Fast-growing e-commerce liquor platform Liquor.co.za has entered into a strategic partnership with United Distributors, part of the Hercules Capital Group, in a deal set to reshape the country’s online liquor market.
The alliance combines Liquor.co.za’s digital expertise and 140,000-strong customer base with United Distributors’ national footprint, buying power, and a portfolio that includes well-known retailers Johnnys Liquors, Preston’s and Big Daddy’s. Together, they will offer same-day delivery in Cape Town, Johannesburg, and Gauteng, as well as one-to-three-day delivery nationwide — raising the bar on convenience, pricing, and access to premium liquor.
“This partnership gives us the scale and strategic backing to compete aggressively in the market,” says Adam Chaskalson, Managing Director and co-founder of Liquor.co.za. “With United Distributors’ distribution infrastructure and buying power, we’re now one of the most competitively priced e-commerce liquor stores in the country, enabling us to extend up to 10% savings to our customers, plus additional added value benefits via our loyalty programme. At the same time, we’re staying true to our mission of making premium liquor more accessible through tech-driven convenience.”
“Liquor.co.za is the perfect evolution to our very competitive retail and wholesale business,” adds Hannes Basson, Director at United. “It will extend our excellent service, our exceptional range of products and affordable prices right to the door of every South African consumer.”
Founded in 2021 after the collapse of the live events industry during COVID-19, Liquor.co.za began as a pivot project, leveraging long-standing brand partnerships and support from Allen Jaffe, founder of eComplete. Rapid growth followed, driven by agile operations, digital reach, and strong customer loyalty.
The breakthrough has come with the new partnership, which provides access to four distribution depots in Gauteng, Cape Town, East London and Port Elizabeth — dramatically improving delivery speeds and operational scale.
“United Distributors had everything we needed: strong nationwide distribution, a competitive pricing edge, and a robust retail and redistributor presence,” notes Chaskalson. “They were missing one piece – a national e-commerce channel. This is the perfect fit, and we’re now building a best-in-class online experience to match that back-end power.”
From September 2025, Liquor.co.za will launch South Africa’s most extensive range of fine and rare whiskies and wines, including international bottles valued at over R1 million. The curated offering is aimed at positioning the platform as a digital destination for collectors.
“We’re building something special – an e-commerce experience that doesn’t only offer competitive pricing and convenience, but also curates some of the rarest liquor products in the world,” says Chaskalson. “It’s going to be a game-changer for collectors in South Africa.”
Tyrone Lasarow, Director at Liquor.co.za, adds: “It’s through the relentless hard work, unwavering dedication and significant sacrifices of our team that we’ve earned the position we hold today.”
The full rollout of the partnership — including exclusive pricing, faster nationwide delivery and the premium collectors’ range — goes live on 1 September 2025.
