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2025 Developments
Alcoholic drinks in Oman demonstrated resilience and growth despite a challenging regional environment, with total volume sales rising by 3% to 31.1 million litres and total value increasing by 5% to OMR228 million in 2025, outperforming regional peers facing similar headwinds. The market remains highly attractive due to its reliance on a stable expatriate and tourist base, robust off-trade channels, and expanding product innovation. However, it faces ongoing risks from shipping disruption, regulatory constraints, and inflationary pressures. Brand success in Oman depends on recognising pronounced polarisation between affluent expatriates driving demand for premium spirits and value-conscious consumers seeking affordable options, capitalising on the sustained dominance of non alcoholic beer, and leveraging specialist channels and diversified portfolios to serve a multicultural audience. Companies must also prioritise supply chain resilience and agile pricing to offset elevated landed costs and shifting consumer confidence, ensuring they can respond quickly to both short-term volatility and long-term demographic shifts.
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Overview:
Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in Oman 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 Oman, 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 Oman 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 Oman?
- 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 Oman?
- How are products distributed in Oman?
- 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 Oman
2025 Developments
Key Data Insights
Chart 1 Key Industry Trends for Alcoholic Drinks
High-Income Expatriates Drive Premium Spirits While Middle-Income Shift to Value Options
Non Alcoholic Beer Dominates Sales as New Brands Broaden Appeal
Chart 2 New Product Launches across Non Alcoholic Beer Spur Growth
Premium Whisky and Vodka Gain Traction among Affluent Expatriates as Value Seekers Trade Down
Chart 3 Higher Expatriate and Tourist Flows Drive Growth and Polarisation
Chart 4 Volume Sales 2020-2030
Chart 5 Volume Sales by Category 2025
Expatriate Inflows and Tourism Fuel Rising Demand Despite Regional Disruption
Beer to Retain Leadership as Spirits and New World Wines Diversify Consumption
Shipping Disruption and Inflation Challenge Supply but Drive Resilience Strategies
Chart 6 Forecast Volume Sales 2020-2030
Chart 7 Forecast Volume Sales by Category 2025-2030
Chart 8 Analyst Insight for Alcoholic Drinks
New Entrants Diversify Beer and Spirits
New Product Launches Target Expatriates and Broaden Appeal with Innovative Flavours
Chart 9 Company Shares 2025
Chart 10 Brand Shares 2025
Hypermarkets Gains Leadership as Non Alcoholic Beer Drives Footfall
Food/Drink/Tobacco Specialists Attracts Expatriate Demand as Wine Diversifies
Regulatory Barriers Keep E-Commerce Marginal Despite Global Trends
Legislation
Legal Purchasing Age and Legal Drinking Age
Drink Driving
Advertising
Smoking Ban
Opening Hours
On-Trade Establishments
Taxation and Duty Levies
Contraband/Parallel Trade
Duty Free
Cross-Border/Private Imports
Chart 11 Economic Context for Alcoholic Drinks
Chart 12 Real GDP Growth 2020-2030
Chart 13 Inflation 2020-2030
Chart 14 Consumer Context for Alcoholic Drinks
Chart 15 Population 2020-2030
Chart 16 Population by Generation 2025
Beer in Oman
Key Data Insights
Beer Summary
Hypermarkets Channel Drives Non Alcoholic Beer Sales as Consumers Seek Value
Barbican and 3 Horses Defend Share as Premium Launches Intensify Competition
Oman United Agencies Expands Premium Offer to Capture Affluent Expatriates
Chart 17 Volume Sales 2020-2030
Chart 18 Volume Sales by Category 2025
Expatriate Inflows and Tourism Investment Fuel Rising Demand
Hypermarkets and Supermarkets to Maintain Lead as E-Commerce Faces Regulatory Barriers
Non/Low Alcohol Beer Ahead of Lager as Premiumisation Faces Price Pressure
Chart 19 Forecast Volume Sales 2020-2030
Chart 20 Forecast Volume Sales by Category 2025-2030
Anheuser-Busch Defends Lead as New Entrants Reshape Preferences
Chart 21 Company Shares 2025
Chart 22 Brand Shares 2025
Oman United Agencies Sustains Demand with Specialist Portfolios and Offline Reach
E-Commerce Remains Marginal as Regulatory Barriers Curb Online Beer Sales
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 Oman
Key Data Insights
Cider/Perry Summary
Heineken Drives Expatriate Demand with Affordable Flavours
Female Consumers Switch to Spirit-Based Cocktails as Preference for Sweetness Wanes
Western Expatriates Sustain Sales as New Flavours Offer Limited Growth Potential
Chart 29 Volume Sales 2020-2030
Chart 30 Volume Sales by Category 2025
Importers Absorb Rising Shipping Costs to Sustain Limited Brand Presence
Chart 31 Forecast Volume Sales 2020-2030
Chart 32 Forecast Volume Sales by Category 2025-2030
Heineken Retains Lead as Expatriate Loyalty Offsets Share Decline
Chart 33 Company Shares 2025
Chart 34 Brand Shares 2025
Expatriate Quotas Drive Specialist Retailers’ Dominance in Sales
Chart 35 Economic Context for Cider/Perry
Chart 36 Real GDP Growth 2020-2030
Chart 37 Inflation 2020-2030
Chart 38 Consumer Context for Cider/Perry
Chart 39 Population 2020-2030
Chart 40 Population by Generation 2025
Rtds in Oman
Key Data Insights
Rtds Summary
Spirit-Based Drinks Dominate as Value Perception Limits Wider Uptake
Bacardi Breezer and High Water Innovate but Face Limited Success
Strict Regulations and Cocktail Culture Constrain Brand-Led Growth
Chart 41 Volume Sales 2020-2030
Chart 42 Volume Sales by Category 2025
Smirnoff Ice and Wkd Target New Arrivals but Face Pricing Hurdles
Chart 43 Forecast Volume Sales 2020-2030
Chart 44 Forecast Volume Sales by Category 2025-2030
Smirnoff Ice and Bacardi Breezer Maintain Lead through Brand Loyalty
Chart 45 Company Shares 2025
Chart 46 Brand Shares 2025
Food/Drink/Tobacco Specialists Sustains Steady Rtds Retail Sales
On-Trade Consumption Drives Limited Retail Channel Diversification
Chart 47 Economic Context for Rtds
Chart 48 Real GDP Growth 2020-2030
Chart 49 Inflation 2020-2030
Chart 50 Consumer Context for Rtds
Chart 51 Population 2020-2030
Chart 52 Population by Generation 2025
Spirits in Oman
Key Data Insights
Spirits Summary
Expatriates Shift Demand as Incomes and Inflation Diverge
Blended Scotch Whisky Retains Loyalty While Vodka Eyes Growth
Flavour-Led Launches Attract Younger Adults and Drive Premium Sales
Chart 53 Volume Sales 2020-2030
Chart 54 Volume Sales by Category 2025
Vodka and Gin Attract Expatriates as Cocktail Menus Evolve
Importers Manage Supply Risks as On-Trade Shifts to Premium
Expatriate Growth and Cocktail Culture Expand Premium Demand
Chart 55 Forecast Volume Sales 2020-2030
Chart 56 Forecast Volume Sales by Category 2025-2030
Diageo Leverages Brand Strength to Retain Lead
Chart 57 Company Shares 2025
Chart 58 Brand Shares 2025
Oman United Agencies and African + Eastern Drive Specialist Growth for Expatriate Consumers
Retail E-Commerce Remains Marginal
Chart 59 Economic Context for Spirits
Chart 60 Real GDP Growth 2020-2030
Chart 61 Inflation 2020-2030
Chart 62 Consumer Context for Spirits
Chart 63 Population 2020-2030
Chart 64 Population by Generation 2025
Wine in Oman
Key Data Insights
Wine Summary
Western Expatriates Drive Premiumisation as Tourists Boost Demand
Red Wine Retains Dominance as New Brands Expand Choice
High-Income Expatriates Elevate Premium Choices as Affordability Splits Demand
Chart 65 Volume Sales 2020-2030
Chart 66 Volume Sales by Category 2025
Frontera and Casillero Del Diablo Gain Traction as Expatriates and Tourists Drive Premium Demand
Still Light Grape Wine Dominates as New Brands Diversify Choice
Higher Costs and Supply Risks Reshape Wine Offers and Business Models
Chart 67 Forecast Volume Sales 2020-2030
Chart 68 Forecast Volume Sales by Category 2025-2030
Food/Drink/Tobacco Specialist Retailers Expand New World Wine Assortments to Meet Shifting Preferences
Chart 69 Company Shares 2025
Chart 70 Brand Shares 2025
Food/Drink/Tobacco Specialists Boosts New World Wine Sales as Brands Diversify
Retail E-Commerce Remains Marginal as Offline Channels Lead
Chart 71 Economic Context for Wine
Chart 72 Real GDP Growth 2020-2030
Chart 73 Inflation 2020-2030
Chart 74 Consumer Context for Wine
Chart 75 Population 2020-2030
Chart 76 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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-
-
- 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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