South Africa: Black middle class fuels whisky sales

(BDLive) - Whisky is the fastest-growing liquor in South Africa, outpacing cider and beer. Nielsen research shows the top sellers to be Bell’s, Johnnie Walker, Firstwatch, Black & White and J&B.

Imports to South Africa have grown in double digits since 2009 as the black middle class switches from brandy to whisky.

South Africa is now the sixth-largest market for whisky by volume, and seventh by value, according to South African Wine Industry & Information Systems —and was worth R6.6bn for the 12 months to June .

Premium and super-premium whiskies made up 87% of sales — far above levels seen in other international markets, said a 2011 report by DNA Economics.

Gerald Mahinda, MD of Brandhouse, said last year the company sold about 2-million cases of Scotch whisky in South Africa, led by Johnnie Walker and Bell’s.

Globally, whisky exports hit a record £4.3bn in 2012, up 87% over 10 years, the Scotch Whisky Association said this month.

Whisky producers are investing heavily in emerging markets. Europe used to be the big market for whisky, but the future is likely to be in Africa, Latin America and Asia.