Check out PACRIM’s Guide to Alcohol in the Middle East and Africa, where the alcoholic drinks market has made a swift recovery from the pandemic losses of 2020, returning to pre-COVID-19 sales levels already in 2023. In spite of the difficult economic situation, premiumization continued to be seen in Nigeria, although it slowed in 2023. Higher-income consumers, the key consumers of premium products, tend to less impacted by difficult economic conditions. Another trend being seen in a number of countries is the ongoing popularization of no-/low-alcohol products.