Alcoholic drinks in Tanzania remained vibrant in 2024, supported by an array of large-scale marketing, experiential and promotional activities designed to strengthen consumer loyalty. The year followed a challenging 2023, when the government introduced a 20% excise duty on beer. This measure prompted price increases and concern among industry stakeholders that it could reverse post-pandemic recovery gains after COVID-19 lockdowns had severely disrupted trade and profitability.
Beer remained the dominant alcoholic beverage in Tanzania in 2024, particularly in urban areas, supported by affordability, brand loyalty, and extensive nationwide marketing and promotional efforts. These included countrywide campaigns, Serengeti Maokoto promotions, on-trade incentives such as “buy one, get one free” offers and branded merchandise giveaways, as well as off-trade price reductions, particularly in large supermarkets. The wide availability of leading brands across both on-trade and off-trade channels in urban and rural areas further reinforced beer’s position. Popular brands performing strongly included Serengeti Lite, Kilimanjaro Premium Lager, Serengeti Premium Lager, Safari Lager and Castle Lite.
Tanzania’s alcoholic drinks market is anchored by four major manufacturers whose products reach both urban and rural consumers: Tanzania Breweries Ltd and its subsidiary Tanzania Distilleries Ltd, Serengeti Breweries Ltd, East African Spirits Ltd, and Smart Gin-Euromax T Ltd. Together, these companies shape the competitive landscape, each with its own portfolio strengths, marketing strategies, and target consumer segments.
The retail landscape for alcoholic drinks in Tanzania is dominated by liquor stores and large to mid-sized supermarkets. Liquor stores play a particularly important role, as they are widely distributed across the country, including within residential neighbourhoods, whereas supermarkets tend to be concentrated along major roads or within upmarket malls. In urban residential areas, liquor stores are a common sight, with their prevalence often correlating with the number of pubs and bars in the vicinity. The higher the population density or the stronger the nightlife scene, the greater the number of wine and spirits outlets catering to demand.
Alcoholic drinks consumption in Tanzania is more strongly anchored in the on-trade, where bars, pubs, clubs, and restaurants serve as important social hubs. Many consumers see going out for a drink as a way to relax, celebrate, meet friends, or even conduct business. Saturdays tend to be the busiest day for on-trade venues, as people unwind ahead of the quieter pace of Sundays. Social drinking is viewed as more enjoyable in company than alone, and many consumers consider the atmosphere of on-trade establishments part of the experience. In some cases, drinking occasions begin at home – for example, during private gatherings or celebrations – but often end in bars or nightclubs as the festivities continue late into the night.
Looking ahead, several trends are expected to shape the Tanzanian alcoholic drinks market over the next five years. Product innovation will be a key driver, with new flavours, packaging formats, and hybrid categories fuelling both volume and value growth. Marketing and promotional campaigns will remain central to brand strategies, with experiential events and sponsorships helping to deepen consumer engagement. Social media will continue to play an increasingly important role, particularly in reaching younger to mid-aged consumers who are active on platforms such as Instagram and TikTok.
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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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