Makro secures exclusive rights to SA’s most sought after liquor
This week, Makro has launched its Festive liquor catalogue for 2023 - which its buyers explain is carefully crafted around local and international consumer trends. This year, the retailer managed to secure exclusive products from brands such as De Krans, Vilafonte, Diemersdal, The Goose and Glenfiddich.
Mpho Thagisa, Vice President of Liquor at Makro, explains that the demand for premium liquor products continues to rise in South Africa. “We continue to see an upward trajectory and expect this will increase even more as we enter the festive period. Many South Africans will not be going away this December, so they will choose to treat themselves in other ways. For this reason, our premium, exclusive and limited edition offers are expected to be under high demand.”
Examples of these premium and exclusive products include:
- Glenfiddich’s 50-Year-Old Single Malt in a gift box, which is the only one in the country and retails for R600 000.
- Hennessey’s X.O Kim Jones Masterpiece, which retails for R500 000. Makro will stock 1 of only 3 bottles in South Africa.
- A 2-pack of De Krans 33-Year-Old Port, which is also the only pack in the country. This retails for R44 999 and includes flights and accommodation to travel to George and pick up the exclusive bottles.
- A collector’s edition Veuve Cliquot SMEG Fridge, filled with 36 bottles of Yellow Label, for R89 999. Only two of these are available nationwide.
- The limited edition Macallan M Decanter Speyside Single Malt, which retails at R100 000. Makro has six bottles available.
- Six bottles of limited edition ARDBEG 25-Year-Old malt whisky at R25 000, available to pre-order online.
- Limited edition Johnny Walker Blue Umami Edition, at R4999.
While some consumers purchase these products for themselves, Thagisa explains that many use these purchases as an investment. “One customer took to Twitter to explain that they had purchased a Glenfiddich 50-Year-Old special edition pack at Makro in 2013 for R300 000. They recently took the decision to auction the bottle in London, as it is now estimated to be worth almost R1-million. That kind of income could be life changing,” he explains.
Liquor Gifting Trends
When it comes to gifting, Thagisa notes that wine is extremely popular for gifting at this time of the year, by both individuals and companies - specifically gift sets. This year Makro has exclusive rights to Leopards Leap and Diemersdal picnic sets, priced at R249 and R259, respectively; as well as the Vilafonte series C 3 pack 2021 vintage gift pack and the Louis Oosthuizen Private Collection 3 pack.
“Champagne and sparkling wine are also always in our best-sellers at this time of the year. Beer is also popular, and we see the promotional items driving sales as consumers see this as a way to stay attached to the brand.” An enormous factor in consumer decision making is value for money, notes Thagisa.
Lastly, he notes that the retailer is seeing increased interest in international and craft products. “Products like Belgian beers, imported beer kegs, and Mezcal are gaining popularity and we expect this trend to carry through to our market. On the local front, interest continues in locally-crafted beer and gin.”
Value Over Everything
“The local consumer has had a tough year and needs to spend their money wisely. Despite the focus on premium and exclusive products, value for money is non-negotiable for the Makro customer and will certainly drive all their purchasing decisions. We took this into consideration when dealing with our suppliers and securing our stock for the 2023 festive season,” adds Thagisa.
The Makro liquor catalogue can be found here: https://www.makro.co.za/digital-catalogues/86121.