Gin has seen a massive resurgence in recent years. A quick glance at the amount and variety of gin on display at your local bottle store or pub provides a hint, but when Statistics South Africa includes gin in its basket of goods to track inflation the message comes across loud and clear.
Pick ‘n Pay has recently reported that gin is now outselling vodka and brandy and fast closing on whiskey. They add that this is across all outlets, irrespective of the income bracket of their customers.
Steve Johnson, Director of Strategic Projects And New Business Development at the Frontline Research Group, says, “We monitor the alcoholic spirit industry very closely throughout Africa, and it is obvious that the gin craze is far from peaking.”
The variety of gin brands is increasing just as fast as the volume of gin sales. Unlike whiskey or brandy, gin has few production rules. Any base spirit may be used and any botanicals may be added just so long as juniper berries are the dominant flavoring.
Steve says, “Gin is inexpensive to produce which makes it competitive at the bottom end of the price market and, thanks to its fashionable status and the growing number of boutique distilleries, makes it attractive to the upper end of the market too.”
“We pay a lot of attention to the alcoholic beverage industry throughout Africa. Our retail audit tracking with particular attention to SKU specific data and retail trends provides invaluable data for reading and understanding the market and trade environment of this industry,” adds Steve.
The informal retail sector, throughout Africa, is massive, and is challenging to measure and monitor.
“Africa’s retail sector may seem chaotic but for the Frontline Research Group, it is our passion. For over 25 years we have been turning the chaos into useful data,” laughs Steve.
If you would like to find out what is happening in the alcoholic beverage industry in Africa then give Steve Johnson a call on +27 (0) 84 2000 111 or email steve@frontlineafrica.com .