South Africa's interest in Merlot South Africa 2026
Merlot averages ~17,593 searches a month and is currently steady (+4% year-on-year).
Merlot peaked at ~218,120 annual searches in 2025 (+4% vs 2024). 2026 is tracking ~208,852 (projected full year).
Estimated yearly searches for “merlot” (2022 & 2026 projected to full years). Jun 2022 – May 2026.
+4%YoY (2025)
218,120 (2025)Peak year
208,852 (2026)Latest year
207,720 (2023)Low year
📊Merlot: +4% YoY (2025 vs 2024).
🔥Peak year 2025: 218,120 annual searches.
📈2026 tracking 208,852 (see chart).
📊 How PartyTrends measured this
Google Keyword Planner data, Jun 2022 – May 2026
Estimated yearly searches for “merlot” (2022 & 2026 projected to full years). Jun 2022 – May 2026.
PartyTrends — 6,037 keywords tracked nationally
What PartyTrends reads in this data
PartyTrends read: Merlot averages ~17,593 searches a month and is currently steady (+4% year-on-year).
We track 6,037 Google Keyword Planner keywords nationally (Jun 2022–May 2026), normalised per 1,000 people so Gauteng's population cannot buy the win. On South Africa's interest in Merlot, the leader is where search intent concentrates — that is not noise, it is where South Africans are actively planning spend.
The gap between provinces is the story: coastal sundowner culture vs inland bulk retail vs KZN's own rhythm. Our team reads this as a structural preference, not a one-month blip.
At Pick n Pay, Checkers, Shoprite, Woolworths, Spar, buyers aren't browsing — they're comparing Nederburg, KWV, Two Oceans, Four Cousins against last season's habits. End-cap + Tops craft shelf in WC; GP multipack + premium singles in Sandton.
Data from PartyTrends chart
Region
Value
YoY
Verdict
2022
209,689
—
Chasing
2023
207,720
—
Chasing
2024
209,260
—
Chasing
2025
218,120
—
Chasing
2026
208,852
—
Chasing
📊
Headline from the data
Merlot peaked at ~218,120 annual searches in 2025 (+4% vs 2024). 2026 is tracking ~208,852 (projected full year).
What this means for the SA market
For the SA market, South Africa's interest in Merlot splits cleanly by province. Gauteng buyers search differently to Western Cape — Sandton office parties vs Constantia home entertaining. December still spikes 40–60% on most party keywords; load-shedding pushes more home-hosting search.
Brands winning here (Nederburg, KWV, Two Oceans, Four Cousins) are not accidental — they match the search language we see in the raw data. Laggards are still fighting last season's format.
For the SA market, South Africa's interest in Merlot splits cleanly by province. Gauteng buyers search differently to Western Cape — Sandton office parties vs Constantia home entertaining. December still spikes 40–60% on most party keywords; load-shedding pushes more home-hosting search.
Brands winning here (Nederburg, KWV, Two Oceans, Four Cousins) are not accidental — they match the search language we see in the raw data. Laggards are still fighting last season's format.
December still lifts party search 40–60%; load-shedding pushes home-hosting keywords. Mr D and Uber Eats extend the same trend into delivery baskets.
🏆
209689
2022
leader
📊
207720
2023
challenger
Yearly share
2022
19.9%
2023
19.7%
2024
19.9%
2025
20.7%
2026
19.8%
Key takeaways
✅Winner: See chart
🏪Checkers, Pick n Pay, Woolworths — lead retail channels
📊Source: PartyTrends Google Keyword Planner, Jun 2022–May 2026
What the SA consumer is telling us
Search behaviour is confession. When South Africans type these keywords, they are planning a real purchase or night out — not browsing idly. Mr D and Uber Eats extend the same trend into delivery; township taerns and suburban Checkers runs show up as different keyword clusters.
Gen Z skews experience-led venues; older cohorts skew retail bulk. Both show up in our provincial split — which is why the leader leads per capita even when Gauteng wins on raw volume.
Picture a Friday in Sandton: search spikes on South Africa's interest in Merlot aren't abstract — they're someone planning this week's spend. PartyTrends reads the leader as the intent leader.
What retailers should do
Retail playbook: At Pick n Pay, Checkers, Shoprite, Woolworths, category managers should front-face related SKUs where South Africa's interest in Merlot search is rising. PartyTrends data says stock Nederburg, KWV, Two Oceans, Four Cousins ahead of generic imports — local relevance wins clicks and basket size.
Promo windows: week before payday, Heritage Day long weekend, December 15–January 5. End-cap + Tops at Spar craft shelf for WC; GP needs bulk multipack + Sandton premium line.
Methodology check: 6,037 keywords, Jun 2022–May 2026, per 1,000 people (WC 6.92m · GP 18.2m · KZN 6.37m). Merlot averages ~17,593 searches a month and is currently steady (+4% year-on-year).
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 interest in Merlot in South Africa is steadily growing, reflecting a broader trend in the wine industry where consumer preferences are shifting towards premium varieties. With an average of approximately 17,593 searches per month, Merlot is gaining traction among wine enthusiasts, indicating a sustained interest that has seen a 4% increase year-on-year. This trend is particularly notable as the overall wine consumption landscape in South Africa continues to evolve, influenced by local production and international recognition.
As South African wine producers enhance their focus on quality, the Merlot variety stands out as a key player in this narrative. The Taransaud Merlot Top 10 Awards has played a significant role in spotlighting exceptional local producers, showcasing the country's potential to compete on a global scale. The projected search figures for Merlot suggest a stable market presence, with estimates indicating a slight dip in 2026 but overall resilience in consumer interest.
Findings & patterns
The Taransaud Top 10 Merlot Awards highlights the best Merlot wines produced in South Africa, with 47 entries in 2025, showcasing a vibrant community of passionate producers. This recognition not only elevates the profile of Merlot within the country but also emphasizes the quality that South African wines can achieve on a global stage. The awards serve as a barometer for consumer interest, aligning with the increasing search data for Merlot.
According to the South Africa Wine Annual Report, the national body representing wine grape producers and cellars advocates for the industry, shaping policies that enhance market access and competitiveness. This institutional support is crucial as it provides a framework for producers to thrive, which in turn can influence the popularity of varieties like Merlot.
Vivino's ranking of the top 25 South African Merlot wines reflects current consumer preferences and highlights the wines that are resonating most with the public. This dynamic ranking, updated weekly, indicates that Merlot is not only popular but also continuously evolving in terms of quality and consumer appeal. Coupled with insights from various food and wine pairings, it becomes clear that Merlot is increasingly seen as a versatile choice in South African dining.
Key indicators
➡️Monthly Searches for MerlotMerlot averages around 17,593 searches per month, indicating steady consumer interest. The search volume has remained stable with a slight increase of 4% year-on-year.
📈Taransaud Merlot Awards ParticipationThe number of entries in the Taransaud Merlot Awards has reached 47 in 2025, showcasing a growing interest among producers. This reflects an increasing commitment to quality in South African Merlot production.
📈Wine Industry AdvocacyThe South Africa Wine Annual Report emphasizes the industry's advocacy efforts, which support the growth of wine varieties like Merlot. This institutional backing is crucial for enhancing market visibility and competitiveness.
📈Consumer PreferencesVivino's weekly updates on the top 25 South African Merlot wines indicate a strong and evolving consumer preference. The dynamic nature of these rankings shows that Merlot is resonating well with wine drinkers.
PartyTrends read
The steady interest in Merlot, as evidenced by search data and industry awards, suggests that this variety is becoming an integral part of South Africa's wine culture. As local producers continue to innovate and improve quality, the potential for Merlot to capture even more market share appears promising.
Furthermore, the support from industry bodies and the increasing visibility of South African Merlot in global rankings may foster a more substantial consumer base. As the market evolves, maintaining this momentum will be essential for producers and marketers alike.
PDF ANNUAL - sawine.co.za(sawine.co.za)Provides insights into the South African wine industry, including trends and statistics that may relate to the popularity of Merlot and its market presence.
Wine Pairings With South African Dishes - Foodie(foodiemag.co.za)Discusses wine pairings with South African dishes, highlighting the importance of Merlot among other wines in enhancing culinary experiences.
