Having been in Liquor Retail for a number of years, Liquor Citys founder and chief Manuel De Atouguia decided a radical change was required, not only in the way liquor stores looked but in the manner their customers were treated He set about building a brand which asked the question What do South Africans want At a time when very little variety was available he ventured into other continents and discovered brands which he felt met with the desires of the South African people Liquor City imported, and continue to import, brands which offer tremendous value to the South African consumer Brands which are recognised internationally as being the best Brands with multiple international awards Brands which are not readily available