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2025 Developments
Alcoholic drinks in Ghana demonstrated robust expansion in 2025, outperforming much of the region as real GDP grew by 5% and inflation cooled to 14%, restoring consumer confidence and enabling discretionary spending on higher-value products. The environment remains highly attractive, with total value sales climbing 25% to GHS44.8 billion and total volume up by 4% to 517 million litres, driven by premiumisation, urbanisation, and product innovation targeting aspirational, urban consumers. Flavour experimentation and heritage-led launches are redefining brand engagement, while shifts in retail, such as the entry of Carrefour and the rise of e-commerce, are elevating both competition and consumer expectations. To succeed, brands must invest in differentiated flavour profiles, leverage digital and experiential channels, and use cultural storytelling to build loyalty—particularly as market leadership consolidates following major corporate moves such as the Castel acquisition of Guinness Ghana Breweries. The evolving landscape rewards agility, with growth opportunities emerging in both established and premium niches, underpinned by sustained macroeconomic momentum and a rising middle class.
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Overview:
Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in Ghana with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Beer
- Wine
- Spirits
- Cider and Perry
- RTDs
If you're in the Alcoholic Drinks industry in Ghana, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
The Alcoholic Drinks in Ghana report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Alcoholic Drinks in Ghana?
- Where is consumer demand for Alcoholic Drinks focussed?
- Which is being consumed more; beer, wine or spirits?
- Where is demand growing? Stagnating?
- How is the operating environment for alcoholic drinks changing?
- Which are the leading brands in Ghana?
- How are products distributed in Ghana?
- What are the key trends in new product development?
- Do consumers want value for money or added value?
- How will macroeconomic context and shifting cultural values shape future growth?
- How will COVID-19 and recession impact the alcoholic drinks industry?
- Where is future growth expected to be most dynamic?
Alcoholic Drinks in Ghana
2025 Developments
Key Data Insights
Chart 1 Key Industry Trends for Alcoholic Drinks
Guinness Ghana Breweries Expands Flavour Choices to Strengthen Brand Loyalty
Beer Leads Volumes as Spirits and Rtds Drive Value Gains
Chart 2 Republic Bar & Grill in Accra launches the Coffee- Cocoa Akpeteshie Cane Spirit
Republic Bar & Grill’S Heritage Launch Sparks Premium Innovation
Chart 3 Volume Sales 2020-2030
Chart 4 Volume Sales by Category 2025
Republic Bar & Grill Leverages Heritage to Boost Emotional Loyalty
Digital Platforms and Urban Bars Attract Affluent Younger Adult Drinkers
Chart 5 Forecast Volume Sales 2020-2030
Chart 6 Forecast Volume Sales by Category 2025-2030
Chart 7 Analyst Insight for Alcoholic Drinks
Accra Brewery Retains Lead While Castel Takeover Accelerates Guinness Ghana Breweries' Growth
Chart 8 Company Shares 2025
Chart 9 Brand Shares 2025
Carrefour Replaces Shoprite and Modernises Supermarket Alcohol Retail
E-Commerce Platforms Expand Reach for Premium and Niche Drinks
On-Trade Venues Attract Premium Brands with Experiential Activations
Legislation
Legal Purchasing Age and Legal Drinking Age
Drink Driving
Advertising
Opening Hours
Taxation and Duty Levies
Contraband/Parallel Trade
Duty Free
Cross-Border/Private Imports
Chart 10 Economic Context for Alcoholic Drinks
Chart 11 Real Gdp Growth 2020-2030
Chart 12 Inflation 2020-2030
Chart 13 Consumer Context for Alcoholic Drinks
Chart 14 Population 2020-2030
Chart 15 Population by Generation 2025
Beer in Ghana
Key Data Insights
Beer Summary
Guinness Ghana Leverages Heritage Cues to Reinforce Consumer Trust
Chart 16 Guinness Smooth partners with interesting local brands for relaunch
Lager Outpaces Other Variants as Affordability Meets Tradition
Guinness Smooth Partners with Local Creatives to Deepen Brand Relevance
Chart 17 Volume Sales 2020-2030
Chart 18 Volume Sales by Category 2025
Influencer Campaigns and Craft Flavours Accelerate Urban Demand
Value Lagers Dominate While Non/Low Alcohol Beer Leads Growth
Local Sourcing and Sustainability Shape Brand Trust and Loyalty
Chart 19 Forecast Volume Sales 2020-2030
Chart 20 Forecast Volume Sales by Category 2025-2030
Top Two Remain Dominant Despite Emergence of Smaller Brewers and Craft Offerings
Chart 21 Company Shares 2025
Chart 22 Brand Shares 2025
Guinness Ghana Broadens Reach as Dual-Channel Strategies Evolve
Accra Brewery’S #Cheerstobars Initiative Deepens Community Connections
Limited E-Commerce Uptake Keeps Beer Sales Anchored in Traditional Outlets
Chart 23 Economic Context for Beer
Chart 24 Real Gdp Growth 2020-2030
Chart 25 Inflation 2020-2030
Chart 26 Consumer Context for Beer
Chart 27 Population 2020-2030
Chart 28 Population by Generation 2025
Cider/Perry in Ghana
Key Data Insights
Cider/Perry Summary
Flavoured Ciders Attract Urban Drinkers and Drive Value Growth
Kiss Cider’S Fruit Blends Outpace Classic Styles with Strong Appeal
Alska Cider’S Event Sponsorship Shapes Social Drinking Habits
Chart 29 Alska Cider supports Food Bazaar and Family Day at Achimota School
Chart 30 Volume Sales 2020-2030
Chart 31 Volume Sales by Category 2025
Urban Adults Drive Demand for Innovative Flavours and Premium Choices
Flavoured Regular Cider/Perry Sustains Leadership as Non Alcoholic Variants Gain Traction
Retail and Online Strategies Boost Reach among Lifestyle-Driven Consumers
Chart 32 Forecast Volume Sales 2020-2030
Chart 33 Forecast Volume Sales by Category 2025-2030
Kiss Cider Leverages Flavour Innovation to Capture Urban Trial
Chart 34 Company Shares 2025
Chart 35 Brand Shares 2025
Modern Retail Drives Multipack Cider Sales through Urban Convenience
Online Platforms Supplement Access but Lag behind Physical Retail
Chart 36 Economic Context for Cider/Perry
Chart 37 Real Gdp Growth 2020-2030
Chart 38 Inflation 2020-2030
Chart 39 Consumer Context for Cider/Perry
Chart 40 Population 2020-2030
Chart 41 Population by Generation 2025
Rtds in Ghana
Key Data Insights
Rtds Summary
Smirnoff Ice Leverages Lifestyle Campaigns to Fuel Premium Growth
Spirit-Based Launches Capture Urban Young Adults through Flavour Innovation
Brutal Fruit and Smirnoff Ice Set the Pace for Experiential Drinking
Chart 42 Brutal Fruit announces launch of Global Pink Table
Chart 43 Volume Sales 2020-2030
Chart 44 Volume Sales by Category 2025
Chart 45 Brutal Fruit Announces Launch of Global Pink Table
Urban Young Adults Drive Flavour Innovation as Value Options Maintain Relevance
Local Flavour Storytelling and Regulatory Compliance Build Brand Loyalty
Chart 46 Forecast Volume Sales 2020-2030
Chart 47 Forecast Volume Sales by Category 2025-2030
Guinness Ghana Strengthens Leadership as Local Brands Widen Reach
Chart 48 Company Shares 2025
Chart 49 Brand Shares 2025
Hypermarkets and Bars Drive Brand Visibility and Premium Engagement
Digital Campaigns Boost Online Appeal among Urban Youth
Chart 50 Economic Context for Rtds
Chart 51 Real Gdp Growth 2020-2030
Chart 52 Inflation 2020-2030
Chart 53 Consumer Context for Rtds
Chart 54 Population 2020-2030
Chart 55 Population by Generation 2025
Spirits in Ghana
Key Data Insights
Spirits Summary
Guinness Ghana’S Price Cuts Drive Premium Spirits Affordability
The Honest Man Whisky Bridges Premium and Mainstream Preferences
Chart 56 The Honest Man whisky launch highlights accessible premium trend in Ghana’s spirits market
Johnnie Walker Blonde and Local Flavours Attract Younger Adult Drinkers
Chart 57 Volume Sales 2020-2030
Chart 58 Volume Sales by Category 2025
Rising Disposable Incomes and a Growing Middle Class to Support Growth
Local Brands Tap Tradition to Deepen Emotional Connection
Chart 59 Forecast Volume Sales 2020-2030
Chart 60 Forecast Volume Sales by Category 2025-2030
Castel’S Acquisition of Guinness Ghana Boosts Premium Spirits Growth
Kasapreko’S Innovation and Expansion Create New Investment Avenues
Chart 61 Company Shares 2025
Chart 62 Brand Shares 2025
Traditional Off-Trade Outlets Sustain Accessibility and Value for Shoppers
Urbanisation Drives On-Premise and E-Commerce Momentum for Premium Spirits
Jumia Ghana Attracts Urban Shoppers with Premium Spirits Online
Chart 63 Economic Context for Spirits
Chart 64 Real Gdp Growth 2020-2030
Chart 65 Inflation 2020-2030
Chart 66 Consumer Context for Spirits
Chart 67 Population 2020-2030
Chart 68 Population by Generation 2025
Wine in Ghana
Key Data Insights
Wine Summary
Uncle T Sweet Wines and Martin B Wines Reshape Premium and Heritage Choices
Chart 69 Martin B Wines launches at M&S Eden Event Center encouraging local production of wine
Ofori Brothers’ Ginger Riesling and Innovation Focused on Younger Adults Diversify Appeal
Chart 70 Volume Sales 2020-2030
Chart 71 Volume Sales by Category 2025
Affluent Urban Consumers Shift Spending to Premium Imported Brands
Brands Embrace Local Identity and Health-Driven Innovation to Capture New Audiences
Chart 72 Forecast Volume Sales 2020-2030
Chart 73 Forecast Volume Sales by Category 2025-2030
Uncle T Sweet Wines and Jacob’S Creek Retain Premium Stronghold as Local Launches Drive Diversification
Chart 74 Company Shares 2025
Chart 75 Brand Shares 2025
Supermarkets and Wine Shops Expand Reach through Urban Presence
Carrefour Partnership Boosts Formal Retail and Premium Accessibility
Online Platforms Target Urban Wine Buyers with Premium Selection
Chart 76 Economic Context for Wine
Chart 77 Real Gdp Growth 2020-2030
Chart 78 Inflation 2020-2030
Chart 79 Consumer Context for Wine
Chart 80 Population 2020-2030
Chart 81 Population by Generation 2025
Country Reports Disclaimer
The following categories and subcategories are included:
Alcoholic Drinks
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- Ale
- Sorghum
- Weissbier/Weizen/Wheat Beer
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- Flavoured/Mixed Lager
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- Domestic Premium Lager
- Imported Premium Lager
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- Domestic Mid-Priced Lager
- Imported Mid-Priced Lager
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- Domestic Economy Lager
- Imported Economy Lager
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-
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- Domestic Premium Lager
- Domestic Mid-Priced Lager
- Domestic Economy Lager
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- Imported Premium Lager
- Imported Mid-Priced Lager
- Imported Economy Lager
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- Low Alcohol Beer
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- Standard Non Alcoholic Beer
- Malta Style Non Alcoholic Beer
- Stout
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- Regular Cider/Perry
- Non Alcoholic Cider/Perry
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- Malt-based RTDs
- Spirit-based RTDs
- Wine-based RTDs
- Other RTDs
- Non Alcoholic RTDs
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- Brandy
- Cognac
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- Bitters
- Cream-based Liqueurs
- Other Liqueurs
- Non Alcoholic Spirits
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- Prestige Dark Rum
- Ultra Premium Dark Rum
- Super Premium Dark Rum
- Premium Dark Rum
- Standard Dark Rum
- Economy Dark Rum
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- Prestige White Rum
- Ultra Premium White Rum
- Super Premium White Rum
- Premium White Rum
- Standard White Rum
- Economy White Rum
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- Tequila (and Mezcal)
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- Bourbon/Other US Whiskey
- Canadian Whisky
- Irish Whiskey
- Japanese Whisky
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- Blended Malt Scotch Whisky
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- Prestige Other Blended Scotch Whisky
- Ultra Premium Other Blended Scotch Whisky
- Super Premium Other Blended Scotch Whisky
- Premium Other Blended Scotch Whisky
- Standard Other Blended Scotch Whisky
- Economy Other Blended Scotch Whisky
- Single Grain Scotch Whisky
- Single Malt Scotch Whisky
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- Other Whiskies
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- Prestige English Gin
- Ultra Premium English Gin
- Super Premium English Gin
- Premium English Gin
- Standard English Gin
- Economy English Gin
- Dutch Gin
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- Prestige Vodka
- Ultra Premium Vodka
- Super Premium Vodka
- Premium Vodka
- Standard Vodka
- Economy Vodka
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- Absinthe
- Ad-Mix Brandy
- Ad-Mix Gin
- Ad-Mix Rum
- Ad-Mix Vodka
- Ad-Mix Whisky
- Aguardente/Aguardiente
- Aguardiente De Caña
- Akvavit/Aquavit
- Aniseed-Flavoured Spirits
- Borovicka
- Boukha
- Brandy Type Distilled Spirits
- Cachaça
- Calvados
- Cane
- Chacha
- Charanda
- Chinese Herbal Spirits
- Chinese Spirits
- Cut Brandy
- Destilados De Agave
- Distilled Fruit Spirits
- Domestic Brandy
- Domestic Rum
- Doppelkorn
- Economy Chinese Spirits
- Flavoured Spirits
- Flavoured Vodka-based Drinks
- Fynbos gin/Local Gin
- Gin-flavoured spirits
- Goldbrand/Goldkrone
- Grappa
- Grappamiel
- Guaro
- Kirsch
- Komovica
- Korn
- Lambanog
- Limoncello
- Local White Spirits
- Lower Mid-Range Chinese Spirits
- Lozovaca
- Maesilju
- Mahia Rabi Amrane
- Mead
- Mixed Spirits
- Nalivka/Nalewka
- Nastoyka
- National Specialities
- Obstbrände
- Ouzo
- Pacharán
- Palinca/Pálinka
- Pear and Apple Distillates
- Pisco
- Premium Chinese Spirits
- Prune
- Punsch
- Rachiu/Rakija
- Rum-Flavoured Spirits
- Samane
- Sambuca
- Samsu
- Schnapps
- Shochu/Soju
- Singani
- Sljivovica/Slivovice
- Steinhäeger
- Strong African Spirits
- Super Premium Chinese Spirits
- Sura Khao
- Tequila Flavoured Spirits
- Travarica
- Tsipouro
- Upper Mid-Range Chinese Spirits
- Vieux
- Viina
- Vodka Type Distilled Spirits
- Other Distilled Beverages
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- Port
- Sherry
- Vermouth
- Other Fortified Wine
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- Apple Wine
- Bokbunjaju
- Cheongju
- Chinese Wine
- Economy Rice Wine
- Fortified Fruit Wine
- Fruit and Berry Wine
- Fruit and Herbal Wine
- Fruit and Honey based Wine
- Fruit Wine
- Lower Mid-Range Rice Wine
- Non-Grape Dessert Wine
- Premium Rice Wine
- Sake
- Takju
- Upper Mid-Range Rice Wine
- Yakju
- Yellow Wine
- Other Non-Grape Wine
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- Champagne
- Other Sparkling Wine
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- Still Red Wine
- Still Rosé Wine
- Still White Wine
- Non Alcoholic Wine
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Alcoholic Drinks
Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.
See all of our definitions
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This report originates from Passport, our Alcoholic Drinks research and analysis database.
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