The Store That Turned Craft Beer into a Destination

The Store That Turned Craft Beer into a Destination For Mike Egling, owner of Hillcrest TOPS at SPAR in KwaZulu-Natal, supporting small businesses has never been a trend - it has been the foundation of his business philosophy. Long before craft beer became mainstream, Mike and his wife, Leigh-Anne, built the neighbouring Hillcrest KWIKSPAR by giving shelf space to local food entrepreneurs who lacked access to major retailers. They worked closely with producers to improve their products, packaging and presentation, helping many grow from home-based businesses into recognised commercial brands.

When the couple opened Hillcrest TOPS at SPAR more than 15 years ago, they applied the same thinking to South Africa's emerging craft beer industry. "Many independent brewers were producing exceptional beers but had limited routes to market," says Egling. "We wanted to create a store where smaller producers could stand alongside the big brands and where customers could discover something they could not find elsewhere."

Building a destination for independent beer

Rather than focusing only on mainstream labels, Hillcrest TOPS at SPAR deliberately built a range of India Pale Ales, English Pale Ales, pilsners, wheat beers, barrel-aged beers and other independent craft offerings, transforming the store into a destination for beer enthusiasts. The decision came with challenges. Many breweries operated hundreds of kilometres away, making distribution expensive and difficult, particularly for unpasteurised beers that require strict temperature control.

Instead of accepting these barriers, Hillcrest TOPS at SPAR developed a chilled consolidation system, using collection hubs in Johannesburg and Cape Town to combine shipments before transporting them under refrigeration to Durban. The model not only protected product quality but also made it easier for smaller breweries to access customers in KwaZulu-Natal. "We have always believed that offering unique beers creates excitement for customers," says Egling. "We are prepared to invest in making that happen because it gives independent brewers an opportunity to reach new markets while giving shoppers more choice."

Expanding reach through e-commerce

Today, Hillcrest TOPS at SPAR is recognised as one of South Africa's premier destinations for craft beer, stocking one of the country's widest selections of independent breweries under one roof. Egling has also embraced e-commerce to further support smaller producers. "Online retail has helped remove many of the geographical barriers that once limited craft brewers," he says. "It has made it easier for customers to discover independent brands and for breweries to reach audiences beyond their immediate communities."

Looking back over the past 15 years, Egling says South Africa's craft beer industry has evolved from a collection of passion projects into a thriving sector of innovative, commercially minded businesses. "What has never changed is the creativity and collaborative spirit of craft brewers," he says. "They are constantly experimenting, sharing ideas and pushing the boundaries of South African brewing."

As South Africans continue exploring new beer styles and flavours, Hillcrest TOPS at SPAR remains committed to championing independent brewers and creating memorable discovery experiences for customers. "Our goal has always been bigger than simply selling beer," concludes Egling. "It's about supporting local entrepreneurs, helping great products reach more people and giving customers a reason to come back and discover something new every time they visit."

ENDS// About the SPAR Group:   The SPAR Group Ltd (SPAR or the group) is a warehousing and distribution business listed on the Johannesburg Stock Exchange (JSE) in the Food and Drug Retailers sector. The group owns the SPAR retail brand, but, essentially, supports a network of independent retailers who trade under our brand through our distribution centres. SPAR forms part of SPAR International, which is present in 44 countries and has 240 distribution centres that serve 13 million customers every day. The SPAR Group Ltd, headquartered in Durban, South Africa, is present in nine countries, has 10 distribution centres and serves 3 768 retail members through 14 store formats every day. For more, please visit www.spar.co.za or https://thespargroup.com, or follow us: LinkedIn: sparsouthafrica Facebook: @MY SPAR Twitter: @My_Spar Instagram: @my_spar