South Africa’s Most Preferred Alcoholic Beverages: Trends & Insights

South Africa boasts a rich and diverse alcoholic beverages industry that reflects the country’s vibrant culture and evolving consumer tastes. In 2025, preferences for alcoholic drinks in South Africa continue to diversify, shaped by demographic changes, health trends, and global influences. This article provides a factual and informative overview of the country’s most popular alcoholic beverages, highlighting key industry trends and product categories.

Beer: The Leading Segment

Beer remains South Africa’s favourite alcoholic drink by volume and value, driven by a competitive market dominated by major players such as AB InBev (SAB) and Heineken. Popular mainstream brands like Castle Lager, Castle Lite, Amstel Lager, and Heineken enjoy widespread consumption across urban and rural areas. Beer appeals to a broad demographic due to its affordability, cultural significance, and suitability for social occasions.

There is also strong growth in craft and premium beer segments where smaller local breweries like Devils Peak offer unique flavours and innovative brews, responding to consumer demand for variety and quality.

Ready-to-Drink (RTD) Beverages and Ciders: Fast-Growing Categories

The RTD market is booming in South Africa, particularly among younger drinkers who favour convenient, lower-alcohol options. Flavoured malt beverages, hard seltzers, and pre-mixed cocktails have seen explosive growth. Major companies aggressively expanding RTD offerings include both international giants and homegrown innovators such as Chateau Del Rei, House of BNG, and Cape Spritz.

Similarly, the cider market has revitalised with increased consumer interest in crisp, fruity flavour profiles that provide refreshing alternatives to traditional beer.

Spirits: Premiumisation and Variety

While spirits occupy a smaller share compared to beer, the sector is rapidly growing and evolving. Popular categories include whiskey, brandy, gin, rum, and vodka. South African consumers have shown increasing interest in premium and craft spirits as lifestyles shift towards quality experiences.

Local brands such as KWV, Inverroche (specialising in Cape botanicals gin), RGBC, and Edward Snell have carved out strong positions alongside global giants like Diageo and Pernod Ricard. The gin category in particular has witnessed significant growth, propelled by both classic styles and innovative botanical blends.

Wine: Tradition and Modern Appeal

South Africa’s wine industry remains globally respected, with consumers enjoying both local varietals such as Pinotage, Chenin Blanc, and Sauvignon Blanc, and international styles. Wine is often associated with special occasions and gastronomic experiences. Boutique wineries and well-known producers like Stellenbosch and Franschhoek continue to influence the local and export markets.

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The rise of affordable, quality wines and innovative packaging such as cans and multipacks has enhanced accessibility, attracting a broader consumer base.

Emerging Trends: Health, Sustainability, and Moderation

Health consciousness has become a significant factor shaping drinking habits. Consumers increasingly seek lower-alcohol, no-alcohol, and organic options. This trend has accelerated demand for light beers, no- and low-alcohol RTDs, and alcohol-free spirits.

Sustainability matters too, with brands adopting eco-friendly packaging and ethical sourcing to meet consumer expectations and regulatory demands.

Moderation is another rising trend. More drinkers now practice controlled consumption, often selecting single-category occasions or alternating alcoholic beverages with non-alcoholic drinks.

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Industry Structure and Future Outlook

South Africa’s alcohol market is highly concentrated, with three conglomerates — SAB (AB InBev), Heineken (which recently acquired Distell), and Diageo — dominating around 85% of the market by value. This has intensified competition and spurred innovation.

Economic factors such as inflation and excise taxes influence consumer choices, leading some to trade down to more affordable brands. Nevertheless, the overall market is projected to grow at a strong rate, particularly in premium and craft sectors.

Industry consolidation is expected to continue, alongside growing opportunities for niche players to capitalise on evolving tastes and consumer values.