious spending behaviour
Local gin and whiskey producers among the most dynamic players in 2024
Online sales thriving but supermarkets remain key
Prospects and Opportunities
Spirits looks set for a positive future as local players invest in the market
Tequila should benefit from the improving mood in Lebanon
Efforts to promote brand loyalty should ensure that Johnnie Walker stays on top
Category Data
Key Data Findings
2024 Developments
Wata remains key to the growth of cider/perry in Lebanon
Tiny Moon launches into the market but Wata remains dominant
Specialists remain key to sales with on-trade demand remaining limited
Prospects and Opportunities
More signifcant investment needed to bring cider to the masses
Tiny Moon presents hope for market expansion
Tourists could be key to sales as brands look to build local awareness
Category Data
Key Data Findings
2024 Developments
Younger consumers embrace RTDs
Buzz continues to lead despite growing competition
E-commerce showing strong promise despite supermarkets and hypermarkets accounting for mot sales
Prospects and Opportunities
Success of RTDs dependent on younger drinkers
Innovation could be key to keeping the market fresh
Non/low alcohol options could present new opportunities for the market
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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