Alcoholic Drinks in South Africa

Name: Alcoholic Drinks in South Africa
Brand: Euromonitor International
Price: 2275 EUR

June 2024

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Overview:

Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in South Africa with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

Beer
Wine
Spirits
Cider and Perry
RTDs

If you're in the Alcoholic Drinks industry in South Africa, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty

The Alcoholic Drinks in South Africa report includes:

Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volume and value sizes, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent research methodology, conducted in-country

This report answers:

What is the market size of Alcoholic Drinks in South Africa?
Where is consumer demand for Alcoholic Drinks focussed?
Which is being consumed more; beer, wine or spirits?
Where is demand growing? Stagnating?
How is the operating environment for alcoholic drinks changing?
Which are the leading brands in South Africa?
How are products distributed in South Africa?
What are the key trends in new product development?
Do consumers want value for money or added value?
How will macroeconomic context and shifting cultural values shape future growth?
How will COVID-19 and recession impact the alcoholic drinks industry?
Where is future growth expected to be most dynamic?

Alcoholic Drinks in South Africa

EXECUTIVE SUMMARY

Alcoholic drinks in 2023: The big picture

2023 key trends

Competitive landscape

Retailing developments

On-trade vs off-trade split

What next for alcoholic drinks?

MARKET BACKGROUND

Legislation

Legal purchasing age and legal drinking age

Drink driving

Advertising

Smoking ban

Opening hours

On-trade establishments

Summary 1 Number of On-trade Establishments by Type 2017-2023

TAXATION AND DUTY LEVIES

Summary 2 Taxation and Duty Levies on Alcoholic Drinks 2023

OPERATING ENVIRONMENT

Contraband/parallel trade

Duty free

Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Outlook

MARKET INDICATORS

Table 1 Retail Consumer Expenditure on Alcoholic Drinks 2018-2023

MARKET DATA

Table 2 Sales of Alcoholic Drinks by Category: Total Volume 2018-2023

Table 3 Sales of Alcoholic Drinks by Category: Total Value 2018-2023

Table 4 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2018-2023

Table 5 Sales of Alcoholic Drinks by Category: % Total Value Growth 2018-2023

Table 6 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2023

Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2023

Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2023

Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2023

Table 10 GBO Company Shares of Alcoholic Drinks: % Total Volume 2019-2023

Table 11 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2018-2023

Table 12 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2023

Table 13 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2023-2028

Table 14 Forecast Sales of Alcoholic Drinks by Category: Total Value 2023-2028

Table 15 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2023-2028

Table 16 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2023-2028

DISCLAIMER

SOURCES

Summary 3 Research Sources

Beer in South Africa

KEY DATA FINDINGS

2023 DEVELOPMENTS

Non alcoholic beer drives growth, while offer of flavoured options expands

Heineken loses ground in premium lager amid high inflation

The South African Breweries regains share to strengthen overall leadership

PROSPECTS AND OPPORTUNITIES

Heineken embraces rising preference for non alcoholic segment and launches new beer

Sustainability takes the form of returnable bottles for major players

Local production of wheat beer limits unit price increases

CATEGORY BACKGROUND

Lager price band methodology

Summary 4 Lager by Price Band 2023

Table 17 Number of Breweries 2018-2023

CATEGORY DATA

Table 18 Sales of Beer by Category: Total Volume 2018-2023

Table 19 Sales of Beer by Category: Total Value 2018-2023

Table 20 Sales of Beer by Category: % Total Volume Growth 2018-2023

Table 21 Sales of Beer by Category: % Total Value Growth 2018-2023

Table 22 Sales of Beer by Off-trade vs On-trade: Volume 2018-2023

Table 23 Sales of Beer by Off-trade vs On-trade: Value 2018-2023

Table 24 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2018-2023

Table 25 Sales of Beer by Off-trade vs On-trade: % Value Growth 2018-2023

Table 26 Sales of Beer by Craft vs Standard 2018-2023

Table 27 GBO Company Shares of Beer: % Total Volume 2019-2023

Table 28 NBO Company Shares of Beer: % Total Volume 2019-2023

Table 29 LBN Brand Shares of Beer: % Total Volume 2020-2023

Table 30 Forecast Sales of Beer by Category: Total Volume 2023-2028

Table 31 Forecast Sales of Beer by Category: Total Value 2023-2028

Table 32 Forecast Sales of Beer by Category: % Total Volume Growth 2023-2028

Table 33 Forecast Sales of Beer by Category: % Total Value Growth 2023-2028

Cider/Perry in South Africa

KEY DATA FINDINGS

2023 DEVELOPMENTS

Flavoured lager, RTDs, and cocktail culture offer competition to cider/perry

Savanna maintains lead with diverse offerings, and reintroduces 12-pack due to popularity

Newly-formed Heineken Beverages reinvents cider/perry profile with Savanna Alcohol Free 0.0%

PROSPECTS AND OPPORTUNITIES

Savanna to maintain lead, but competitors will be appreciated for larger bottle sizes

Heineken Beverages will continue to explore non/low alcohol segment with focus on affordability

Leading brands will face rising competition from RTDs due to further entry of new varieties

CATEGORY DATA

Table 34 Sales of Cider/Perry: Total Volume 2018-2023

Table 35 Sales of Cider/Perry: Total Value 2018-2023

Table 36 Sales of Cider/Perry: % Total Volume Growth 2018-2023

Table 37 Sales of Cider/Perry: % Total Value Growth 2018-2023

Table 38 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2018-2023

Table 39 Sales of Cider/Perry by Off-trade vs On-trade: Value 2018-2023

Table 40 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2018-2023

Table 41 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2018-2023

Table 42 GBO Company Shares of Cider/Perry: % Total Volume 2019-2023

Table 43 NBO Company Shares of Cider/Perry: % Total Volume 2019-2023

Table 44 LBN Brand Shares of Cider/Perry: % Total Volume 2020-2023

Table 45 Forecast Sales of Cider/Perry: Total Volume 2023-2028

Table 46 Forecast Sales of Cider/Perry: Total Value 2023-2028

Table 47 Forecast Sales of Cider/Perry: % Total Volume Growth 2023-2028

Table 48 Forecast Sales of Cider/Perry: % Total Value Growth 2023-2028

Rtds in South Africa

KEY DATA FINDINGS

2023 DEVELOPMENTS

Inflationary pressures boost demand for affordable RTDs, while attracting consumers seeking adventure

New wine spritzer offers stronger competition to premium and standard RTDs

Rebranding of Bacardi Breezer amid growing consumer demand for alternatives

PROSPECTS AND OPPORTUNITIES

RTDs to introduce unique health profiles to appeal to evolving consumer tastes

Affordability and convenience to remain elements supporting growth of RTDs

Transition of wine-based RTDs into can packaging and low ABV

CATEGORY DATA

Table 49 Sales of RTDs by Category: Total Volume 2018-2023

Table 50 Sales of RTDs by Category: Total Value 2018-2023

Table 51 Sales of RTDs by Category: % Total Volume Growth 2018-2023

Table 52 Sales of RTDs by Category: % Total Value Growth 2018-2023

Table 53 Sales of RTDs by Off-trade vs On-trade: Volume 2018-2023

Table 54 Sales of RTDs by Off-trade vs On-trade: Value 2018-2023

Table 55 Sales of RTDs by Off-trade vs On-trade: % Volume Growth 2018-2023

Table 56 Sales of RTDs by Off-trade vs On-trade: % Value Growth 2018-2023

Table 57 GBO Company Shares of RTDs: % Total Volume 2019-2023

Table 58 NBO Company Shares of RTDs: % Total Volume 2019-2023

Table 59 LBN Brand Shares of RTDs: % Total Volume 2020-2023

Table 60 Forecast Sales of RTDs by Category: Total Volume 2023-2028

Table 61 Forecast Sales of RTDs by Category: Total Value 2023-2028

Table 62 Forecast Sales of RTDs by Category: % Total Volume Growth 2023-2028

Table 63 Forecast Sales of RTDs by Category: % Total Value Growth 2023-2028

Spirits in South Africa

KEY DATA FINDINGS

2023 DEVELOPMENTS

White spirits benefit from energised cocktail culture in South Africa

Leading players turn to offering non alcoholic versions of premium spirits

Vodka moves towards spiced flavour profiles, while Klipdrift adds a liqueur offering

PROSPECTS AND OPPORTUNITIES

White spirits to continue driving overall demand

Rum gains popularity as a sipping beverage

Whiskies adopts innovation, turning bottles into pre-mix format to align with growth of RTDs

CATEGORY BACKGROUND

Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology

Summary 5 Benchmark Brands 2023

CATEGORY DATA

Table 64 Sales of Spirits by Category: Total Volume 2018-2023

Table 65 Sales of Spirits by Category: Total Value 2018-2023

Table 66 Sales of Spirits by Category: % Total Volume Growth 2018-2023

Table 67 Sales of Spirits by Category: % Total Value Growth 2018-2023

Table 68 Sales of Spirits by Off-trade vs On-trade: Volume 2018-2023

Table 69 Sales of Spirits by Off-trade vs On-trade: Value 2018-2023

Table 70 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2018-2023

Table 71 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2018-2023

Table 72 Sales of Dark Rum by Price Platform: % Total Volume 2018-2023

Table 73 Sales of White Rum by Price Platform: % Total Volume 2018-2023

Table 74 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2018-2023

Table 75 Sales of English Gin by Price Platform: % Total Volume 2018-2023

Table 76 Sales of Vodka by Price Platform: % Total Volume 2018-2023

Table 77 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2018-2023

Table 78 GBO Company Shares of Spirits: % Total Volume 2019-2023

Table 79 NBO Company Shares of Spirits: % Total Volume 2019-2023

Table 80 LBN Brand Shares of Spirits: % Total Volume 2020-2023

Table 81 Forecast Sales of Spirits by Category: Total Volume 2023-2028

Table 82 Forecast Sales of Spirits by Category: Total Value 2023-2028

Table 83 Forecast Sales of Spirits by Category: % Total Volume Growth 2023-2028

Table 84 Forecast Sales of Spirits by Category: % Total Value Growth 2023-2028

Wine in South Africa

KEY DATA FINDINGS

2023 DEVELOPMENTS

New professional wine entity established to focus on growth and development amid harsh environmental conditions

Wine increasingly packaged in cans, while sparkling wine attracts newer consumers

Bag-in-box premium wine gains momentum

PROSPECTS AND OPPORTUNITIES

Grape production supported by technological advancements, with sales to benefit from expansion of international distribution

KWV introduces a new premium wine amid renewed interest

Non alcoholic brands diversify with low ABV and low-calorie spritzers

CATEGORY DATA

Table 85 Sales of Wine by Category: Total Volume 2018-2023

Table 86 Sales of Wine by Category: Total Value 2018-2023

Table 87 Sales of Wine by Category: % Total Volume Growth 2018-2023

Table 88 Sales of Wine by Category: % Total Value Growth 2018-2023

Table 89 Sales of Wine by Off-trade vs On-trade: Volume 2018-2023

Table 90 Sales of Wine by Off-trade vs On-trade: Value 2018-2023

Table 91 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2018-2023

Table 92 Sales of Wine by Off-trade vs On-trade: % Value Growth 2018-2023

Table 93 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2018-2023

Table 94 Sales of Still Rosé Wine by Price Segment: % Off-trade Volume 2018-2023

Table 95 Sales of Still White Wine by Price Segment: % Off-trade Volume 2018-2023

Table 96 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2018-2023

Table 97 GBO Company Shares of Still Light Grape Wine: % Total Volume 2019-2023

Table 98 NBO Company Shares of Still Light Grape Wine: % Total Volume 2019-2023

Table 99 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2020-2023

Table 100 GBO Company Shares of Champagne: % Total Volume 2019-2023

Table 101 NBO Company Shares of Champagne: % Total Volume 2019-2023

Table 102 LBN Brand Shares of Champagne: % Total Volume 2020-2023

Table 103 GBO Company Shares of Other Sparkling Wine: % Total Volume 2019-2023

Table 104 NBO Company Shares of Other Sparkling Wine: % Total Volume 2019-2023

Table 105 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2020-2023

Table 106 GBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2019-2023

Table 107 NBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2019-2023

Table 108 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume 2020-2023

Table 109 GBO Company Shares of Non-grape Wine: % Total Volume 2019-2023

Table 110 NBO Company Shares of Non-grape Wine: % Total Volume 2019-2023

Table 111 LBN Brand Shares of Non-grape Wine: % Total Volume 2020-2023

Table 112 Forecast Sales of Wine by Category: Total Volume 2023-2028

Table 113 Forecast Sales of Wine by Category: Total Value 2023-2028

Table 114 Forecast Sales of Wine by Category: % Total Volume Growth 2023-2028

Table 115 Forecast Sales of Wine by Category: % Total Value Growth 2023-2028

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The following categories and subcategories are included:

Alcoholic Drinks

- - Ale
  - Sorghum
  - Weissbier/Weizen/Wheat Beer
- - Flavoured/Mixed Lager
  - - - Domestic Premium Lager
      - Imported Premium Lager
    - - Domestic Mid-Priced Lager
      - Imported Mid-Priced Lager
    - - Domestic Economy Lager
      - Imported Economy Lager
  - - - Domestic Premium Lager
      - Domestic Mid-Priced Lager
      - Domestic Economy Lager
    - - Imported Premium Lager
      - Imported Mid-Priced Lager
      - Imported Economy Lager
- - Low Alcohol Beer
  - Non Alcoholic Beer
- Stout
- Regular Cider/Perry
- Non Alcoholic Cider/Perry
- Malt-based RTDs
- Spirit-based RTDs
- Wine-based RTDs
- Other RTDs
- Non Alcoholic RTDs
- - Brandy
  - Cognac
- - Bitters
  - Cream-based Liqueurs
  - Other Liqueurs
- Non Alcoholic Spirits
- - - Prestige Dark Rum
    - Ultra Premium Dark Rum
    - Super Premium Dark Rum
    - Premium Dark Rum
    - Standard Dark Rum
    - Economy Dark Rum
  - - Prestige White Rum
    - Ultra Premium White Rum
    - Super Premium White Rum
    - Premium White Rum
    - Standard White Rum
    - Economy White Rum
- Tequila (and Mezcal)
- - Bourbon/Other US Whiskey
  - Canadian Whisky
  - Irish Whiskey
  - Japanese Whisky
  - - - Blended Malt Scotch Whisky
      - Prestige Other Blended Scotch Whisky
        
        Ultra Premium Other Blended Scotch Whisky
        
        Super Premium Other Blended Scotch Whisky
        
        Premium Other Blended Scotch Whisky
        
        Standard Other Blended Scotch Whisky
        
        Economy Other Blended Scotch Whisky
    - Single Grain Scotch Whisky
    - Single Malt Scotch Whisky
  - Other Whiskies
- - - - Prestige English Gin
      - Ultra Premium English Gin
      - Super Premium English Gin
      - Premium English Gin
      - Standard English Gin
      - Economy English Gin
    - Dutch Gin
  - - Prestige Vodka
    - Ultra Premium Vodka
    - Super Premium Vodka
    - Premium Vodka
    - Standard Vodka
    - Economy Vodka
- - Absinthe
  - Ad-Mix Brandy
  - Ad-Mix Gin
  - Ad-Mix Rum
  - Ad-Mix Vodka
  - Ad-Mix Whisky
  - Aguardente/Aguardiente
  - Aguardiente De Caña
  - Akvavit/Aquavit
  - Aniseed-Flavoured Spirits
  - Borovicka
  - Boukha
  - Brandy Type Distilled Spirits
  - Cachaça
  - Calvados
  - Cane
  - Chacha
  - Charanda
  - Chinese Herbal Spirits
  - Chinese Spirits
  - Cut Brandy
  - Destilados De Agave
  - Distilled Fruit Spirits
  - Domestic Brandy
  - Domestic Rum
  - Doppelkorn
  - Economy Chinese Spirits
  - Flavoured Spirits
  - Flavoured Vodka-based Drinks
  - Fynbos gin/Local Gin
  - Gin-flavoured spirits
  - Goldbrand/Goldkrone
  - Grappa
  - Grappamiel
  - Guaro
  - Kirsch
  - Komovica
  - Korn
  - Lambanog
  - Limoncello
  - Local White Spirits
  - Lower Mid-Range Chinese Spirits
  - Lozovaca
  - Maesilju
  - Mahia Rabi Amrane
  - Mead
  - Mixed Spirits
  - Nalivka/Nalewka
  - Nastoyka
  - National Specialities
  - Obstbrände
  - Ouzo
  - Pacharán
  - Palinca/Pálinka
  - Pear and Apple Distillates
  - Pisco
  - Premium Chinese Spirits
  - Prune
  - Punsch
  - Rachiu/Rakija
  - Rum-Flavoured Spirits
  - Samane
  - Sambuca
  - Samsu
  - Schnapps
  - Shochu/Soju
  - Singani
  - Sljivovica/Slivovice
  - Steinhäeger
  - Strong African Spirits
  - Super Premium Chinese Spirits
  - Sura Khao
  - Tequila Flavoured Spirits
  - Travarica
  - Tsipouro
  - Upper Mid-Range Chinese Spirits
  - Vieux
  - Viina
  - Vodka Type Distilled Spirits
  - Other Distilled Beverages
- - Port
  - Sherry
  - Vermouth
  - Other Fortified Wine
- - Apple Wine
  - Bokbunjaju
  - Cheongju
  - Chinese Wine
  - Economy Rice Wine
  - Fortified Fruit Wine
  - Fruit and Berry Wine
  - Fruit and Herbal Wine
  - Fruit and Honey based Wine
  - Fruit Wine
  - Lower Mid-Range Rice Wine
  - Non-Grape Dessert Wine
  - Premium Rice Wine
  - Sake
  - Takju
  - Upper Mid-Range Rice Wine
  - Yakju
  - Yellow Wine
  - Other Non-Grape Wine
- - Champagne
  - Other Sparkling Wine
- - Still Red Wine
  - Still Rosé Wine
  - Still White Wine
- Non Alcoholic Wine

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Alcoholic Drinks

Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.

See all of our definitions

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This report originates from Passport, our Alcoholic Drinks research and analysis database.

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Alcoholic Drinks in South Africa

Alcoholic drinks in 2023: The big picture

2023 key trends

Competitive landscape

Retailing developments

On-trade vs off-trade split

What next for alcoholic drinks?

Overview:

The Alcoholic Drinks in South Africa report includes:

This report answers:

Alcoholic Drinks in South Africa

Alcoholic drinks in 2023: The big picture

2023 key trends

Competitive landscape

Retailing developments

On-trade vs off-trade split

What next for alcoholic drinks?

Legislation

Legal purchasing age and legal drinking age

Drink driving

Advertising

Smoking ban

Opening hours

On-trade establishments

Contraband/parallel trade

Duty free

Cross-border/private imports

Outlook

DISCLAIMER

Beer in South Africa

KEY DATA FINDINGS

Non alcoholic beer drives growth, while offer of flavoured options expands

Heineken loses ground in premium lager amid high inflation

The South African Breweries regains share to strengthen overall leadership

Heineken embraces rising preference for non alcoholic segment and launches new beer

Sustainability takes the form of returnable bottles for major players

Local production of wheat beer limits unit price increases

Lager price band methodology

Cider/Perry in South Africa

KEY DATA FINDINGS

Flavoured lager, RTDs, and cocktail culture offer competition to cider/perry

Savanna maintains lead with diverse offerings, and reintroduces 12-pack due to popularity

Newly-formed Heineken Beverages reinvents cider/perry profile with Savanna Alcohol Free 0.0%

Savanna to maintain lead, but competitors will be appreciated for larger bottle sizes

Heineken Beverages will continue to explore non/low alcohol segment with focus on affordability

Leading brands will face rising competition from RTDs due to further entry of new varieties

Rtds in South Africa

KEY DATA FINDINGS

Inflationary pressures boost demand for affordable RTDs, while attracting consumers seeking adventure

New wine spritzer offers stronger competition to premium and standard RTDs

Rebranding of Bacardi Breezer amid growing consumer demand for alternatives

RTDs to introduce unique health profiles to appeal to evolving consumer tastes

Affordability and convenience to remain elements supporting growth of RTDs

Transition of wine-based RTDs into can packaging and low ABV

Spirits in South Africa

KEY DATA FINDINGS

White spirits benefit from energised cocktail culture in South Africa

Leading players turn to offering non alcoholic versions of premium spirits

Vodka moves towards spiced flavour profiles, while Klipdrift adds a liqueur offering

White spirits to continue driving overall demand

Rum gains popularity as a sipping beverage

Whiskies adopts innovation, turning bottles into pre-mix format to align with growth of RTDs

Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology

Wine in South Africa

KEY DATA FINDINGS

New professional wine entity established to focus on growth and development amid harsh environmental conditions

Wine increasingly packaged in cans, while sparkling wine attracts newer consumers

Bag-in-box premium wine gains momentum

Grape production supported by technological advancements, with sales to benefit from expansion of international distribution

KWV introduces a new premium wine amid renewed interest

Non alcoholic brands diversify with low ABV and low-calorie spritzers

The following categories and subcategories are included:

Alcoholic Drinks

Why buy this report?

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