OnTap Magazine

Hester Bergh has over a few short years become a fixture in the craft beer industry in the Western Cape. Her energy and her passion are apparent when you meet her. She has an attitude that you can describe as no-nonsense or direct, but perhaps it is better to describe her as highly expert but completely unpretentious - a description that captures the unique nature of the craft beer community in South Africa quite accurately. Born, raised and educated in Bloemfontein, Hester came into contact with the beer industry as an art director in corporate advertising 19 years ago. Working on brands that are loaded with a sense of history and heritage - such as Black Label - made her realise that no matter what happens in her future, she wants to keep in contact with the beer industry. Nine years ago, she started her own company, Trill, assisting startups and local businesses in Cape Town in their positioning. It was at that same time a friend of hers got involved in the Brewers Co-Op in Cape Town and through this friendly connection Hester found herself running the taproom, doing marketing and managing the space on-and-off for six years. She talks about Woodstock Brewery's involvement in the Mother Soup project during the pandemic as an important event in her life. The project fed 20 000 people a day and later became a permanent NPO and she loved being a part of it. "It felt then like the people in the beer industry went to army together. There is a huge sense of community among craft brewers," she says. She clarifies about how people-focused the beer community actually is: "It is like beer is just the grout and the people are the bricks - and I am passionate about what we are building." Hester mentions that this sense of unity is also why she thinks bodies like the Beer Association of South Africa are necessary. "BASA is special because they stand for everybody. The entire industry. Every single person who loves beer." Currently she also owns, along with Tim Bugler, Beerworks at the Yard, a brewing andbeer space in Salt River. "It is a destination location in a very industrial space, but once you arrive it is like this small oasis." Apart from brewing and sipping, Beerworks is also a space of learning where the interested can come acquire the skills to craft their own brews. These beers might even - if it is a success - be served at Beerworks. "What people don't realise is that brewers are very often scientists, not ‘kuiergatte.’ They want to manipulate science in a creative way." She talks about her experiences of serving beer and how she gets consumers interested with a simple question. "People in SA so often say, 'Hi, I want a light beer' and then I ask them, 'Light in body, light in colour, light in flavour?' and then it is like you have blown their minds. They immediately want to know more." It is this on-the-ground experience she has that help her assist her clients in setting up successful enterprises. "Once they have the beer, some of them don't know how to really sell it, how to speak to a customer." Marketing should align with where the business really happens: service and keeping customers happy. She takes an intense interest in making sure the beer space as a business is a well-oiled machine, from brand image to atmosphere to the technicalities of beer service. "You know," she says, "the truth is always the consumer. To connect is a primitive need in all consumers. This is important - beer and beer spaces are a real space of connection." Hester's 5 tips for better the service.  1. Offer tasters of whatever you serve on tap. Send your bar staff for training or brewing sessions. 2. Look at your beer glasses or vessels. Serving jugs are great for volume, busy trading times and pushing volume. Work smart, not hard.  3. Double rinse glassware (always). Soap is not great for CO2, neither is fat. So make sure you use dishwashing liquid and then a hot rinse. 4. Use thewastageof your drip tray and leftover beer tomarinade meats, do batters, or as stock in any food recipe and see the difference it makes. Thinking of no wastage and monitoring your overpour is a great way to keep track of service.  5. Have tasting notes, social media links, specials and other brewery information at hand so that the staff is equipped to tell the story, sell the beer and represent your brand. Hester's 5 Tips for growing your beer knowledge 1. Support Local. Visit www.brewroutes.co.za to find your nearest brewery or pub. 2. Shop around. Visit different bottle stores and ask about their local beer line-up. Buying Quarts or bigger-size beer offerings is great for sharing occasions.  3. Get a Growler. This is the cheapest and most convenient way to fill up at any craft brewery with an off-site license.  4. Read On Tap. This publication is also available online. Stay in the know of the latest trends.  5. Join a homebrewing club or beer community. HESTER BERGH SAYS YOU DON'T HAVE TO MOVE A MOUNTAIN TO CREATE A GREAT BEER SPACE ontapmag.co.za | Autumn 2024 | 7