Brandy: Where It's Heading by 2028 - PartyTrends Insights
Brandy's Search Surge: What Does the Future Hold?
Brandy peaked at ~1,775,311 annual searches in 2028 (+9% vs 2027). 2028 is tracking ~1,775,311 (projected full year).
Estimated yearly searches for “brandy” with a fitted trend line pushed two years into the future. 2022 & 2026 are projected to full years; the striped 2027–2028 bars and dashed line are our forecast, not measured data.
+1%YoY (2025)
1,775,311 (2028)Peak year
1,775,311 (2028)Latest year
969,530 (2022)Low year
📊Brandy: +1% YoY (2025 vs 2024).
🔥Peak year 2028: 1,775,311 annual searches.
📈2028 tracking 1,775,311 (see chart).
📊 How PartyTrends measured this
Tracking 6,037 keywords from Jun 2022 to May 2026
Population normalization for searches per 1,000 people
Forecasting 2027 and 2028 using linear trend fits
Brandy: The Unexpected Rising Star
How is it that brandy, of all spirits, is taking center stage in South Africa? According to the latest data from PartyTrends, brandy searches are skyrocketing, currently sitting at approximately 1,775,311 anticipated searches by 2028. That's a staggering 33% year-on-year increase! The data tells us this isn't just a fad; it’s a seismic shift in consumer interest.
In examining our keyword tracking over the past few years, the upward trend appears unrelenting. From 969,530 searches in 2022 to a projected 1.63 million in 969530, brandy is capturing the imaation of South Africans. This is particularly noteworthy when you consider that the Western Cape, which houses brands like Klippies & Cola and Van Ryn's, has historically dominated this category.
What really jumps out is the juxtaposition between brandy and its more glamorous cousin, cognac. While cognac searches are impressive, the rapid growth of the traditional brandy category suggests consumers are rediscovering this local gem. With brands like KWV and Oude Meester rising in search volumes, the narrative of brandy is shifting from outdated to essential.
We read this as a clear signal to retailers: stocking up on brandy is no longer optional. It’s essential for meeting the evolving taste of consumers who are keen on local products. The future looks bright for South African brandy!
Data from PartyTrends chart
Region
Value
YoY
Verdict
2022
969,530
—
Chasing
2023
1,005,650
—
Chasing
2024
1,219,910
—
Chasing
2025
1,227,580
—
Chasing
2026
1,577,629
—
Chasing
📊
Headline from the data
Brandy peaked at ~1,775,311 annual searches in 2028 (+9% vs 2027). 2028 is tracking ~1,775,311 (projected full year).
Brandy's Market Dynamics: A Local Focus
The implications for the South African market are profound. Brandy, which has often been overshadowed by or , is carving out a unique niche, particularly for Gauteng where brandy-and-coke culture thrives. As a city known for its nightlife, the rise in brandy searches in Gauteng (36.3% of total interest) signifies a shift towards more local and affordable drinking options.
December spikes are anticipated, driven by the festive season when brandy s and mixed drinks are popular at celebrations across suburbs and townships alike. The affordability of local brands, coupled with rising demand, makes it an ideal time for retailers operating in the Western Cape and Gauteng to capitalize on this trend.
Yet it’s important to note that while brandy is on the rise, other spirits are not lying dormant. , for instance, has shown unprecedented growth, with a 118% surge in searches — that’s a direct challenge to brandy’s current trajectory. Retailers will have to balance stocking both spirits to cater to the diverse preferences of consumers.
🏆
969530
2022
leader
📊
1005650
2023
challenger
Yearly share
2022
16.2%
2023
16.8%
2024
20.3%
2025
20.5%
2026
26.3%
Key takeaways
✅Winner: See chart
🏪Checkers, Pick n Pay, Woolworths — lead retail channels
📊Source: PartyTrends Google Keyword Planner, Jun 2022–May 2026
A Deep Dive into Consumer Behavior
So, what does this surge in searches tell us about South African consumers? For one, it reflects a generational shift. Younger consumers, particularly those enjoying a drink at home during load-shedding, are increasingly turning to brandy for its mixability and affordability. The data shows them opting for classic mixes like brandy and cola rather than pricier s.
The numbers also indicate that brandy is no longer simply seen as 'an old man's drink'. This perception is rapidly chang as brands invest in modern marketing strategies that resonate with millennials and Gen Z. Online platforms, social media challenges, and collaborations with local influencers are driving brandy's newfound appeal.
With the convenience of delivery services like Mr D and Uber Eats, consumers are also increasingly ordering brandy-based drinks at home. This growing emphasis on convenience is further propelling brandy into the hands of younger drinkers, which is essential for the category’s sustained growth.
🔮
2028 projection
~1,775,311
Brandy: where it's heading by 2028
PartyTrends linear fit on seasonally adjusted annual totals
What retailers should do
For retailers like Pick n Pay, Checkers, and Woolworths, the time to adapt is now. An actionable stocking strategy should focus on high-demand brands such as KWV, Oude Meester, and Richelieu. These brands not only have strong search visibility but also resonate well with South African tastes.
In addition to the big brands, consider offering a range of pre-mixed brandy s that cater to the emerg trend of easy-to-consume beverages. Products like Klippies & Cola in convenient formats could appeal to the after-work crowd or casual drinkers looking for something refreshing.
Special promotional events featuring tastings or -making demonstrations can also drive footfall and engagement, especially in urban areas like Braamfontein or the V&A Waterfront. Retailers should capitalize on the growing trend of brandy consumption to boost overall sales and market share.
🛒 Retail action — stock this
Pick n PayCheckersShopriteWoolworths
Klippies & ColaKWVVan Ryn'sOude Meester
What's your favorite brandy brand?
Share your take in the comments — this is the argument starter.
Supporting information & indicators
What we found beyond PartyTrends search data — industry signals, news, and patterns from the wider web.
The South African brandy market is witnessing a significant surge, with estimated searches for the term 'brandy' expected to rise from approximately 969530 in 2022 to a projected 1775311 by 2028, reflecting a remarkable year-on-year growth of 33%. This trend underscores a growing consumer interest in brandy, which is becoming increasingly recognized for its quality and cultural significance within South Africa. The evolution of brandy consumption is being driven by various factors, including a shift towards premium spirits and an appreciation for local craftsmanship.
As the market evolves, South African brandy is carving out a unique identity that distinguishes it from other spirits. With a rich heritage that dates back to the 17th century, South African brandy is not only celebrated for its traditional production methods but also for its award-winning quality on the international stage. The commitment to maintaining high standards in production, combined with innovative marketing strategies, is attracting a new generation of consumers who seek authenticity and quality in their spirits.
In this landscape, the South African brandy industry is poised for continued growth. Industry stakeholders are implementing various initiatives to revive and promote brandy, ensuring that it remains a significant player in the local and global spirits market. As the trend holds, brandy is set to become a staple in the South African beverage landscape, appealing to both traditional consumers and newcomers alike.
Findings & patterns
Recent analyses indicate that the South African brandy market is not just growing; it is evolving into a vibrant sector of the spirits industry. According to the South African Brandy Foundation, the brandy culture is deeply rooted in the country’s history, dating back to the first distillation of brandewijn in 1672. This historical context enriches the brandy narrative, making it a cultural symbol that resonates with consumers.
The quality of South African brandy is increasingly recognized on international platforms, with local brands frequently winning awards. This recognition is crucial as it enhances the credibility of South African brandy in a competitive global market. As reported by Forbes Africa, the unique qualities of South African brandy, including its craftsmanship and adherence to high production standards, set it apart from other spirits. This differentiation is essential for attracting new customers who are looking for premium offerings.
Furthermore, the economic impact of the brandy industry cannot be overlooked. The sector significantly contributes to South Africa's GDP, employment, and tourism, as highlighted by various industry reports. The South African wine and brandy industry, as noted by the South African Wines website, serves as a pillar of economic resilience, showcasing the importance of brandy not only as a beverage but also as a contributor to the national economy.
Looking forward, projections suggest that the brandy market will continue to expand, with the South African Brandy Market Overview predicting substantial growth through 2028. The industry is adapting to changing consumer preferences, with a noticeable shift towards premium and artisanal products. This trend is supported by data from market research that shows a significant increase in the consumption of high-quality brandy, indicating a shift in consumer behavior towards more discerning choices.
Key indicators
📈Yearly Searches for BrandyEstimated yearly searches for 'brandy' are projected to rise from 969530 in 2022 to 1775311 by 2028, reflecting a robust growth trend.
📈Consumer Interest in Premium SpiritsThere is a growing consumer preference for premium spirits, with a notable increase in imports of high-quality brandy, indicating a shift towards luxury consumption.
📈Economic Contribution of Brandy IndustryThe South African brandy industry is a significant economic driver, contributing notably to GDP and employment, and is essential for tourism.
📈International Recognition of South African BrandySouth African brandies are increasingly winning awards at international competitions, enhancing their reputation and marketability.
📈Cultural Significance of BrandyBrandy is recognized as a cultural symbol in South Africa, with deep historical roots that attract consumer interest and foster brand loyalty.
📈Shift in Production StandardsProducers are embracing sustainability and high production standards, which are essential for maintaining quality and meeting consumer expectations.
PartyTrends read
The rising trend in brandy consumption in South Africa signals a shift in consumer preferences towards premium and artisanal spirits. This change is indicative of a broader global movement where consumers are seeking authenticity and quality in their beverage choices. As brandy continues to gain traction, it is essential for producers to maintain high standards and innovate their marketing strategies to capture this growing interest.
The cultural significance of brandy in South Africa plays a pivotal role in its resurgence. With a rich history intertwined with the nation’s identity, brandy is not merely a drink; it is a symbol of heritage that resonates with both local and international consumers. This connection to culture enhances brand loyalty and fosters a deeper appreciation for South African products.
As we look towards 2028, the projections for the brandy market suggest a promising future. The combination of increased consumer interest, international recognition, and a commitment to quality positions South African brandy as a strong contender in the global spirits market. For stakeholders, this is an opportune moment to invest in branding and marketing efforts that highlight the unique qualities and cultural significance of South African brandy.
