OnTap Magazine

8 | Summer 2020 | ontapmag.co.za OT: Congratulations on the first anniversary of Mohope! It must have been a difficult first year for you – what have you been doing to ensure the brand survives? LM: Things have gone reasonably well despite the lockdown challenges. We started well with our launch in December 2019 and the brand was well received in the market. During the lockdown period when we could not sell our beer, we embarked on a marketing campaign to keep the brand top of mind to consumers. We also ran a digital marketing campaign to educate the South African public about the danger of alcohol abuse and irresponsible drinking. As a marketer I believe you do not stop marketing your brand just because you cannot sell. OT: You are something of a serial entrepreneur. What were you doing before you started the beer brand? LM: After spending many years in the corporate world I ventured into entrepreneurship 14 years ago. I started an advertising and media company in 2007 which focuses mainly on outdoor advertising. In 2011, I started a marketing consultancy that focuses on marketing coaching and mentoring for small businesses. These two businesses are still running. I am very passionate about entrepreneurship as I believe it Entering the craft beer market is never easy, but when your brand launches just months before a nationwide alcohol ban, things become particularly challenging. Despite the setbacks, Mohope Brew celebrates its first birthday in December. We chatted to founder Lebona Moleli about entrepreneurship, entering the township market and staying visible even when you can’t sell. Mohope is a celebration of our African heritage