Massive Spike in South Africa’s Online Alcohol Sales
South Africans are stocking up on alcohol online in unprecedented numbers as the government prepares to lift the lockdown ban on alcohol sales in Level 3.
Despite liquor retailers only being allowed to deliver during Level 3, Business Insider reports that online alcohol sales are booming, with items flying off virtual shelves at record pace.
Boutique Retailers Report Explosive Growth
Dry Dock Liquor, a boutique wine and liquor retailer in Johannesburg’s trendy Parkhurst, has seen exponential growth in online orders. “In the last week we’ve had over 100,000 orders,” co-founder Martin Pienaar told Business Insider.
Meanwhile, Wine.co.za reports that both the number of online orders and the value per order have tripled since lockdown. One of SA’s largest online wine sellers, Getwine.co.za, saw April sales reach almost 70% of the previous year’s numbers, according to COO Johan Wegner via Netwerk24.
Why Online Alcohol Sales Are So Popular
Clyde Ackerman, Co-founder of Thirst Bar Services, attributes this surge to people wanting to secure their favourite spirits ahead of time. Home delivery avoids long queues, stock shortages, and unnecessary trips to physical stores.
Thirst, which typically focuses on events, has pivoted during COVID-19 by offering alcohol pre-sales. “The response has been phenomenal. We’re attracting a new audience and anticipate this trend to stick long after Coronavirus disappears due to the convenience of home delivery,” says Thirst Co-Founder Rael Lasarow.
Recent insights from Kantar support this trend, estimating that 30% of new customers who tried buying alcohol online for the first time during the pandemic will remain long-term users.
Online alcohol delivery is no longer just a pandemic convenience—it’s becoming a permanent part of South African drinking culture.
