Middle East & Africa Brandy Market Outlook, 2028

The Middle East and Africa have a rich history of distillation and the production of alcoholic beverages. Traditional distillation methods and techniques have been passed down through generations, contributing to the production and consumption of brandy in these regions. Furthermore, brandy is often associated with celebrations, special occasions, and hospitality in the Middle East and Africa. It is a common practise to offer brandy to guests as a gesture of warm hospitality and to enhance social gatherings. Moreover, in certain Middle Eastern and African cultures, brandy has cultural significance and is deeply rooted in customs and traditions. It may be used in rituals, ceremonies, or as an offering during religious and cultural festivities. In addition, brandy is sometimes used for its perceived medicinal properties in the Middle East and Africa. It is believed to have soothing and digestive qualities and is consumed to alleviate certain ailments or discomfort. In addition, in the Middle East and Africa, brandy bottles are often beautifully designed and packaged. The attention to detail in bottle design and labelling reflects the importance of aesthetics and presentation in the brandy culture.

According to the research report Middle East & Africa Brandy Market Outlook, 2028, The market is projected to reach market size more than USD 1.50 Billion by 2028. The Middle East and Africa are experiencing demographic shifts, including a growing young population with changing lifestyles and preferences. Younger consumers are more open to exploring different alcoholic beverages, including brandy, and are willing to try new and innovative offerings, contributing to the market's growth. Furthermore, as the economies in the Middle East and Africa continue to develop, disposable incomes are on the rise. This increased purchasing power allows consumers to explore and indulge in premium brandy offerings, contributing to the growth of the market. Moreover, the Middle East and Africa are popular tourist destinations, attracting millions of visitors each year. The flourishing tourism and hospitality industries create a demand for premium spirits, including brandy, as travellers seek to indulge in local experiences and cultural traditions. In addition, in some parts of the Middle East and Africa, brandy is infused with various herbs and spices to create unique flavour profiles. These herbal infusions are believed to add medicinal and therapeutic properties to the brandy, making it a popular choice for its perceived health benefits.

South Africa is known for its Cape Brandy, which is the local term for brandy produced in the country. Cape Brandy has a long history dating back to the 17th century and has gained recognition for its distinct character and quality. Furthermore, South African brandy is closely tied to the country's wine industry. Brandy production often starts with the distillation of wine, utilising the country's abundance of high-quality grapes. Moreover, South African brandies are classified based on their age, similar to other brandy-producing regions. These classifications include vintage, fine, and solera. Each designation signifies a specific period of ageing and contributes to the quality and flavour profile of the brandy. In addition, South Africa's diverse climate, ranging from cooler coastal regions to warmer inland areas, contributes to the unique character of its brandies. Grapes grown in different climatic conditions result in brandies with varied flavour and aromatic profiles. Furthermore, South Africans enjoy brandy not only as a standalone drink but also as a versatile spirit for food pairings. It is often paired with local cuisine, including grilled meats, seafood, and desserts, enhancing the flavours and creating harmonious combinations.

Grape brandy holds cultural and social significance in many Middle Eastern and African countries. It is often consumed during social gatherings, celebrations, and religious festivals. Sharing a glass of brandy is a way to connect with friends and family, and it is deeply ingrained in local customs and traditions. Furthermore, South Africa has a long history of brandy production, and its brandy industry is considered one of the best outside of Europe. The region's brandies are made from Cape grapes and are known for their high quality and unique characteristics. The production process typically involves double distillation and oak ageing. Arak is a popular traditional grape brandy in the Middle East, particularly in Lebanon, Syria, and Jordan. It is made by distilling fermented grape juice with aniseed. Arak has a distinct flavour profile and is often diluted with water and ice before being consumed. In addition, fruit brandies have been used for centuries in the Middle East and Africa for their medicinal properties. They are believed to aid digestion and have other health benefits. Additionally, fruit brandies are used in culinary applications such as flavouring desserts, sauces, and marinades. Pomegranates are widely cultivated in the Middle East, and pomegranate brandy is a popular fruit brandy in the region. It is made by fermenting the juice of ripe pomegranates and then distilling it to create a clear and aromatic spirit. Pomegranate brandy is known for its fruity and slightly sweet flavour. Furthermore, figs are another fruit commonly used to make brandy in the Middle East. The figs are fermented, distilled, and aged to create a unique and flavourful spirit. Fig brandy often has a smooth and slightly sweet taste with hints of the fruit's natural sweetness.

In the Middle East, cities like Dubai, Abu Dhabi, and Doha have a vibrant on-trade market with a range of high-end hotels and restaurants offering brandy selections. For instance, some popular on-trade establishments known for their brandy offerings in the Middle East include Zuma (Dubai, Abu Dhabi), La Cantine du Faubourg (Dubai), Coya (Dubai, Abu Dhabi), and many more. In Africa, major cities like Cape Town, Johannesburg, and Nairobi have a thriving on-trade market, catering to both locals and tourists. In addition, off-trade refers to the sale of brandy through retail outlets, such as liquor stores, supermarkets, hypermarkets, and online platforms, where consumers purchase the products for consumption at home. For instance, off-trade retail outlets for brandy in the Middle East include MMI (Majestic Liquor Stores), Spinneys, and African + Eastern. Furthermore, major supermarket chains and liquor stores play a significant role in the off-trade distribution of brandy in African countries. For instance, some prominent off-trade retail outlets for brandy in Africa include Shoprite, Pick n Pay, Liquor City, and more.

Governments typically require businesses involved in the production, distribution, and sale of brandy to obtain appropriate licences and permits. These licences often vary depending on the specific activities involved, such as distilling, importing, or operating retail outlets. Compliance with licencing requirements is crucial to legally engaging in brandy-related operations. Furthermore, most countries in the Middle East and Africa have legal drinking age restrictions. The legal drinking age can vary, typically ranging from 18 to 21 years old. It is important for producers and retailers to adhere to these age restrictions and implement measures to prevent the sale of brandy to underage individuals. Moreover, governments in the Middle East and Africa often impose strict regulations on the advertising and marketing of alcoholic beverages, including brandy. These regulations may govern the content, timing, and placement of advertisements, with the aim of preventing irresponsible or misleading promotion of alcoholic products. Brand owners and marketers must adhere to these guidelines to comply with local laws. In addition, in countries with significant religious observances, there may be specific regulations regarding the sale and consumption of alcoholic beverages during religious holidays or fasting periods. These regulations may restrict or prohibit the sale of brandy during certain times to align with religious customs.

Major Companies present in the market:

Pernod Ricard SA, LVMH Moët Hennessy Louis Vuitton, Davide Campari-Milano N.V., Lucas Bols N.V., Halewood, Artisanal Spirits, Bacardi Limited, Van Ryn Brandy (Pty) Ltd., KWV South Africa (Proprietary) Limited.

Considered in this report

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

Countries covered in the report:

• United Arab Emirates
• Saudi Arabia
• South Africa

Aspects covered in this report

• Middle East & Africa Brandy market with its value and forecast along with its segments
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

By Product Type

• Grape Brandy
• Calvados
• Cognac
• Armagnac
• Fruit Brandy
• Others(Dried Fruit Brandy, Peach Brandy, Pomace brandy)

By Price

• Value
• Premium
• High End Premium
• Super Premium

By Distribution channel

• Off Trade
• On Trade

The approach of the report:

This report consists of a combined approach of primary as well as secondary research. Initially, secondary research was used to get an understanding of the market and listing out the companies that are present in the market. The secondary research consists of third-party sources such as press releases, annual report of companies, analyzing the government generated reports and databases. After gathering the data from secondary sources primary research was conducted by making telephonic interviews with the leading players about how the market is functioning and then conducted trade calls with dealers and distributors of the market. Post this we have started doing primary calls to consumers by equally segmenting consumers in regional aspects, tier aspects, age group, and gender. Once we have primary data with us we have started verifying the details obtained from secondary sources.

Intended audience

This report can be useful to industry consultants, manufacturers, suppliers, associations & organizations related to ready to Brandy 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.