OnTap Magazine

The Beer Association of South Africa has always supported promoting beer as a social drink, within the context of “social” having many different meanings. "Social" in terms of social responsibility - we champion causes that foster wider societal impact, such as job creation or the mitigation of alcohol- related harms. But also "social" in terms of companionship and togetherness, in the sense of gathering and spending time with each other. BASA believes that beer isn't just an alcoholic beverage. It can also create unforgettable experiences of sharing. It is in this specific social character of beer that a still largely untapped source of industry growth lies - beer as a serious companion to food. Of course, beer and food pairing have been around for a long while. In South Africa a large number of breweries, restaurants and even markets have excellent beer-pairing offerings. Yet, beer is still not widely associated with dining; that honour belongs mostly to wine. One does wonder why. It is not as if wine is inherently more complex or sophisticated. Surely the proliferation of craft beer types - truly an explosion of creativity and quality - have done a lot to wake people up to the complex textures, flavours and aromas of beer. For some reason, however, beer is still often seen as something that simply gets put down at the table next to meal without much thought. To quote Britain's Beer Alliance: "Beer is wrongly perceived as lower quality, homogenous, masculine, less sophisticated and less suited to informal meal occasions versus other alcoholic and non-alcoholic drinks, so it is our job to get people to reappraise it." BASA couldn't agree more with this sentiment and goal. More can always be done to excite consumers about beer as a dining drink. In fact, it has been pointed out that beer's somewhat "rougher" public image can work to its advantage. While wine and food pairings are often associated with strict rules and a certain stiffness, beer pairing can be presented as opportunities for experimentation, creativity, and a more easygoing culinary adventure. This is of course not to say beer lacks pedigree. An English Porter's mild notes of grain and toffee fits very well with a grilled salmon glazed with honey. An IPA's hop-forward, citrus taste goes perfectly with a traditional French Cassoulet. But beer offers a true variety of options, even with more everyday dishes. Did you know a lager pairs with fish and chips? And that a stout can be sipped with great taste while enjoying your Spaghetti Carbonara? A pilsner and a pork chop are made for each other? A cherry sour compliments a goat’s cheese salad? Yes. The permutations are almost endless. The novelty of all the possible taste experiences can make many more consumers part of South Africa's already large beer-appreciating population. Just one interesting marketing advantage that food pairing offers, is that consumers are much more likely to share food pairings on social media that normal beer tasting or beer drinking. BASA wants to find ways to work with liquor stores and restaurants - possibly even with grocers in Mpumalanga for a Beer in Grocers pilot project in that beautiful province - to make more and more consumers interested in pairing beer with food. Matching local dishes and local beers also offers wonderful opportunities. A Durban chicken curry and an amber ale; potjiekos and a dark lager, or chakalaka with pap and a really cold, crisp lager. For dessert, chocolate pudding and milk stout. BASA and its members are always on the lookout for ways to express our diverse national identity in the form of beer enjoyment. Beer and dining can become a celebrated form of cultural expression and social unity. Furthermore, the positioning of beer as food companion is important for our industry, because it can aid the establishment of the beverage as a drink of moderation, something that can be savoured and enjoyed mindfully. Beer has a lower alcohol- by-volume than most other drinks and therefore it actually fits wonderfully as the beverage of choice for extended social occasions such as long dinners and lunches. Enjoying a good beer can be positioned as part of a lifestyle, a lifestyle that involves judicious alcohol intake, the enjoyment of food and the appreciation of social occasions. BASA calls on all beer lovers and all role-players in the beer industry to work towards expanding the breadth of beer culture. Beer should be seen next to a tasty dish. It should be held up for a toast at the dinner table. It should be a topic of conversation between friends while they're feasting. Because the simple truth is this; our brews are of such high-quality and variety that you can find one to fit almost any dish or social occasion. ESTABLISHING BEER AS A TRUE CULINARY COMPANION Credit: ELEVATE Credit: Rachel Claire 10 | Spring 2023 | ontapmag.co.za