How a Lithuanian immigrant built a liquor empire in Africa

The story of Norman Goodfellows begins not in 1976, but over a century ago with a Lithuanian immigrant's ambition in the dusty streets of early Johannesburg.

Today, that family legacy has reached a new milestone with the acquisition by Fine Wine Fellow (FWF), positioning the company for expansion across African markets.

Solly Kramer Sr arrived in South Africa from Lithuania at the beginning of the previous century and opened a tobacconist store in Market Street in the Johannesburg CBD around 1915.

This small start with the company established just nine years after the Anglo-Boer War ended would become the foundation of one of South Africa's most long-lasting retail dynasties.

From smokes to booze

During the 1930s, the tobacconist store transformed into a liquor store, the first Solly Kramer store in the country.

The timing proved lucky as South Africa's economy was recovering from the Great Depression, and the late 1880s discovery of gold continued to draw people to Johannesburg.

The family business evolved through South Africa's turbulent decades.

By the 1950s and 1960s, the Solly Kramer stores had a solid reputation and, during this period of political upheaval, Norman Kramer, Solly Sr's son, recognised an opportunity in specialist liquor retail.

In December 1976, just months after the Soweto riots had shaken the country and highlighted the deep fractures in South African society, Norman opened what would become Norman Goodfellows.

The timing was significant - while the country grappled with social and political transformation, Norman was establishing a business model focused on quality and expertise rather than volume sales.

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A different way

Norman's approach differed from traditional liquor outlets.

While others focused on basic retail, Norman targeted customers seeking curated selections and expert advice.

His store served discerning customers looking for quality wines and premium spirits, backed by knowledgeable service - a concept that was still uncommon in South Africa's retail landscape.

The business model proved resilient through the country's ongoing political changes.

New blood

When Norman's son Solly Kramer Jr joined the company, expansion accelerated.

The younger Kramer carried forward not just his father's vision, but the family's aim of providing good customer service, which had been cultivated since his great-grandfather's tobacconist store in Market Street.

Under Solly Jr's leadership, Norman Goodfellows grew from a single store into a national presence with outlets in major cities.

This growth occurred during some of South Africa's most challenging decades, including the States of Emergency in the 1980s and the transition to democracy in the 1990s.

The Kramer family's commitment to staying current with industry trends kept Norman Goodfellows competitive as South Africa's wine industry developed and international brands sought local distribution partners.

Shifting models

Norman Goodfellows established itself as a trusted intermediary, developing supplier relationships that became central to its operations.

The company's move into business-to-business distribution, including acquiring District Distribution in 2022, demonstrated its continued ability to identify market opportunities.

This is a trait that can be traced back to Solly Sr's decision to transform his tobacconist store into a liquor outlet in the 1930s.

The acquisition by Fine Wine Fellow, with incoming chairman Wael Zeidan, represents recognition of the value built over more than a century of family business.

Zeidan, who has over twenty years of experience in the global wine and spirits industry, brings a pan-African vision to a company whose roots stretch back to the early days of Johannesburg's development.

Into Africa

"Norman Goodfellows is a name synonymous with quality, trust, and innovation," Zeidan said, highlighting how the acquisition builds on existing legacy while opening new opportunities.

Fine Wine Fellow's existing presence in Nigeria, Senegal, Ivory Coast, Togo, and Cameroon gives Norman Goodfellows immediate access to established markets and infrastructure.

This positions the company as one of the few South African liquor groups with a pan-African growth strategy, using expertise accumulated over more than a century.

Norman Goodfellows CEO Jason McEvoy commented that “working alongside the Kramer Family has been a privilege, with their vision setting the foundation for Norman Goodfellows’ growth. I now look forward with real excitement to the next chapter in our journey.

McEvoy added, “with Fine Wine Fellow's backing, we will continue to innovate, enhance our service to customers, and strengthen supplier relationships, with the trust and loyalty we have built remaining at the heart of everything we do”.

"We are proud of what we've built and confident that Fine Wine Fellow shares our values and vision for the future. Our customers and partners will benefit greatly from this new chapter,” said Solly Kramer Jr.

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