Middle East And Africa Alcoholic Beverages Market Report | Market Size, Industry Analysis, Growth Opportunities, & Forecast (2025-2030)

Middle East And Africa Alcoholic Beverages Market Overview

The Middle East and Africa Alcoholic Beverages Market is poised for substantial growth, with an estimated market size of USD 150.81 billion in 2025. Driven by evolving consumer preferences and expanding distribution channels, the market is projected to reach USD 239.48 billion by 2030, expanding at a CAGR of 9.62% during the forecast period 2025-2030. This growth is driven by evolving consumer preferences, including the rising demand for low-alcohol beverages and premium products, particularly among millennials. The market is also benefiting from an increase in socializing trends, the popularity of pubs, taverns, and restaurants, and a growing number of tourism and expat communities.

Despite challenges such as government regulations, high taxes, and the growing preference for non-alcoholic beverages, the market is expected to thrive. A shift towards more responsible drinking, coupled with innovations like lower-alcohol content wines and beers, is contributing to expanding opportunities. The market is segmented by product types such as beer, wine, and spirits, as well as distribution channels, including on-trade and off-trade. South Africa leads the region, with notable growth also in the UAE, Bahrain, and Qatar.

Key players in the market include Diageo PLC, Heineken Holdings NV, Pernod Ricard SA, and Anheuser-Busch InBev. As e-commerce continues to grow, manufacturers are capitalizing on online retail to boost sales in the competitive landscape.

Market Report Coverage:

The “Middle East And Africa Alcoholic Beverages Market Report—Future (2025-2030)” by Digiroads Research & Consulting covers an in-depth analysis of the following segments in the market.

Study Assumptions and Definitions

1. Market Growth: The market is expected to grow at a compound annual growth rate (CAGR) of 9.62% from 2025 to 2030, influenced by increasing demand for alcoholic beverages across various product categories like beer, wine, and spirits, particularly driven by social trends and millennial preferences.
2. Regional Dynamics: The analysis assumes that South Africa will continue to dominate the market in terms of consumption, followed by the UAE, Bahrain, and other countries in the region. The market will be shaped by local regulatory frameworks and socio-economic conditions in these regions.
3. Consumer Preferences: The growing trend of low-alcohol beverages, health-conscious consumption, and increasing demand for premium products are key drivers assumed to influence the market’s future trajectory.

Definitions:

1. On-trade Channels: Sales of alcoholic beverages at establishments like bars, restaurants, and pubs.
2. Off-trade Channels: Alcoholic beverage sales through retail outlets such as supermarkets, hypermarkets, specialty stores, and online platforms.
3. Low-ABV: Alcoholic beverages containing a lower alcohol by volume (ABV), catering to health-conscious consumers.

Market Scope

The scope of the Middle East and Africa Alcoholic Beverages Market (2025-2030) covers the analysis of various segments, including product types, distribution channels, and geographical regions. This market study encompasses alcoholic beverages such as beer, wine, and spirits, with a specific focus on the growing preference for low-alcohol beverages and premium products among consumers. The research also evaluates the key distribution channels, including on-trade (bars, restaurants, pubs) and off-trade (supermarkets, hypermarkets, specialty stores, online retail stores).

Geographically, the scope includes major markets in South Africa, the United Arab Emirates, Bahrain, Oman, Qatar, and the rest of the Middle East and Africa region. The market dynamics are driven by factors such as rising socializing trends, increasing tourism, and the growing popularity of low-alcohol beverages. It also addresses challenges like regulatory constraints and government-imposed taxes. The scope extends to market forecasts, competitive analysis, and key trends shaping the industry during the forecast period from 2025 to 2030.

MARKET OUTLOOK

Executive Summary

The Middle East and Africa (MEA) Alcoholic Beverages Market is projected to experience substantial growth from 2025 to 2030. The market size, estimated at USD 150.81 billion in 2025 to reach USD 239.48 billion by 2030, growing at a compound annual growth rate (CAGR) of 9.62%. This growth is fueled by increasing socializing trends, rising tourism, and the expanding expatriate communities across the region. The growing demand for premium alcoholic beverages, especially among millennials, is driving market expansion. Additionally, the shift toward low-alcohol-by-volume (ABV) beverages is gaining traction due to rising health awareness and responsible drinking trends.

South Africa leads the MEA alcoholic beverages market, driven by a combination of cultural influences, Western drinking habits, and a rising socializing culture. The country’s alcoholic consumption is among the highest in the world, further propelling market growth. Other key markets, including the United Arab Emirates, Bahrain, Qatar, and Oman, are witnessing increasing demand for diverse alcoholic options, especially in urban areas.

Despite the positive growth trajectory, several challenges persist, including strict government regulations, high taxes, and tariffs in certain regions, which can limit consumption and market potential. Furthermore, the growing preference for non-alcoholic beverages may slow the overall market expansion.

Key players in the MEA alcoholic beverages market include Diageo PLC, Heineken Holdings NV, Pernod Ricard SA, Anheuser-Busch InBev, and Delta Corporation Limited. These companies are focusing on geographical expansion, mergers and acquisitions, and introducing innovative products, such as low-alcohol and craft beverages, to cater to shifting consumer preferences.

Overall, the MEA alcoholic beverages market is poised for growth, driven by evolving consumer trends, expanding product offerings, and strategic innovations by key players in the region.

COMPETITIVE LANDSCAPE

The Middle East And Africa Alcoholic Beverages Market is moderately fragmented, with regional and multinational players competing fiercely for market share.

Key Market Players

• Diageo PLC
• Heineken Holdings NV
• Pernod Ricard SA
• Anheuser-Busch InBev
• Delta Corporation Limited
• Suntory Beverage & Food Limited
• Brown-Forman Corporation
• Refriango LDA
• Edward Snell & Co.
• Molson Coors Beverage Company

Market Share Analysis

The Middle East and Africa (MEA) Alcoholic Beverages Market is highly competitive and moderately fragmented, with a few key players holding significant shares. The market’s growth is driven by increased consumption of alcoholic beverages in certain regions, especially South Africa, the UAE, and other parts of the Middle East. South Africa holds the largest market share, benefiting from the Western influence on drinking habits and an increasing trend of social drinking. The demand for premium alcoholic beverages, along with the growing popularity of low-alcohol drinks, is contributing to the market’s expansion.

Diageo PLC, Heineken Holdings NV, and Anheuser-Busch InBev are the dominant players in the region, holding substantial market shares due to their strong brand recognition, diverse product offerings, and extensive distribution networks. These companies are focusing on expanding their geographical footprint, investing in product innovation, and launching premium offerings to cater to the growing demand from millennial and health-conscious consumers.

Smaller regional players, including Delta Corporation Limited and Edward Snell & Co., are capitalizing on localized preferences, producing traditional beverages and craft options, which have a growing customer base. With the rise of e-commerce and online retail, market share dynamics are also shifting, allowing new entrants and smaller players to access broader consumer segments.

MARKET DYNAMICS

Market Drivers and Key Innovations

The Middle East and Africa Alcoholic Beverages Market is driven by several factors, including shifting consumer preferences, increasing socialization, and rising disposable incomes. One of the key drivers is the growing trend of socializing, with more people in the region opting for dining out at pubs, taverns, and restaurants. This trend, coupled with the increasing consumption of alcohol among young adults, is significantly boosting the market. The demand for premium alcoholic beverages is also on the rise, particularly among millennials, who are more willing to experiment with higher-end drinks.

Additionally, there is an increasing interest in low-alcohol-by-volume (ABV) beverages due to growing health consciousness and a preference for moderate consumption. These drinks, which contain fewer calories and sugar, appeal to consumers looking for healthier alternatives. This shift towards low-ABV beverages is influencing market trends, with manufacturers focusing on creating products that cater to this demand.

Key innovations in the market include the launch of low-alcohol wines and beers, such as the 8.5% ABV Chescato wine by Leopard’s Leap Wines in South Africa. This product caters to the demand for lower-alcohol options while maintaining flavor and quality. Additionally, the growing presence of online retail platforms and e-commerce is enhancing product availability and market accessibility, allowing consumers to explore a wider range of alcoholic beverages at competitive prices. Manufacturers are also leveraging digital platforms to launch new products and promote brand visibility, further fueling market growth.

Market Challenges

1. Government Regulations and Restrictions: Strict alcohol consumption regulations in many Middle Eastern and African countries, such as high taxes, limited legal drinking hours, and restrictions on advertising, pose significant challenges for market growth.
2. Cultural and Religious Barriers: In some regions, particularly the Middle East, strong religious and cultural norms discourage or prohibit alcohol consumption, limiting the potential market size.
3. Rising Demand for Non-Alcoholic Beverages: The increasing preference for non-alcoholic beverages, driven by health consciousness and changing consumer habits, is reducing the overall demand for alcoholic drinks.
4. Economic Instability: Economic challenges in certain African countries, such as inflation and unemployment, can impact disposable income and consumer spending on non-essential items, including alcoholic beverages.
5. Supply Chain Disruptions: The global supply chain issues, particularly during the post-pandemic recovery phase, have led to higher production costs, affecting pricing and availability of alcoholic beverages in the region.
6. Competition from Local and International Brands: The growing competition among international brands and local producers in the alcoholic beverage sector intensifies rivalry, making it harder for smaller or new players to establish a foothold in the market.

Market Opportunities

1. Rising Popularity of Premium and Craft Alcoholic Beverages: The growing demand for premium and craft alcoholic beverages, especially among millennials and younger demographics, presents an opportunity for brands to introduce innovative and higher-priced products, including craft beers, artisanal spirits, and luxury wines.
2. Expansion of E-Commerce and Online Retail: The increasing use of online retail platforms and the growth of e-commerce in the Middle East and Africa open up new distribution channels for alcoholic beverages, allowing brands to reach a wider audience and cater to changing shopping preferences.
3. Health-Conscious Consumer Trends: The shift toward low-alcohol and non-alcoholic beverages due to health consciousness creates a market opportunity for producers to develop and market low-ABV options, such as low-calorie beers, wines, and spirits that cater to health-focused consumers.
4. Growing Tourism and Expat Communities: The rising tourism and expatriate populations in regions like the UAE, Qatar, and South Africa drive higher consumption of alcoholic beverages, particularly in cities with vibrant social scenes, creating new demand for diverse drink options.
5. Product Innovation and Diversification: There is a growing trend toward introducing new flavors, ingredients, and blends in alcoholic beverages, such as flavored beers, ciders, and ready-to-drink cocktails, presenting an opportunity for innovation and differentiation in the market.
6. Government Relaxation of Alcohol Regulations: As some countries in the region begin to relax alcohol restrictions, there is potential for market growth, particularly in countries like Saudi Arabia and the UAE, which are easing regulations to attract tourists and foreign investment.

RECENT STRATEGIES & DEVELOPMENTS IN THE MARKET

1. Expansion of Product Offerings by Global Brands: Major players like Diageo PLC and Heineken Holdings NV have expanded their portfolios to include premium and low-ABV alcoholic beverages to cater to the growing health-conscious market. For example, Heineken launched Heineken 0.0, a non-alcoholic beer, to tap into the growing demand for alcohol-free alternatives. In 2025, the market for non-alcoholic beer in the Middle East and Africa is expected to grow rapidly.
2. Investments in E-Commerce and Direct-to-Consumer Channels: The surge in online shopping has prompted companies like Pernod Ricard SA and Anheuser-Busch InBev to strengthen their presence in e-commerce platforms. For example, Pernod Ricard has invested heavily in digital transformation, aiming to increase online sales by 25% by 2026.
3. Increased Mergers and Acquisitions: There has been a rise in mergers and acquisitions in the market. In 2025, Suntory Beverage & Food Limited acquired Refriango LDA, a beverage company in Angola, to expand its presence in Africa. This move is part of a broader strategy to strengthen market penetration in emerging markets, particularly in Sub-Saharan Africa, which is expected to grow at a high CAGR from 2025 to 2030.
4. Focus on Sustainable Production Practices: Leading companies, such as Molson Coors Beverage Company, are increasingly adopting sustainable practices, with commitments to reduce carbon emissions and water usage. Molson Coors aims to cut its carbon footprint by 30% by 2030. The sustainable movement is expected to become a key factor driving consumer preference in the Middle East and Africa, where eco-friendly practices in production are increasingly becoming a differentiating factor.
5. Government Policy Changes to Encourage Alcohol Consumption: Governments in some countries, such as the United Arab Emirates and Qatar, have eased alcohol consumption regulations, allowing greater access and boosting consumption among expatriates and tourists. For instance, Dubai has reduced its tax on alcohol, creating opportunities for major brands to expand. This trend is expected to contribute to a 12% CAGR in alcohol consumption in the UAE between 2025 and 2030.

KEY BENEFITS FOR STAKEHOLDERS

1. Market Growth Insights: Stakeholders, including manufacturers, investors, and distributors, can benefit from understanding the expected growth trajectory of the Middle East and Africa alcoholic beverage market. The market size is offering significant opportunities for expansion and increased sales across various segments.
2. Consumer Trends and Preferences: Insights into evolving consumer preferences, such as the growing demand for low-alcohol beverages, premium products, and non-alcoholic options, allow stakeholders to align their offerings with market needs. These insights will help businesses adapt their product lines to attract health-conscious and environmentally aware consumers.
3. Competitive Advantage: Understanding the strategies of key players like Diageo PLC, Heineken Holdings NV, and Pernod Ricard SA, as well as emerging trends, provides stakeholders with the tools to stay ahead of the competition. By leveraging this knowledge, companies can implement more effective marketing and distribution strategies to strengthen their position in the market.
4. Regulatory and Policy Awareness: Awareness of government regulations, such as those in the UAE and Qatar, which are evolving to promote alcohol consumption, helps stakeholders navigate the regulatory environment effectively. This allows for more efficient market entry strategies and ensures compliance with local laws.
5. Investment Opportunities: The forecasted growth and favorable market dynamics present lucrative opportunities for investors and financial institutions. By identifying high-growth regions, particularly Sub-Saharan Africa, stakeholders can make informed decisions on where to invest for maximum returns.
6. Sustainability Trends: As sustainability becomes a more prominent factor in consumer choices, stakeholders in the beverage industry can gain a competitive edge by adopting eco-friendly production methods. Brands focusing on sustainable practices are likely to see improved brand loyalty and higher sales among environmentally conscious consumers.

At DigiRoads Research, we emphasize reliability by employing robust market estimation and data validation methodologies. Our insights are further enhanced by our proprietary data forecasting model, which projects market growth trends up to 2030. This forward-thinking approach ensures our analysis not only captures the current market landscape but also anticipates future developments, equipping stakeholders with actionable foresight.

We go a step further by offering an exhaustive set of regional and country-level data points, supplemented by over 60 detailed charts at no additional cost. This commitment to transparency and accessibility allows stakeholders to gain a deep understanding of the industry’s structural and operational dynamics. By providing exclusive and hard-to-access data, DigiRoads Research empowers businesses to make informed strategic decisions with confidence.

In essence, our methodology and data delivery foster a collaborative and data-driven decision-making environment, enabling businesses to navigate industry challenges and capitalize on opportunities effectively.

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Table of Contents

• INTRODUCTION

  • Market Overview
  • Years Considered for Study
  • Market Segmentation
  • Study Assumptions and Definitions
  • Market Scope

• RESEARCH METHODOLOGY

• MARKET OUTLOOK

  • Executive Summary
  • Market Snapshot
• Market Segments 
  • Product Type:
    • Beer, Wine, Spirits
  • Distribution Channel:
    • On-trade, Off-trade
  • Geography:
    • South Africa, UAE, Bahrain, Oman, Qatar, Rest of MEA

• COMPETITIVE LANDSCAPE

• Recent Strategies (Key Strategic Moves)
• Market Share Analysis
• Company Profiles
  • Diageo PLC
  • Heineken Holdings NV
  • Pernod Ricard SA
  • Anheuser-Busch InBev
  • Delta Corporation Limited
  • Suntory Beverage & Food Limited
  • Brown-Forman Corporation
  • Refriango LDA
  • Edward Snell & Co.
  • Molson Coors Beverage Company

• MARKET DYNAMICS

  • Market Drivers
  • Market Challenges
  • Market Opportunities
  • Porter’s Five Forces’ Analysis
    • Bargaining Power of Suppliers
    • Bargaining Power of Buyers
    • Threat of New Entrant
    • Threat of Substitutes
    • Competitive Rivalry

• GLOSSARY OF PROMINENT SECONDARY SOURCES

• DISCLAIMER

• ABOUT US