Middle East & Africa Whiskey Market Outlook, 2028

The Middle East and Africa (MEA) Whiskey market is a unique tapestry that brings together centuries of tradition, cultural variety, and an expanding understanding of this treasured spirit's finer characteristics. MEA offers a distinctive and fascinating terrain for Whiskey aficionados and experts alike, with a history as rich as the places it originates from. By embracing whiskies from all over the globe, MEA has created a market that is as diverse as the people and cultures that inhabit this area. Whiskey is more than simply a beverage in MEA; it is a representation of refinement, luxury, and craftsmanship. Each stage of making Whiskey pays respect to the pursuit of excellence, from the painstaking process of choosing the best grains and yeast to the art of ageing in finely charred oak barrels. MEA offers a surprising variety of Whiskey styles and expressions to satisfy even the most discriminating palates, with a rainbow of flavours ranging from deep and smokey to smooth and honeyed.

According to the research report Middle East and Africa Whiskey Market Overview, 2028, the market is projected to reach a market size of more than USD 3.57 billion by 2028. The Whiskey market in the MEA is a testament to the region's growing appreciation for luxury and the good life. As economic prosperity and cultural exchange flourish, so does the demand for exquisite whiskies. From the bustling metropolises of Dubai and Abu Dhabi to the cosmopolitan cities of Cairo and Cape Town, Whiskey bars, specialised retailers, and exclusive tasting events offer an immersive experience, guiding enthusiasts through the world of Whiskey with expert knowledge and curated selections. MEA presents its own distinctive Whiskey styles that capture the character of the area as local distilleries grow. These indigenous whiskies provide a fascinating look into the terroir and cultural legacy of MEA by utilising local ingredients, conventional distilling methods, and a concern for heritage. Whiskey enthusiasts may have a truly authentic and singular experience thanks to these indigenous whiskies.

Whiskey is distributed through both on-trade and off-trade methods in the MEA region. On-trade channels include places like bars, restaurants, hotels, and clubs where Whiskey is consumed on-site. Retail establishments, including supermarkets, duty-free shops, liquor stores, and internet marketplaces, are examples of off-trade channels where consumers can buy Whiskey to drink at home. Together, the two channels serve the many preferences and requirements of Whiskey lovers, ensuring that whiskies are widely accessible and assisting in the market's expansion and growth. The MEA market exhibits a strong appetite for premium and high-end premium whiskies, as consumers seek out exceptional quality and the prestige that comes with enjoying these fine spirits. The MEA region's Whiskey drinkers like flavoured spirits with recognisable flavour characteristics that give them a variety of options to try. Whiskies without flavours are still available on the market.

In the MEA region, alcoholic Whiskey is the preferred beverage type due to its rich flavours, complex profiles, and ability to create memorable drinking experiences. There is a vibrant Whiskey culture where enthusiasts and connoisseurs gather to explore a diverse range of whiskies, engage in tastings, and celebrate the craftsmanship behind these spirits. Non-alcoholic alternatives such as mocktails and non-alcoholic spirits are becoming increasingly popular, but the preference for alcoholic Whiskey remains strong due to a long-standing tradition and appreciation for the depth and character that alcoholic whiskies offer. Scotch Whiskey is highly popular throughout the MEA region and has a significant market share. Whiskey connoisseurs all over the MEA region have fallen in love with Scotch Whiskey because of its illustrious past, complex production method, and distinctive flavour profiles. Regardless of whether it's single malt Scotch Whiskey or blended Scotch Whiskey, the area demonstrates a deep passion for the customs and workmanship connected to this legendary spirit.

In the MEA region, South Africa is both a major Whiskey consumer and a significant market. South Africa, which is renowned for having a sophisticated taste and a thriving Whiskey culture, has seen an astounding increase in Whiskey consumption in recent years. Whiskey enthusiasts in the nation enthusiastically delve into a wide variety of international brands and expressions, submerging themselves in the voluminous array of flavours that whiskies from all over the world offer. With an emphasis on quality, workmanship, and distinctive flavour profiles, the South African market demonstrates a growing enthusiasm for premium and luxury whiskies. Whiskey bars and specialty shops are thriving, providing lovers with a wide variety and chances to partake in tastings and educational experiences. As a hub of sophistication and connoisseurship, South Africa's Whiskey market not only reflects the region's love for this revered spirit but also acts as a catalyst for its continued growth and innovation within the MEA market as a whole.

The Whiskey market in the Middle East and Africa (MEA) region is subject to a range of government regulations and oversight by various authorities. In the UAE, the Emirates Authority for Standardisation and Metrology (ESMA) sets guidelines for the production, labelling, and importation of Whiskey, while in South Africa, the South African Revenue Service (SARS) regulates the production, distribution, and taxation of alcoholic beverages. Certifications like the Halal certification ensure compliance with Islamic dietary guidelines for consumers seeking Halal-certified Whiskey products. The MEA region hosts a variety of events and expos dedicated to the Whiskey market, such as Whiskey Live Dubai, Whiskey & Spirits Live, and Whiskey Live Cairo. These events provide a platform for enthusiasts to discover new expressions, learn about production techniques, and network with industry professionals, contributing to the growth and appreciation of Whiskey in the region.

Considered in this report

• Geography: Middle East and Africa
• Historic year: 2017
• Base year: 2022
• Estimated year: 2023
• Forecast year: 2028

Aspects covered in this report

• Middle East and Africa Whiskey market with its value and forecast along with its segments
• Country-wise Whiskey Market analysis
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

Countries covered in the report:

• United Arab Emirates
• South Africa

By Grain Type

• Malt/ Barley Whiskey
• Wheat Whiskey
• Rye Whiskey
• Corn Whiskey
• Blended Whiskey
• Others

By Type

• Scotch Whiskey
• American Whiskey
• Irish Whiskey
• Canadian Whiskey
• Japanese Whiskey
• Others

By Quality

• Premium
• High-End Premium
• Super Premium

By Beverage Type

• Alcoholic
• Non-Alcoholic

By Flavor

• Non-Flavored
• Flavored

By Distribution Channel

• Off Trade
• On Trade

Intended audience:

This report can be useful to industry consultants, manufacturers, suppliers, associations & organizations related to Whiskey industry, government bodies and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.