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2025 Developments
In 2025, alcoholic drinks in South Africa demonstrated steady growth in total value and a moderate increase in total volume. This was despite ongoing inflation, constrained consumer spending, and regulatory pressures, resulting in a performance that lagged behind the strongest regional post-pandemic rebounds but maintained resilience through entrenched social drinking patterns and a broad spectrum of price points. The environment remains attractive for investment due to the dominance of large multinationals, robust demand for both value and premium offerings, and dynamic innovation in flavour and format, although rising market concentration and the expansion of illicit trade continue to pose challenges for new entrants and mid-priced brands. Success is increasingly determined by the ability to balance affordability with premiumisation, leverage strong brand heritage, rapidly innovate around flavour and packaging, and navigate an evolving competitive structure that favours scale, diversified portfolios, and targeted engagement with both traditional and emerging retail channels.
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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
2025 Developments
Key Data Insights
Chart 1 Key Industry Trends for Alcoholic Drinks
Inflation Drives Drinkers to Both Premium and Economy Brands
Chart 2 Festive Drinking Fuels Premium Sales
Carling Black Label and Devil’S Peak Reshape Drinking Choices
Smirnoff Ice Revitalises Flavour Innovation to Attract Younger Drinkers
Chart 3 Players Experiment with Flavours
Chart 4 Volume Sales 2020-2030
Chart 5 Volume Sales by Category 2025
Heineken Beverages Reshapes Competition with New Commitments
Premium Beer and Rtds Attract Consumers Trading up as Confidence Returns
Social Drinking Culture Should Sustain Demand Despite Regulatory and Tax Headwinds
Chart 6 Forecast Volume Sales 2020-2030
Chart 7 Forecast Volume Sales by Category 2025-2030
Sab Anchors Dominance as Heineken Beverages Expands Reach
Chart 8 Analyst Insight for Alcoholic Drinks
Consolidating Power: Can Smaller Brands Compete?
Chart 9 Company Shares 2025
Chart 10 Brand Shares 2025
Food/Drink/Tobacco Specialists Sustain Dominance by Maximising Shelf Allocation
E-Commerce Delivers Convenience
Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking Ban
Opening Hours
On-Trade Establishments
Taxation and Duty Levies
Cross-Border/Private Imports
Contraband/Parallel Trade
Duty Free
Cross-Border/Private Imports
Devil’S Peak and Carling Black Label Shape Premium and Value Choices
Smirnoff Ice and Flying Fish Drive Flavour Innovation and Youth Engagement
Chart 11 Economic Context for Alcoholic Drinks
Chart 12 Real Gdp Growth 2020-2030
Chart 13 Inflation 2020-2030
Chart 14 Consumer Context for Alcoholic Drinks
Chart 15 Population 2020-2030
Chart 16 Population by Generation 2025
Beer in South Africa
Key Data Insights
Beer Summary
Chart 17 Key Industry Trends for Beer
Mainstream Brewers and Premium Brands Drive Market Polarisation
Competition Heats up as Players Adopt Different Strategies to Attract Shoppers
Nolo Trend Reshaping Consumption Behaviour
Chart 18 Nolo Beer Goes Mainstream
Chart 19 Volume Sales 2020-2030
Chart 20 Volume Sales by Category 2025
Township Taverns Adopt Digital Tools to Unlock Premium Growth
Heineken and Sab Invest in Water Reuse to Secure Future Supply
Craft Brewers Celebrate Heritage to Spark Small-Batch Innovation
Chart 21 Forecast Volume Sales 2020-2030
Chart 22 Forecast Volume Sales by Category 2025-2030
Chart 23 Analyst Insight for Beer
Sab Retains Leadership as New Launches Drive Premium Appeal
Chart 24 Bomb Squad Lager Brings Celebrity Appeal
Chart 25 Company Shares 2025
Chart 26 Brand Shares 2025
Food/Drink/Tobacco Specialists Leverage Cold-Chain Reliability to Sustain Channel Leadership
Sustainability Partnerships at the Point of Sale Drive Brand Differentiation
Online Platforms Expand Premium and Craft Choice but Remain Complementary to Offline Stores
Mainstream and Premium Brands Redefine Shopper Priorities
Castle and Carling Respond to Inflation with Pack Resizing and Bulk Deals
Chart 27 Economic Context for Beer
Chart 28 Real Gdp Growth 2020-2030
Chart 29 Inflation 2020-2030
Chart 30 Consumer Context for Beer
Chart 31 Population 2020-2030
Chart 32 Population by Generation 2025
Cider/Perry in South Africa
Key Data Insights
Cider/Perry Summary
Savanna Leverages Heritage and Innovation to Drive Growth
Afriplex Introduces Rooibos Cider to Mainstream Retail and Expands Premium Choices
Chart 33 Volume Sales 2020-2030
Chart 34 Volume Sales by Category 2025
Local Craft Products Push Ingredient-Led Premiumisation
Rooibos Cider and Non Alcoholic Launches Broaden Appeal and Resilience
Chart 35 Forecast Volume Sales 2020-2030
Chart 36 Forecast Volume Sales by Category 2025-2030
Savanna Enjoys Strong Investment and Innovation to Remain the Clear Leading Brand
Chart 37 Company Shares 2025
Chart 38 Brand Shares 2025
Specialist Liquor Retailers Sustain Cider Brand Visibility and Reach
E-Commerce Platforms Expand Access for Niche Ciders
Chart 39 Economic Context for Cider/Perry
Chart 40 Real Gdp Growth 2020-2030
Chart 41 Inflation 2020-2030
Chart 42 Consumer Context for Cider/Perry
Chart 43 Population 2020-2030
Chart 44 Population by Generation 2025
Rtds in South Africa
Key Data Insights
Rtds Summary
Chart 45 Key Industry Trends for Rtds
Bernini Mimosa Drives Innovation as Younger Shoppers Seek Variety
Chart 46 Brands Roll Out New Flavours
Spirit-Based Rtds Capture Top Spot as Demand Diversifies
Premium Rtds Become the Drink of Choice for Celebrations
Chart 47 Volume Sales 2020-2030
Chart 48 Volume Sales by Category 2025
Younger Consumers Drive Demand as Brands Balance Value and Premiumisation
Spirit-Based Drinks Sustain Leadership as Wine-Based Options Accelerate
Experiential Marketing and Convenience Reshape Competitive Strategies
Chart 49 Forecast Volume Sales 2020-2030
Chart 50 Forecast Volume Sales by Category 2025-2030
Chart 51 Analyst Insight for Rtds
Brutal Fruit and Bernini Drive Sustained Lead through Targeted Innovation
Chart 52 Company Shares 2025
Chart 53 Brand Shares 2025
Alcoholic Drinks Stores Secure Loyalty with Convenience and Variety
Delivery Apps Attracting Younger Shoppers
Chart 54 Young Shoppers Embrace Delivery Apps
Bernini Mimosa Attracts Younger Drinkers with Fruit-Forward Innovation
Chart 55 Economic Context for Rtds
Chart 56 Real Gdp Growth 2020-2030
Chart 57 Inflation 2020-2030
Chart 58 Consumer Context for Rtds
Chart 59 Population 2020-2030
Chart 60 Population by Generation 2025
Spirits in South Africa
Key Data Insights
Spirits Summary
Chart 61 Key Industry Trends for Spirits
Premium Spirits Brands Elevate Festive Spending Habits
Chart 62 Festive Drinking Fuels Premium Sales
White Spirits Drives Volume While Whisky Captures Premium Demand
Checkers Sixty60 Transforms Alcohol Delivery and Consumer Behaviour
Chart 63 Checkers Sixty60 Boosts Deliveries
Chart 64 Volume Sales 2020-2030
Chart 65 Volume Sales by Category 2025
Premium Brands Drive Celebration Spending as Economic Stability Returns
White Spirits Expand Reach While Tequila Leads Value Acceleration
E-Commerce and Non-Alcoholic Innovation Reshape Consumer Access and Choice
Chart 66 Forecast Volume Sales 2020-2030
Chart 67 Forecast Volume Sales by Category 2025-2030
Old Buck and Smirnoff Leverage Cocktail Demand to Sustain Leadership
Chart 68 Company Shares 2025
Chart 69 Brand Shares 2025
Specialist Liquor Stores Expand Reach and Drive Purchasing Decisions
Checkers Sixty60 Transforming Purchasing Habits
Chart 70 Economic Context for Spirits
Chart 71 Real Gdp Growth 2020-2030
Chart 72 Inflation 2020-2030
Chart 73 Consumer Context for Spirits
Chart 74 Population 2020-2030
Chart 75 Population by Generation 2025
Wine in South Africa
Key Data Insights
Wine Summary
Chart 76 Key Industry Trends for Wine
Distell Captures Value Shoppers While Premium Brands Retain Niche Loyalty
Spier Drives Canned Wine Growth as Sparkling Formats Broaden Appeal
Chart 77 Spier Elevates Canned Wine
Safripol’S Eco Flat Bottle Reshapes Packaging to Meet Consumer Demand
Chart 78 Safripol Launches Eco-Flat Wine Bottle
Chart 79 Volume Sales 2020-2030
Chart 80 Volume Sales by Category 2025
Canned Formats Attract Younger Adults and Reshape Consumption Habits
Affordable Brands and New Price Tiers Bridge Value and Quality Cues
Sparkling Wine in Cans Wins Informal Occasions as Mcc Becomes Mainstream
Chart 81 Forecast Volume Sales 2020-2030
Chart 82 Forecast Volume Sales by Category 2025-2030
Distell Leverages Affordability and Reach to Reinforce Volume Lead
Van Loveren Expands Premium Reach through Targeted Acquisitions
Chart 83 Company Shares 2025
Chart 84 Brand Shares 2025
Checkers and Woolworths Drive Value and Convenience with Exclusive Wine Ranges
Supermarket E-Commerce Platforms Accelerate Online Wine Purchasing as Habits Shift
Chart 85 Economic Context for Wine
Chart 86 Real Gdp Growth 2020-2030
Chart 87 Inflation 2020-2030
Chart 88 Consumer Context for Wine
Chart 89 Population 2020-2030
Chart 90 Population by Generation 2025
Country Reports Disclaimer
The following categories and subcategories are included:
Alcoholic Drinks
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- Ale
- Sorghum
- Weissbier/Weizen/Wheat Beer
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- Flavoured/Mixed Lager
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- Domestic Premium Lager
- Imported Premium Lager
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- Domestic Mid-Priced Lager
- Imported Mid-Priced Lager
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- Domestic Economy Lager
- Imported Economy Lager
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-
-
- Domestic Premium Lager
- Domestic Mid-Priced Lager
- Domestic Economy Lager
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- Imported Premium Lager
- Imported Mid-Priced Lager
- Imported Economy Lager
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- Low Alcohol Beer
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- Standard Non Alcoholic Beer
- Malta Style Non Alcoholic Beer
- Stout
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- Regular Cider/Perry
- Non Alcoholic Cider/Perry
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- Malt-based RTDs
- Spirit-based RTDs
- Wine-based RTDs
- Other RTDs
- Non Alcoholic RTDs
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- Brandy
- Cognac
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- Bitters
- Cream-based Liqueurs
- Other Liqueurs
- Non Alcoholic Spirits
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- Prestige Dark Rum
- Ultra Premium Dark Rum
- Super Premium Dark Rum
- Premium Dark Rum
- Standard Dark Rum
- Economy Dark Rum
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- Prestige White Rum
- Ultra Premium White Rum
- Super Premium White Rum
- Premium White Rum
- Standard White Rum
- Economy White Rum
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- Tequila (and Mezcal)
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- Bourbon/Other US Whiskey
- Canadian Whisky
- Irish Whiskey
- Japanese Whisky
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- Blended Malt Scotch Whisky
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- 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
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- Other Whiskies
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- Prestige English Gin
- Ultra Premium English Gin
- Super Premium English Gin
- Premium English Gin
- Standard English Gin
- Economy English Gin
- Dutch Gin
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- Prestige Vodka
- Ultra Premium Vodka
- Super Premium Vodka
- Premium Vodka
- Standard Vodka
- Economy Vodka
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- 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
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- Port
- Sherry
- Vermouth
- Other Fortified Wine
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- 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
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- Champagne
- Other Sparkling Wine
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- 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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