The 20-year base creates a platform for broader geographic expansion, further growth of its franchise model, additions to an already extensive range of alcoholic beverages and continued network upgrades.

The national chain of more than 250 stores has just celebrated its 20th anniversary.

National trade marketing manager, Vania Martins-Fouche, said: “Two decades of sustained growth confirms the strength of the Liquor City business model. Our founding vision was to bring discounted liquor to a broad target market while creating a quality retail experience. Liquor City opened its first store in Sophiatown a few months after the birth of democracy – an expression of our faith in South Africa. Today’s retail sector is admittedly under strong pressure, but we have total confidence in the future and our capacity for further expansion.”

Alignment with local communities and commitment to a quality beverage-buying experience in amenable surroundings were the bedrock of the brand proposition when Chief Executive Officer Manny Autoguia launched the business.

“These factors continue to support business growth,” said Martins-Fouche.

The business, with corporate HQ in Boksburg, has grown into South Africa’s largest importer of Portuguese wines, beers and liqueurs and maintains strong momentum thanks to the success of its popular house brands.

Martins-Fouche added: “We take pride in the fact that our house brands come from various parts of the world such as Italy, France, Chile, Mexico, America, Greece and Mozambique. One of our exclusive Liquor City House whiskies, LABEL 5 Classic Black has recently won a Silver medal at the International Spirits Competition and a Bronze medal at the International Wine & Spirit Competition. These awards acknowledge once again the finest quality of our products.

“Another source of competitive advantage is our policy on original content. Some groups in the liquor trade import products in barrels and bottle them locally in an attempt to save costs, with the risk that the intrinsic value of the original content will be compromised. Liquor City imports sealed products, ensuring the integrity of the original content.”

At Liquor City, three different types of retail operations ensure broad market penetration:

- Liquor City, The Liquor Boys, Corporate stores are major outlets operated in partnership with well-capitalised entrepreneurs;
- Liquor City Franchise stores are part of the Liquor City family and benefit from the enduring strength of the brand; and
- Liquor City Express stores are smaller scale operations or mini-franchises that are close to the local community.

Martins-Fouche pointed out: “In all market niches, we grow by adding value. This is a quality proposition as well as a price proposition. For instance, some franchisees and corporate stores provide support services for events and special occasions. Where we see a need, we respond.”