‘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 showwoman," 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, 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.
Sign up for your early morning brew of the BizNews Insider to keep you up to speed with the content that matters. The newsletter will land in your inbox at 5:30am weekdays. Register here.
Watch here
Listen here
Highlights from the interview
In a recent discussion, Linda van Tilburg highlighted a study showing that 87% of South Africans dine out monthly, with a notable shift towards cocktails and premium beverages like whiskey. Lifa Bakana, senior brand manager at William Grant & Sons, emphasized that Glenfiddich, a premium single malt whiskey, is well-positioned in this market. Despite economic pressures, South Africans are willing to invest in high-quality products, especially during special occasions.
Bakana described the profile of a typical Glenfiddich drinker as aged 25 to 50, with a core demographic of 30 to 45 years. The brand recently launched a rare 31-year-old whiskey finished in Bordeaux wine casks, limited to 474 bottles in South Africa, priced at 40,000 rand each. This exclusive offering, packaged with artwork by French artist André Saraiva, appeals to both collectors and consumers looking to enhance their drinking experiences.
Bakana noted that consumer tastes are evolving, with a growing interest in premium spirits despite a general decline in brown spirit consumption. He acknowledged that women are increasingly enjoying whiskey, often in cocktails. Looking ahead, Glenfiddich plans to innovate further, with new releases and curated tasting experiences for discerning consumers. Bakana believes South Africans' appreciation for Glenfiddich reflects a broader recognition of quality whiskey, solidifying its place in the local market.
Edited transcript of the transcript
Linda van Tilburg (01:11.088)
A recent study revealed that South Africans enjoy dining out, with 87% of those surveyed visiting bars or restaurants at least once a month. The study also highlighted a growing preference for cocktails, with 60% of drinkers choosing them, and an increasing demand for premium beverages like whiskey. To shed light on this dynamic market, we have Lifa Bakana, the senior brand manager of William Grant & Sons, known for its whiskeys in the studio.
Linda van Tilburg (01:56.612)
This recent study highlighted the growing interest in cocktails and premium beverages among South Africans. In this context, how does whiskey, particularly Glenfiddich, fit into their preferences?
Lifa Bakana (02:12.162)
From a Glenfiddich point of view, the study shows that although consumers are going out less, they're still willing to go out—and when they do, they prefer premium products. Glenfiddich is a premium single malt whiskey, and while the study focuses on cocktails, you can actually make Glenfiddich cocktails. We're also playing in that refreshing space. South Africa is hot, so it fits well here. It's not only drunk the traditional way—on the rocks—we're very much aligned with that research.
Linda van Tilburg (03:12.604)
Glenfiddich is as Scottish as whiskey can get. Do South Africans like the brand?
Lifa Bakana (03:21.272)
Yes, of course. Whiskey still holds great appeal, especially single malts like Glenfiddich, which symbolize sophistication and premium quality. It's very relevant in South Africa, especially in the "impress" consumption occasions, which are growing. That's where Glenfiddich fits perfectly.
Linda van Tilburg (03:59.31)
What is the profile of a Glenfiddich drinker in South Africa?
Lifa Bakana (04:04.593)
We refer to them as the "greatest showman," but that includes women as well. Typically, it's a 35-and-up consumer, but we're also seeing younger consumers, from 25 upwards, who have more disposable income. To be safe, I'd say the target is 25 to 50 years old, with the core group being 30 to 45.
Linda van Tilburg (04:48.718)
You've recently launched a special whiskey , if I remember correctly it is whiskey aged in red wine casks from France. Tell us more about that.
Lifa Bakana (05:18.772)
Yes, Glenfiddich is born from a maverick spirit, always pushing boundaries. This 31-year-old single malt is finished in Bordeaux wine casks. While finishing whiskey in wine casks isn't new, this one has been aged in Bordeaux casks for nine years, which is unprecedented. It's a perfect representation of the brand's essence.
Linda van Tilburg (05:58.535)
That sounds very rare. How many bottles are available in South Africa?
Lifa Bakana (06:05.312)
We have 474 bottles in South Africa, and they are selling quickly. Some consumers are buying it to keep as a collectible, while others are buying it to enjoy during special moments.
Linda van Tilburg (06:49.038)
How much does a bottle go for?
Lifa Bakana (06:51.491)
40,000 rand.
Linda van Tilburg (06:59.325)
Wow. And you have customers interested at that price?
Lifa Bakana (07:04.211)
Yes, definitely.
Lindavan Tilburg (07:10.291)
Can you tell us about the label?
Lifa Bakana (07:15.992)
We collaborated with French artist André Saraiva, known for creating the "Mr. A" character. He uses imagery as a stamp rather than signing his name like most graffiti artists. He's brought his artistic flair to both the inside packaging and the outer carton.
Linda van Tilburg (07:56.065)
That sounds like an interesting bottle. It will probably sell out quickly. How significant is the South African and African market for Glenfiddich?
Lifa Bakana (08:28.586)
South Africa is extremely important. Despite economic pressures, there are still many high-net-worth individuals. And as I mentioned, the "impress" consumption occasion is growing. South Africans still love premium brands like Glenfiddich, which they use as a status symbol.
Linda van Tilburg (09:45.933)
Do you think consumer tastes are changing in South Africa? Traditionally, South Africa is known for wine and beer drinkers. Are you seeing a shift?
Lifa Bakana (09:50.552)
Definitely. Due to economic constraints, consumers are looking for value in everyday choices, but they're also making decisions about what to drink, where to drink, and how to drink it. We've seen a decline in brown spirits overall, but super-premium products like whiskey, cognac, and tequila are seeing growth, especially in higher-end markets.
Linda van Tilburg (10:48.732)
Hendrick's Gin is also part of your portfolio. How popular is it?
Linda van Tilburg (11:02.771)
Do women drink whiskey?
Lifa Bakana (11:23.756)
Yes, women drink whiskey. Generally, they prefer it mixed, as a long drink or in cocktails. But there are women with discerning palates who enjoy it neat, on the rocks, or with just a touch of ice. That's why we refer to our target market as the "greatest showmen" and "greatest show women."
Linda van Tilburg (11:57.36)
Glenfiddich seems to have a strong foothold in the South African market. What's next for the brand?
Lifa Bakana (12:07.904)
We'll be releasing something new, probably next year or the year after. Innovation is in our DNA, and we're always pushing boundaries to offer remarkable experiences. For instance, our 21-year-old whiskey is finished in rum casks, our 23-year-old in cognac casks, and the 26-year-old in champagne casks. Each expression has its own unique character.
Linda van Tilburg (13:12.403)
I also heard you offer some unique experiences for Glenfiddich drinkers. Can you tell us more about that?
Lifa Bakana (13:52.172)
Yes, we have a private client manager who organizes elegant, curated experiences, pairing Glenfiddich 18-year-old all the way up to the 30-year-old with gourmet meals. These events are held in luxury hotels and restaurants. For the launch of the Grand Cru, we'll also be hosting a pop-up event from the 10th to the 12th of November in Johannesburg, combining Scottish and French cultures for a truly gastronomic experience.
Linda van Tilburg (15:02.174)
Do you think Scots would have expected South Africans to be such keen Glenfiddich drinkers?
Lifa Bakana (15:16.118)
If they're well-informed, yes! Glenfiddich is a beautiful product with authenticity, and South Africans truly appreciate and respect whiskey, especially Glenfiddich.
Linda van Tilburg (15:44.496)
Lifa Bakana, was there anything else you wanted to add?
Lifa Bakana (15:55.892)
Just that Glenfiddich is the most awarded single malt whiskey in the world, and we are proud to bring it to South Africa.
Read also: