Middle East and Africa Wine - Market Share Analysis, Industry Trends & Statistics, Growth Forecasts (2026-2031)

The middle east and Africa wine market size was valued at USD 14.83 billion in 2025 and estimated to grow from USD 15.68 billion in 2026 to reach USD 20.73 billion by 2031, at a CAGR of 5.74% during the forecast period (2026-2031). This report is Segmented by Product Type (Fortified Wine, Still Wine, Sparkling Wine, Others), Colour (Red Wine, White Wine, Rose Wine), Price Range (Mass, Premium), End User (Men, Women), Distribution Channel (On-Trade, Off-Trade), and Geography (South Africa, Saudi Arabia, United Arab Emirates, Nigeria, Egypt, Morocco, Turkey, and More). The Market Forecasts are Provided in Terms of Value (USD).

Middle East And Africa Wine Market Trends and Insights

Rising premiumization and gifting culture

As urban affluence rises, Middle Eastern and African markets witness a surge in premium wine consumption, driven by sophisticated drinking occasions and corporate gifting. The UAE, through ADGM, showcases its regulatory flexibility by granting alcohol service permits, underscoring its commitment to premium hospitality. Meanwhile, buoyed by record agricultural exports hitting USD 13.7 billion in 2024, South Africa's wine industry is now eyeing higher-value exports, as noted by Wandile Sihlobo. In West Africa, as local spirits are rebranded as luxury items, there's a noticeable spillover demand for imported premium wines. This cultural evolution, positioning wine as a status symbol and preferred gift, especially favors the sparkling wine segment, known for its higher margins and celebratory appeal. With enhancing port infrastructure and streamlined customs procedures, premium wine selections are becoming staples in corporate entertainment and diplomatic events across these regions.

Hospitality-tourism boom

As Egypt aims for a USD 30 billion tourism revenue by 2025 and 30 million visitors by 2032, the country will need an additional 200,000 hotel rooms, as highlighted by the New Zealand Ministry of Foreign Affairs and Trade. Saudi Arabia's Vision 2030, featuring initiatives like the Red Sea Global megaprojects and Qiddiya entertainment hubs, sees alcohol licensing in select tourism zones as a strategy for economic diversification. The UAE's well-established hospitality sector is broadening its premium dining offerings. Meanwhile, Turkey's strong sales of Chivas and other premium brands indicate a shift towards more sophisticated consumption patterns, according to Pernod Ricard. Cultural tourism is on the rise in Morocco and Egypt, spurring a demand for wine pairings with local dishes. As hotels expand their capacities, there's a growing need for refined beverage programs, leading to increased bulk wine imports for on-premise use and presenting opportunities for regional distributors.

Persistent counterfeit risk undermining consumer trust

Illicit alcohol trade accounts for 25-40% of global consumption, leading to annual fiscal losses of USD 8.9 billion. The World Customs Organization highlighted a 30% surge in alcohol trafficking cases in 2022, with a primary focus on wine and grape-distilled products. In South Africa, a fragmented food control system has paved the way for counterfeit wine circulation. This has resulted in documented deaths from methanol-adulterated alcohol in 2022 and seizures valued at R24 million in Cape Town alone, according to BMC Public Health. The region's limited laboratory capacity hampers authentication efforts. Furthermore, modest statutory fines (R400 for first offences under South Africa's FCD Act) prove ineffective in deterring large-scale fraud operations. The rise of e-commerce has introduced new avenues for counterfeit distribution, especially impacting premium wine segments where brand authenticity significantly influences pricing. While regional coordination via INTERPOL's OPSON operations and blockchain traceability initiatives present potential solutions, their successful implementation demands considerable investment in enforcement infrastructure and enhanced cross-border collaboration.]

Other drivers and restraints analyzed in the detailed report include:

• Exotic flavor exploration and new taste preferences
• Rising disposable income
• Strict alcohol regulation and religious norms

Segment Analysis

In 2025, still wine holds a commanding 72.10% share of the market, underscoring the region's entrenched consumption habits and well-established distribution channels. Sparkling wine, however, is making waves as the fastest-growing segment, boasting a 7.14% CAGR projected through 2031. This surge is largely attributed to its rising popularity in celebrations and a trend towards premium offerings in the hospitality sector. While fortified wine enjoys consistent demand in traditional markets, the "Others" category spanning ice wines, aromatized varieties, and low/no-alcohol options is gaining momentum. This shift is largely driven by health-conscious consumers exploring alternatives. Notably, the halal-certified de-alcoholized wine segment is carving out a niche in Muslim-majority markets. Here, evolving regulatory frameworks are becoming more accommodating, allowing these non-alcoholic alternatives to retain their cultural and ceremonial significance.

Producers in South Africa are adapting to climate change, experimenting with late-harvest and fortified styles to better endure temperature swings. Meanwhile, technological strides in dealcoholization are paving the way for premium non-alcoholic offerings, as highlighted by the Italian Journal of Food Science. Sparkling wine producers are leveraging controlled fermentation technologies to uphold quality, even in the face of challenging climatic conditions. This resilience positions the segment for continued growth, especially as regional economies flourish and celebratory occasions become more frequent.

In 2025, red wine commands a dominant 57.88% share of the market, buoyed by longstanding traditions and food pairing practices prevalent in Mediterranean and African cuisines. Rosé wine, however, is on a rapid ascent, projected to grow at a 6.72% CAGR through 2031. Its appeal resonates with younger consumers and is particularly favored during warm-climate occasions, a hallmark of the region. Meanwhile, white wine carves out a notable presence in coastal markets and premium segments, reaping benefits from a surge in tourism and its affinity for seafood pairings. The segmentation by color not only mirrors cultural inclinations but also climatic factors, with rosé's upward trajectory echoing a global shift towards lighter, more refreshing wine styles.

South Africa's 2025 vintage stands out for its exceptional quality across all color categories. Favorable growing conditions have not only preserved acidity but also cultivated optimal color and flavor profiles. This is especially evident in the enhanced expressions of Pinotage and Shiraz red wines, alongside a more pronounced Chardonnay white wine. As regional producers hone in on color-specific marketing strategies, rosé is being strategically positioned for the bustling summer tourism season, while red wines are being marketed for the cozy winter months and upscale dining experiences.

Complete Report Scope:

• By Product Type
  • Fortified Wine
  • Still Wine
  • Sparkling Wine
  • Others Wine Types (Ice, Aromatised, Low/No-Alc)
• By Colour
  • Red Wine
  • White Wine
  • Rose Wine
• By Price Range
  • Mass
  • Premium
• By End User
  • Men
  • Women
• By Distribution Channel
  • On-Trade
  • Off-Trade
    • Specialty/Liquor Stores
    • Others Off Trade Channels
• By Geography
  • South Africa
  • Saudi Arabia
  • United Arab Emirates
  • Nigeria
  • Egypt
  • Morocco
  • Turkey
  • Rest of Middle East and Africa

List of Companies Covered in this Report:

• Distell Group Holdings
• Castel Group
• E. & J. Gallo Winery
• Pernod Ricard
• Accolade Wines
• Treasury Wine Estates
• Constellation Brands
• The Wine Group
• Birthmark of Africa Wines
• Davide Campari-Milano
• Compagnia del Vino
• Henkell Freixenet
• Möet Hennessy (LVMH)
• KWV South Africa
• Jordan Wine Estate
• Backsberg Family Wines
• Awash Winery
• Rift Valley Wines
• Suntory Holdings Limited
• Birthmark of Africa Wines

Additional Benefits:

• The market estimate (ME) sheet in Excel format
• 3 months of analyst support