Norman Goodfellows

What Norman Goodfellows does

Norman Goodfellows is a South African online liquor retailer positioned as the country's leading wine and spirit merchant, headquartered in Johannesburg with operational stock points in Durban and Cape Town. The company sells a catalog of more than 5,000 SKUs spanning wine, whisky, gin, cognac, champagne, tequila, beer, cider, ready-to-drink beverages, and soft drinks, sourced from both South African producers and international brand owners across price points from entry-level to ultra-premium (up to R28,999 per unit). Its core technology is a WooCommerce-based e-commerce storefront (ngf.co.za) with no proprietary features, no public API, and no disclosed integrations; order capture occurs via website, phone hotline (011 788 4814), and physical pickup, with nationwide delivery free on orders over R1,500.

Revenue is generated primarily through one-time product sales across the catalog, supplemented by two recurring programs: the Whisky Club monthly subscription delivering curated whisky selections, and the Liquid Loyalty rewards program offering points and exclusive deals to registered customers. Adjacent service revenue is generated through the Party Planner event service and digital gift cards distributed through a separate toget.me storefront. The customer base is exclusively B2C and horizontal — South African adult consumers purchasing for personal consumption, gifting, party planning, and whisky collection — with no disclosed enterprise or wholesale accounts, implying low concentration risk but also no contract-based revenue predictability. The competitive positioning emphasizes catalog breadth, expert guidance, price matching, and a long-standing brand reputation as primary differentiators rather than technology or data advantages.

Name

Norman Goodfellows

Legal name

Norman Goodfellows

Website

https://ngf.co.za

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

251–500 employees

Short description

Norman Goodfellows is South Africa's leading online wine and spirits merchant, selling 5,000+ SKUs across wine, whisky, gin, cognac, champagne, beer, and soft drinks to adult consumers via its e-commerce site, phone orders, and pickup points in Johannesburg, Durban, and Cape Town.

Ownership category

akta.pro rank

Product category

Online Liquor Retail

NAICS

Beer, Wine, and Liquor Retailers (445320)

akta.pro primary industry

Alcohol Subscription & Wine Clubs (Retail) (CRANABAF)

Keywords

• Online liquor store
• Wine and spirits retail
• Whisky subscription club
• Alcohol e-commerce
• Premium beverage retail

Headquarters

HQ city

Johannesburg

HQ country

South Africa

HQ region

Africa

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Product Sales: One-time purchase of alcoholic beverages including wine, spirits, whisky, cognac, champagne, gin, tequila, beer, and soft drinks. Products are sold at various price points from budget to premium/luxury segments.
2. Whisky Club Subscription: Monthly subscription program offering curated whisky selections delivered to members.
3. Liquid Loyalty Program: Loyalty rewards program that offers points and special deals to repeat customers.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Norman Goodfellows is a South African online liquor retailer that sells wines, spirits, whisky, gin, cognac, champagne, tequila, beer, cider, RTDs, and soft drinks directly to consumers via its WooCommerce-based e-commerce site (ngf.co.za). The company operates from stock points in Johannesburg, Durban, and Cape Town, offering nationwide delivery, a Whisky Club subscription program, a Liquid Loyalty rewards program, party planning services, and gift cards.

Product overview

Norman Goodfellows operates as an online liquor store and e-commerce platform serving the South African market. The core product is its online store (ngf.co.za) offering a comprehensive portfolio across whisky, gin, wine, champagne, cognac, tequila, beer/cider/RTDs, and soft drinks. Supporting services include the Liquid Loyalty rewards program, Whisky Club membership, Party Planner event services, and Gift Cards. The platform appears to be built on WordPress/WooCommerce and does not expose a public API for third-party integrations.

Differentiator

Problem solved

Functional benefit

Products and services

• Norman Goodfellows Online Store South African online liquor store offering a wide range of wines, spirits, whiskies, gins, cognacs, tequilas, beers, ciders, RTDs, and soft drinks with delivery services across South Africa.
• Whisky Collection Extensive whisky collection featuring Scotch, Irish, American, and South African varieties including single malts, blends, and limited editions from brands like Ardbeg, Glenfiddich, Jameson, and Macallan.
• Gin Collection Selection of gins including London Dry, craft, and flavoured varieties from brands like Tanqueray, Gordons, Bombay, Inverroche, and Hendricks.
• Wine Collection Comprehensive wine selection including red, white, rose, champagne, and sparkling wines from South African and international producers such as Beyerskloof, Spier, Babylonstoren, and Veuve Clicquot.
• Cognac Collection Cognac collection including VS, VSOP, and XO expressions from Hennessy, Remy Martin, Martell, Courvoisier, and other producers.
• Tequila Collection Tequila range covering Blanco, Reposado, Anejo, and Extra Anejo varieties from Don Julio, Casamigos, 1800, and Mamba.
• Beer, Cider and RTDs Beer, cider, and ready-to-drink beverages including craft beers, ciders, and pre-mixed cocktails.
• Soft Drinks Mixers, minerals, energy drinks, cordials, and non-alcoholic beverages for cocktail preparation.
• Whisky Club Specialty membership club offering curated whisky selections and exclusive access to limited releases delivered to members.
• Party Planner Service Event planning assistance service for parties and gatherings, providing beverage solutions for events.
• Gift Cards Digital gift cards available for purchase, allowing recipients to select their own beverages from the Norman Goodfellows catalog.
• Liquid Loyalty Rewards Program Rewards program offering exclusive deals, promotions, and special offers to registered customers through points accumulation.

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered minor.

• Louis XIII E RetailminorStrategic or Co-development PartnerSpecialized retail partnership offering Louis XIII cognac products through the Norman Goodfellows platform.
• Hazendal Wine EstateminorStrategic or Co-development PartnerPartnership with Hazendal wine estate offering their products through the Norman Goodfellows online store.
• The Pledge (UAD)minorOthersAffiliation with The Pledge responsible alcohol consumption initiative shown on website header.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Drizly (Uber): US-based alcohol marketplace integrated into Uber Eats; illustrates the large-scale online alcohol delivery benchmark. Comparable on delivery-from-local-retailers model and selection breadth, though operating in a different geography.
• ReserveBar: US-based online retailer specializing in premium and luxury spirits and wine. Comparable to NGF on premium/luxury curation (e.g. Louis XIII, Dom Pérignon) and gifting use cases.

Direct peers

• Wine Cellar (wineretail.co.za): South African wine-specialist online retailer focused on premium and curated selections. Comparable to NGF's premium-tier wine assortment and online ordering/delivery model.
• Bottle World: South African alcohol e-commerce specialist offering an online liquor catalogue with delivery. Direct peer to NGF in DTC model, product mix, and South African off-premise delivery service.
• Cape Town Wine (capetownwine.com): Online wine retailer serving the South African market with curated wine selections. Direct peer in DTC alcohol e-commerce with similar delivery and order-fulfilment operations.
• Ultra Liquors: Specialist South African liquor retailer with broad multi-category assortment and dedicated e-commerce platform. Closest direct competitor to NGF on premium wine and spirits curation, also serving South African consumers nationwide.
• Wine-of-the-Month Club (WOMC): South African subscription-based wine club delivering curated bottles to members. Comparable to NGF's Whisky Club on subscription mechanics and customer retention.

Broad incumbents

• Makro Liquor: Mass-merchant liquor retail arm of Massmart in South Africa, offering wine, spirits and beer at competitive prices. Comparable to NGF on product breadth and online ordering, with bulk/club pricing positioning.
• Checkers LiquorShop (Shoprite Holdings): South Africa's largest off-premise alcohol retailer, a subsidiary of Shoprite with national footprint and growing e-commerce capability. Directly competes with NGF on beer, wine and spirits but at scale with grocery-anchored pricing.
• Pick n Pay Liquor: National grocery-anchored liquor retail chain in South Africa with broad assortment across beer, wine and spirits. Comparable to NGF in product range but with significantly larger brick-and-mortar footprint and lower pricing positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/normangoodfello
• Facebookfacebook.com/NormanGoodfellows
• Instagraminstagram.com/normangoodfellows
• LinkedInlinkedin.com/company/norman-goodfellows-pty-ltd

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Norman Goodfellows