Flavoured Alcoholic Beverages in SA Category Quantification 2018

The flavoured alcoholic beverage category declined in volume during 2017. The category has been affected by the economic turmoil faced globally and in South Africa. Players have been struggling to meet target sales in the light of limited consumer spending. It is hypothesised that consumers are opting to purchase other affordable alcoholic beverages, such as homebrewed craft beer and traditional beer which are relatively low priced, rather than flavoured alcoholic beverages. However, the category seems to be on the brink of recovery as it showed a softer decline in volume compared to that experienced in 2016 and 2015.

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