South Africa saw its wine export sales fall last year amid softening consumption and macroeconomic challenges.
However, officials talked up a strategy of prioritising value over volume sales.
A new export report from industry bodies Wines of South Africa (WoSA) and South Africa Wine (SAW) shows the value of exports, when measured in rands, dropped 4.7% last year to R9.8bn ($607.6m). The value of exports in US dollars reached $548.5m, a 2.4% decline on 12 months earlier.
In 2024, South Africa reported a rise in wine export revenues amid improved volumes of packaged wine.
Last year, export volumes slid 13.8% to 264 million litres. Bulk volumes slumped nearly 20% to 146.4 million litres. The volume of packaged wine shipped was down 4.6% at 117.6 million litres.
WoSA and SAW said the results showed a "stable overall value performance".
Siobhan Thompson, the CEO of Wines of South Africa (WoSA), said: “South Africa’s export performance must be viewed in the context of a challenging global environment marked by declining wine consumption, economic pressure and rising trade barriers.
“Against this backdrop, our long-term strategy of prioritising value over volume and focusing on key markets is proving resilient. While volumes in some developed markets softened, we saw encouraging value growth in core markets for packaged wine such as the UK, Canada and Sweden, alongside strong momentum across Africa and parts of Asia.”
According to the report, compiled alongside South African wine industry research body SAWIS, the revenue from packaged exports decreased 2% in rands, to R7.7bn.
When measured in US dollars, packaged exports revenue increased 0.4% to $431m.
The sales value of bulk wine exports dropped 13.4% in rands to R2.1bn. Sales revenue was also down 11.4% in US dollars at $117m.
These products tackled "global oversupply, softer demand and tariff disruptions" in the year, according to the report but saw US dollar per litre values rise for white and red cultivar wines with "improved" pricing.
The UK was the largest market for South African wine exports in 2025 but sales value was flat at $145m. Germany, the second-biggest market, saw sales reach $48m in the year, a 9% drop on 2024 value.
Exports to the US, the fifth-largest market for South African wine last year, tumbled 28% to $28m, with the introduction of tariffs in August having "a disproportionate impact on exporting countries due to varying tariff rates", the report said.
South African wine imports face a 30% tariff from the US but "the full effect" of it "will only become evident later this year", the report added.
WoSA and SAW also highlighted growth in its African markets last year, which now make up over 10% of total export value.
The value of sales to African countries increased 13% in 2025, at $55m. Kenya saw sales rise 10% to $8m, while Zambia saw the figure jump 22% to $6m. Sales to Uganda grew 24% to $3m.
Sales volumes in Africa were up 1% to 24 million litres. Nigeria booked the largest volumes at 4.2 million litres, though this marked a 1% decline on the previous year.
"Building demand in developing and emerging markets is central to our export strategy,” Thompson said. “These markets present opportunities for sustainable growth over the long term, particularly as global consumption patterns evolve.”
Reflecting on the picture for South African wine exports, Rico Basson, the CEO of South Africa Wine, added: "The wine industry has demonstrated resilience, achieving value growth in exports despite declining volumes. However, structural constraints continue to hold the sector back.
"Faster implementation of logistics and port reforms, the removal of non-tariff barriers, and reduced regulatory red tape are critical if we are to grow sustainably.
"Strategic trade negotiations must be prioritised to ensure South African wine fully utilises existing trade agreements and gains meaningful access to key and emerging markets."
