Algeria can surpass its neighbors

Algeria can surpass its neighbors

beverage industry

The beverage market in Algeria is an important market at the global level. Total exports were around $40 billion each year. This sector is really experiencing significant dynamics. Many countries have seen their exports grow very strongly. Namely Mexico, South Africa and others. Like the countries of North Africa, mainly Morocco, Tunisia and Algeria, which have seen their exports drop drastically. The market includes fruit juices, mineral waters and soft drinks, beers, wines, spirits and liqueurs.
Algeria had, in recent years, exported nearly 120,000 dollars. These exports are far from what our neighbors on the continent reach. Tunisians exported for 250,000 dollars a year, mostly to destinations other than the European market. The Moroccans, for their part, had exported about 17 million dollars mainly to Europe. The difference between Morocco and Tunisia is the vastness of the areas devoted to citrus fruits. Morocco had pushed its advantage in fruit juices and Tunisia had created an advantage in alcohols.

Ifri, a quality producer
Certainly the private producer Ifri has an announced ambition to invest in the French market. In addition to still and sparkling mineral water, it offers flavored and sweetened drinks, fruit drinks and lemonades. It exhibits no less than eight varieties of products. This brand created in 1996, presents itself as one of the leaders of the sector in Algeria. Algerian wine is a product for which the country has significant potential even if the areas devoted to wine grapes have been greatly reduced with
25,000 ha in 2000 which remains very far from the 366,000 ha of independence which made Algeria the world’s leading exporter. Thus, from 2001 to 2002 the private sector had replanted 4,000 ha. ONCV’s objective was to exceed the 4,000 ha it held to bring it to 15,000 ha.

alcoholic beverages market
However, Algeria has 1,674 alcohol production units, 68 factories for 35,000 workers. Admittedly, the alcoholic beverages market remains economically dynamic with the presence of two large private brewers, notably Castel Algeria and the Mehri group.
Certainly, this market is growing with an average annual consumption of around 3.2 liters of beer per inhabitant.
Estimated at 5 liters per year, the beer market features almost 17 different labels. For wine, Algeria is a major producer of this product, with significant potential even if the areas devoted to wine grapes have been greatly reduced. With only 25,000 ha and very far from the 366,000 ha of independence which placed this country as the world’s leading exporter.
However, the National Office of Wine Cultures and Productions (ONCV) was one of the most profitable companies over other producing companies. Over the years, it has lost all its share of the international market, for its seven original brands, Médéa, Mascara and
hills of Tlemcen. This company produced 5,000,000 liters of wine per year for an annual turnover of 106 million dollars, of which 20% was exported. It goes without saying that beer is currently the most consumed drink by a category of Algerian. The first which sold enormously was the Tango factory, estimated at 350,000 hectoliters per year.
It produced an average of 40,000 bottles per hour and 18,000 cans per hour in Rouiba (Algiers). According to expert assessments, this market represents 1.2 million hectoliters per year; that is more than 17% of drinks for a turnover of 5.12 million DA. World beer production is around more than 1.7 billion hl/year. According to the study made by European experts. Four state breweries and four other private ones are the main players in the sector.
Algeria, which is a hot country, faces a demanding market. Sarl Tango had started its activity since May 2001 with a brewing capacity of 3,000 hl/day, 900,000 bottles of 33 cl per day, or 650,000 hl per year. The company founded by the Mehri group, with an investment of around 80 million dollars, 60% financed by credits from the CPA bank. Its production is estimated at 350,000 hectoliters per year, the two oldest beverage manufacturers in Algeria Hamoud Boualem (Algiers) and the Exquisite Tlemcen who had conquered the national and international market. That of Algiers had set up a strategy to satisfy all the tastes of the Algerian consumer; it had invested in the market of North Africa, Tunisia, Morocco and that of Europe thanks to its new factory built in Oran, added to its 4 factories including one in Marseille. L’Exquise de Tlemcen is a house founded in 1928 having started with packs of 6 bottles of nectar and lemonade, believe some experts in the field.
Oki Faouzi

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