Alcoholic drinks in 2024: The big picture
Total volume sales of alcoholic drinks (being only non-alcoholic drinks) maintained a positive performance in Saudi Arabia in 2024, with growth slightly stronger compared to 2023. Value sales were also positive, albeit at slightly lower levels of growth compared to the previous year. Meanwhile, on-trade volume sales are at slightly stronger rates of growth than off-trade sales.
2024 key trends
Non-alcoholic beer remains the largest category in alcoholic drinks in Saudi Arabia, with brands focussing on expanding flavour options and packaging formats. The entry of new international brands has injected fresh competition, and premium offerings are gaining traction, particularly among young adults and urban consumers looking for variety and quality.
Competitive landscape
Carlsberg A/S is the leading company in alcoholic drinks in Saudi Arabia (holding over half of all total company volume share), with Aujan Industries Co Ltd being the only other player holding a notable company share (a quarter of all share). However, Carlsberg saw a small erosion of share in 2024, while Aujan gained. Meanwhile, Mezzan Holding Co KSCP saw significant double-digit growth, being a new player in the category since 2023. The three players offer products in non-alcoholic beer, with Carlsberg’s Moussy taking top overall brand place, with its Holsten brand in third brand place, and Barbican from Aujan in second brand place. Mezzan offers the relatively new-to-market Heineken, thus supporting the robust growth seen from the company and the brand in the past year.
Retail developments
Supermarkets remains the strongest retail distribution, followed by small local grocers, and hypermarkets. Meanwhile, discounters is an emergent channel, showing the strongest distribution growth in 2024, albeit only reflecting in overall terms.
On-trade vs off-trade split
Most sales occur through off-trade channels, such as supermarkets, hypermarkets, and small local grocers. This reflects consumer preference for purchasing these drinks for home consumption, social gatherings, and everyday occasions. Off-trade volumes and values continue to rise, supported by strong retail distribution, product availability, and the convenience of shopping in established grocery outlets.
What next for alcoholic drinks?
Sales of non-alcoholic beer and non-alcoholic wine in Saudi Arabia are set to rise steadily over the coming years. This growth will be driven by the restricted availability of drinks in the category, a young population open to new experiences, and the ongoing expansion of the hospitality sector. Non-alcoholic beer will remain the core of the market, but non-alcoholic wine is expected to see faster percentage growth, especially as more consumers seek premium, sophisticated options for socialising and celebrations. The lower base of non-alcoholic wine, compared to non-alcoholic beer, will also support this stronger trajectory. Overall, the ongoing shift towards more diverse and premium products will continue, with both categories benefiting from new launches and wider acceptance.
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Overview:
Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in Saudi Arabia 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 Saudi Arabia, 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 Saudi Arabia 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 Saudi Arabia?
- 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 Saudi Arabia?
- How are products distributed in Saudi Arabia?
- 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 Saudi Arabia
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
Advertising
Smoking ban
Opening hours
On-trade establishments
TAXATION AND DUTY LEVIES
Contraband/parallel trade
Duty free
Cross-border/private imports
Outlook
DISCLAIMER
Beer in Saudi Arabia
KEY DATA FINDINGS
Non-alcoholic beer sales based on seasonality and socially-driven demand
Established brands maintain their popularity, while Heineken sees particularly dynamic growth
Supermarkets and hypermarkets remain the most relevant, as small local grocers lose share and e-commerce grows
Moderate growth of non-alcoholic beer expected, driven by social gatherings and sporting events
Supermarket and hypermarkets will remain key growth drivers for sales of non-alcoholic beer
Innovation will remain focussed on flavour, health-based options, and premium-style packaging
Lager price band methodology
Wine in Saudi Arabia
KEY DATA FINDINGS
Non-alcoholic wine continues to develop in Saudi Arabia
Shares devided between two main players and smaller brands, with innovation focussing on premiumisation
Supermarkets lead off-trade sales of non-alcoholic wine
Healthy ongoing growth expected for non-alcoholic wine
Variety expansion and growing availability will help to support sales
Innovation will focus on premiumisation and building consumer trust
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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- 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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