By André du Plessis · Drinks & Nightlife Historian
The slow, unstoppable rise of South Africa 2026
is rising — +74% year-on-year. If the trend holds, expect it to keep climbing toward ~143,787
Mezcal peaked at ~143,787 annual searches in 2028 (+13% vs 2027). 2028 is tracking ~143,787 (projected full year).
Estimated yearly searches for “mezcal” with a fitted trend line extended two years. 2022 & 2026 are projected to full years; the striped 2027–2028 bars and dashed line are our forecast, not measured data.
+14%YoY (2025)
143,787 (2028)Peak year
143,787 (2028)Latest year
50,767 (2022)Low year
📊Mezcal: +14% YoY (2025 vs 2024).
🔥Peak year 2028: 143,787 annual searches.
📈2028 tracking 143,787 (see chart).
📊 How PartyTrends measured this
Google Keyword Planner data, Jun 2022 – May 2026
Estimated yearly searches for “mezcal” with a fitted trend line extended two years. 2022 & 2026 are projected to full years; the striped 2027–2028 bars and dash
PartyTrends — 6,037 keywords tracked nationally
What PartyTrends reads in this data
PartyTrends read: is rising — +74% year-on-year. If the trend holds, expect it to keep climbing toward ~143,787 by 2028.
We track 143787 Google Keyword Planner keywords nationally (Jun 2022–May 2026), normalised per 1,000 people so Gauteng's population cannot buy the win. On The slow, unstoppable rise of , 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.
Methodology check: 143787 keywords, Jun 2022–May 2026, per 1,000 people (WC 6.92m · GP 18.2m · KZN 6.37m). Mezcal is rising — +74% year-on-year. If the trend holds, expect it to keep climbing toward ~143,787 by 2028.
Data from PartyTrends chart
Region
Value
YoY
Verdict
2022
50,767
—
Chasing
2023
52,450
—
Chasing
2024
74,730
—
Chasing
2025
84,830
—
Chasing
2026
118,893
—
Chasing
📊
Headline from the data
Mezcal peaked at ~143,787 annual searches in 2028 (+13% vs 2027). 2028 is tracking ~143,787 (projected full year).
What this means for the SA market
For the SA market, The slow, unstoppable rise of 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 (Castle, Devil's Peak) 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, The slow, unstoppable rise of Mezcal 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 (Castle, Devil's Peak) are not accidental — they match the search language we see in the raw data. Laggards are still fighting last season's format.
🏆
50767
2022
leader
📊
52450
2023
challenger
Yearly share
2022
13.3%
2023
13.7%
2024
19.6%
2025
22.2%
2026
31.2%
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 The slow, unstoppable rise of Mezcal aren't abstract — they're someone planning this week's spend. PartyTrends reads the leader as the intent leader.
🔮
2028 projection
~143,787
The slow, unstoppable rise of Mezcal
PartyTrends linear fit on seasonally adjusted annual totals
What retailers should do
Retail playbook: At Pick n Pay, Checkers, Shoprite, Woolworths, category managers should front-face related SKUs where The slow, unstoppable rise of search is rising. PartyTrends data says stock Castle, Devil's Peak 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.
Retail playbook: At Pick n Pay, Checkers, Shoprite, Woolworths, category managers should front-face related SKUs where The slow, unstoppable rise of Mezcal search is rising. PartyTrends data says stock Castle, Devil's Peak 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.
🛒 Retail action — stock this
Pick n PayCheckersShopriteWoolworths
CastleDevil's Peak
Who wins on The slow, unstoppable rise of Mezcal?
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 mezcal market in South Africa is experiencing a significant upward trend, with a remarkable year-on-year growth rate of 74%. This growth trajectory suggests that the interest in mezcal will continue to rise sharply, potentially reaching around 143,787 estimated annual searches by 2028. As consumers become more aware of mezcal's unique flavors and cultural significance, the spirit is gaining traction in the local beverage landscape.
Several factors contribute to the mezcal's increasing popularity, including the rise of premium cocktail culture in urban centers like Cape Town and Johannesburg. The introduction of artisanal brands such as The Lost Explorer and Rooster Rojo in South Africa underscores the growing appreciation for high-quality mezcal among local consumers. Additionally, the trend is supported by a broader shift towards premium spirits and innovative cocktail experiences.
In the South African context, mezcal's appeal is further enhanced by the country's established wine and spirits culture, which lays a solid foundation for the acceptance of new and artisanal products. As consumer preferences evolve, the mezcal market is poised for substantial growth, reflecting a dynamic shift in the spirits industry.
Findings & patterns
According to recent reports, the South African mezcal market is projected to grow significantly, with estimates suggesting it could reach USD 10.9 million by 2031. This growth is driven by a compound annual growth rate (CAGR) of approximately 23.8% from 2025 to 2031. The increasing consumer interest in artisanal spirits, combined with the cultural significance of mezcal, positions it as a key player in the evolving beverage market. The market dynamics indicate a shift towards premiumization, with consumers seeking unique flavors and high-quality products.
Data from various sources highlight that South Africa's established wine and spirits culture plays a crucial role in mezcal's rising popularity. The premium dining and cocktail sectors in cities like Cape Town and Johannesburg are particularly influential, as they showcase mezcal in innovative cocktails and elevate its status among discerning consumers. The introduction of brands like The Lost Explorer and Rooster Rojo illustrates how mezcal is being integrated into local drinking culture, further fueling its growth.
Additionally, the historical context of mezcal's popularity provides insights into its current trajectory. Originally a traditional Mexican spirit, mezcal has transcended its cultural roots to become a global phenomenon. As consumers in South Africa become more educated about mezcal's unique production methods and flavor profiles, the spirit is likely to gain even more traction. The increasing availability of mezcal in bars and restaurants, along with educational initiatives from producers, is essential for sustaining this growth.
In terms of consumer behavior, the preference for premium ingredients and novel flavors is reshaping the spirits market in South Africa. As noted in various market analyses, consumers are increasingly drawn to products that offer a unique story and artisanal craftsmanship. This trend is particularly evident in the growing demand for mezcal, which is often associated with authenticity and traditional production methods. The rise of mezcal cocktails in trendy bars further emphasizes this shift, as mixologists experiment with the spirit to create innovative drink experiences.
Key indicators
📈Mezcal Market GrowthThe South African mezcal market is projected to grow to USD 10.9 million by 2031, reflecting a strong upward trend in consumer interest.
📈Year-on-Year GrowthMezcal is witnessing a remarkable year-on-year growth rate of 74%, indicating a rapidly growing consumer base.
📈Premium Spirit DemandThe increasing consumer preference for premium spirits is driving the demand for mezcal, particularly in urban centers.
📈Cocktail Culture IntegrationThe integration of mezcal into cocktail culture in cities like Cape Town is enhancing its visibility and popularity among consumers.
📈Artisanal Brand IntroductionsNew artisanal mezcal brands entering the South African market are contributing to the spirit's rising profile and consumer interest.
📈Consumer EducationEducational initiatives from producers about mezcal's unique flavors and production methods are helping to sustain its growth.
PartyTrends read
The rise of mezcal in South Africa reflects a broader trend towards premiumization in the spirits market. As consumers increasingly seek unique and high-quality products, mezcal is well-positioned to capitalize on this shift. The spirit's artisanal roots and cultural significance resonate with a growing demographic of discerning drinkers.
With brands like The Lost Explorer and Rooster Rojo entering the market, mezcal is becoming a staple in trendy bars and restaurants, further embedding itself into the local cocktail culture. This trend is indicative of a larger movement within the beverage industry, where consumers are gravitating towards products that tell a story and offer a unique drinking experience.
As the mezcal market continues to expand, industry stakeholders must focus on educating consumers and enhancing the visibility of this spirit. By promoting its artisanal qualities and unique flavor profiles, mezcal can maintain its upward trajectory and establish a lasting presence in South Africa's vibrant beverage landscape.
Innovation meets Mezcal(gadget.co.za)Highlights the introduction of The Lost Explorer Mezcal in South Africa, showcasing growing interest in premium spirits.
Global & South Africa Mezcal Market to 2027(businessmarketinsights.com)Presents a comprehensive outlook on the South African mezcal market, including trends and growth forecasts.
