Spirits in SA Category Quantification 2018

The Rand exchange rate against other foreign currencies was volatile throughout the year impacting the level of imports and exports. Surprisingly the spirits category did well amidst all the negative economic factors. White spirits was the major driver of growth for the category. The likes of gin and vodka were the main drivers for the growth experienced in the white spirits category, following the global trend.

Similar to other alcoholic beverage categories, the off-consumption channel performed better than the on-consumption channel for the spirits category as well. Promotional activity of spirits products in retail stores and wholesale channels (the off-consumption channel) may have driven the increased volume demand.

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