citrusdal cellars

What citrusdal cellars does

Citrusdal Cellars is a privately held South African liquor distribution and retail company headquartered in Citrusdal, Western Cape. Founded in 1957 in the Olifantsriver Valley, the company operates a dual-channel model: wholesale distribution to licensed hospitality businesses (restaurants, bars, hotels, guest houses, and pubs) through three regional depots in Citrusdal, Springbok, and Upington, and retail sales to the general public through seven Wijnhuis-branded liquor stores across the West Coast and Northern Cape. The company sources alcoholic beverages directly from approximately 27 suppliers, including global majors (Diageo, Heineken, SAB, Pernod Ricard) and South African producers (Distell, KWV, Robertson Wineries, Van Loveren, Bon Courage Estate, Cederberg Wines), positioning itself as a multi-brand aggregator rather than a producer. Its revenue mechanics consist of wholesale transactional margins on delivered orders to approved credit account holders holding valid liquor licenses, plus walk-in retail transactions at store locations; no pricing is publicly disclosed. Technology infrastructure is minimal: a static marketing website, a Facebook page, and phone/email order capture — there is no app, API, or proprietary platform. The company is led by Managing Director Rudy Scheepers, who joined in 1993 as assistant manager, founded the wholesale division in 1995, and assumed the MD role in 2006. There is no public listing, no disclosed revenue, no funding history, and no M&A activity.

Name

citrusdal cellars

Legal name

Citrusdal Cellars

Website

https://citrusdalcellars.co.za

Company type

Private

Founded year

1957

Operating status

Operating

Headcount range

11–50 employees

Short description

Citrusdal Cellars is a privately held South African liquor distributor and retailer operating three wholesale depots and seven Wijnhuis retail liquor stores across the West Coast and Northern Cape, serving licensed hospitality businesses and general consumers since 1957.

Ownership category

akta.pro rank

Product category

Beverage Distribution

NAICS

Beer, Wine, and Distilled Alcoholic Beverage Merchant Wholesalers (4248), Beer, Wine, and Liquor Retailers (4453)

SIC

Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)

akta.pro primary industry

Alcoholic Beverage Wholesale (Beer, Wine, Spirits) (AFAIAGAA)

akta.pro secondary industries

Beer, Wine & Spirits Wholesale Distribution (CRAOAIAA), Liquor Stores (Off-Premise Spirits Retail) (CRANABAA), Liquor Stores (General Off-Premise) (CRANAAAA), Beverage Wholesale (Alcoholic & Non-Alcoholic) (AFAIABAH)

Keywords

• Liquor distribution
• Wholesale liquor supply
• Retail liquor stores
• Alcoholic beverage distribution
• Hospitality beverage supply

Headquarters

HQ city

Citrusdal

HQ country

South Africa

HQ region

Africa

Offices10 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Wholesale Liquor Distribution: Wholesale distribution of alcoholic beverages to licensed businesses including restaurants, bars, hotels, guest houses, and pubs. Orders are placed by account holders and delivered according to route schedules.
2. Retail Liquor Sales: Retail sale of alcoholic beverages to the general public through Wijnhuis liquor store locations.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Citrusdal Cellars is a regional liquor distributor that sources alcoholic beverages directly from breweries, winery estates, and distillers and distributes them through two channels: (1) wholesale supply to licensed restaurants, bars, hotels, guest houses, and pubs via three depots in Citrusdal, Springbok, and Upington, and (2) retail sales to the general public through seven Wijnhuis-branded liquor stores across the Western Cape and Northern Cape.

Product overview

Citrusdal Cellars operates as a liquor distribution company with two main product lines: Wijnhuis Liquor Stores (retail outlets serving the public) and Wholesale Depots (supplying licensed hospitality businesses). The company sources products from various suppliers including breweries, wineries, and distillers, then distributes through both retail and wholesale channels across the Western Cape and Northern Cape regions.

Differentiator

Problem solved

Functional benefit

Brands

• Wijnhuis: Wijnhuise is the brand name for Citrusdal Cellars' retail liquor stores operating in Citrusdal, Langebaan, Kakamas, Piketberg, Moorreesburg, Laaiplek, and Keimoes.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

27 partnerships are on record, tiered minor.

• ABV BrandsminorOthersSpirits supplier providing Bourbon, Single Malts, Cognac, Gin, Rum, Tequila, Liqueur, Irish Whiskey, Vodka, and Blended Scottish Whisky brands including Jim Beam, Bols, The Famous Grouse, and Courvoisier.
• Boland CellarsminorOthersAward-winning wine supplier from Paarl Valley with 75 years of experience. Works with local farmers and growers to craft wines of excellence.
• Bon Courage EstateminorOthersFine wines from Robertson valley recognized locally and internationally for exceptional quality, focusing on matching correct cultivar to ideal soil type.
• Cape Brewing CompanyminorOthersIndependent craft brewer producing Lager, Pilsner, Amber Weiss, Krystal Weiss, Dunkel, IPA's and Pale Ales without compromise.
• Cederberg WinesminorOthersAward-winning wines from high-altitude vineyards in Cederberg. Cultivars include Sauvignon blanc, Chenin blanc, Bukettraube, Cabernet sauvignon, Shiraz, Chardonnay, Viognier, and Merlot.
• Chill BeveragesminorOthersMixer supplier founded in 2001. Produces sporty, sparkly, country club and other exciting mixers. Introduced first range of sugar-free mixers in South Africa with over 300 employees.
• DGB LiquorminorOthersSupplier based in Wellington using state-of-the-art wineries and impressive production facilities. Markets world-class wine, liqueur and spirit brands globally.
• DiageominorOthersGlobal spirits supplier with over 200 brands including Smirnoff, Baileys, Guinness, Captain Morgan, and Johnnie Walker, sold in 180 countries.
• DistellminorOthersGlobal producer of diverse portfolio of award-winning alcoholic brands including Amarula, Savanna, Hunter's Dry, Durbanville Hills, and Nederburg.
• Du Toitskloof WinesminorOthersYoung, forward-thinking winery accredited as Fairtrade producer for nearly 13 years, guided by quality, consistency, and ethics.
• Edward Snell & CominorOthersOldest family-run liquor business in South Africa. Supplies exclusive brands including Rémy Martin VSOP, Glenfiddich, Stroh, Jose Cuervo Tequila, and Russian Bear Vodka.
• EilandtzichtminorOthersHouse of Premium Liqueurs supplying Peppermint Liqueur, unique South African shooter, and other liqueurs for shooters and sundowner cocktails.
• Flare BeveragesminorOthersPremium imported spirits and craft beers supplier. Offers local and leading global craft beer, premium spirits, liqueurs, non-alcoholic brands, water and cordial.
• HalewoodminorOthersWines and spirits supplier manufacturing at state of the art production facilities. Products include Red Square Drinks, Caribbean Twist, SHAP SHAP Cider, Sidekick Cream Liqueurs, Crabbie's ginger beers, Skinny Diva, Junky Energy Drinks, Whitley Neill Gin, and 7Stars energy drinks.
• HeinekenminorOthersGlobal brewer enjoyed in 192 countries. Uses A-Yeast discovered in 19th century giving characteristic taste with subtle fruity notes.
• KWVminorOthersLeading South African wine and spirits producer with distinguished heritage and exceptional brands including Roodeberg, KWV Wines, KWV Brandies, and Laborie.
• Meridian WinesminorOthersSupplier of about 40 well-known wine brands including Meerlust. Works with specialised wines and connects portfolio of premium wines with consumers.
• Mooiuitsig WineriesminorOthersSupplier of Old Brown Sherry, Nagmaalwyn, Sparkling Wine and more. Crafted wine-making skills into art form with consistent production of high-quality grapes.
• Namaqua WinesminorOthersWine supplier with 70 years of experience. Focuses on extracting best from vineyards with attention to detail and terroir expression.
• Orange River CellarsminorOthersWines crafted from vineyards near the mighty Orange River in Northern Cape. Offers extensive range of dry white, natural sweet, dry red, and dessert wines.
• Pernod RicardminorOthersGlobal spirits and wine supplier with head-office in France. Portfolio includes Chivas, Jameson, Ballantine's brands, and Californian wines from Napa region.
• RGBCminorOthersPremium supplier including Moët & Chandon, Dom Pérignon, Drambui. Portfolio of 25 premier liquor brands including champagnes, whiskies, bourbons, cognacs, vodka, and liqueurs.
• Robertson WineriesminorOthersNatural winemaking with minimal handling and gentle pressing. Diversity of wine styles from various mesoclimates and soil conditions.
• SABminorOthersSecond largest brewer in the world with origins from 1888. Home to Castle, Brutal Fruit, Redds, Flying Fish, Hansa, and imports like Stella and Corona.
• Skywalker VineyardsminorOthersVintners with land stewardship from California to Provence. Produces high quality, distinguished wines from elevation and atmospheric conditions.
• Swartland WineryminorOthersIconic wines from Malmesbury in Swartland wine region. Offers 51 different varietals of red, white, sparkling, and fortified wines from bush vine cultivation.
• Van LoverenminorOthersFamily vineyards in Robertson. Portfolio includes Tangled Tree, Four Cousins, Christina, Papillon, Five's Reserve, Retief, and Scottish Cousin.

Scale indicators3 records

Recent moves7 records

Expansion highlights4 records

Direct peers

• Norman Goodfellows: One of South Africa's largest independent liquor wholesalers and retailers, combining on-trade wholesale distribution with a chain of branded liquor stores. Closely mirrors Citrusdal Cellars' dual wholesale-retail model operating at a national scale.
• Edward Snell & Co: South Africa's oldest family-run liquor business, operating as both a supplier of premium imported brands and as a distributor. Highly comparable to Citrusdal Cellars in dual supplier-distributor positioning within the South African market.
• Ultra Liquors: Large South African specialty liquor retail chain offering beer, wine, and spirits across many regions. Directly comparable to Citrusdal Cellars' retail arm as a multi-region off-premise liquor store operator, though Ultra is more retail-focused.
• Liquor City: Franchise network of independently owned liquor stores across South Africa. Comparable as a multi-location off-premise liquor retailer, with similar reliance on category breadth and personal service in smaller towns.

Broad incumbents

• KWV South Africa: Leading South African wine and spirits producer with a large distribution footprint and brand portfolio including KWV Wines and Brandies. Comparable as a major supplier and as an integrated producer-distributor that competes with independents like Citrusdal Cellars in wholesale channels.
• Distell (now part of Heineken Beverages): Major South African alcoholic beverage producer and historically one of the largest distributors of wines, spirits, and ciders. Comparable as both a supplier and a competitor to Citrusdal Cellars given its vertically integrated production-distribution-retail presence.
• Checkers LiquorShop: National off-premise liquor retail chain operated by Shoprite Holdings. Comparable retail-channel competitor to Wijnhuis stores, leveraging grocery-store footfall for liquor sales across South Africa.
• Tops at Spar: National liquor retailer operating inside Spar grocery stores across South Africa. Comparable in off-premise retail of beer, wine, and spirits, but benefits from grocery-anchor foot traffic that Citrusdal Cellars' standalone Wijnhuis stores do not have.
• DGB (Distell Group Brands / DGB Pty Ltd): Large South African producer and distributor of wines, spirits, and liqueurs supplying wholesale and retail channels. Comparable as a brand owner with distribution capability that overlaps with Citrusdal Cellars' wholesale function.

Others

• Southern Glazer's Wine & Spirits: Largest beverage alcohol distributor in North America, wholesaling wine, spirits, and beer to on-premise and off-premise accounts. Comparable business model and revenue mechanics to Citrusdal Cellars' wholesale arm, providing a public reference point for valuation benchmarks.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/Citrusdal-Cellars-352913478223195
• LinkedInlinkedin.com/company/citrusdal-cellars

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 citrusdal cellars