Company: Société des Boissons du Maroc
Country: Morocco
Sector: Beverages: Alcoholic
CEO: Sébastien Yves-Ménager (Directeur Général)
Website: https://www.boissons-maroc.com/
Careers Page: Not publicly listed
LinkedIn: Not publicly listed
Email: Not publicly listed
Headquarters: Casablanca, Morocco
Founded: 1919
Valuation/Revenue: $281.5m revenue; $617.1m market value (African Business Top 250, 2025)
Société des Boissons du Maroc (SBM) is Morocco’s leading beer, wine and soft-drink producer, manufacturing brands including Casablanca and Flag beers, Stork, and a range of Moroccan wines under labels such as Kasbah and Halana. It is listed on the Casablanca Stock Exchange and has been controlled by the French Castel Group since 2003.
What Does Société des Boissons du Maroc Do?
SBM brews and bottles beer (Casablanca, Stork, Flag Spéciale Gold, Flag Spéciale Original, Flag Pils), produces wine (Bonassia, Comtesse de Lacourtablaise, Halana, Kasbah, Larroque, Vignes d’Azour) and manufactures soft drinks (La Cigogne) for the Moroccan market. Founded in 1919, the group has more than a century of operating history in Morocco’s alcoholic and non-alcoholic beverage sectors and holds a dominant position in the country’s beer market. The company ended its long-standing Heineken brand licensing agreement in recent years, shifting toward promoting its own Moroccan-heritage beer brands like Flag and Casablanca, a strategic pivot covered in detail by industry press including Brauwelt and Jeune Afrique, which framed the move as the Castel-controlled subsidiary asserting greater independence over its brand portfolio.
Is Société des Boissons du Maroc Legit?
Yes. SBM has been listed on the Casablanca Stock Exchange for decades, publishes audited annual financial reports, and is one of the most established consumer-goods companies in Morocco, with more than 100 years of continuous operation and a well-documented ownership history under both Moroccan state holding SNI and, since 2003, the Castel Group.
How Big Is Société des Boissons du Maroc?
African Business magazine’s Top 250 (2025) recorded SBM’s revenue at $281.5 million with a market value of $617.1 million, ranking it 176th among Africa’s largest companies, reflecting its dominant position in Morocco’s regulated alcoholic beverages market, where it holds substantial pricing power due to limited competition and high excise barriers to entry for new alcohol producers.
Who Is the CEO of Société des Boissons du Maroc?
Sébastien Yves-Ménager was announced as the new Directeur Général (Managing Director) of Société des Boissons du Maroc, according to the company’s own investor communications published on its website. Fabrice Bonatti had also previously held the director general position, indicating some recent leadership turnover at the company as its French parent rotates senior executives through the Moroccan subsidiary.
Who Owns Société des Boissons du Maroc?
SBM was originally owned by Morocco’s state holding company SNI (now Al Mada) before the French Castel Group, one of Africa’s largest beverage conglomerates (with major operations across francophone Africa including Boissons du Cameroun), acquired control in 2003. Castel remains the controlling shareholder today, alongside free-float minority shareholders on the Casablanca exchange.
Is Société des Boissons du Maroc Publicly Traded?
Yes, SBM trades on the Casablanca Stock Exchange under the ticker SBM and is one of the exchange’s longest-listed consumer-staples names, with a long history of dividend payments to shareholders reflecting its cash-generative, near-monopoly market position.
How Old Is Société des Boissons du Maroc?
Founded in 1919, SBM is more than a century old, making it one of the oldest continuously operating industrial companies in Morocco. Its long history spans the French protectorate era, Moroccan independence in 1956, decades under state holding company SNI, and its 2003 acquisition by Castel Group, through which it has remained the dominant force in Morocco’s tightly regulated beer market while gradually diversifying into wine and soft drinks.
How Does Société des Boissons du Maroc Compare to Its Competitors?
SBM has historically enjoyed a near-monopoly position in Morocco’s licensed beer market given the country’s tightly regulated alcohol sector; its main competitive dynamic in recent years has involved managing its transition away from the Heineken brand licence toward strengthening its own portfolio, rather than facing significant new market entrants, since Morocco’s alcohol licensing regime creates high barriers for new domestic producers.
What Has Société des Boissons du Maroc Been in the News For Recently?
Recent news includes the appointment of a new Directeur Général, Sébastien Yves-Ménager, and the earlier high-profile end of its Heineken brand licensing agreement, which required the company to reposition its beer portfolio around owned brands like Flag and Casablanca. The company continues to publish detailed annual financial reports on its investor relations site, and Moroccan financial media periodically covers its results alongside those of other Casablanca-listed consumer staples names.
How Do I Apply for a Job at Société des Boissons du Maroc?
The company does not appear to maintain a dedicated public careers portal separate from its main corporate site; job seekers typically apply through general Moroccan job boards or by monitoring vacancy announcements on the company’s own website and LinkedIn presence, where the group periodically advertises roles in production, sales, logistics and finance across its Moroccan facilities.
Links
Website: https://www.boissons-maroc.com/
Careers Page: Not found
LinkedIn: Not found
Email: Not publicly listed
FAQ
Is Société des Boissons du Maroc a Moroccan company? Yes, headquartered in Casablanca and listed on the Casablanca Stock Exchange.
Who owns Société des Boissons du Maroc? The French Castel Group has been the controlling shareholder since 2003.
Who is the CEO/Directeur Général? Sébastien Yves-Ménager, per the company’s recent investor announcement.
Is Société des Boissons du Maroc publicly traded? Yes, on the Casablanca Stock Exchange.
When was the company founded? 1919.
Does Société des Boissons du Maroc still make Heineken beer? No, the company ended its Heineken licensing agreement and now focuses on its own brands like Flag and Casablanca.