A shift from product shelves to real-life occasions
For years, buying alcohol often meant walking through long aisles packed with options but little guidance. Now, TOPS! at SPAR is experimenting with a different approach, one that focuses less on the product itself and more on the moment people are shopping for.
Instead of asking customers to choose between dozens of brands or varieties, the retailer is organising its experience around real-life social occasions. The idea is simple: alcohol is rarely purchased in isolation. It is usually tied to gatherings, celebrations or hosting moments.
Recent insights from NielsenIQ suggest consumers are increasingly making more intentional choices about what they drink, often guided by occasion, moderation, and lifestyle rather than habit.
Introducing the “Kulchas” concept
To reflect this shift, TOPS! has introduced what it calls “Kulchas” – themed category experiences designed to make choosing drinks easier.
According to National Marketing Manager for Liquor, Anna‑Marie Marks, the concept aims to simplify decision-making by linking drinks directly to familiar social situations.
The Kulcha categories include:
- Beer Kulcha
- Wine Kulcha
- Whisky Kulcha
- Cocktail Kulcha
- Tequila Kulcha
- Gin Kulcha
Each one is designed to help shoppers think about what they need for a specific moment, whether it’s a casual match-day gathering, hosting friends or choosing a thoughtful gift.
Making wine and whisky more approachable
Wine, for example, can often feel intimidating to shoppers unfamiliar with different varietals or terminology. By structuring the category around hosting and gifting occasions, the retailer hopes to remove some of that pressure.
Similarly, whisky is being framed less as an exclusive product and more as something suited for meaningful moments, particularly when it comes to premium gifting.
Cocktails and tequila drive social trends
The cocktail category brings together different spirits and mixers to encourage a more complete shopping experience. The approach reflects growing interest in home entertaining and experiential drinks.
Tequila, meanwhile, has evolved beyond its party reputation. Industry data suggests younger consumers and women are driving its growth, with a stronger focus on quality, craft and cocktail culture.
Responsible drinking remains part of the conversation
Alongside the new retail concept, TOPS! continues to promote responsible alcohol consumption through its Phuza Right campaign. The initiative encourages practical habits such as pacing drinks, planning safe transport and supporting responsible behaviour among friends.
Rethinking the alcohol shopping experience
As social habits and drinking culture continue to evolve, retailers are experimenting with ways to make alcohol shopping more intuitive and relevant.
Scene Feed Thought:
Whether it’s a braai, match-day gathering or quiet night with friends, the way people choose drinks is increasingly tied to the moment, not just what’s on the shelf.