Taverns And Shebeens Offer Untapped Potential For Drinks Brands
Written by: BizCommunity Editor Save to Instapaper
With around 14% of South Africans frequenting these establishments, they represent a significant and often underestimated route to market for drinks brands.
These findings stem from the latest On Premise User Survey (OPUS) conducted by CGA by NIQ.
The research, based on insights from hundreds of South African consumers, sheds light on evolving behaviours and preferences in pubs, bars, and restaurants across the country.
CGA by NIQ EMEA client solutions manager, Abhi Seghal says while taverns and shebeens, are often located in the heart of townships and communities and have long influenced consumer behaviour outside of the formal economy. But succeeding in this space requires a nuanced understanding of its distinct culture and dynamics.
“Informal taverns may not have the penetration of some channels, but there is rich potential for brands to drive trial and loyalty here. Understanding what drives these consumers is essential if suppliers want to unlock sustainable growth,“ he cautions.
Value is king, but premium has pull
To achieve this, it’s vital to understand the nuances of these more informal tavern and shebeen outlets.
For example, the OPUS research reveals that spending averages R175 per head - R23 below the broader On Premise average.
However, while the spend may be lower, consumers are willing to pay for products and experiences they perceive as offering value.
According to Sehgal, “Value doesn’t mean cheap. It means offering something worth the price - something people are happy to come back for.”
These consumers are also thirsty for new flavours with two-thirds of shebeen-goers (67%) reporting being more likely to try new drinks in these venues, and 68% are open to paying more for a better-quality option.
This appetite for experimentation and premiumisation underscores a major opportunity for brands that are willing to innovate.
Afternoon is the new primetime
Patterns of foot traffic also differ from traditional bars. Thirty-one percent of visitors frequenting these establishments between 2pm and 5pm, a notably higher proportion than in other restaurant and bar settings.
This mid-afternoon window presents a strategic opportunity for brands to engage with consumers or roll out targeted promotions.
The decision-making process in these venues is also fluid. While 54% of visitors arrive with a specific brand in mind, 36% only know what type of drink they want, and 10% remain fully open to suggestion.
This highlights the importance of strong in-venue visibility, effective menu design, and staff engagement at the point of purchase.
Operator influence remains strong, with 24% of patrons saying staff recommendations affect their drink choices.
In community-based venues where relationships between staff and regulars are common, a trusted endorsement can have more impact than a national ad campaign. These findings all send a clear message: brands that continue to overlook South Africa’s informal drinking venues do so at their own risk.
“With high-frequency foot traffic, influential staff, and consumers hungry for new and premium experiences, taverns and shebeens are not fringe markets - they’re frontlines. For any drinks brand serious about long-term growth and cultural relevance, understanding and investing in this space is no longer optional, it’s essential,” stresses Seghal.
We submit and automate press releases distribution for a range of clients. Our platform brings in automation to 5 social media platforms with engaging hashtags. Our new platform The Pulse, allows premium PR Agencies to have access to our newsletter subscribers.
Latest from
- Jacaranda FM and Do More Foundation Fund Climate-Ready ECD Centres With R1.7-Million in Donations
- IPG Mediabrands Sees 28% Surge in Search Trends as iProspect Gains Ground Despite Industry Slowdown
- Blok and NSRI Partner to Tackle Drowning Risks With National Water Safety Education Campaign
- Capegate Celebrates Women’s Day With Inspiring Talks and Creative Connection at Centre Court
- Brahman Hills Wins Top KZN Business Award for Redefining Sustainability in the Hospitality Sector
- Retroviral Clinches Silver as Small International Agency at Prestigious AdAge Awards 2025
- Public Urges Stronger Vetting of Marriages to Foreign Nationals During Hearings on South Africa’s Marriage Bill
- Bravado’s Rapiya Unpacks the Power Shift From Agencies to Creators in Today’s Attention-Driven Market
- World Hepatitis Day Shines Light on Liver Health as Affinity Health Urges Proactive Screening and Care
- Government Marks Major Milestones in Executing State Capture Commission Recommendations
- Uniq Clothing Celebrates Continued Growth With New Store Showcasing Premium Fabric Innovation
- From Data Overload to Strategic Insight Finance Teams Must Rethink Their Role in the Modern Enterprise
- Rainbow Chicken Unites for Mandela Day to Empower ECD Centres With Climate Play Education Packs
- Mzansi Magic Turns 15 After Transforming Local Content Into a Generational Cultural Movement
- Northern Cape Touted as Catalyst for Energy Transition and National Growth at Presidential Engagement
The Pulse Latest Articles
- Liezel Van Der Westhuizen On Why Winter Workouts Feel Harder And How To Stay Consistent (July 28, 2025)
- From Eastern Cape To England: Zintle Mpupha’s Road To The Rugby World Cup (July 27, 2025)
- Athini Magodla Reveals Why Modern Refreshment Fuels Performance Over Perfection In Today’s Wellness Culture. (July 27, 2025)
- Why More Mums Are Choosing Less Sugar - Not No Sugar (July 27, 2025)
- Scaling Hospitality: How Jimmy Eracleous Runs Two Of Moo Moo’s Top-performing Franchise Restaurants (July 27, 2025)