'Greatest Showman’ alcohol market booms as SAns embrace going out– Lifa Bakana from Glenfiddich

A recent study by CGA by NIQ reveals that South Africans enjoy dining out, with 87% of those surveyed visiting bars or restaurants at least once a month. The study also highlights a growing preference for cocktails, with 60% of drinkers choosing them, and an increasing demand for premium beverages. Lifa Bakana, the senior brand manager of William Grant & Sons, says South Africans have developed a taste for premium brands like their Glenfiddich single malt whiskey. These customers, referred to as the “greatest showman” or “greatest show woman,” are the target market for Glenfiddich, according to Bakana. It is typically a 35-year-old and older consumer who enjoys premium whiskey. To tap into this market, Glenfiddich has released its 31-year-old Grand Chateau in South Africa, which has been aged in Bordeaux red wine casks. There are only 474 bottles available priced at R40,000 and Bakana says they are selling fast if you want to get your hands on something rare.