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.

Total volume sales of alcoholic drinks in Laos rose strongly in 2024, albeit at a slower rate than in 2023. In total current value terms, alcoholic drinks saw strong double-digit growth, albeit supported by high inflationary pressure on prices. The growth in industry was driven by enhanced marketing campaigns, increased promotional activities, faster inbound tourism flows and the popularity of foodservice.

There has been a significant increase in alcohol consumption among the public in Cambodia, driven by shifting lifestyles that embrace social drinking, a rise in disposable income allowing for greater spending on leisure activities, and a burgeoning young population eager to explore diverse beverage options and engage in contemporary social trends. As a result, volume sales of alcoholic drinks rose in 2024.

Sales of alcoholic drinks in Uganda continued to experience strong growth in total volume terms in 2024, backed by a more stable rate of inflation. Growth was also boosted by an increase in disposable income, although rising prices, particularly in spirits, still dampened growth rates in 2024.

Total volume sales of alcoholic drinks in Sri Lanka saw double-digit growth in 2024, while total current value sales increased dynamically.

Total volume sales of alcoholic drinks rose significantly in Myanmar in 2024. Alcoholic drinks saw notable growth across categories in both off-trade and on-trade sales channels. However, inflation and currency exchange rate depreciation remained major barriers to further development during the year.

Alcoholic drinks in Morocco witnessed dynamic growth in 2024. While economic conditions limited household spending on premium alcoholic drinks, strong inbound tourism continued to support on-trade demand in restaurants, hotels, and bars. Many local consumers continued to face inflationary pressures and high living costs, driving the shift away from premium wines and spirits to more affordable alcoholic beverages, including economy beers and locally produced options. The elimination of import dut

Volume growth of alcoholic drinks in Georgia in 2024 was driven by the development of modern grocery retailers, with a particularly strong impact seen in the beer and spirits categories. Supermarkets, hypermarkets, and especially convenience stores have played a central role in increasing the assortment and availability of alcoholic drinks across both urban and regional areas of the country. A key competitive advantage of modern retail formats is their more attractive prices compared to traditio

In 2024, total volume sales of alcoholic drinks in Thailand increased, albeit at a slower pace compared to the previous year, with a more pronounced rise in current value terms. Growth was significantly influenced by a surge in tourism. Thailand is a popular tourist destination, and the increasing number of tourists had significant implications for the sale of alcoholic drinks, particularly in tourist-heavy areas such as Bangkok, Phuket, and Pattaya. Wine also benefited from a reduction in taxes

Alcoholic drinks in Ethiopia faced a slight decline in total consumption in 2024, shaped by rising prices and shifting economic conditions. The overall contraction was largely driven by a series of fiscal and structural developments, including higher excise taxes on alcohol, a widening gap in the foreign exchange rate, and the impact of urban redevelopment initiatives that resulted in the demolition of bars and restaurants in key hospitality corridors. These factors combined to limit both supply

Total volume sales of alcoholic drinks declined in Iraq in 2024. This was the second consecutive year of decline following the imposition of a ban on the sale, import or production of alcohol in central and southern Iraq early in 2023. The ban, which was originally approved by parliament in 2016, does not apply in the Kurdistan Region of Iraq (KRI), which is governed by the Kurdistan Regional Government (KRG). Also, despite the ban, alcoholic drinks continued to be sold via official retail chann

Total volume sales of alcoholic drinks declined in Iraq in 2024. This was the second consecutive year of decline following the imposition of a ban on the sale, import or production of alcohol in central and southern Iraq early in 2023. The ban, which was originally approved by parliament in 2016, does not apply in the Kurdistan Region of Iraq (KRI), which is governed by the Kurdistan Regional Government (KRG). Also, despite the ban, alcoholic drinks continued to be sold via official retail chann

Total volume sales of alcoholic drinks in Jordan rose slightly in 2024, while total current value sales increased at a fast rate. The rise in the legal drinking age population helped to boost sales. On the other hand, the limited growth in the consumption of alcoholic drinks was strongly informed by a slowdown in inbound tourism flows, compared with 2023, amidst security concerns in the region. Among the local population, alcohol consumption remains a culturally sensitive subject. However, there

Retail volume sales of alcoholic drinks recorded strong growth in 2024 with local consumers embracing alcoholic drinks to a greater degree than their international counterparts. Many international industry players have branches in Bangladesh. Despite the high growth, the industry has been hampered by high inflation, government change and political unrest. Product availability has also been challenging due to import difficulties and customs issues. The government has also been active in illegal t

Total volume sales of alcoholic drinks rose in Oman in 2024. The consumer base for alcoholic drinks did not change much over the course of the year, though the Omani Government pressed ahead with its Omanisation strategy, which aimed to increase the percentage of Omanis within the population amid the considerable reliance on expatriates. Omanisation would have typically put some pressure on demand for beer amid the lack of consumption by Omani nationals, but the total number of expatriates only

In 2024, alcoholic drinks in Kuwait registered a moderate increase in total volume sales and a fast rise in total current value sales, supported by inflationary pressure on prices. Alcoholic drinks in Kuwait housed only two categories, non alcoholic beer and non alcoholic wine. Alcohol consumption and sales have been banned in Kuwait since 1964, including sales via international hotels. The consumption of alcohol has been a criminal offence since 1983, with potential punishment including fines

Volume sales of alcoholic drinks continued to rise in 2024, supported by an increasingly dynamic import landscape and evolving consumer preferences. Beer remained by far the most consumed alcoholic beverage in Côte d’Ivoire, accounting for the vast majority of volume sales. However, spirits and wines also gained incremental ground, particularly in urban areas where imported products are more accessible. Wine imports, in particular, experienced a notable uptick, helping Côte d’Ivoire become one o

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 Octo

In 2024, the alcoholic drinks industry in Angola witnessed a dynamic combination of health-led innovation, local entrepreneurship, and increased regulatory oversight. While inflationary pressures and rising production costs – particularly those linked to the ongoing Russian invasion of Ukraine continued to challenge manufacturers, a growing number of companies embraced domestic sourcing and localisation to navigate the difficult landscape. Notably, the Angolan government maintained strong suppor

Total volume sales of alcoholic drinks rose in Qatar in 2024, as the market finally normalised following dramatic fluctuations over the review period. The market witnessed a marked decline in 2020 because of the pandemic and revived in 2021 as signs of the pandemic started to fade. As Qatar hosted the FIFA World Cup in 2022, volume sales surged and subsequently fell away again in 2023 as the one-off impact from the tournament faded. Alcoholic drinks’ volume sales finally normalised with growth i

Alcohol drinks registered minimal volume growth in 2024. However, growth in current and constant value sales was higher, as a trends towards premiumisation continued to take hold. At the same time, though inflation eased, consumers also continued to be price sensitive, with for instance economy brands of beer also performing strongly.

Alcoholic drinks in Estonia saw growth in total current value sales slow sharply in 2024, while total volume sales contracted for a second consecutive year. With cost-of-living pressures remaining elevated, consumption continued to be subdued by more cautious attitudes to discretionary spending. The negative impact of this trend was most apparent at the on-trade level, where the vast majority of categories posted steep volume declines. Retail demand proved much more resilient, with overall off-t

Volume and value sales of alcoholic drinks rose in Serbia in 2024, with value growth pushed by rising prices. Cider/perry registered the highest total volume growth, with wine in second place. Beer, meanwhile, posted the lowest total volume sales growth.

Overall alcoholic drinks in Tunisia recorded a slight increase in terms of total volume sales in 2024, despite the ongoing economic crisis. Growth was driven by several factors, including rising demand for mass brand variants across all categories. Value sales also improved in 2024, supported by price rises and inflation.