South Africans' strong thirst for beer and flavoured alcoholic beverages, and their higher disposable incomes, saw SA's total sales of alcoholic beverages through off-consumption outlets such as bottle stores rise 4% by volume and 12% by value to R24bn in the 12 months to May this year, Business Day (Johannesburg) revealed on October 26. This is according to market researchers ACNielsen's annual liquor industry review.

Though the liquor market had mixed fortunes in the period, it was characterised by brand innovation and demand for premium labels. Average inflation in liquor dropped to 8% during the period compared with 12% in June last year.

Beer took market share from all other products except for flavoured alcoholic beverages. In litres its market share was above 80%, and in absolute alcohol share it exceeded 60%. SA Breweries (SAB) and Namibian Breweries took market share away from the spirit-based companies.

Beer, brandy and liqueurs increased market penetration, while white spirits, whisky and unfortified alcohol (mainly wine) lost ground. ACNielsen says about 75% of the buyers of beer, brandy, white spirits and flavoured alcoholic beverages are in the income category living standards measure (LSM) one to six. Ten is the highest income . The LSM 1-6 market is very susceptible to economic pressure, which affects the liquor industry's performance.

Ciders and spirit coolers were the biggest gainers in the flavoured alcoholic beverage category, but there are signs that sales of spirit coolers are levelling off, probably as a result of consolidation in the category or consumers' shift to ciders or premium beers, where marketing activity has intensified. However, sales of white spirits appear to have been affected by a shift towards mainstream beer, compounded by weaker demand for cane, a mild winter last year and unusually poor sales last Christmas.

SA's top brands ranked by value are all owned by SAB. Carling Black Label is the top seller, followed by Castle, Hansa, Castle Milk Stout, Amstel and Castle Lite. The biggest gainers, which moved up more than five positions, were Castle Lite, Brutal Fruit, Heineken, Jack Daniels, Noordweste Namaqua, Esprit and Windhoek Light. The brands that dropped more than three positions in the rankings were Smirnoff Spin, Hunters Dry, Bells, First Watch, Gordons Gin, Oude Meester and Amarula. Among unfortified drinks, the losers were Autumn Harvest, Drostdy Hof, Cellar Cask and Overmeer.

27 October, 2004