is rising — +98% year-on-year. If the trend holds it keeps climbing to ~533,857 sea
Espresso Martini peaked at ~533,857 annual searches in 2028 (+15% vs 2027). 2028 is tracking ~533,857 (projected full year).
Estimated yearly searches for “espresso martini” 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.
+16%YoY (2025)
533,857 (2028)Peak year
533,857 (2028)Latest year
141,574 (2022)Low year
📊Espresso Martini: +16% YoY (2025 vs 2024).
🔥Peak year 2028: 533,857 annual searches.
📈2028 tracking 533,857 (see chart).
📊 How PartyTrends measured this
Google Keyword Planner data, Jun 2022 – May 2026
Estimated yearly searches for “espresso martini” with a fitted trend line pushed two years into the future. 2022 & 2026 are projected to full years; the striped
PartyTrends — 6,037 keywords tracked nationally
What PartyTrends reads in this data
PartyTrends read: is rising — +98% year-on-year. If the trend holds it keeps climbing to ~533,857 searches a year by 2028.
We track 533857 Google Keyword Planner keywords nationally (Jun 2022–May 2026), normalised per 1,000 people so Gauteng's population cannot buy the win. On : where it's heading by 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 Smirnoff, Captain Morgan, Bacardi, Aperol 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
141,574
—
Chasing
2023
192,760
—
Chasing
2024
239,860
—
Chasing
2025
278,280
—
Chasing
2026
442,413
—
Chasing
📊
Headline from the data
Espresso Martini peaked at ~533,857 annual searches in 2028 (+15% vs 2027). 2028 is tracking ~533,857 (projected full year).
What this means for the SA market
For the SA market, : where it's heading by 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 (Smirnoff, Captain Morgan, Bacardi, Aperol) 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, Espresso Martini: where it's heading by 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 (Smirnoff, Captain Morgan, Bacardi, Aperol) 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). Espresso Martini is rising — +98% year-on-year. If the trend holds it keeps climbing to ~533,857 searches a year by 2028.
What retailers should do
Retail playbook: At Pick n Pay, Checkers, Shoprite, Woolworths, category managers should front-face related SKUs where : where it's heading by 2028 search is rising. PartyTrends data says stock Smirnoff, Captain Morgan, Bacardi, Aperol 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 Espresso Martini: where it's heading by 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
SmirnoffCaptain MorganBacardiAperol
Who wins on Espresso Martini: where it's heading by ?
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 Espresso Martini is experiencing a remarkable surge in popularity within South Africa, as evidenced by a staggering 98% year-on-year increase in search interest. This trend is projected to continue, with estimates suggesting that annual searches for the cocktail could reach approximately 533,857 by 2028. Such growth indicates a significant shift in consumer preferences, particularly in urban areas where cocktail culture thrives.
As the Espresso Martini cements its status as a dominant fixture on cocktail menus, it competes closely with other classic drinks, such as the Gin & Tonic and Negroni. This rise is not just a fleeting trend; it reflects broader changes in social drinking habits and the evolving coffee culture in South Africa. The cocktail's unique blend of coffee and vodka appeals to a diverse demographic, making it a favorite across various social settings.
In the South African context, the popularity of the Espresso Martini can be attributed to its appeal in trendy bars and restaurants, where it has become a staple for happy hours, brunches, and evening gatherings. The cocktail's rise is not limited to major metropolitan areas but is also gaining traction in smaller cities, indicating a nationwide appreciation for this indulgent drink.
Findings & patterns
The Espresso Martini's ascent in South Africa is underscored by its ranking as one of the top-selling cocktails in the country. According to data from Union, it has jumped to the third position among top-selling cocktails on-premise, showcasing its robust market presence. This places the Espresso Martini in a competitive space, where it not only rivals but often outsells more traditional cocktails like the Margarita and Mojito.
Additionally, the cocktail's versatility allows it to thrive in various social environments, from upscale bars to casual brunch spots. Groundsignal's insights reveal that Espresso Martinis dominate occasions such as happy hours and date nights, further solidifying their place in the cocktail landscape. The drink's ability to cater to different settings enhances its appeal and contributes to its growing search interest.
The cultural factors driving this trend cannot be overlooked. The resurgence of the Espresso Martini is closely tied to the rise of coffee culture in South Africa, where consumers are increasingly seeking out quality coffee experiences. As reported by Forbes, the cocktail's evolution has been influenced by social media, with platforms like Instagram playing a pivotal role in popularizing visually appealing drinks.
Moreover, the Espresso Martini's growth is also reflected in the ready-to-drink (RTD) market, which is projected to expand significantly in the coming years. The RTD Espresso Martini market is expected to grow from USD 215 million in 2026 to USD 380 million by 442413, indicating a burgeoning interest in convenient cocktail options. This trend aligns with the increasing consumer preference for ready-made beverages that offer quality and convenience, further driving search interest.
As the Espresso Martini continues to evolve, it is likely that we will see new variations and adaptations of the classic recipe. Insights from Overproof suggest that brands are experimenting with different flavor profiles and ingredients, which could attract even more consumers. This adaptability is crucial for maintaining the cocktail's relevance in an ever-changing market landscape.
Key indicators
📈Year-on-Year GrowthThe Espresso Martini's popularity has surged by 98% year-on-year, indicating a strong upward trend in consumer interest. This growth is expected to continue, with projections suggesting annual searches could reach around 533,857 by 2028.
📈Top-Selling Cocktail RankThe Espresso Martini has climbed to the third position among top-selling cocktails on-premise, showcasing its strong market presence. This indicates that it is outperforming many traditional cocktails in sales.
📈Social Occasion DominanceEspresso Martinis are dominating social occasions such as happy hours and brunches, highlighting their appeal in various settings. Their presence in trendy bars and restaurants further solidifies their popularity.
📈RTD Market GrowthThe RTD Espresso Martini market is projected to grow significantly, from USD 215 million in 2026 to USD 380 million by 442413. This growth reflects rising consumer interest in ready-made cocktail options.
📈Cultural ImpactThe resurgence of the Espresso Martini is heavily influenced by the rise of coffee culture in South Africa. This cultural shift is driving more consumers to seek out quality coffee-based cocktails.
📈Social Media InfluenceSocial media platforms have played a significant role in popularizing the Espresso Martini, particularly among younger demographics. This trend showcases the importance of visual appeal in driving cocktail popularity.
PartyTrends read
The Espresso Martini's remarkable rise in South Africa reflects a broader trend towards coffee-infused cocktails, appealing to a diverse consumer base. As search interest continues to grow, it is clear that this drink is not just a passing trend but a cultural phenomenon that resonates with the evolving tastes of South African drinkers.
With its unique blend of flavors and versatility, the Espresso Martini is well-positioned to maintain its popularity in the coming years. The cocktail's ability to adapt to various social settings, coupled with its strong presence in the RTD market, suggests that it will remain a staple on cocktail menus across the nation.
As brands continue to innovate and experiment with the Espresso Martini, we can expect to see a range of exciting variations that will further enhance its appeal. This adaptability is crucial for keeping the cocktail relevant in a competitive market, ensuring that it remains a favorite among consumers.
References
Most Popular Cocktails in the World (2026)(allthingsbeverages.co.za)The Espresso Martini has become the dominant cocktail at South African bars and restaurants in recent years, indicating a significant rise in popularity.
RTD Espresso Martini Market Outlook 2026-2034(intelmarketresearch.com)The market is projected to grow from USD 215 million in 2026 to USD 380 million by 442413, exhibiting a CAGR of 7.3% during the forecast period.
Black Gold: Explaining the Success of the Espresso Martini(bevnet.com)The founders of BarBees Bartending argue that the espresso martini has more runway still, and expect more complex iterations of espresso martinis on cocktail menus.
