Eaux Minerales Doulmes

What Eaux Minerales Doulmes does

Les Eaux Minérales d'Oulmès is Morocco's leading producer and distributor of bottled mineral water, founded in 1933 following the discovery of the Lalla Haya source at Tarmilate. Listed on the Casablanca Stock Exchange since 1943 and integrated into the Holmarcom Group since 1971, the company operates an integrated value chain spanning source capture, preform manufacturing, bottling across 8 plants (6 in Morocco, plus Benin and Burkina Faso), 12 distribution centers, and an owned Euro V truck fleet reaching 120,000+ points of sale. The portfolio includes flagship natural mineral water brands Sidi Ali (since 1978, 0 nitrates), Oulmès (naturally sparkling at 42°C source), and Aïn Atlas (certified natural mineral water 2012), mass-market table water Bahia (#1 in Morocco) and Vitalya (including functional variants Boost and Alcaline launched 2025), a home reverse-osmosis purifier Purifya, and licensed bottling for PepsiCo brands (since 2002) and Suntory Orangina (since 2016), plus the Glass' carbonated soft drink (since 2021).

Revenue is generated primarily through transaction-based bottled water and carbonated beverage sales across modern and traditional retail, HORECA, and direct-to-consumer e-commerce; with additional revenue from one-time sale of Purifya home purification units. International operations extend through subsidiary ETE (Benin, producing FIFA de Sainte Luce) and SABEM (Burkina Faso, producing DIAM), with exports to Togo, Nigeria, and Niger. The company's go-to-market blends channel-partner distribution through 12 centers, direct-to-consumer e-commerce at leseauxmineralesdoulmes-store.ma, and event-driven marketing anchored by sports sponsorships including the official water partnership for CAF Africa Cup of Nations 2025 and 60+ years of cycling sponsorship. Stated FY2023 revenue was 2.7 billion MAD (≈ USD 270M) with 800M bottles sold annually and 2,934 direct employees plus 8,150 indirect jobs across production, quality, supply chain, R&D, and commercial functions.

Name

Eaux Minerales Doulmes

Legal name

Les Eaux Minérales d'Oulmès

Website

https://oulmes.ma

Company type

Public

Founded year

1933

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Les Eaux Minérales d'Oulmès is Morocco's leading producer and distributor of natural mineral water, operating 8 bottling plants and 12 distribution centers reaching 120,000+ retail points of sale with flagship brands Sidi Ali, Oulmès, Aïn Atlas, and licensed PepsiCo and Suntory carbonated beverages, plus West African subsidiaries in Benin and Burkina Faso.

Ownership category

akta.pro rank

Product category

Bottled Water and Beverages

NAICS

Beverage Manufacturing (3121)

SIC

Bottled & Canned Soft Drinks & Carbonated Waters (2086)

akta.pro primary industry

Mineral Water Bottling (Naturally Mineral) (AFAFACAB)

akta.pro secondary industries

Sparkling/Carbonated Bottled Water Production (AFAFACAE), Alkaline/Ionized Bottled Water Production (AFAFACAG), Vitamin- & Mineral-Fortified Beverage Production (AFAFAFAC), Sports Drinks & Hydration Beverages (CRADAHAK), Hydration, Water Filtration & Purification Retail (CRAMAMAE)

Keywords

• Bottled mineral water
• Beverage production
• Bottled water distribution
• Carbonated soft drinks
• Home water purification

Headquarters

HQ city

Casablanca

HQ country

Morocco

HQ region

Africa

Offices8 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Bottled Water Sales: Sale of branded bottled water products across multiple brands (Sidi Ali, Oulmès, Aïn Atlas, Vitalya, Bahia, Purifya) through retail, HORECA, and direct delivery channels. 800 million bottles sold annually through 90,000+ points of sale.
2. Carbonated Beverage Distribution: Production and distribution of Orangina under partnership with Suntory Beverage & Food (since 2016) and PepsiCo brands (since 2002), distributed across Moroccan market in cans and bottles.
3. Home Water Purification Systems: Purifya home osmosis system sold as a unit product with 6-stage filtration, targeting household water purification market.
4. Carbonated Soft Drinks: Production and sale of Glass' brand carbonated soft drink launched in 2021, available in Tropical, Cola, and Apple flavors in 1.5L and 33cl formats.
5. International Water Operations: Subsidiary operations in Benin (Fifa de Sainte Luce via ETE) and Burkina Faso (DIAM via SABEM), with exports to Togo, Nigeria, and Niger.

Go-to-market motion3 records

Distribution channels6 records

Marketing channels6 records

Core offering

Les Eaux Minérales d'Oulmès is a Moroccan bottled water and beverage producer that captures natural mineral water from multiple sources and bottles it under flagship brands (Sidi Ali, Oulmès, Aïn Atlas). The company also distributes table waters (Vitalya, Bahia), carbonated soft drinks (Glass'), home water purifiers (Purifya), and licensed international beverages (Orangina, Pepsi, Seven Up, Mirinda), reaching 120,000+ points of sale across Morocco and West Africa.

Product overview

Les Eaux Minérales d'Oulmès operates a diversified portfolio of beverage brands centered on water products. The core portfolio consists of three natural mineral water brands (Sidi Ali, Oulmès, Aïn Atlas) and two table water brands (Vitalya, Bahia), complemented by a home water purifier (Purifya), a carbonated beverage brand (Glass'), and licensed Orangina production. Internationally, the company operates through partnerships in Benin (Fifa de Sainte Luce) and Burkina Faso (DIAM). The portfolio spans naturally sparkling waters, still mineral waters, functional waters, table waters, and carbonated soft drinks, serving the full spectrum of hydration and refreshment needs for Moroccan and African consumers.

Differentiator

Problem solved

Functional benefit

Brands

• Sidi Ali: Premium natural mineral water brand, the company's flagship brand since 1978, featuring products such as Sidi Ali Kids, limited editions with Miraculous, Naruto, Disney, and Marvel, and the Bled El Fen collection.
• Oulmès
• Aïn Atlas
• Vitalya
• Bahia
• Purifya
• Glass'
• Orangina
• FIFA de Sainte Luce
• DIAM

Products and services

• Sidi Ali Flagship natural mineral water brand launched in 1978 with 0 nitrates and a balanced mineral composition, available in multiple formats including sport caps and glass bottles for premium dining, marketed to Moroccan consumers for daily hydration.
• Oulmès Naturally sparkling mineral water from the Lalla Haya source discovered in 1933, the only naturally carbonated mineral water at source in Morocco at 42°C, rich in magnesium and bicarbonates, targeted at health-conscious consumers.
• Aïn Atlas Natural mineral water from Hamou Agamgam source, rich in minerals and trace elements, certified as natural mineral water in 2012, available in multiple formats including 3L and 5L for household consumption.
• Vitalya Triple-purified table water with light taste, low sodium, enriched with magnesium, positioned as 'Feel Good Water' for wellness consumers. Extended with functional variants Vitalya Boost (zinc for immunity) and Vitalya Alcaline (pH > 8) launched in July 2025.
• Bahia Table water launched in 2001, doubly filtered and purified through ultrafiltration and reverse osmosis, positioned as affordable healthy hydration for families and ranked as #1 table water in Morocco.
• Purifya Reverse osmosis home water purifier with 6-stage filtration, designed for under-sink installation, providing purified and remineralized water for household use, targeting Moroccan families seeking in-home water treatment.
• Glass' 100% Moroccan carbonated soft drink brand launched in 2021 in three flavors (Tropical, Cola, Apple) in 1.5L family format and 33cl individual format, targeting affordable refreshment for Moroccan consumers.
• Orangina Iconic carbonated orange beverage produced and distributed under partnership with Suntory Beverage & Food since 2016, featuring 12% natural juice, 2% orange pulp, and essential oils, available in cans and 50cl/1L bottles in classic and no-sugar versions.
• Fifa de Sainte Luce

Quantifiable outcome

• Ranked #1 Most Admired Moroccan Beverage Brand in Brand Africa 100 | Morocco's Most Admired Brands 2026
• +5 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

17 partnerships are on record, tiered minor and core.

• Nawal Sfendla (Alpinist)minorGTM or Marketing Partner · 1 January 2026Partnership with Moroccan high-altitude alpinist Nawal Sfendla, first Moroccan woman to complete the Everest-Lhotse double in One Push. Ambassador for Aïn Atlas brand, embodying values of determination, resilience, and self-transcendence.
• INC_ (Artist)minorGTM or Marketing Partner · 1 January 2026Collaboration with young Moroccan contemporary artist INC_ for a limited edition glass bottle design. All profits donated to Project Soar, a Moroccan NGO supporting adolescent girls' empowerment. Design explores woman as bearer of life, in resonance with water as source of life.
• CAF - Confédération Africaine de FootballcoreGTM or Marketing Partner · 1 September 2025Sidi Ali became Official Water of the CAF TotalEnergies Africa Cup of Nations Morocco 2025. Partnership signed at Prince Moulay Abdellah Stadium in Rabat with CAF Secretary General Véron Mosengo-Omba present. Covers hydration of players, officials, and supporters across all competition sites.
• UNIDO (United Nations Industrial Development Organization)minorStrategic or Co-development Partner · 1 January 2025Only Moroccan private sector company selected by UNIDO to represent Morocco in the Plastic Circular Economy Learning and Exchange Program (TICAD9), supported by the Government of Japan. Participated in Tokyo alongside 8 other African countries.
• Fondation Mohammed VI pour la Protection de l'EnvironnementminorStrategic or Co-development Partner · 1 January 2025Participation in the 3rd African Youth Climate Hub in Benguerir, organized in partnership with the Foundation. Supporting 10 young African entrepreneurs representing startups focused on climate innovation.
• International Labour Organization (ILO / OIT)minorStrategic or Co-development Partner · 1 January 2025Partnership with ILO for capacity building of local cooperatives in Oulmès region. Nine cooperatives in biodiversity (aromatic and medicinal plants) benefited from individualized support and training in sales techniques and digital marketing.
• Disney (Entertainment)minorGTM or Marketing Partner · 1 January 2025Limited edition Sidi Ali bottles featuring Disney characters, launched 2020. Followed by subsequent partnerships with Marvel (2020), Naruto (2024), Miraculous (2024), and One Piece (2026) franchises to engage younger consumers.
• IE University (Spain)coreStrategic or Co-development Partner · 1 October 2024Strategic partnership for the LEMO General Management Program, an executive education program for senior managers. Signed in Madrid in October 2024. IE University ranked among top 10 global business schools. Program covers strategy, leadership, and sustainability.
• GIZ Maroc (Germany)minorStrategic or Co-development Partner · 1 October 2024Partnership with GIZ's Employment Program (#PPE) under the 'Invest for Jobs' initiative supported by German Ministry for Economic Cooperation. Three axes: women in non-traditional jobs, disability inclusion, and skills development through training and talent incubation.
• Hassan Hajjaj (Artist)minorGTM or Marketing Partner · 1 January 2024Limited edition glass bottle collaboration with Moroccan pop art pioneer Hassan Hajjaj. Three collector bottles: Water Bliss, Cheery Sun Flower, Mama Africa. All profits donated to Al Haouz earthquake relief via INSAF association.
• Ramzi Boukhiam (Surf Champion)minorGTM or Marketing Partner · 1 January 2024Renewed partnership with Ramzi Boukhiam, first Moroccan and African surfer qualified for Tokyo 2021 Olympics. Ambassador for Aïn Atlas brand promoting values of personal strength and achievement.
• WWF MoroccominorStrategic or Co-development Partner · 1 January 2024Early partnership with WWF Morocco for environmental conservation actions around natural water sources. Company was among the first in Morocco to partner with WWF for protecting natural resources.
• Enactus MoroccominorStrategic or Co-development Partner · 1 January 2021Partnership for Morocco Water Race, a national entrepreneurship competition encouraging young people to develop innovative water-related solutions. Bootcamp held at Tarmilate with 52 student entrepreneurs.
• KLEM AcademyminorStrategic or Co-development Partner · 1 January 2021LEMO served as godfather (marraine) of KLEM Academy's first cohort, opening Bouskoura factory to students for a hands-on industry immersion. Aimed at improving employability of young graduates through concrete professional experience.
• Tibu Africa (ONG)coreStrategic or Co-development Partner · 1 January 2020Sidi Ali x Tibu Africa partnership for girls' empowerment through football. 12 centers established across 6 Moroccan regions; 2,000 girls aged 6-16 enrolled; 30 direct jobs created; 100% academic success rate among beneficiaries. Launch of #Strong Girls Strong World digital platform.
• Suntory Beverage & Food (Japan)coreStrategic or Co-development Partner · 1 January 2016Partnership with Japanese group Suntory Beverage & Food for exclusive production, bottling, and national distribution of Orangina in Morocco since 2016. Product available in cans and bottles (50cl and 1L), classic and no-sugar versions.
• PepsiCocoreStrategic or Co-development Partner · 1 January 2002Exclusive agreement for bottling and distribution of PepsiCo beverage brands (Pepsi, Seven Up, Mirinda) in Morocco. Les Eaux Minérales d'Oulmès produces and distributes these brands nationwide through its extensive distribution network.

Scale indicators11 records

Recent moves10 records

Expansion highlights7 records

Broad incumbents

• Nestlé Waters: Global bottled water major with a broad portfolio (Perrier, S.Pellegrino, Pure Life, etc.). Comparable as a multinational water player; while not dominant in Morocco, it competes indirectly in regional Africa and sets global category benchmarks in functional and premium water.
• Coca-Cola HBC: Large bottler of Coca-Cola brands across multiple markets including North and West Africa. Comparable as a regional bottling partner model for global beverage brands — same architecture as Les Eaux Minérales d'Oulmès' PepsiCo/Suntory license model.
• Castel Group (African beverage platform): Pan-African beverage group active in water, soft drinks and beer across Francophone Africa. A relevant peer for Les Eaux Minérales d'Oulmès' West African expansion (Benin, Burkina Faso, Togo, Niger) — Castel is a likely competitor and roll-up benchmark in the same geographies.
• Danone (Eaux — evian, Volvic, Bonafont): Global bottled water and dairy giant operating evian, Volvic and Bonafont. A broad incumbent with similar vertically integrated bottling and global brand licensing economics; a relevant comp for premium and functional water expansion paths.

Direct peers

• Al Karama (Aïn Ifrane / Al Karama brands): Moroccan mineral water bottler (Aïn Ifrane and Al Karama brands) with similar source-based bottling operations and national retail distribution. Directly competes with Sidi Ali and Aïn Atlas in mainstream mineral water.
• Sotherma (Source Sotherma): One of the major Moroccan mineral water producers (Sotherma, Ain Saiss, Sidi Bouknadel brands). Directly comparable as a domestic Moroccan natural mineral water bottler with overlapping HORECA and retail distribution.
• Société des Boissons du Maroc (Coca-Cola system): Coca-Cola's Moroccan bottler producing and distributing CSDs and bottled water in Morocco. Direct competitor on carbonated soft drinks and adjacent competitor in bottled water, sharing similar distribution intensity across Moroccan retail.

Emerging players

• Varun Beverages (PepsiCo's largest franchise bottler): Largest franchise bottler of PepsiCo beverages globally, operating across South Asia and Africa. Highly relevant comparable for the licensing/bottling economics underpinning the PepsiCo partnership in Morocco.

Regional players

• Sotubi (Société Tunisienne de Boissons): Tunisian mineral water and beverage producer serving Maghreb markets. Comparable regional peer with similar product mix and regulatory environment, but operating in Tunisia rather than Morocco.
• Soda Stream / Sodas Sidi Bernoussi (local CSD players): Local and regional carbonated soft drink producers serving Moroccan and North African markets. Overlap with Glass' and licensed CSD portfolios of Les Eaux Minérales d'Oulmès on flavored carbonated beverages.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance12 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles19 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Eaux Minerales Doulmes