West Africa Alcoholic Beverages Market Outlook Report - Market Size, Share Analysis and Forecast (2025-2034)

The West Africa alcoholic beverages market size reached around USD 12.58 Billion in 2024. The market is projected to grow at a CAGR of 5.30% between 2025 and 2034 to reach nearly USD 21.08 Billion by 2034.

Alcoholic beverage is a commonly consumed fermented drink containing ethanol (alcohol), a psychoactive substance that has a depressant effect on the central nervous system. These beverages are produced through the fermentation of sugars by yeasts or through the distillation of fermented products, resulting in a wide range of drinks with varying alcohol content.

The alcoholic beverages market in West Africa is experiencing significant growth, primarily fuelled by the increasing product demand for alcoholic beverages within the region. This expansion is further aided by the region's recovering economies, leading to higher GDPs and disposable incomes. The growing shifts in lifestyle due to rapid urbanisation, combined with the rising number of women consumers, are providing further impetus to the market growth.

Key Trends and Developments

The surge in craft beer popularity, growth in demand for premium spirits with rising incomes, health trends favouring low-alcohol options, and the growth of local brands are positively impacting the West Africa alcoholic beverages market growth

Oct 6th 2023

Diageo announced its plans to create a fully owned subsidiary to manage its spirits portfolio, including Johnnie Walker and Baileys, in West and Central Africa, moving away from utilising Guinness Nigeria for distribution.

Oct 4th 2023

Alomo Bitters, a popular Ghana-made herbal beer, was introduced by Kasapreko in Kenya, signifying the company’s expansion.

Sep 21st 2023

Kasapreko, a Ghana-based company, announced its establishment in Kenya, with its two flagship gin and whiskey brands, Alomo Bitters and Alomo Gold.

Mar 17th 2023

South Africa's Competition Tribunal approved Heineken's acquisition of Distell Group and Namibia Breweries, enabling Heineken to establish a new entity in Africa.

Rising craft beer popularity

Craft beers are increasingly gaining momentum in West Africa, with consumers increasingly seeking unique, locally brewed beers offering diverse flavours and artisanal quality.

Premiumisation of spirits

Consumers are gradually shifting towards premium spirits, especially the younger generation, driven by rising disposable incomes and a growing preference for premium alcoholic beverages.

Health and wellness trends

The emerging trend of low-alcohol and non-alcoholic beverages, as health-conscious consumers seek healthier alternatives without sacrificing social drinking experiences is expected to aid the market expansion.

Expansion of Local Brands

Local brands are rapidly expanding by leveraging traditional flavours and ingredients to cater to the domestic preference for culturally resonant alcoholic drinks.

West Africa Alcoholic Beverages Market Trends

The increasing population, along with the presence of a significant number of potential younger consumers, is driving the market in the region. The market growth is also being supported by the growing premiumisation and a rising shift from locally brewed to branded products in the region. The market is further being catalysed by the easy availability of raw materials and access to cheap labour.

The West Africa alcoholic beverages market expansion can be attributed to the presence of major international corporations such as Heineken, AB InBev, and Diageo. Additionally, the increase in Foreign Direct Investment (FDI) flows into the region is playing a significant role in propelling the market forward.

The projected expansion of local enterprises within West Africa is expected to further bolster the market growth in the upcoming years. However, the lack of sufficient transportation and storage facilities may serve as further obstacles to the market’s development in the region.

Market Segmentation

“West Africa Alcoholic Beverages Market Report and Forecast 2025-2034” offers a detailed analysis of the market based on the following segments:

Breakup by Product Type

• Beer
• Spirits
• Wine
• Others

Breakup by Packaging Type

• Glass Bottles
• Tins
• Plastic Bottles
• Others

Breakup by Distribution Channel

• Open Markets
• Supermarkets/Hypermarkets
• Hotels/Restaurants/Bars
• Specialty Stores
• Others

Breakup by Region

• Nigeria
• Côte d’Ivoire
• Ghana
• Burkina Faso
• Republic of Benin
• Senegal
• Others

The rising presence of international players has significantly propelled the demand for beer in the region

Beer dominates the West Africa alcoholic beverages market share. The segment in the region is being driven by the rising GDPs and the growing premiumisation of the product.

Investments by major global players and the emergence of local players are expected to drive the West Africa beer market growth. Meanwhile, although slow, wine is expected to rise in demand owing to a noticeable shift in consumer preferences towards more sophisticated and diverse alcoholic options. Furthermore, increasing focus on collaboration with international players is expected to aid the expansion of the market.

Glass is expected to be the most prevalent form of packaging in the coming years owing to its recyclability and aesthetics

Glass bottles are the most widely utilised packaging for alcoholic beverages. Glass bottles are preferred for their ability to preserve the flavour and quality of the beverage for a long period without changing its chemical combination. Moreover, glass can be easily recycled and reused, which is advantageous for companies to meet environmental regulations.

Meanwhile, tins (aluminium cans) and plastic bottles are likely to be used widely in many regions, including West Africa, due to their lightweight nature, lower cost, and convenience.

West Africa Alcoholic Beverages Market Analysis by Region

Nigeria is the leading regional market for alcoholic beverages in West Africa. The regional market is being driven by the rising urbanisation and growing employment rates. The growing consumption of alcohol during social occasions is expected to propel the growth of the West Africa alcoholic beverages market.

Competitive Landscape

Major players in the West Africa alcoholic beverages market are increasingly establishing partnerships with global players

Major beverage manufacturers in the West Africa alcoholic beverages market are increasingly partnering with global brands, such as Heineken. Acquisitions and partnerships between international and local companies are expected to increase the investments brought into the region. This synergy can lead to enhanced product offerings, improved distribution capabilities, and more efficient production processes, ultimately expanding the market reach of both international and local brands.