Having been in Liquor Retail for a number of years, Liquor City’s founder and chief Manuel De Atouguia decided a radical change was required, not only in the way liquor stores looked but in the manner their customers were treated. He set about building a brand which asked the question “What do South Africans want”.

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Our franchising strategy is based on affordable set-up costs, fixed monthly fees and advertising and market support, with access to the company’s internal systems and weekly newsletters offering ideas and suggestions. Franchisees benefit from Liquor City’s strong brand, 20 years’ experience as well as being included in the equity of Liquor City Signature House Brands.

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