The exclusive research provides extensive insights into consumers’ engagement with vodka and all other spirits in the country’s bars and restaurants. It shows more than half (54%) of spirits drinkers—and 31% of all consumers—typically drink vodka when out—making it the joint top choice alongside gin. Vodka and cranberry is the nation’s favourite spirit-and-mixer combination.
OPUS highlights the key role of price in South Africans’ decision-making. Good value for money is a motivating factor for 39% of consumers—making it the biggest influence ahead of brand (30%) and quality (28%). However, there is a big opportunity at the more expensive end of the category. Nearly half (48%) of vodka consumers say they drink super-premium brands at least some of the time, with flavoured varieties more popular than non-flavoured ones.
OPUS pinpoints the key demographics of these vodka drinkers, to help spirits suppliers and venues precision-target their top-end brands. Consumption tilts towards younger adults, as three quarters of super-premium vodka drinkers are aged either 18 to 24 (29%) or 25 to 34 (56%). Nearly two thirds (63%) are female, and nine in ten (88%) live in urban areas.
Super-premium vodka drinkers are among South Africa’s most lucrative guests. More than nine in ten (94%) of them go out to drink at least monthly, and they spend an average of R1,292 a month in the On Premise—R231 more than the average among all vodka drinkers.
OPUS reveals what brands can do to gain an advantage in the race for this super-premium Rand—especially via partnership with bars. With two in five (39%) super-premium consumers agreeing that bar staff recommendations can be important factors in their choices, venue collaboration and training can help to earn valuable endorsements from bartenders. Compelling stories about brand heritage and quality are powerful too.
OPUS delivers many more insights into consumers’ habits and preferences in South Africa, with deep dives into cocktails, other spirits and super-premium categories, plus ways venues can generate sales of whole bottles as well as smaller serves.
Abhi Sehgal, CGA by NIQ’s client solutions manager EMEA, said: “While spending is tight for many South Africans, there are still plenty of consumers who are ready to splash the cash on vodka. However, with so many brands and bars to choose from, competition for the super-premium and luxury spend is fierce. Understanding these consumers and what drives their purchases is crucial, and OPUS provides the building blocks for success in this profitable part of the market.”
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.
