There’s no denying that 2024 has been a tricky period for spirits producers in key markets like the US. The likes of Diageo, Pernod Ricard and Brown-Forman have seen their sales under pressure in the region as they continue to face destocking and weak consumer demand.
Worth a shot? – prospects for Tequila and agave-based spirits in Middle East
A growing tourism and on-trade industry in the UAE offers opportunities but bolstering sales in the region presents hurdles.