Vermouth and other flavoured wine market in Morocco

Earlier Report Observations

The Moroccan market for vermouth and other flavoured wines saw significant shifts between 2018 and 2023. It grew from 1,766 thousand liters in 2018 to 1,966 thousand liters in 2019, a rise supported by the Green Morocco Plan, a government initiative to organize the wine sector and stimulate production through improved viticultural productivity.

Market volume then declined over the next three years, falling to 1,705 thousand liters by 2022. This downturn occurred alongside the scheduled reduction of customs duties on European wines under the EU-Morocco agreement, which increased competitive pressure as tariffs moved from 14.7% in 2019 toward elimination by 2022. A strong recovery followed in 2023, with the market reaching 2,004 thousand liters. This rebound was aided by expanded consumer access, including the launch of alcohol home delivery in Marrakech, and likely advance purchases ahead of a announced increase in the domestic consumption tax on alcoholic beverages set for 2024.

Underlying demand remained steady, with wine representing about 40% of alcohol consumption in Morocco. The country's established production base, featuring vineyards around Casablanca and large historical wineries, continued to supply the market throughout the period.

Production vermouth and other flavoured wine in Morocco

In kind, 2017-2020, K l

From 2017 to 2020, Morocco ranked 19th globally in terms of vermouth and other flavoured wine production volume.

Top producers of vermouth and other flavoured wine, 2017-2020

World map of production of vermouth and other flavoured wine, 2017-2020

Following a two-year growth period, Morocco's production of vermouth and other flavoured wine declined. In 2020, the country produced 1 785 thousand litres, marking a 5.8% year-on-year decrease. Over the 2017-2020 period, production increased by 49.3%, with a compound annual growth rate of 14.3%. The highest production level was recorded in 2019 at 1 895 thousand litres, while the largest annual increase occurred in 2018 at 43.8%.

Annual dynamics of production in Morocco in kind, 2017-2020, K l

Exports vermouth and other flavoured wine from Morocco

Exports in kind, l

Morocco's exports of vermouth and other flavoured wine reached just 1 litre in 2020, showing minimal change from 2019. Between 2018 and 2020, exports fell by 99.9%, representing an annualized decline of 91.5%.

Annual dynamics of product's exports from Morocco in kind, 2017-2020, l

Between 2017 and 2020, Morocco's vermouth and other flavoured wine exports were almost exclusively directed to Germany, which accounted for 99.9% of total export volume.

Structure of product's exports in kind by countries, 2017-2020

World map of product's exports from Morocco in kind, 2017-2020

Exports in value, K $ US

In 2020, Morocco's vermouth and other flavoured wine export value stood at 0.0 thousand US dollars, showing little variation from 2019. From 2018 to 2020, exports decreased by 100%, equivalent to an annualized rate of 98.2%.

Annual dynamics of product's exports from Morocco in value, 2017-2020, K $ US

During the 2017-2020 period, Germany accounted for virtually all of Morocco's vermouth and other flavoured wine export value, with a 100.0% share of total flows.

Structure of product's exports in value by countries, 2017-2020

World map of product's exports from Morocco in value, 2017-2020

Imports vermouth and other flavoured wine to Morocco

Imports in kind, l

After two years of growth, Morocco's imports of vermouth and other flavoured wine declined. In 2020, imports totalled 24 450 litres, representing a sharp 65.6% year-on-year decrease. Over the 2017-2020 period, imports fell by 42.5%, with a compound annual decline of 16.8%. The peak import volume was recorded in 2019 at 70 996 litres, which also saw the largest annual increase at 45.8%.

Annual dynamics of product's imports to Morocco in kind, 2017-2020, l

From 2017 to 2020, Italy was overwhelmingly dominant in Morocco's vermouth and other flavoured wine imports, accounting for 92.9% of total import volume.

Structure of product's imports in kind by countries, 2017-2020

World map of product's imports to Morocco in kind, 2017-2020

Imports in value, K $ US

Following two years of growth, Morocco's imports of vermouth and other flavoured wine declined in value terms. In 2020, imports amounted to 104.2 thousand US dollars, showing a steep 65.2% decrease compared to 2019. Between 2017 and 2020, imports decreased by 38.7%, equivalent to an annualized decline of 15.0%. The highest import value was recorded in 2019 at 299.1 thousand US dollars, which also experienced the largest annual increase at 53.4%.

Annual dynamics of product's imports to Morocco in value, 2017-2020, K $ US

Between 2017 and 2020, Morocco's import market for vermouth and other flavoured wine was extremely concentrated, with Italy alone responsible for 95.4% of total import value.

Structure of product's imports in value by countries, 2017-2020

World map of product's imports to Morocco in value, 2017-2020