OnTap Magazine

ontapmag.co.za | Spring 2025 | 19 “We aged some of the beer on cherry casks from Bain’s whiskey and then blended this back into the stout.” But what he is most excited about is that they have added some more beer into those casks, to age for next winter, so the 2026 batch will take the beer up another notch. FOR GOOD: When Jack Black built the brewery and taproom, they were very keen to do some good with the space and brand. They wanted to minimise their negative impact on the environment. They were early adopters of the paper wrap for their beers. “...and that was tough, the paper wrap is very expensive and most people don’t do it,” Ross begins. “We were giving away a lot of margin in order to do good versus the plastic shrink-wrap, which costs cents, compared to rands for the wrap.” Jack Black is still operating on this basis, doing good where they can. Meghan is credited as the driving force behind the “For Good” projects at the brewery, something that is very much part of the culture of all you meet at the brewery. Where one would assume there was a starting point, in reality, the concept really developed as the company grew. They had always been keen to give back to the communities they found themselves in, through beer. So, the “For Good” campaigns we know today grew out of this initial concept and core value. “We didn’t have any marketing budgets necessarily, so we would give back through donating beer to running clubs, various charities and once we had the taproom, we would provide a venue for community type events and clubs to come and have a space to enjoy.” Ross’s brother joined the business and assisted Meghan over a six-year period in the process of cementing their ambassador program. “We weren’t going for major sports people, but we were going for the local heroes. Whether it be running or surfing, we would support them however we could, whether it was with beer, with the taproom, or with sharing their stories to our wider communities who were always eager to engage.” The company has always tried to collaborate with local artists. This ranges from commissioning works for in-store murals, to special edition glassware designs or the artwork on the growler. They also work to support local and national artists in collaborative content generation. This, of course, serves not only the brewery, but brings a level of exposure to local artists, that would otherwise be very costly to achieve. These are the sorts of core values that have helped embed the Jack Black brand as one of inclusivity and all of this stays true to the founders’ mission to give back to the communities. This doesn’t stop at sport or art. Through their ambassador program, they team up twice a year with local chefs Ivor Jones and Chef Ollie, to host the “Hot Fudge Sunday” at the taproom in Diep River. These local legends cook up a five-course meal, which is then paired with Jack Black beers. All of this, feeds back into elevating the craft beer category, by placing it around the table with great food. Tristan Werner, head of marketing, says the brand very much wants to form part of that finish-line feeling. "Jack Black beers are a small reward and recognition for a life lived with passion. The beer pairs perfectly with the good vibes you get for the effort you’ve put in.” He clarifies further: “Whatever that may be for you. These moments turn into rituals that are shared with your friends and communities, bringing you joy and bonding you together.” Currently there are two campaigns running under the “For Good” initiative: Shoes for Good and Pints for a Purpose. Shoes For Good trades a pint of beer for used trail running shoes, and works in partnership with Sneaker Shack who refurbishes these used shoes, that are then redistributed to underprivileged communities and running clubs. Pints for a Purpose, on the other hand, donates a percentage of tap sales from a specific beer in the brand homes to various charities. As Jack Black sales grow, the good they do in the communities grow with them. One of the reasons Malcolm Human is so excited about the second brand home on the Nederburg estate, is because of the potential it holds to do even more charitable events through these “For Good” initiatives. Jack Black has done a lot for craft beer awareness in South Africa, and their success, through grit and innovation has proved that craft beer can not only be a great way to enjoy South Africa’s favourite alcoholic beverage, but the community driven approach can also do a lot good. And in more ways than one, this is a success story. For Good and community collaborations