Woolworths expects its Dainfern WCELLAR to bring in around R200,000 a week—but a liquor licensing dispute stood between the retailer and those sales. An interim court victory has now cleared the way for the outlet to trade, adding a dedicated drinks offering to its new Food Emporium.
If you are a fan of the brand, for shoppers, it promises more choice alongside their grocery shopping. For investors, it raises an interesting question: can Woolworths turn that convenience into R10.4 million in annual sales? Here’s what delayed the store, how the retailer won temporary trading permission, and what customers can expect.
Table of Contents
1. What Is WCELLAR?
WCELLAR is Woolworths’ specialist liquor offering, available through physical stores and online. Although the Dainfern outlet is new, the brand already has branches in several provinces.
It goes beyond a traditional wine store, offering selected South African and international wines, sparkling wines, spirits and craft beverages. Woolworths also promotes staff assistance with choosing bottles and matching drinks with food.
2. How Does Dainfern Fit Into the Picture?
Woolworths announced its first Gauteng Food Emporium at Dainfern Square in August 2026, following its earlier Durbanville opening.
The format combines everyday groceries with specialist counters and meal inspiration. At Dainfern, this includes butcher and fishmonger counters, a specialist cheese counter, fresh sushi, an expanded bakery and a What’s Cooking Bar offering samples and recipe ideas.
The WCELLAR offering complements this larger food destination. Rather than a separate liquor emporium replacing the grocery store, it adds another specialist shopping option to the development.
3. Why Was the Licence Delayed?
According to TimesLIVE, Woolworths applied for a liquor store licence in June 2022 and received conditional approval that October. It needed to submit photographs of the completed premises before a final inspection.
Lease negotiations, access to the premises and changes to the development delayed construction. When Woolworths later submitted the required photographs, the liquor board said the application had expired.
The disagreement centred on whether a 12-month deadline applied automatically when the board had not specified a compliance period.
4. How Did Woolworths Win the Ruling?
The Gauteng High Court granted interim relief on 5 October 2026. TimesLIVE reports that the judge accepted Woolworths’ argument that the board could not rely on an unspecified deadline to treat the application as expired.
The order permits liquor trading while the final review remains pending. It does not remove the outlet’s obligations under applicable liquor laws.
For anyone researching how to start a liquor store, the case highlights the importance of licensing conditions and timelines. It should not be read as general permission to open a liquor store without a licence to sell alcohol: this order applies specifically to Woolworths’ Dainfern premises.
5. What Do the Financial Projections Mean for Investors?
BusinessTech reports projected annual gross turnover of R10.4 million, equivalent to approximately R200,000 a week.
That represents potential sales before expenses. It does not tell investors how much profit the outlet could generate after stock, staffing, rent and other operating costs.
The business opportunity is straightforward: customers already visiting Woolworths for groceries could also purchase drinks during the same trip. BusinessDay describes WCELLAR’s positioning as a way to capture spending from loyal customers who previously bought alcohol elsewhere.
Whether Dainfern achieves its forecast—and converts sales into worthwhile returns—will depend on actual demand and operating performance.
6. What Is Exciting for Shoppers?
The practical attraction is choice, guidance and convenience.
Woolworths says WCELLAR offers exclusive wines developed with winery partners, selected international labels and a broader drinks range. Customers can also browse and order online, subject to availability and delivery coverage.
For shoppers looking for the best South African wine for their own tastes and budget, staff guidance may make unfamiliar bottles easier to explore. That is a personal choice, rather than a claim that one retailer’s range is objectively the best.
At Dainfern, the combination of specialist food counters and a drinks offering could simplify planning a dinner, buying a gift or preparing for a gathering. This is the potential convenience of the format, rather than a guarantee of lower prices.
7. What Can Customers Expect Next?
The confirmed development is interim permission for the Dainfern outlet to trade. The final review remains unresolved in the reporting examined.
Woolworths’ existing WCELLAR network and its investment in the Food Emporium format show that specialist shopping experiences are already part of its approach. However, this court ruling does not announce a new national rollout or opening schedule.
Customers should check directly for Dainfern’s current trading hours and product availability. Investors, meanwhile, can watch whether the projected sales become actual results and whether combining food and liquor shopping strengthens the store’s commercial performance.
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