Winter gatherings in South Africa, from sports-viewing occasions to family lunches and milestone celebrations, are increasingly shaped by the setting, the food being served and the preferences of those attending.
Rather than focusing solely on volume, consumers are increasingly considering which beverages are appropriate for different occasions.
Research from points to the changing nature of beverage occasions, highlighting the role of time of day, food and consumer preferences in influencing purchasing and consumption choices. The shift reflects a broader approach to socialising in which the overall experience, rather than the amount consumed, is becoming a more important consideration.
Food remains central to many winter occasions. Traditional dishes provide a setting for social interaction, while beverages can complement the occasion without necessarily becoming its central focus.
This changing approach to entertaining also coincides with increased attention to household spending and value. Statistics South Africa's 2022/23 Income and Expenditure Survey estimated total household consumption expenditure at approximately R3-trillion, highlighting the scale of spending decisions made by South African households.
For brands operating in the liquor and retail sectors, this environment creates an opportunity to respond to consumers' expectations around choice, value and responsible consumption.
The 'Everyone Wins' campaign, currently being run by TOPS at SPAR until 7 October, gives qualifying shoppers access to rewards across categories including entertainment, hosting, travel, dining and experiences. Customers who purchase participating products and spend R200 or more at TOPS at SPAR can qualify for a guaranteed reward, subject to the campaign's terms and conditions.
The campaign illustrates how retailers and brands are increasingly incorporating added-value elements into purchasing occasions. Alongside promotional mechanics, the broader trend points to consumers seeking value from social occasions without necessarily increasing their spending or consumption.
Responsible hosting remains an important part of these occasions. Providing substantial food, keeping water available, offering alcohol-free options and making arrangements for safe transport can help create more inclusive social environments.
Anna-Marie Marks, National Marketing Manager of Liquor at TOPS at SPAR, says the social value of winter gatherings extends beyond the products being served.
"Winter occasions are often centred around connection, whether that is sharing a meal, watching sport together or spending time with family and friends. Providing a range of choices allows hosts to consider different preferences while keeping the focus on the occasion itself."
As consumer behaviour continues to evolve, the winter social occasion provides an example of how brands and retailers can respond to changing expectations around value, choice and responsible consumption.
For more information, visit www.spar.co.za. You can also follow the SPAR Group on Facebook.
*Image courtesy of contributor