A living, working, breathing coffee shop, created by people

Ingrid Shevlin

Lineage Hillcrest was recently judged to be the best coffee shop in KwaZulu in the 2025 Battle of the Beans coffee competition. Owner Craig Charity received his award at a ceremony held recently in Durban.

Second in the KZN honours was Now Coffee in Glenashely and with Morningside's Boston Brew Coffee third.

Charity has been involved in the coffee industry for decades and owns or part owns three Lineage coffee shops  with enviable reputations. Apart from Hillcrest there is a branch in Westville and another in Nottingham Road, which was judged to be one of the top three best shops in the Pietermaritzburg and Midlands area. The latter’s barista, Mfana Zibula, also won Best Barista for the same area. 

Charity, of course, is more than a hands-off proprietor of coffee shops. His hands are deep in those coffee grounds, so to say as a roaster and barista. In his younger years he won the South African Barista Championship in 2013, after which he went on to represent South Africa in the World Barista Champs in 2014. 

IS: He’s no stranger to winning. So, is it still a thrill to win?

CC: I wouldn't necessarily use the word ‘thrill’. I’d describe it as humbling. For Lineage to have that level of respect and recognition from the community after decades, is something I don’t take lightly."

IS: To what do you attribute your successes?

CC: I attribute it to the fact that we treat coffee as a collective effort. At Lineage, we have the technical side down to a science, but the atmosphere is a living thing created by our people. We focus on individual brilliance rather than just uniformed staffers; we want the personalities of our team members to shine through in their work. When you pair that with a customer base that truly engages with us, you get a culture that writes its own success story. The awards are just a reflection of that connection

IS: Apparently you have divested yourself of some aspects of Lineage in Hillcrest. Explain?

CC: I’m not divesting from Lineage; rather, I am evolving my role within the industry to meet a massive need I’ve seen for years. I have a deep passion for coffee machinery and the technical side of the craft, as well as for people's upliftment and job creation.

I established Complete Coffee Solutions (CCS) with a friend as a completely separate company from Lineage because I wanted to create an outward-driven support structure that serves the coffee community at large. It was vital for CCS to be its own independent entity so that it could remain entirely brand agnostic. Because we (CCS) do not roast coffee and we are not a cafe, we can work with any coffee roastery or cafe without the fear of a conflict of interest. We are here as a neutral partner to support the whole industry.

IS: Do you think coffee shops are evolving?

CC: We are seeing a move away from the traditional ‘daytime restaurant’ style cafe toward streamlined coffee bars. These spaces have smaller menus, faster table turnarounds, and a more agile footprint. We’re also seeing the rise of pop-ups in car parks or coffee bars attached to other businesses. The industry is definitely becoming more specialized and efficient.

IS: Do you think coffee drinkers will see the introduction of more and weirder coffee flavours or will the plain espresso for the coffee purist remain the standard?

CC: In South Africa, the large cappuccino remains the king of drinks. While additives and fads come and go, the core of the industry is remarkably consistent. From a business standpoint, adding too much complexity behind the bar can actually be a hindrance. The true essence - the marriage of espresso and steamed milk - is a standard that isn't going anywhere.

IS: Is there a danger of coffee becoming a luxury drink?  

CC: No. People in developing countries have always found ways to enjoy coffee. While the market fluctuates and prices may rise, people naturally adjust their habits and find more affordable ways to keep coffee in their lives. People will always find a way to afford what they value

IS: And the Future: High-Tech vs the human element

CC: There is a growing divide between the role of the machine and the role of the human. We already have incredible technology -like double-boiler machines and grinders that weigh every dose - which ensures that the quality side of the coffee is handled with total consistency.

However, while the machinery will handle more of the quality and consistency, the human element is something that can never be replaced. The real role of a barista in the future isn’t just about making amazing coffee; it’s about being the person behind the counter who makes your day. The machine might handle the cup, but the people handle the connection -and that remains the most vital part of the coffee experience.