Ultra Liquor Specials: Who Ultra Liquors Is and How to Judge a Bottle Store Deal

Quick answer: Ultra Liquors is a privately owned South African liquor chain, set up in 1986, that sells to both households and trade customers. Its specials change by store and by week, so the safest way to use them is to check your branch, compare the price per unit and keep to the legal rules: you must be 18 or older to buy alcohol in South Africa.

Last updated: October 2026. Company facts come from public profiles and local news; we do not quote shelf prices because they change.

Who is Ultra Liquors?

Public profiles say Ultra Liquors was established in 1986 by Colin Robinson and John Hooper, whose families bought 12 small neighbourhood stores trading as Solly Kramer's. The group is privately held and trades as Ultra Liquors, Ultra Liquors Express and Tabooz. The last Solly Kramer's store was rebranded Ultra Liquors Express in 2021. It is described as a hybrid retail and wholesale business supplying households and more than 1,800 businesses.

Fact	Detail
Established	1986
Founders	Colin Robinson and John Hooper
Ownership	Private
Trading names	Ultra Liquors, Ultra Liquors Express, Tabooz
Business customers	More than 1,800
Stores	Roughly 80 (a 2023 local report lists 81; older sources say 60+)

Ultra Liquors versus other liquor options

Type	Examples	Strength	Watch-out
Bulk-style liquor chain	Ultra Liquors	Cases and trade-style buying	Specials differ by branch
Supermarket liquor	Checkers LiquorShop, tops! at SPAR	Combine with groceries and loyalty programmes	Range can be narrower
Specialist wine or craft shop	Independent bottle stores	Expert advice and rare labels	Often higher prices
Delivery apps	Sixty60 and similar	Convenience	Fees and age checks on delivery

How liquor specials usually work

• Straight price cuts on bottles, six-packs or cases.
• Multi-buy pricing, where the unit price drops at a set quantity.
• Seasonal packs before Easter, Heritage Day and December.
• Supplier-funded promotions, sometimes with free glasses or cooler bags.

Check the special in four steps

1. Work out the price per 100 ml. Divide the price by the volume. A 750 ml wine, a 1 litre spirit and a 24-can case can only be compared this way.
2. Compare with the normal price. Photograph shelf tags when there is no promotion.
3. Check the pack size. A case is not always cheaper per bottle than six singles.
4. Read the small print. Some deals are for one size, while stocks last, or need cash or a card.

The legal side

• The minimum age to buy alcohol is 18, and staff may ask for ID.
• Trading hours and Sunday sales depend on provincial and municipal rules and the store's licence.
• The legal drink-driving limit is 0.05 g per 100 ml of blood. Rather get a lift.
• Pregnant women are advised to avoid alcohol entirely.

Pros and cons

Pros

• Case and multi-pack pricing can lower the cost per unit.
• The trade background suits stokvels, braai groups and small businesses.
• Wide range in one stop.

Cons

• Bulk buying can push you to overspend.
• Bigger packs need storage and a bakkie or car boot.
• Specials differ per branch.

Planning a braai or long weekend

Guests	Planning idea
8 adults	2 to 3 cases of beer or cider equivalent, plus wine and mixers
15 adults	4 to 6 cases equivalent, mixing wine and spirits
25 adults	Ask about bulk options; plan transport and non-alcoholic drinks

These are planning ideas, not rules. Adjust to your crowd and the length of the event, and keep ice ready for load shedding days. If the Checkers offers are not quite what you need, it is worth comparing them with the latest Pick n Pay catalogue and the current Take n Pay catalogue before you decide.

Frequently asked questions

Is Ultra Liquors a franchise?

Public reports mention a franchise division, and a 2021 Mossel Bay advertorial calls that store the 61st in the group. Franchise terms are not public.

Does Ultra Liquors sell to businesses?

Yes, profiles say it serves more than 1,800 business customers.

What is Ultra Liquors Express?

One of the company's trading names; the last Solly Kramer's store became Ultra Liquors Express in 2021.

Are specials the same in every branch?

Not always. Phone your branch first.

How old must I be to buy alcohol?

18 or older.

When liquor specials tend to appear

Retail promotions follow the South African calendar. These are common buying moments, not guaranteed Ultra Liquors dates, so always confirm the current leaflet or shelf tag.

Period	Why demand rises	Smart move
Easter weekend	Long weekend, family gatherings	Buy early; stores can run low on popular lines
Heritage Day (24 September)	National braai day	Combine beer or cider with braai shopping
Black Friday (late November)	Retailers push discounts	Compare against the normal price you photographed
December and New Year	Festive season	Order bulk early, avoid the last-minute queue
Month-end	Pay-day shopping	Expect crowds on Fridays and Saturdays

Buying in bulk: a stokvel and braai-club guide

Because Ultra Liquors serves trade customers as well as households, many shoppers use it for group buying. A few habits keep this sensible:

1. Agree the budget first. Decide the per-person contribution before anyone walks into the shop.
2. Split the list by category. One person handles beer and cider, another wine, another mixers and ice.
3. Keep the slip. It makes returns of unopened stock and group accounting easier.
4. Plan the lift home. Cases are heavy; a bakkie or a car with a proper boot makes life easier.
5. Plan sober transport. Name a driver or book an e-hailing ride before the event begins.

Storing and serving

• Keep wine out of direct sunlight and away from the stove.
• Chill white wine and bubbly before serving.
• Store beer cold, ideally upright, and avoid repeated warming and cooling.
• Buy ice early and keep a cooler box ready during load shedding.
• Offer water and food alongside drinks so guests pace themselves.

Common mistakes to avoid

• Buying a "special" without checking the normal price.
• Ignoring the unit price and choosing the biggest pack by default.
• Forgetting ID for anyone who may look under 25.
• Assuming a flyer price applies in every branch.

Sources

• DotActiv case studies on Ultra Liquors
• Vaal Weekblad (Citizen), March 2023 report on the Vaalpark store
• Mossel Bay Advertiser, October 2021 advertorial
• National Liquor Act (minimum age of 18)