Johannesburg, October 2023: As South Africans start venturing back into the outdoors to soak up the balmy spring weather, vodka has increasingly become the daytime drink of choice as consumers respond to the growing popularity of the cocktail culture.

The clean, crisp profile of vodka has emerged as the ideal base for crafting a variety of refreshing cocktails, making it the preferred choice for daytime enjoyment. According to data from Statista – a global data and business intelligence platform – sales volumes of vodka in South Africa peaked at  6.42 million litres in 2023, which is indicative of a robust growth of this ethyl-based beverage.

This trend reflects the evolving tastes of those seeking refreshing and versatile beverages that perfectly complement the season’s sunny vibe.

Here are the main reasons why vodka is winning the hearts and minds of consumers and is rapidly becoming the firm favourite as the go-to daytime drink in the spring of 2023.

  • Versatility: Vodka’s subtle and smooth flavour makes it a versatile spirit, offering a blank canvas for mixologists to create a wide range of delightful and refreshing cocktails. The spirit also pairs well with most mixers allowing you to be creative with your combinations at home.


  • Low calories: With an increasing focus on health and wellness, many individuals are opting for lighter, low-calorie drinks. Vodka, when mixed with calorie-conscious ingredients, offers a more figure-friendly option for daytime indulgence.


  • Refreshing options: Vodka cocktails are incredibly diverse and adaptable to various occasions. Whether you’re lounging on a beach, hosting a picnic, or brunching on a sunny patio, vodka cocktails can be customized to match the moment.


  • Premium selections: The market now boasts a plethora of premium vodka brands, each offering distinct flavours and exceptional smoothness. This allows enthusiasts to explore and appreciate the highest quality spirits in their daytime libations.


“We are delighted with the growing popularity of vodka as the drink of choice for our increasing discerning customers. These shifting consumer patterns embolden us to step up our efforts to provide our customers with premium products, and to work tirelessly to enhance customer experience. As we head into the festive season, we are confident that our diverse product range will enable our customers to unleash their creative juices and explore the infinite possibilities that vodka offers them,” Nerika Singh, Brand Manager – Reserve Portfolio at DIAGEO.

Singh’s bullish outlook about the growth of vodka is not misplaced. According to market projections from Statista, the volumes are expected to reach 9.24 million litres by 2027. The market research company also forecasts the market for vodka to show a volume growth of 10.9% in 2024.

To that end and in celebration of World Vodka Month, Cîroc Premium Vodka – a brand that is always at the forefront of new trends, hosted prominent lifestyle media and influencers in Johannesburg for the Cîroc World Vodka Month Masterclass.

As part of the event, guests were treated to an exclusive experience that allowed them to taste and enjoy vodka in new ways by mixing their own cocktails – showing how easy it is for anyone to make an elegant drink at home.

The bars, restaurants, and lounges that have their finger on the pulse of evolving consumer buying patterns are responding to the increased preference for vodka by offering exclusive vodka-based cocktail menus. These new concoctions celebrate the spirit’s adaptability and its ability to cater to a wide range of palates.


“Summer 2023 is the ideal time to embrace this change and explore the world of vodka in your favourite daytime settings. You can toast to sunny days and unforgettable moments with vodka as a perfectly crafted, refreshing accompaniment.” Singh concludes.

Issued by the VS Luxury Group on behalf of DIAGO.