A recent report indicates South Africans are drinking more taxed alcohol despite decreasing personal wealth. Consumption increased by 24.2% between 2017 and 2024, a surprising trend given the country's economic challenges. This rise directly contradicts suggestions that a growing illicit alcohol market is driving consumption. The findings challenge narratives used to justify potential increases in excise taxes proposed by the Treasury. Experts suggest people are continuing to purchase legal alcohol despite financial strain. This data provides a new perspective for policymakers considering tax adjustments related to alcoholic beverages. The study raises questions about consumer behavior during economic hardship, and the resilience of the legal alcohol market.