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Country Report

Alcoholic Drinks in

Alcoholic Drinks in South Africa

May 2021

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Executive Summary

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COVID-19 impact on alcoholic drinks

The alcoholic drinks industry in South Africa took a massive blow in 2020 as the sale and distribution of all alcoholic beverages was banned on three occasions because of the number of patients being admitted to hospitals due to alcohol-induced trauma.

COVID-19 country impact

The initial hard lockdown spanned from 26 March to 30 April 2020. During this time borders were closed to tourists, while interprovincial travel was banned, and domestic and international tourist flights ceased.

Company response

Several multinational companies such as Anheuser-Busch InBev, owner of The South African Breweries, cancelled or put capital investment projects on hold, while packaging and bottlers companies such as Consol Glass also lost out on millions as production came to a complete standstill in 2020.

Retailing shift

Although e-commerce saw some growth in 2020 in between the bans, with many consumers preferring to avoid physical outlets wherever possible, the channel remained niche for alcoholic drinks because the bans encompassed all sales avenues. Traditional grocery retailers strengthened its dominance on market sales in 2020 as when consumers were able to purchase alcoholic drinks from the off-trade they were less able or willing to travel far from where they lived, which favoured the high number of traditional grocery retailers in residential areas.

On-trade vs off-trade split

The banning of sales of alcoholic drinks saw distribution impacted heavily in 2020, as the bans explicitly meant that the transporting and distribution of all alcoholic beverages were not allowed. This resulted directly in one major producer having to dump millions of litres of beer as it was not permitted to move this stock.

What next for alcoholic drinks?

No player in the alcoholic drinks industry was spared during the bans on sales in 2020, with the industry expected to take until 2023 to return to pre-COVID-19 value sales. The hardest-hit competitors were micro and craft breweries, many of which simply did not have the resources to cope with the loss of revenue arising from their mandatory closures during the lockdown.

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Overview

Why 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.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Alcoholic Drinks industry in South Africa with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Alcoholic Drinks industry in South Africa, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in South Africa for free:

The Alcoholic Drinks in South Africa market research report includes:

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

Our market research reports answer questions such as:

What is the market size of Alcoholic Drinks in South Africa?
What are the major brands in South Africa?
Have there been any alcoholic drinks legislative changes over the past 12 months?
How is the alcoholic drinks industry affected by the recession?
What is consumed more; beer, wine or spirits?
What have been the key trends seen in new product developments?
Do alcoholic drinks consumers want value for money or added value?

Why 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 industry report originates from Passport, our Alcoholic Drinks market research database.

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Alcoholic Drinks in South Africa

EXECUTIVE SUMMARY

COVID-19 impact on alcoholic drinks

COVID-19 country impact

Company response

Retailing shift

On-trade vs off-trade split

What next for alcoholic drinks?

Chart 1 Alcoholic Drinks Off-Trade Volume Sales Growth Scenarios: 2018-2025
Chart 2 Alcoholic Drinks On-Trade Volume Sales Growth Scenarios: 2018-2025
Chart 3 Alcoholic Drinks Impact of Soft Drivers on Off-Trade Volume Sales: 2018-2025
Chart 4 Alcoholic Drinks Impact of Soft Drivers on On-Trade Volume Sales: 2018-2025

MARKET BACKGROUND

Legislation

Legal purchasing age and legal drinking age
Drink-driving
Advertising
Smoking ban
Opening hours
On-trade establishments
Table 1 Number of On-trade Establishments by Type 2015-2020

TAXATION AND DUTY LEVIES

Summary 1 Taxation and Duty Levies on Alcoholic Drinks 2020

OPERATING ENVIRONMENT

Contraband/parallel trade

Duty-free

Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Outlook

MARKET INDICATORS

Table 2 Retail Consumer Expenditure on Alcoholic Drinks 2015-2020

MARKET DATA

Table 3 Sales of Alcoholic Drinks by Category: Total Volume 2015-2020
Table 4 Sales of Alcoholic Drinks by Category: Total Value 2015-2020
Table 5 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2015-2020
Table 6 Sales of Alcoholic Drinks by Category: % Total Value Growth 2015-2020
Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2020
Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2020
Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2020
Table 10 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2020
Table 11 GBO Company Shares of Alcoholic Drinks: % Total Volume 2016-2020
Table 12 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2015-2020
Table 13 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2020
Table 14 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2020-2025
Table 15 Forecast Sales of Alcoholic Drinks by Category: Total Value 2020-2025
Table 16 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2020-2025
Table 17 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2020-2025

DISCLAIMER

SOURCES

Summary 2 Research Sources

Beer in South Africa

KEY DATA FINDINGS

2020 IMPACT

Ban on alcoholic drinks decimates beer performance in 2020

Unisex beers on the rise

Competitive landscape still dominated by The South African Breweries

RECOVERY AND OPPORTUNITIES

Performance to remain depressed while sales restrictions linger

Dipping purchasing power favours standard lager, while non-alcoholic beer has promising future

Consumers predicted to keep pursuing lighter and more sophisticated beers

CATEGORY BACKGROUND

Lager price band methodology

Summary 3 Lager by Price Band 2020
Table 18 Number of Breweries 2015-2020

CATEGORY DATA

Table 19 Sales of Beer by Category: Total Volume 2015-2020
Table 20 Sales of Beer by Category: Total Value 2015-2020
Table 21 Sales of Beer by Category: % Total Volume Growth 2015-2020
Table 22 Sales of Beer by Category: % Total Value Growth 2015-2020
Table 23 Sales of Beer by Off-trade vs On-trade: Volume 2015-2020
Table 24 Sales of Beer by Off-trade vs On-trade: Value 2015-2020
Table 25 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2015-2020
Table 26 Sales of Beer by Off-trade vs On-trade: % Value Growth 2015-2020
Table 27 Sales of Beer by Craft vs Standard 2015-2020
Table 28 GBO Company Shares of Beer: % Total Volume 2016-2020
Table 29 NBO Company Shares of Beer: % Total Volume 2016-2020
Table 30 LBN Brand Shares of Beer: % Total Volume 2017-2020
Table 31 Forecast Sales of Beer by Category: Total Volume 2020-2025
Table 32 Forecast Sales of Beer by Category: Total Value 2020-2025
Table 33 Forecast Sales of Beer by Category: % Total Volume Growth 2020-2025
Table 34 Forecast Sales of Beer by Category: % Total Value Growth 2020-2025

Wine in South Africa

KEY DATA FINDINGS

2020 IMPACT

Ban on alcoholic drinks in 2020 hits players large and small

More women raising a glass

Distell is clear leader in wine

RECOVERY AND OPPORTUNITIES

Off-trade channel to lead road to recovery

Sparkling wine and rosé wine to increasingly capture the imagination

More moderation in drinking opens opportunities for non- or low-alcohol wine

CATEGORY DATA

Table 35 Sales of Wine by Category: Total Volume 2015-2020
Table 36 Sales of Wine by Category: Total Value 2015-2020
Table 37 Sales of Wine by Category: % Total Volume Growth 2015-2020
Table 38 Sales of Wine by Category: % Total Value Growth 2015-2020
Table 39 Sales of Wine by Off-trade vs On-trade: Volume 2015-2020
Table 40 Sales of Wine by Off-trade vs On-trade: Value 2015-2020
Table 41 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2015-2020
Table 42 Sales of Wine by Off-trade vs On-trade: % Value Growth 2015-2020
Table 43 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2015-2020
Table 44 Sales of Still Rosé Wine by Price Segment: % Off-trade Volume 2015-2020
Table 45 Sales of Still White Wine by Price Segment: % Off-trade Volume 2015-2020
Table 46 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2015-2020
Table 47 GBO Company Shares of Still Light Grape Wine: % Total Volume 2016-2020
Table 48 NBO Company Shares of Still Light Grape Wine: % Total Volume 2016-2020
Table 49 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2017-2020
Table 50 GBO Company Shares of Champagne: % Total Volume 2016-2020
Table 51 NBO Company Shares of Champagne: % Total Volume 2016-2020
Table 52 LBN Brand Shares of Champagne: % Total Volume 2017-2020
Table 53 GBO Company Shares of Other Sparkling Wine: % Total Volume 2016-2020
Table 54 NBO Company Shares of Other Sparkling Wine: % Total Volume 2016-2020
Table 55 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2017-2020
Table 56 GBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2016-2020
Table 57 NBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2016-2020
Table 58 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume 2017-2020
Table 59 Forecast Sales of Wine by Category: Total Volume 2020-2025
Table 60 Forecast Sales of Wine by Category: Total Value 2020-2025
Table 61 Forecast Sales of Wine by Category: % Total Volume Growth 2020-2025
Table 62 Forecast Sales of Wine by Category: % Total Value Growth 2020-2025

Spirits in South Africa

KEY DATA FINDINGS

2020 IMPACT

Pandemic interrupts gin’s strong momentum, but local and non-alcoholic spirits make good gains as South Africa bans alcohol sales

Lockdown compounds dip in demand for brandy

Little if any shift to retail from on-trade during 2020

RECOVERY AND OPPORTUNITIES

Non-alcoholic spirits heading towards the mainstream, while whiskies will see slow recovery

Increasing consumer interest in craft offerings to boost overall spirits

Greater consciousness of intake to propel non- and low-alcoholic spirits beyond pandemic

CATEGORY BACKGROUND

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

Summary 4 Benchmark Brands 2020

CATEGORY DATA

Table 63 Sales of Spirits by Category: Total Volume 2015-2020
Table 64 Sales of Spirits by Category: Total Value 2015-2020
Table 65 Sales of Spirits by Category: % Total Volume Growth 2015-2020
Table 66 Sales of Spirits by Category: % Total Value Growth 2015-2020
Table 67 Sales of Spirits by Off-trade vs On-trade: Volume 2015-2020
Table 68 Sales of Spirits by Off-trade vs On-trade: Value 2015-2020
Table 69 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2015-2020
Table 70 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2015-2020
Table 71 Sales of Dark Rum by Price Platform: % Total Volume 2015-2020
Table 72 Sales of White Rum by Price Platform: % Total Volume 2015-2020
Table 73 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2015-2020
Table 74 Sales of English Gin by Price Platform: % Total Volume 2015-2020
Table 75 Sales of Vodka by Price Platform: % Total Volume 2015-2020
Table 76 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2015-2020
Table 77 GBO Company Shares of Spirits: % Total Volume 2016-2020
Table 78 NBO Company Shares of Spirits: % Total Volume 2016-2020
Table 79 LBN Brand Shares of Spirits: % Total Volume 2017-2020
Table 80 Forecast Sales of Spirits by Category: Total Volume 2020-2025
Table 81 Forecast Sales of Spirits by Category: Total Value 2020-2025
Table 82 Forecast Sales of Spirits by Category: % Total Volume Growth 2020-2025
Table 83 Forecast Sales of Spirits by Category: % Total Value Growth 2020-2025

Cider/Perry in South Africa

KEY DATA FINDINGS

2020 IMPACT

Hunter’s at the forefront of non-alcoholic arrivals in cider/perry

Growing consumer emphasis on new flavours influences NPD

Distell’s innovation sees it fare better than most during alcohol ban

RECOVERY AND OPPORTUNITIES

Non-alcoholic or lighter cider/perry likely to make further gains

Craft ciders retain rich potential despite impact of pandemic

Tangible pick-up in category performance unlikely until 2022

CATEGORY DATA

Table 84 Sales of Cider/Perry: Total Volume 2015-2020
Table 85 Sales of Cider/Perry: Total Value 2015-2020
Table 86 Sales of Cider/Perry: % Total Volume Growth 2015-2020
Table 87 Sales of Cider/Perry: % Total Value Growth 2015-2020
Table 88 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2015-2020
Table 89 Sales of Cider/Perry by Off-trade vs On-trade: Value 2015-2020
Table 90 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2015-2020
Table 91 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2015-2020
Table 92 GBO Company Shares of Cider/Perry: % Total Volume 2016-2020
Table 93 NBO Company Shares of Cider/Perry: % Total Volume 2016-2020
Table 94 LBN Brand Shares of Cider/Perry: % Total Volume 2017-2020
Table 95 Forecast Sales of Cider/Perry: Total Volume 2020-2025
Table 96 Forecast Sales of Cider/Perry: Total Value 2020-2025
Table 97 Forecast Sales of Cider/Perry: % Total Volume Growth 2020-2025
Table 98 Forecast Sales of Cider/Perry: % Total Value Growth 2020-2025

Rtds in South Africa

KEY DATA FINDINGS

2020 IMPACT

Strong momentum of RTDs halted abruptly by pandemic

Consumer trend for fruitier flavours propels popularity of wine-based RTDs

The top two consolidate their shares despite sales decreases

RECOVERY AND OPPORTUNITIES

More non-alcoholic versions predicted, while wine-based RTDs set to return to buoyant performance

Producers predicted to become craftier again

Wine-based RTDs poised for quickest recovery

CATEGORY DATA

Table 99 Sales of RTDs by Category: Total Volume 2015-2020
Table 100 Sales of RTDs by Category: Total Value 2015-2020
Table 101 Sales of RTDs by Category: % Total Volume Growth 2015-2020
Table 102 Sales of RTDs by Category: % Total Value Growth 2015-2020
Table 103 Sales of RTDs by Off-trade vs On-trade: Volume 2015-2020
Table 104 Sales of RTDs by Off-trade vs On-trade: Value 2015-2020
Table 105 Sales of RTDs by Off-trade vs On-trade: % Volume Growth 2015-2020
Table 106 Sales of RTDs by Off-trade vs On-trade: % Value Growth 2015-2020
Table 107 GBO Company Shares of RTDs: % Total Volume 2016-2020
Table 108 NBO Company Shares of RTDs: % Total Volume 2016-2020
Table 109 LBN Brand Shares of RTDs: % Total Volume 2017-2020
Table 110 Forecast Sales of RTDs by Category: Total Volume 2020-2025
Table 111 Forecast Sales of RTDs by Category: Total Value 2020-2025
Table 112 Forecast Sales of RTDs by Category: % Total Volume Growth 2020-2025
Table 113 Forecast Sales of RTDs by Category: % Total Value Growth 2020-2025

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Megatrends

Country Report

Alcoholic Drinks in South Africa

New Report Guarantee

Executive Summary

New Report Guarantee

COVID-19 impact on alcoholic drinks

COVID-19 country impact

Company response

Retailing shift

On-trade vs off-trade split

What next for alcoholic drinks?

Samples

Overview

Why buy this report?

Samples (FAQs about samples):

Want to find out more about this report?

Table of Contents

Alcoholic Drinks in South Africa

EXECUTIVE SUMMARY

COVID-19 impact on alcoholic drinks

COVID-19 country impact

Company response

Retailing shift

On-trade vs off-trade split

What next for alcoholic drinks?

MARKET BACKGROUND

Legislation

TAXATION AND DUTY LEVIES

OPERATING ENVIRONMENT

Contraband/parallel trade

Duty-free

Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Outlook

MARKET INDICATORS

MARKET DATA

DISCLAIMER

SOURCES

Beer in South Africa

KEY DATA FINDINGS

2020 IMPACT

Ban on alcoholic drinks decimates beer performance in 2020

Unisex beers on the rise

Competitive landscape still dominated by The South African Breweries

RECOVERY AND OPPORTUNITIES

Performance to remain depressed while sales restrictions linger

Dipping purchasing power favours standard lager, while non-alcoholic beer has promising future

Consumers predicted to keep pursuing lighter and more sophisticated beers

CATEGORY BACKGROUND

Lager price band methodology

CATEGORY DATA

Wine in South Africa

KEY DATA FINDINGS

2020 IMPACT

Ban on alcoholic drinks in 2020 hits players large and small

More women raising a glass

Distell is clear leader in wine

RECOVERY AND OPPORTUNITIES

Off-trade channel to lead road to recovery

Sparkling wine and rosé wine to increasingly capture the imagination

More moderation in drinking opens opportunities for non- or low-alcohol wine

CATEGORY DATA

Spirits in South Africa

KEY DATA FINDINGS

2020 IMPACT

Pandemic interrupts gin’s strong momentum, but local and non-alcoholic spirits make good gains as South Africa bans alcohol sales

Lockdown compounds dip in demand for brandy

Little if any shift to retail from on-trade during 2020

RECOVERY AND OPPORTUNITIES

Non-alcoholic spirits heading towards the mainstream, while whiskies will see slow recovery

Increasing consumer interest in craft offerings to boost overall spirits

Greater consciousness of intake to propel non- and low-alcoholic spirits beyond pandemic

CATEGORY BACKGROUND

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

CATEGORY DATA

Cider/Perry in South Africa

KEY DATA FINDINGS

2020 IMPACT

Hunter’s at the forefront of non-alcoholic arrivals in cider/perry