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How Moët Hennessy is driving growth in South Africa’s premium whisky market.

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GUEST – Benedict Siyotula - Moët Hennessy Marketing Executive

In a market where consumers are cutting back on everyday spending, one segment continues to show remarkable resilience luxury and premium spirits. Behind this steady growth is a shift from product-driven marketing to experience-driven engagement.

Global luxury house Moët Hennessy, home to iconic brands like Glenmorangie, is betting on experiences such as Whisky Live to deepen brand loyalty and bring new consumers into the category. From exclusive Master Classes to digital integration with TicketPro, the group is finding innovative ways to turn tastings into tangible business value.

We speak to Benedict Siyotula, Marketing Executive at Moët Hennessy, about how the brand is leveraging South Africa’s growing appreciation for premium whisky, what events like Whisky Live mean for their bottom line, and how experience marketing is redefining luxury consumption in a tough economy.
16 Oct 2025 5PM English South Africa Business News · Investing

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