BRANDY makers are working to revive interest in their product amid declining local consumption.
SA is the world’s seventh-largest producer of brandy by volume and focus has been primarily on the domestic market. However, demand has been steadily contracting, with many locals choosing imported whisky ahead of brandy.
Since 2006, when the brandy tax rebate was withdrawn,
consumption has dropped by 18.5-million litres a year to reach
30.2-million litres for the 12 months to June 2015.
With five litres of wine required to produce one litre of brandy, this has had serious implications on employment in the industry. The Department of Agricultural Economics at Stellenbosch University estimates that the decline in the consumption of brandy between 2006 and 2013 resulted in the loss of R1.56bn in economic value-add to the South African economy and a loss of 7,526 job opportunities.
SA is the world’s seventh-largest producer of brandy by volume and focus has been primarily on the domestic market. However, demand has been steadily contracting, with many locals choosing imported whisky ahead of brandy.
With five litres of wine required to produce one litre of brandy, this has had serious implications on employment in the industry. The Department of Agricultural Economics at Stellenbosch University estimates that the decline in the consumption of brandy between 2006 and 2013 resulted in the loss of R1.56bn in economic value-add to the South African economy and a loss of 7,526 job opportunities.





