Alcoholic drinks in 2024: The big picture
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.
2024 key trends
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.
Competitive landscape
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.
Retail developments
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.
On-trade vs off-trade split
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.
What next for alcoholic drinks?
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.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Overview:
Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in Tanzania 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 Tanzania, 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 Tanzania 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 Tanzania?
- 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 Tanzania?
- How are products distributed in Tanzania?
- 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 Tanzania
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
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
Price sensitivity and shifting consumer habits in response to tax hikes and inflation
Promotional campaigns and product innovation drive volume growth
Locally produced beers dominate retail sales and community engagement
Prospects and Opportunities
Value growth expected for mid-range local beers, premium imports, low-ABV, and non-alcoholic options
Product innovation and small pack sizes to fuel future growth
Craft beers appeal to affluent young consumers, while price pressures limit growth in lower-income segments
Category Data
Key Data Findings
2024 Developments
Wine consumption supported by aspirational lifestyles and a growing middle class
Local wines gaining share through price competitiveness and increased visibility
Off-trade retailers offering broad wine assortments to appeal to diverse consumer bases
Prospects and Opportunities
Urbanisation and rising incomes to support long-term volume growth
Modern retail and e-commerce to expand access and drive sales
Wine tourism and vineyard experiences to boost local brand visibility
Category Data
Key Data Findings
2024 Developments
Mid-income consumers drive volume growth through affordable local spirits
Affluent consumers maintain premium purchases despite economic pressures
Counterfeiting and supply chain gaps challenge producers and retailers
Prospects and Opportunities
Spirits consumption to remain strong amid rising demand for value and premium options
Imported spirits appeal to aspirational consumers seeking lifestyle upgrades
Innovation and brand loyalty support long-term performance of local spirits
Category Data
2024 Developments
Younger consumers and women drive growth in cider consumption
Global trends support rising demand for ciders
Male consumers boost Hunters Cider sales
Prospects and Opportunities
Younger consumers expected to sustain cider volume growth
Health-conscious positioning supports volume and value gains
Lifestyle events and experiential marketing boost brand visibility
Category Data
Key Data Findings
2024 Developments
Convenience and lifestyle changes drive RTD consumption
Smirnoff Ice variants maintain a strong lead in the category
Fruit-based RTDs gain popularity
Prospects and Opportunities
Cocktail culture to drive RTD value and volume growth
Stronger product launches can boost consumer awareness
Flavour innovation and low-alcohol formats to widen appeal
Category Data
The following categories and subcategories are included:
Alcoholic Drinks
-
-
- Ale
- Sorghum
- Weissbier/Weizen/Wheat Beer
-
- Flavoured/Mixed Lager
-
-
- Domestic Premium Lager
- Imported Premium Lager
-
- Domestic Mid-Priced Lager
- Imported Mid-Priced Lager
-
- Domestic Economy Lager
- Imported Economy Lager
-
-
-
- Domestic Premium Lager
- Domestic Mid-Priced Lager
- Domestic Economy Lager
-
- Imported Premium Lager
- Imported Mid-Priced Lager
- Imported Economy Lager
-
-
- Low Alcohol Beer
- Non Alcoholic Beer
- Stout
-
-
- Regular Cider/Perry
- Non Alcoholic Cider/Perry
-
- Malt-based RTDs
- Spirit-based RTDs
- Wine-based RTDs
- Other RTDs
- Non Alcoholic RTDs
-
-
- Brandy
- Cognac
-
- Bitters
- Cream-based Liqueurs
- Other Liqueurs
- Non Alcoholic Spirits
-
-
- Prestige Dark Rum
- Ultra Premium Dark Rum
- Super Premium Dark Rum
- Premium Dark Rum
- Standard Dark Rum
- Economy Dark Rum
-
- Prestige White Rum
- Ultra Premium White Rum
- Super Premium White Rum
- Premium White Rum
- Standard White Rum
- Economy White Rum
-
- Tequila (and Mezcal)
-
- Bourbon/Other US Whiskey
- Canadian Whisky
- Irish Whiskey
- Japanese Whisky
-
-
- Blended Malt Scotch Whisky
-
- 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
-
- Other Whiskies
-
-
-
- Prestige English Gin
- Ultra Premium English Gin
- Super Premium English Gin
- Premium English Gin
- Standard English Gin
- Economy English Gin
- Dutch Gin
-
-
- Prestige Vodka
- Ultra Premium Vodka
- Super Premium Vodka
- Premium Vodka
- Standard Vodka
- Economy Vodka
-
-
- 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
-
-
-
- Port
- Sherry
- Vermouth
- Other Fortified Wine
-
- 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
-
- Champagne
- Other Sparkling Wine
-
- Still Red Wine
- Still Rosé Wine
- Still White Wine
- Non Alcoholic Wine
-
Alcoholic Drinks
Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders.
- Track key industry trends, opportunities and threats.
- Inform your marketing, brand, strategy and market development, sales and supply functions.
This report originates from Passport, our Alcoholic Drinks research and analysis database.
NEW REPORT GUARANTEE
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!