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SBM’s 2025 Revenue Jumps 7.7% as Tourism and AFCON Boost Sales
SBM announced a solid 2025 performance, with fourth‑quarter revenue reaching 930 million dirhams (+12.6% YoY) and total annual turnover climbing to 3.082 billion dirhams (+7.7%). The growth was anchored by a surge in tourism, festive year‑end activities and a multichannel push around the Africa Cup of Nations, which together amplified demand for its beer portfolio, especially local labels such as Flag Spéciale Gold, Bavaroise and Casablanca. While capital expenditures fell 11.7% to 100 million dirhams for the year, the group posted a 593 million dirham cash surplus, underscoring strong financial health and setting a confident tone for 2026.
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Revenue Highlights
SBM reported fourth‑quarter 2025 revenue of 930 million Moroccan dirhams (MDH), a 12.6 % increase over the same period in 2024. For the full fiscal year, turnover rose to 3.082 billion MDH, up 7.7 % year‑on‑year.
Drivers of Growth
The robust commercial momentum was powered by several favourable factors:
- Morocco’s tourism appeal – 4.8 million visitors arrived in 2025.
- Festive year‑end celebrations that lifted consumer spending.
- Multichannel activations linked to the Africa Cup of Nations, amplifying brand visibility.
These elements sparked demand and strengthened SBM’s market presence.
Beer Segment Performance
Volume growth was especially strong in the beer category, driven by the rising popularity of local brands such as Flag Spéciale Gold, Bavaroise and Casablanca. These labels are consolidating their foothold among Moroccan consumers.
Investments
Consolidated capital expenditures for Q4 2025 amounted to 20 MDH. Over the entire year, total investments reached 100 MDH, representing an 11.7 % decline
Financial Position & Treasury
At the end of December 2025, SBM posted a financial surplus of 593 MDH, up 6.7 %
Scope of Consolidation
The consolidation scope remained unchanged throughout Q4 2025.
Outlook for 2026
Building on the 2025 achievements, SBM approaches 2026 with confidence and a long‑term sustainable‑development vision. By continuously adapting and enriching its product offering to meet Moroccan consumer expectations, the group aims to cement its market position while maintaining targeted investments that fuel growth and innovation. The strength of its brand portfolio and the commitment of its teams remain the pillars of lasting value creation for all stakeholders.
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