CGA’s exclusive On Premise User Survey delivers expert insights into what South Africans want from tequila in pubs, bars and restaurants and reveals the value of the market. Just over a quarter (26%) of consumers say they drink tequila when out, and it ranks as the fourth biggest spirits category behind only gin, vodka and whiskey.
Tequila is a young and female-led market. Nearly three quarters (73%) of drinkers are aged between 18 and 34, and two in three (67%) after female. White silver is their most popular type of tequila.
Price is a big driver of sales, with a third (34%) of tequila consumers saying good value for money is an important factor in their choice—making it more influential than the quality of the spirit. Brand image is significant too, as 60% of consumers ask for a specific brand of tequila when they order.
There are particularly good opportunities for suppliers and venues in the super-premium segment. Two in five (41%) tequila consumers drink super-premium tequila brands in the On Premise, and it’s a valuable demographic that spends an average of R1,292 per month in the On Premise—13% more than the average tequila drinker.
Super-premium consumers can be precision-targeted for promotions. Consumers of this category are 16 percentage points more likely than the average tequila consumer to be aged 18 to 34, and 15 percentage points more likely to be female. They are eager to explore brands, with an average of 4.1 in their repertoires, compared to 2.8 among all tequila consumers.
There are more opportunities in tequila in cocktails and bottle serves. Currently, three in five (59%) drink it as a shot, but with only 33% consuming it in cocktails there is headroom for growth. Meanwhile nearly three quarters (72%) have previously ordered a bottle when out, and a third (33%) of these do so regularly. Celebrations and promotions can both be effective triggers to bottle sales.
Abhi Sehgal, CGA by NIQ’s client solutions manager EMEA, said: “We’re seeing tequila delivering good rates of growth in many territories, and consumer interest is particularly strong in South Africa. On Premise guests are watching their spending carefully, but with the right positioning and value there will be great opportunities to unlock more sales we move deeper into 2025. Flexing the offer and capitalising on interest in cocktails, bottle serves and the super-premium category will be key, and OPUS is an ideal starting point for winning strategies in these and other areas.”
Abhi Sehgal, CGA by NIQ’s client solutions manager EMEA, said:
Accessible via a package of core outputs and custom projects, and a proprietary self-serve platform, OPUS is the single source of understanding what consumers are doing in the On Premise and why. To learn more about CGA’s consumer research across South Africa, download more information here, or contact Abhi Sehgal here.
