Times Of Swaziland: LOCAL CRAFT DISTILLERY INDUSTRY GROWING

LOCAL CRAFT DISTILLERY INDUSTRY GROWING
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Mlondzi Nkambule on 04/03/2024 08:58:00


MBABANE – Micro distilleries, also known as boutique or craft distilleries,
are slowly becoming viable in the country and the consequence has been
beneficial on many levels including job creation.
A number of local players are tapping into the industry and exploring the
lucrative spirits industry.  In recent years, all over Africa, there has been a
big upsurge of craft distillers many of whom are producing exceptional products
today. It has taken plenty of investment and, by most accounts, many joyous
hours of learning to reach the great range and quality of spirits now available
in the continent. Eswatini has not been left behind in the formation of the
industry.
Producer
Such industry players include Jackalberry Distillery, Eswatini’s first
small-batch craft distiller. Jackalberry is the producer of Imbali gin, Tatama
Premium Vodka, Cosmos Colour changing Gin and many other products. A recent
addition to the distiller’s product range is the ‘Spirit of Eswatini’, a
gin manufactured using locally sourced marula fruits. According to Kirstie Van
Rensburg, the Product Developer and co-founder of Jackalberry Distillery, the
company works with local suppliers when sourcing raw materials and the aim is to
empower these suppliers and help improve their livelihoods. “The Spirit of
Eswatini is a gin we manufactured using the pride of Eswatini – the marula
fruit. It has taken us a long time to perfect the recipe and create this
masterpiece,” she said.
Perfect
The recent Buganu festival at Buhleni Royal Residence was the perfect stage for
the gin’s launch as it saw the company introducing the product for the first
time to the public.
According to Van Rensburg, the craft industry in the country is growing as more
layers are showing interest in tapping into the space. She went on to mention
that the COVID-19 pandemic unsettled the industry mainly because it was still in
its infancy stage. “Our E3 million investment into the business was almost
affected. We are still seeing signs of recovery since the pandemic as alcoholic
beverages were restricted at that time. We were somewhat unlucky as that was
around the time our company started operating,” she said.
When asked about the prospects of exporting their products to other countries,
Van Rensburg highlighted that the company recently obtained an export permit and
is already in the process of securing reliable markets in other countries. “We
are an authentically African company and our wish is to penetrate the African
market first before going overseas; our wish is for Africa to experience the
product first before other continents,” she added.
Importance
The product developer highlighted the importance of first establishing a base in
Eswatini before expanding to other countries. “Our products are already
available in most alcohol retailers in the country and the newly launched vodka
will be joining the catalogue soon,” she said. Van Rensburg went on to state
the authenticity of Jackalberry as a proudly Swati company by mentioning that
they were looking to employ more emaSwati as the company grows. “We currently
have three key employees and a number of casual bar staff for functions. We have
an amazing team and people often comment on the strength of the team,” she
said. In the Global Beverage Market, the Craft Spirit Industry is one of the
fastest-growing segments in the world, in terms of the number of producers and
the number of products and sales available. According to research by Statista.
Growth
The Spirits market in South Africa has been experiencing steady growth in recent
years. Customer preferences for premium and craft spirits, as well as the
increasing popularity of cocktails, have contributed to this development.
Additionally, local special circumstances such as the country’s rich history
of wine production and the growing tourism industry have also played a role in
shaping the market. Customer preferences in the South African Spirits market
have shifted towards premium and craft offerings. Consumers are increasingly
willing to spend more on high-quality spirits, seeking unique flavour profiles
and artisanal production methods. This trend is in line with global market
patterns, as consumers worldwide are becoming more discerning and knowledgeable
about spirits.