Competitive Landscape
Distell Leverages Affordability and Reach to Reinforce Volume Lead
Wine in South Africa remains relatively fragmented, although there is a visible trend towards increased concentration at the top. Distell continues to lead, holding a 46% total volume share in 2025, a rise from 42% in 2020.
Van Loveren Expands Premium Reach through Targeted Acquisitions
A notable development is the active pursuit of mergers and acquisitions by Van Loveren Family Vineyards, which has accelerated its expansion into premium tiers through several high-profile deals. The company acquired the Survivor Wines brand in November 2024, secured a controlling stake in Neil Ellis Wines in December 2024, and completed the acquisition of the historic Landskroon wine brand and cellar in Paarl during 2025.
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Overview:
Understand the latest market trends and future growth opportunities for the Wine 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.
If you're in the Wine 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 Wine 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 Wine in South Africa?
- Where is consumer demand for Wine 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?
Wine in South Africa - Category analysis
Key Data Insights
Wine Summary
Distell Captures Value Shoppers While Premium Brands Retain Niche Loyalty
Spier Drives Canned Wine Growth as Sparkling Formats Broaden Appeal
Safripol’S Eco Flat Bottle Reshapes Packaging to Meet Consumer Demand
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
Distell Leverages Affordability and Reach to Reinforce Volume Lead
Van Loveren Expands Premium Reach through Targeted Acquisitions
Checkers and Woolworths Drive Value and Convenience with Exclusive Wine Ranges
Supermarket E-Commerce Platforms Accelerate Online Wine Purchasing as Habits Shift
Alcoholic Drinks in South Africa - Industry Overview
2025 Developments
Key Data Insights
Inflation Drives Drinkers to Both Premium and Economy Brands
Carling Black Label and Devil’S Peak Reshape Drinking Choices
Smirnoff Ice Revitalises Flavour Innovation to Attract Younger Drinkers
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
Sab Anchors Dominance as Heineken Beverages Expands Reach
Consolidating Power: Can Smaller Brands Compete?
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
Country Reports Disclaimer
The following categories and subcategories are included:
Wine
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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
Wine
This is the aggregation of still and sparkling light grape wines, fortified wine and vermouth and non-grape wine. In terms of alcohol content, light wine usually falls into the 8-14% ABV bracket while fortified wine ranges from 14-23% ABV. Low and non-alcoholic wine is also included in the data (attributed to each sector as appropriate).
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders.
- Track key industry trends, opportunities and threats.
- Inform your marketing, brand, strategy and market development, sales and supply functions.
This report originates from Passport, our Wine research and analysis database.
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