By Dr Anika Pillay · Research Economist (PartyTrends)
: the forecast to 2028 South Africa 2026
averages ~24,933 searches a month and is currently steady (+24% year-on-year) — heading towa
Bourbon peaked at ~402,384 annual searches in 2028 (+7% vs 2027). 2028 is tracking ~402,384 (projected full year).
Estimated yearly searches for “bourbon”. 2022 & 2026 are projected to full years; the striped 2027–2028 bars and dashed line are our forecast, not measured data. Jun 2022 – May 2026.
-5%YoY (2025)
402,384 (2028)Peak year
402,384 (2028)Latest year
246,666 (2022)Low year
📊Bourbon: -5% YoY (2025 vs 2024).
🔥Peak year 2028: 402,384 annual searches.
📈2028 tracking 402,384 (see chart).
📊 How PartyTrends measured this
Google Keyword Planner data, Jun 2022 – May 2026
Estimated yearly searches for “bourbon”. 2022 & 2026 are projected to full years; the striped 2027–2028 bars and dashed line are our forecast, not measured data
PartyTrends — 6,037 keywords tracked nationally
What PartyTrends reads in this data
PartyTrends read: averages ~24,933 searches a month and is currently steady (+24% year-on-year) — heading toward ~402,384/yr by 2028 on trend.
We track 402384 Google Keyword Planner keywords nationally (Jun 2022–May 2026), normalised per 1,000 people so Gauteng's population cannot buy the win. On : the forecast to 2028, 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 Jameson, Jack Daniel's, Johnnie Walker, Glenfiddich 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
246,666
—
Chasing
2023
277,380
—
Chasing
2024
321,320
—
Chasing
2025
306,770
—
Chasing
2026
357,534
—
Chasing
📊
Headline from the data
Bourbon peaked at ~402,384 annual searches in 2028 (+7% vs 2027). 2028 is tracking ~402,384 (projected full year).
What this means for the SA market
For the SA market, : the forecast to 2028 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 (Jameson, Jack Daniel's, Johnnie Walker, Glenfiddich) 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, Bourbon: the forecast to 2028 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 (Jameson, Jack Daniel's, Johnnie Walker, Glenfiddich) are not accidental — they match the search language we see in the raw data. Laggards are still fighting last season's format.
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). Bourbon averages ~24,933 searches a month and is currently steady (+24% year-on-year) — heading toward ~402,384/yr by 2028 on trend.
What retailers should do
Retail playbook: At Pick n Pay, Checkers, Shoprite, Woolworths, category managers should front-face related SKUs where : the forecast to 2028 search is rising. PartyTrends data says stock Jameson, Jack Daniel's, Johnnie Walker, Glenfiddich 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.
Picture a Friday in Sandton: search spikes on Bourbon: the forecast to 2028 aren't abstract — they're someone planning this week's spend. PartyTrends reads the leader as the intent leader.
🛒 Retail action — stock this
Pick n PayCheckersShopriteWoolworths
JamesonJack Daniel'sJohnnie WalkerGlenfiddich
Who wins on Bourbon: the forecast to 2028?
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 bourbon market in South Africa is experiencing a significant upward trend, with search interest reflecting a broader cultural appreciation for this iconic American spirit. Recent data indicates that bourbon averages around 24,933 searches per month, marking a steady growth of 24% year-on-year. This trajectory suggests that by 2028, annual searches could reach approximately 402,384, highlighting bourbon's increasing presence in the South African beverage landscape.
As consumer preferences evolve, bourbon is carving out a distinct niche within the premium drinks market. Factors contributing to this growth include an expanding demographic of drinkers who are increasingly seeking out bourbon as an alternative to more traditional spirits like Scotch and Irish whiskey. This shift not only signifies a changing palate but also indicates a broader acceptance and integration of bourbon into South Africa's drinking culture.
Findings & patterns
Bourbon's rise in South Africa is underscored by a growing appreciation among consumers, as detailed by DrinkStuff SA, which notes that bourbon is enjoying an upswing in the premium drinks market. The article emphasizes that more South African drinkers are acquiring a taste for bourbon, which is becoming increasingly recognized for its unique qualities compared to other spirits.
FoodStuff SA echoes this sentiment, highlighting that while bourbon has not historically been as popular as Scotch or Irish whiskey, its profile is evolving. The article mentions that the market is witnessing a significant increase in bourbon drinkers, which aligns with the observed growth in search interest.
Retail Brief Africa further explores this trend, stating that the evolving profile of whiskey drinkers in South Africa is contributing to bourbon's distinct category formation. The article suggests that bourbon's sweeter profile is attracting new consumers, indicating a shift in preferences among South African imbibers.
Additionally, the South Africa Bourbon Market report projects substantial growth, forecasting a market increase from USD 101.69 million in 2025 to USD 165.57 million by 2034. This growth trajectory suggests a robust future for bourbon consumption in South Africa, reflecting the increasing consumer interest and market demand.
Key indicators
📈Monthly SearchesBourbon averages about 24,933 searches monthly, indicating strong consumer interest. This figure is expected to rise significantly as trends suggest a growing appreciation for bourbon.
📈Year-on-Year GrowthThe bourbon market is currently experiencing a 24% increase in year-on-year search interest. This consistent growth suggests a positive trajectory for bourbon's popularity in South Africa.
📈Market Value GrowthThe South Africa Bourbon Market is projected to grow from USD 101.69 million in 2025 to USD 165.57 million by 2034. This forecast indicates a strong and sustained demand for bourbon in the coming years.
📈Consumer DemographicsAn evolving demographic of whiskey drinkers is increasingly favoring bourbon over traditional spirits. This trend highlights a shift in consumer preferences and a growing acceptance of bourbon in South Africa.
PartyTrends read
The forecast for bourbon in South Africa indicates a promising future as search interest continues to rise, reflecting a cultural shift towards this American spirit. The projected growth in annual searches to approximately 402,384 by 2028 underscores the increasing integration of bourbon into the local beverage scene.
As consumer demographics evolve and preferences shift, the bourbon category is likely to expand further, driven by a growing appreciation among South African drinkers. This trend suggests that bourbon will not only maintain its current momentum but may also become a staple in the premium drinks market.
Related articles
The spirited rise of bourbon in South Africa(drinkstuff-sa.co.za)Bourbon is experiencing an upswing in South Africa's premium drinks market, with increasing numbers of drinkers appreciating its qualities.
The spirited rise of bourbon in South Africa(foodstuffsa.co.za)Growing appreciation for bourbon among South African consumers, indicating a shift in preferences towards this spirit.
The spirited rise of bourbon in South Africa(retailbriefafrica.co.za)Explores how bourbon is carving out its own category in the South African market, reflecting an increase in consumer interest.
