How Much South Africans Spent on Alcohol This Festive Season — Report

How Much South Africans Spent on Alcohol This Festive Season — Report

South Africans went on a spending spree over the festive season, pouring millions into alcoholic beverages as celebrations ramped up during Christmas.

Research shows that spending on alcoholic beverages averages about R414 million a day, with weekly sales during the holiday period nearly tripling compared to the rest of the year.

Also Read: South Africans Express Anger After Limpopo Police Propose Midnight Alcohol Curfew During Festive Season

Festive Boom a Key Moment for Brands

According to a new report by Eighty20 Consulting, this short but intense spike in alcohol purchases represents one of the most important commercial periods for beverage companies. The firm says brands that understand consumer behaviour, preferences and buying patterns during this window gain a significant competitive edge.

The findings are based on a large-scale survey of 20 000 people, supported by multiple datasets tracking consumption habits across the country.

South Africa Drinks Above Global Average

Data cited in the report shows that South Africans consume more alcohol than the global average. The World Health Organization estimates global consumption at 5.5 litres per person per year, while South Africa’s average stands at 7.8 litres.

However, consumption remains lower than in some European countries, including Romania and Czechia, where intake levels are significantly higher. When measured only among people who drink alcohol, South Africa ranks fifth worldwide, with an average of around 30 litres per drinker each year.

Beer Dominates, But Wine Shines During Festivities

The study found that nearly half of South African adults had consumed alcohol in the past month, with beer emerging as the most popular choice, particularly among men. More than two-thirds of weekly beer drinkers were male.

Festive-season preferences differ slightly. Using internet-based data, researchers found that wine is the preferred choice during celebrations, followed by cider and then spirits.

Urban Areas Lead Alcohol Consumption

Alcohol use was found to be more common in cities than in rural communities. Metropolitan areas recorded noticeably higher drinking rates, with nearly 80% of men and about 70% of women in metros saying they consume alcohol.

Additional datasets focusing on wealthier urban populations showed even higher participation, reinforcing the link between urban living and alcohol consumption.