Premium alcohol favourites differ in Jozi, Cape Town

Cape Town - While premium vodka, champagne and cognac are the most dynamic sales categories among the in-crowd in Johannesburg, premium gin is the most dynamic sales category in Cape Town, according to Paul Scanlon, managing director of Pernod Ricard South Africa.

Premium gin is, however, becoming a national trend.
 
Whiskey and whisky is still the number one sales category for the company. Consumers are looking for certain premium Scotch blends and - more recently - Scotch malts.

Scanlon told Fin24 that South Africa has a "super-premium audience" estimated to be about 38 000 individuals. This segment is referred to as ultra-high net worth individuals (UHNWIs).

This segment is willing to pay exorbitant prices to secure "money can’t buy" experiences and products that align them to the lifestyle they currently lead or aspire to form part of, according to Scanlon.

"Leading aspirational brands such as Royal Salute can sell limited edition bottles for R1m or more to collectors. This is usually only in Scotch whisky and to a lesser extent cognac. Champagne is also very popular, but UHNWIs are buying the really expensive top end brands that form part of our stable."

As for the company's sales in the rest of Africa, he said it is very much driven by Scotch and local whisky, while vodka and gin category sales are still modest.
 
"We are seeing growth of cognac and champagne, particularly in Nigeria," said Scanlon.  
 
Trends in the rest of the world include "a lot of hype and commotion" around gin at the moment, specifically in the premium space. This is due to premium gin being considered as the most dynamic global category - mainly due to its versatility and mixability, according to Scanlon.
 
He said Pernod Ricard South Africa is still very much focused on its core whiskey and whisky brands such as Jameson, Chivas Regal, The Glenlivet and Ballantine’s, but has also had success with Absolut vodka with the recent launch of the Lime edition and Martell Cognac VS Single Distillery.

"We also recently introduced one of the world’s finest gin brands - Monkey 47 from the Bavarian Black forest - containing 47 botanicals," he added.

* Sign up to Fin24's top news in your inbox: SUBSCRIBE TO FIN24 NEWSLETTER

We live in a world where facts and fiction get blurred
In times of uncertainty you need journalism you can trust. For only R75 per month, you have access to a world of in-depth analyses, investigative journalism, top opinions and a range of features. Journalism strengthens democracy. Invest in the future today.
Subscribe to News24
ZAR/USD
15.20
(-0.25)
ZAR/GBP
20.40
(-0.01)
ZAR/EUR
18.42
(-0.06)
ZAR/AUD
11.29
(-0.13)
ZAR/JPY
0.15
(+0.06)
Gold
1835.48
(-0.24)
Silver
24.14
(+0.55)
Platinum
1061.00
(+3.78)
Brent Crude
48.78
(+0.95)
Palladium
2336.01
(+1.71)
All Share
59419.37
(+0.80)
Top 40
54500.04
(+0.61)
Financial 15
11646.83
(+2.17)
Industrial 25
79758.36
(+0.10)
Resource 10
57015.33
(+0.70)
All JSE data delayed by at least 15 minutes morningstar logo
Company Snapshot
Voting Booth
Please select an option Oops! Something went wrong, please try again later.
Results
Yes, and I've gotten it.
21% - 383 votes
No, I did not.
52% - 946 votes
My landlord refused
27% - 499 votes
Vote