Exploring alcohol has traditionally meant navigating long shelves with broad assortments and limited guidance, leaving many consumers uncertain about where to begin. TOPS! is reshaping this experience by reimagining alcohol shopping around how South Africans live, gather and celebrate.
Instead of asking shoppers to choose from endless products, the focus shifts to helping them choose for real moments, reflecting a growing preference for intentional purchasing and meaningful occasions according to the NielsenIQ 2025 Beverage Alcohol Year in Review.
This shift recognises that alcohol is rarely bought in isolation. It is part of social rituals, hosting moments and shared experiences. Global research shows that consumers increasingly select beverages with purpose, guided by occasion, moderation and relevance rather than habit alone.
By viewing alcohol through this cultural lens, TOPS! is redefining how categories are explored, making the journey more intuitive, less intimidating and more interesting.
“To bring this thinking to life, TOPS! has introduced ‘Kulchas’. These are category experiences shaped by real consumer behaviour. Each ‘Kulcha’ simplifies choice by translating products into moments
shoppers instantly recognise,” says Anna-Marie Marks National Marketing Manager – Liquor at TOPS!
Enter Beer Kulcha, Wine Kulcha, Whisky Kulcha, Cocktail Kulcha, Tequila Kulcha and Gin Kulcha.
TOPS! Beer Kulcha reflects beer’s role in everyday social life, from match days to casual hosting. According to NielsenIQ’s Beer Drinking Occasions Report, beer is the most frequently consumed alcoholic beverage across regular social occasions. By aligning beer to familiar calendar moments and offering price stability on key favourites, TOPS! creates predictability and trust, helping shoppers make confident everyday choices.
Wine Kulcha addresses a common barrier to purchase uncertainty. Many consumers feel intimidated by wine terminology and range.
“Shoppers often worry about what wine to buy, when to buy it, and which occasions to drink which varietal,” says Marks. “By structuring wine around hosting occasions and gifting, TOPS! removes pressure and supports confident decision-making, reflecting a broader shift toward guided discovery in retail”.
Whisky Kulcha builds on this sense of confidence by reframing whisky as approachable rather than exclusive. Anchored in intentional moments and meaningful gifting occasions, the category becomes easier to explore, aligning with consumer demand for premium experiences that feel considered and accessible.
Cocktail Kulcha brings categories together through social rituals and hosting moments. Spirits shopping becomes more intuitive when mapped to cocktails, with research showing strong engagement in experiential and premium spirits when positioned around shared occasions. This encourages natural basket building through mixers and accompaniments, transforming single purchases into complete hosting solutions.
Tequila Kulcha reflects the category’s evolution from high-energy nights to more curated experiences. Data shows women and younger adults are leading tequila growth, favouring quality, craft credentials and cocktail culture. By leaning into this shift, TOPS! positions tequila as confident, modern and socially relevant rather than chaotic.
Gin Kulcha taps into continued growth driven by hosting, experimentation and flavour discovery. Consumers are increasingly drawn to premium cues and social exploration, and by framing gin around these moments, TOPS! turns browsing into discovery while supporting natural basket expansion.
For TOPS! at SPAR, and across all Kulchas, responsible enjoyment remains central to how the brand shows up in communities. “Today’s consumers are increasingly redefining their relationship with alcohol – moderation is no longer niche behaviour, but a growing mainstream mindset, particularly among younger, socially conscious shoppers who actively balance celebration with wellbeing, safety and accountability”, says Marks.
“Through Phuza Right, we’re embedding responsibility directly into the drinking occasion rather than treating it as an afterthought. The platform promotes smarter choices through education, awareness and practical behaviour shifts – from pacing consumption and planning safe transport, to encouraging social accountability among friends and communities”.
By normalising responsible consumption across every Kulcha touchpoint, Phuza Right supports not only safer social experiences, but also the long-term sustainability of the liquor category itself. It reinforces TOPS!’ role as a retailer that enables enjoyment responsibly, contributing to healthier communities while protecting the social spaces where celebration and connection thrive.
Together, TOPS!’ Kulchas – and Phuza Right – come to life through TURN UP EPIC, TOPS!’ new brand platform built on a simple belief: the best moments happen when people truly show up for them.
“By understanding the real occasions and cultural moments that bring people together, TOPS! helps consumers celebrate with confidence – encouraging participation, connection and enjoyment in ways that are social, memorable and responsible,” concludes Marks
At its core, the TOPS! experience remains vibrant, welcoming and easy to navigate – designed to make every occasion feel effortless, whether consumers are planning a celebration, hosting friends or preparing for a relaxed night in. By blending cultural insight with intuitive retail experiences and a strong commitment to responsible enjoyment, TOPS! is redefining how South Africans shop for alcohol.
The result is a retail experience that builds confidence, celebrates connection and ensures the fun of every occasion is enjoyed responsibly – reinforcing TOPS’ role at the centre of the moments that bring people together.
For more, visit: topsatspar.co.za or follow @TopsAtSPAR on social media.
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