In 2023, alcoholic drinks presents a challenging landscape characterised by significant price increases and declining demand across major subcategories including beer, wine, and spirits. This decline is primarily attributed to the diminishing purchasing power of local consumers and the impact of inflation.
In 2023, there was a notable uptick in demand for lower priced brands across all categories, including beer, wine, and spirits. There was simultaneously a substantial increase in demand for RTDs, driven by the introduction of several new brands, notably Exo Mix.
Société Frigorifique et Brasserie de Tunis remained the dominant leader in the largest category, beer, and therefore also led alcoholic drinks overall in 2023. The second-ranked company in beer, Société nouvelle de Brasserie (SONOBRA), meanwhile, made key launches in beer and RTDs, including economy beer El Beya and Sunset in RTDs.
Modern grocery retailers such as supermarkets and hypermarkets continue to serve as the primary distribution outlets for alcoholic drinks in Tunisia. The distribution process remains regulated by the Trade Ministry, requiring approvals from both the Trade and Interior Ministries.
Off-trade sales continued to hold the majority share in alcoholic drinks sales in Tunisia in 2023, with supermarkets and hypermarkets leading retail sales as they offer the widest selection and most affordable prices. In contrast, on-trade sales account for approximately a third of total sales volume, with spirits benefiting more significantly from this channel compared to beer and RTDs.
Looking ahead, economic challenges are expected to persist, prompting continued price increases and additional taxes imposed by the Ministry of Finance. Economy priced brands across alcoholic drinks are likely to gain further traction as consumers seek affordable alternatives amidst financial constraints.
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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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