The South African wine export sector demonstrated resilience in 2024, achieving a 4% year-on-year increase in value to US$562 million despite navigating a contracting global wine market.
Export performance highlights
Total export sales: US$562 million (+4%) on volumes of 306.2 million litres.
Packaged wines: Value increased by 4% to US$430 million, with volumes up by 5% to 123.4 million litres.
Bulk wines: Value grew 6% to US$132 million, despite a 3% volume decline to 182.8 million litres.
Cultivar success: Bulk exports of Chardonnay, Sauvignon Blanc, Chenin Blanc, Shiraz, Pinotage, and Merlot increased strongly, signalling growing global interest in premium South African varieties.
According to the International Organisation of Vine and Wine (OIV), global wine consumption has declined by 10% from 2008 to 2023, with significant decreases in key markets like the UK and the US. Rising geopolitical tensions and inflation have further strained consumer spending. However, producers with strong branding, market-specific offerings, and fresh, vibrant wines have flourished despite these challenges. The shift toward more significant demand for cultivar-specific wines over generic categories also signals growing consumer discernment.
We are pleased that growth in packaged wine exports, vital for enhancing South Africa’s reputation, was particularly evident in markets like the Netherlands, Canada, Japan, and African markets, including Tanzania, Zambia, Ghana, and Mozambique.
The resilience of South African wine producers in an era of declining global consumption is also highlighting their adaptability and innovation. Through smarter planting strategies that include drought-resistant varieties, enhanced climate resilience, and maintaining an optimal stock-to-sales ratio, we firmly believe the industry is well-positioned as it approaches the 2025 harvest.
We, however, acknowledge the challenging global economic landscape, which is characterised by potential tariff wars and constrained consumer spending. But, despite these obstacles, we should focus on strategically positioning our wine export sector to capitalise on market opportunities.
By leveraging Cape Town’s international accolades, including recognition as the World’s Best City by Time Out and the best food city by Condé Nast Traveller, we must continue to strengthen the Cape Winelands’ global appeal together. This industry has demonstrated remarkable adaptability, navigating complex market conditions with determination and successfully maintaining its competitive edge on the international wine stage.