23 Apr 2025 Plans to revive SA’s brandy sector
Despite its world-class quality and global potential, SAWIS figures indicate SA brandy consumption dropped by 36.66% since 2001. The industry is working to remedy this…
Industry leaders are pushing for premiumisation to shift consumer perception, and to emulate the global success of cognac. New brandy tastings, cocktail activations, and festivals aim to revive interest and attract younger drinkers.
While spirits consumption in South Africa has grown overall, brandy is losing ground according to SAWIS records:
- Gin consumption has gone up by 398.65% (2001 to 2023).
- Whisky consumption has gone up 41.39% (2001 to 2023).
- Brandy consumption has gone down by 36.66% (2001 to 2023).
- Overall spirits consumption (eg brandy, gins, cane, vodka, liquors, whiskey, rum, and agave) increased46.76% (2001 to 2023).
For context:
- Still wine consumption increased 25.17% (2002 to 2023).
- Beer consumption increased 51.08% (2002 to 2023).
- Ready-to-drink consumption (Savanna, Hunter’s, pre-mixed cocktails, spirit coolers, and hard seltzers) surged by 160.83% (2002 to 2023).
Despite brandy’s undisputed quality, SA’s waning support suggests a branding problem, not a product problem. The global success of cognac brands like Hennessy, Rémy Martin, and Martell shows the potential – if SA brandy can reposition itself effectively.
Shane Mumba is a brand ambassador for SA Brandy, the official industry body representing and promoting South African producers, which was established by KWV, Heineken, and Oude Moulen. In a recent interview with News24.com, the trained sommelier outlined its approach to resuscitating brandy’s fortunes.
Rebranding through education: understanding SA brandy
Like still wine, SA brandy must embrace premiumisation to compete globally and reclaim its place locally. The problem lies in that 94% of South Africans drink blended brandy as opposed to the 6% who enjoy a notably aged pot still brandy, despite the marked difference in quality. Understanding the three brandy categories is, therefore, key:
Pot still brandy
It is made from 100% copper pot distillation, distilled to a maximum of 75% alcohol, aged for a minimum of three years in oak casks no larger than 340l, with no additives allowed other than water for dilution.
South Africa’s pot still brandies are world-class and can be enjoyed neat rather than blended with sugary drinks to mask the taste of alcohol.
Mumba cites Van Ryn’s 12-Year Single Potstill Brandy (R640) as his brandy of choice, enjoyed neat. This is a steal in comparison to Hennesy’s XO (Extra Old – 10 years or more) at R2 999, especially given our brandies have consistently outperformed cognac in global spirit competitions.
It makes one think of the opportunities if we could only get our branding right.
Blended brandy
As the name suggests, it is a blend of wine spirit but must contain at least 30% pot still brandy. The rest can be unmatured column-still brandy (also called wine spirit), which can be distilled to a maximum of 94.8% alcohol and can include caramel colouring and flavour adjustments.
Thus, it is better for blending and optimal brandy and coke fodder. Mumba says he enjoys a KWV 3-year (R185) or Richelieu (R215) with coke and in cocktails.
Vintage brandy
Vintage brandy must contain at least 30% pot still brandy, but the base spirits must be aged for at least eight years. It can then follow the blended brandy rules as set out above. The colouring and flavouring adjustments (if made) obviously hamper the category’s premium connotations.
The path forward: Elevating SA brandy
Mumba says SA Brandy is actively working to reposition and revive the category through:
- A revival of Cape brandy as small-batch, 100% pot still, aged brandies, with stricter rules on vintage blending and pricing, to enforce quality and set it apart with geological identity. Unfortunately, the stakeholders are still debating the merits of Cape brandy as a viable term and considering alternative trademarks.
- An increase in international competition entries with the results to prove SA brandy’s competitive, if not superior quality to its international counterparts.
- In collaboration with hospitality and tourism bodies, SA Brandy is increasing brandy-focused tourism experiences, including brandy tastings, distillery tours and cocktail pairings. Brandy pairings and tasting experiences are some of Shane’s specialities.
Mumba will be hosting the third annual Mini Brandy Festival at The Salene in Devon Valley Stellenbosch on 31 May 2025.
With 25 producers on hand, for R350 a ticket, visitors be treated to three cocktails and four neat-serve tastings. As the event has been a sell-out for two years running, Mumba commens that while consumption may be down, the interest around SA brandy has not dissipated.
Source: News24.com, SA Brandy Foundation