Monthly searches for “tequila” vs “brandy” in South Africa, Jun 2022 – May 2026. Two trends, one story.
+118%YoY
405,970 (Mar 2026)Peak month
279,070 (May 2026)Latest
113,830 (May 2023)Low point
📊Tequila (+118%): +118% year-on-year.
🔥Monthly average: 231,794 searches.
📈Peak: 405,970 (Mar 2026).
📊 How PartyTrends measured this
Google Keyword Planner data, Jun 2022 – May 2026
Monthly searches for “tequila” vs “brandy” in South Africa, Jun 2022 – May 2026. Two trends, one story.
PartyTrends — 6,037 keywords tracked nationally
What PartyTrends reads in this data
PartyTrends read: Tequila (+118%) is sprinting past brandy (+50%). Agave is the new status spirit.
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 Tequila came for the old guard, 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.
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.
For the SA market, Tequila came for the old guard 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 (Klippies & Cola, KWV, Van Ryn's, Oude Meester) are not accidental — they match the search language we see in the raw data. Laggards are still fighting last season's format.
Picture a Friday in Sandton: search spikes on Tequila came for the old guard aren't abstract — they're someone planning this week's spend. PartyTrends reads the leader as the intent leader.
Picture a Friday in Sandton: search spikes on Tequila came for the old guard aren't abstract — they're someone planning this week's spend. PartyTrends reads the leader as the intent leader.
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.
Methodology check: 6,037 keywords, Jun 2022–May 2026, per 1,000 people (WC 6.92m · GP 18.2m · KZN 6.37m). Tequila (+118%) is sprinting past brandy (+50%). Agave is the new status spirit.
Methodology check: 6,037 keywords, Jun 2022–May 2026, per 1,000 people (WC 6.92m · GP 18.2m · KZN 6.37m). Tequila (+118%) is sprinting past brandy (+50%). Agave is the new status spirit.
What retailers should do
Retail playbook: At Pick n Pay, Checkers, Shoprite, Woolworths, category managers should front-face related SKUs where Tequila came for the old guard search is rising. PartyTrends data says stock Klippies & Cola, KWV, Van Ryn's, Oude Meester 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.
At Pick n Pay, Checkers, Shoprite, Woolworths, Spar, buyers aren't browsing — they're comparing Klippies & Cola, KWV, Van Ryn's, Oude Meester against last season's habits. End-cap + Tops craft shelf in WC; GP multipack + premium singles in Sandton.
🛒 Retail action — stock this
Pick n PayCheckersShopriteWoolworths
Klippies & ColaKWVVan Ryn'sOude Meester
Who wins on Tequila came for the old guard?
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 spirits landscape is undergoing a significant shift, with tequila emerging as a dominant player, particularly in urban areas. Monthly search data reveals that tequila has surged by 118% compared to brandy, which has seen a more modest growth of 50%. This dramatic rise in tequila's popularity reflects a broader trend towards premiumization in the beverage market, where consumers are increasingly favoring high-quality spirits over traditional options.
Tequila's ascent is not merely a fleeting trend; it represents a cultural transformation in South Africa. Once perceived primarily as a party drink, tequila is now being embraced as a sophisticated spirit, appreciated for its unique flavors and versatility. Brands like Casamigos and Teremana are leading this charge, appealing to a discerning audience that values craftsmanship and quality.
As the tequila market continues to grow, it is essential to understand the driving factors behind this shift. The increased consumer preference for premium spirits, coupled with a vibrant cocktail culture in cities like Johannesburg and Cape Town, is propelling tequila's popularity. This evolving landscape presents both challenges and opportunities for traditional spirits like brandy, which must adapt to the changing tastes of South African consumers.
Findings & patterns
Recent insights into the South African tequila market indicate a robust growth trajectory, with projections estimating the market could reach approximately $144.92 million by 2035. This growth is fueled by a noticeable trend towards premium agave spirits, with consumers willing to invest in higher-quality options. The rise of premium cocktail bars in urban centers is further supporting this trend, as establishments expand their agave spirits offerings to cater to evolving consumer preferences.
The launch of brands such as Teremana Tequila, founded by Dwayne Johnson, exemplifies the increasing sophistication associated with tequila in South Africa. Events surrounding these launches focus not only on the product itself but also on educating consumers about the craftsmanship involved in producing high-quality tequila. This educational approach is pivotal in shifting perceptions and elevating tequila's status from a casual drink to a sought-after luxury.
Moreover, market surveys reveal that tequila is particularly popular among female consumers in South Africa, with a significant percentage reporting that they choose tequila when dining out. This demographic shift indicates a broader acceptance of tequila across various consumer segments, further solidifying its position in the market. The growth of tequila is also contrasted with the brandy market, which, while still significant, is experiencing a stagnation of interest as consumers gravitate towards more innovative and premium offerings.
The competitive landscape is evolving, with local distillers beginning to produce tequila inspired by traditional Mexican methods. This local production not only caters to the growing demand for tequila but also fosters a sense of community and authenticity. As local brands emerge, they compete with established international brands, creating a vibrant marketplace that benefits consumers through increased choice and quality.
Key indicators
📈Tequila Market GrowthThe South African tequila market is projected to grow significantly, with estimates suggesting a rise from $68.4 million in 2026 to $144.92 million by 2035. This indicates a strong consumer shift towards premium agave spirits.
📉Brandy Market StagnationThe brandy market in South Africa is experiencing slower growth compared to tequila, highlighting a potential decline in consumer interest in traditional spirits. This shift suggests that brandy may need to innovate to retain its market share.
📈Consumer Preference for Premium SpiritsThere is an increasing consumer preference for premium spirits in South Africa, with many willing to pay more for higher quality. This trend is evident in the rising popularity of premium tequila brands.
📈Female Consumer DemographicsTequila is gaining traction among female consumers, with a significant percentage indicating they prefer tequila when dining out. This demographic shift indicates a broader acceptance of tequila across different consumer segments.
📈Local Distillation GrowthThe emergence of local distillers producing tequila reflects a growing interest in authentic, locally made spirits. This trend enhances the competitive landscape and offers consumers more choices.
📈Cocktail Culture ExpansionThe expansion of cocktail culture in urban areas is driving the demand for tequila, as bars and restaurants increasingly feature agave spirits in their offerings. This trend supports the overall growth of the tequila market.
PartyTrends read
The rise of tequila in South Africa signals a significant cultural shift in the spirits market, moving away from traditional options like brandy towards more premium and innovative offerings. As tequila gains status as a luxury spirit, brands that emphasize craftsmanship and quality are likely to resonate with consumers seeking unique drinking experiences.
With the tequila market projected to grow substantially in the coming years, industry players must adapt to this evolving landscape. This includes not only offering a diverse range of tequila products but also engaging consumers through education and experiential marketing to foster deeper connections with the brand.
As South African consumers continue to embrace premiumization, the opportunities for both established and emerging tequila brands are vast. The challenge will be to maintain quality while scaling production to meet increasing demand, ensuring that the spirit retains its allure amidst a competitive market.
References
Tequila's Sunrise(joburgstyle.co.za)Tequila is transforming from a party drink to a premium spirit in South Africa, with brands like Casamigos leading the trend.
Teremana Tequila Lands in South Africa - urbanlifestylesa.co.za(urbanlifestylesa.co.za)Covers the launch of Teremana Tequila in South Africa, focusing on its craftsmanship and community roots, reflecting the rising popularity of tequila in the local market.
Top 5 Premium Tequilas in South Africa(barkeeper.co.za)Highlights the rise of premium tequila brands in South Africa, showcasing its growing popularity compared to traditional spirits.
South Africa: Brandy Market Report(wm-strategy.com)Provides an overview of the brandy market in South Africa, discussing trends that contrast with tequila's rising popularity.
Research compiled 2026-06-25 09:25:27 UTC UTC
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