The cuppa creating a community

Ingrid Shevlin

I’ve known Craig Charity for maybe 20 years, first meeting him when I launched Cafe Society during my time with the Sunday Tribune. Cafe Society, also known as the Great Cappuccino Hunt, judged and rated the cappuccinos and coffee shops in the Greater Durban area, North and South Coasts and Pietermaritzburg and the Midlands. The aim was to promote the coffee industry, raise standards of coffee serving and educate the public.

Craig was already something of a local coffee hero back then, having won the South African Barista Championship in 2013, then going on to represent South Africa in the World Barista Champs in 2014, coming 15 and then winning the All African Barista Champs in 2017. Now he owns/co-owns three venues, Lineage in Hillcrest, Lineage in Westville and Lineage in Nottingham Road.

Much has happened in the coffee industry in 20 years. Many, many coffee shops have opened, especially specialty coffee shops aimed at the coffee aficionados. And, of course, many have closed. That Charity’s Lineage in Hillcrest took second place in the recent Battle of the Beans competition to find the best coffees in KZN is an astonishing feat. Lineage in Nottingham Road was judged to be one of the top three in Pietermaritzburg and Midlands.

I asked Charity about this and other questions...

“I always feel privileged when Lineage is acknowledged in any way. It’s something I never take for granted. When you’re still being acknowledged years later, it means you’ve made an impact.

“That impact, however, doesn’t come from one person alone - it’s built on the small, unseen efforts of many. From the baristas making the coffee to the team running things behind the scenes, every part plays a role. Success isn’t just about a founder or a brand; it’s about the people who show up every day and make it happen.

Has it been challenging to stay on top of your game considering increasing competition?

“Definitely. When you start, there’s a lot of built-up passion, fresh ideas, and energy that make an immediate impact. But sustaining that over time is a different challenge. I’m grateful that Lineage has grown beyond just a brand - it’s a community. While the industry keeps evolving, we’ve focused on being a place of consistency and comfort.

“There’s a lot of innovation happening in coffee, and we welcome it, but our goal has never been to “win” at coffee. Instead, we want to provide something lasting - a space where people know they’ll always get excellent coffee, familiar faces and a sense of belonging.”

Everybody thinks it’s easy to open a coffee shop, but it isn’t. What are the biggest challenges today that perhaps weren’t there 10 years ago?

“Ten years ago, specialty coffee in South Africa was still developing. Now, the industry is far more advanced, Great baristas are the norm, there are more roasteries, and equipment has improved dramatically. The barrier to entry is much higher. A good idea alone isn’t enough anymore. If you’re relying on hope rather than deep conviction, you probably shouldn’t do it.”

But any advice for anyone daring to follow your path?

“If opening a coffee shop is just a nice idea, it won’t work. It has to be something burning inside of you - something you’re willing to fight for no matter what. Passion alone isn’t enough; you need resilience, strategy, and the ability to adapt.

What do you think of the general standard of coffee shops in KZN? Are they improving?

“The industry is improving, but sustainability is the real challenge. Some cafés launch with a lot of hype, but struggle to maintain consistency and quality over time. The ones that last are the ones that truly understand what they’re doing and are committed to constant evolution.”

Where do you see yourself and the coffee industry in ten years?

“I want to innovate and help others succeed. Having worked as a barista, roaster, technician, and café owner, I see my role as a resource for others in the industry. More importantly, I want to focus on creating employment opportunities, not just training baristas.

“Too often, training programmes create skilled people without actually opening up new jobs. I want to be part of the solution - whether that’s through consulting, better systems, or even new equipment that makes running a café easier. The industry doesn’t just need better baristas; it needs more sustainable career paths.”