Norman Goodfellows buys stake in Port2Port

Norman Goodfellows acquired a substantial interest in, South Africa’s largest online fine wine and spirits marketplace.

Norman Goodfellows was founded in 1976 and has grown into one of South Africa’s leading liquor retailers. was founded in 2015 and rose to prominence with the backing of Distell and venture capitalist Michael Jordaan.

Its online marketplace offers over 2,500 products from 500 producers across over 15 countries.

Norman Goodfellows said the strategic acquisition will combine the expertise and reach of two industry leaders.

“It will greatly enhance the liquor buying experience for consumers across South Africa,” Norman Goodfellows said.

Port2Port will continue operating as an independent brand under its current management team, which Nicolo Pudel heads.

“The acquisition represents a significant step forward in expanding our online capabilities,” Norman Goodfellows said.

The partnership will offer Port2Port access to Norman Goodfellows’ logistics network, extensive warehousing capabilities, and a broad product range, particularly in spirits.

“This collaboration is poised to elevate Port2Port’s spirits offering to over 1,000 on-site products, establishing it as the largest online marketplace for spirits,” it said.

Norman Goodfellows CEO Jason McEvoy said the partnership will leverage their industry expertise with Port2Port’s eCommerce expertise.

He is confident that the collaboration will set a new standard for online wine and spirits shopping in South Africa.

“We’re not just looking to grow. We aim to transform the way liquor is experienced, bought, and enjoyed by enthusiasts across South Africa,” McEvoy said.


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