Continued Value-Led Shift in Alcohol Toward RTDs and Convenient Formats

South Africa’s alcohol market is undergoing a clear recalibration, with value, accessibility, and format convenience emerging as decisive growth drivers. At the centre of this shift are ready-to-drink (RTD) beverages, which continue to outperform adjacent categories as consumers prioritise ease, consistency, and price transparency over experimentation-driven trends.

RTDs Cement Their Role as the Growth Engine

RTDs have steadily evolved from a seasonal or occasion-led option into a mainstream purchase across retail and on-the-go channels. According to Euromonitor, demand for RTDs in South Africa remains strong, with established players such as Brutal Fruit and Bernini retaining category leadership. Their dominance reflects a broader consumer preference for familiar flavour profiles delivered in dependable, accessible formats.

Packaging has become a critical tailwind. Canned RTDs, in particular, align with convenience-led consumption patterns, easy to transport, quick to chill, and well-suited to informal social settings. Euromonitor notes that this format shift is reinforcing RTDs’ appeal, especially among value-conscious consumers navigating ongoing cost pressures.

Beyond short-term momentum, the numbers point to sustained structural growth. Grand View Research estimates the South African RTD cocktails market at R901.6 million in 2024, projecting it to reach R1.94 billion by 2030. This represents an anticipated compound annual growth rate of approximately 13.3% between 2025 and 2030, underscoring investor and manufacturer confidence in the category’s long-term relevance.

This expansion is less about premiumisation theatrics and more about scalable volume driven by affordability, distribution reach, and repeat purchase behaviour.

Hard Seltzers: Global Hype, Local Restraint

In contrast, hard seltzers have not replicated their international surge within the South African context. While the category gained traction in markets such as the United States and parts of Europe, local uptake has been comparatively muted. Business Day reporting suggests that hard seltzers have struggled to achieve the same cultural resonance, facing competition from entrenched RTDs that already deliver on refreshment, flavour familiarity, and price expectations.

This divergence highlights an important nuance in the local market: global trends do not automatically translate into domestic success without alignment to local taste preferences and consumption habits.

The continued value-led shift toward RTDs signals a market favouring pragmatism over novelty. Brands that win are those that balance recognisable flavours, competitive pricing, and convenience-focused packaging, rather than relying solely on trend-driven positioning.

As economic realities continue to shape purchasing behaviour, RTDs appear well-positioned to remain the category to watch, while adjacent segments will need sharper localisation strategies to close the relevance gap.

Sources: Euromonitor, Grand View Research, Business Day