Liquor City’s journey began on the 27th of April 1994 with very limited resources. On Freedom Day, the very first Liquor City opened in Sophiatown. Manuel De Atouguia, Liquor City’s founder, faced many obstacles from the beginning like reluctant suppliers. The very first Liquor City – Sophiatown, was user-friendly and convenient for customers.
Manny had been in retail for several years, and grew such a passion that he opened his own store. With the opening came challenges and difficulties, but Manny pushed through, holding his dream close to his heart. Acts of terrorism were inflicted on his business, Manny had to then start over – this is when Liquor City began on Freedom Day 1994.
By 2002, various Liquor City stores were opened around the country; the company had grown a lot since its 1994 opening. In 2003, Manny and his team began thinking of franchising the Liquor City brand – this became a go ahead in 2007.
Manny now owns 53 of the 142 stores around the country and Liquor City became a sought after franchise with a community feel.
When shopping at Liquor City, you can be guaranteed of the best service and the widest variety!
Liquor City – Your Favourite Liquor Store.