OnTap Magazine

The Eastern Cape has a vibrant tourist economy. It has so much to offer visitors. From the scenic beaches of the Wild Coast to the quaint charm of small towns in the Great Karoo. From game farms to five-star hotels. From the Baviaanskloof to the Addo Elephant Park. It is a part of our country that is rich in history and tradition, offering many ways to enjoy things that are uniquely South African. One experience has been somewhat overlooked, however: the beer experience. Until now. The recent launch of the Eastern Cape's Craft Brewing, Distilling and Wine Route is an example of the unique experiences the province has to offer visitors. Craft beer tourism itself has the potential to contribute significantly to the economy of the province. In 2022 domestic tourism alone contributed a total of R8.6 billion to the provincial economy. Increasingly, international and local niche tourism is showing growth. With the trend of "beercations" and craft beer tourism still continuing to be popular, South Africa is uniquely positioned to offer beer drinkers unforgettable tastings, tours, festivals and cultural educational experiences. Combining the beer and tourism industries can obviously unlock further economic gains for all.  The latest figures from the Craft Brewers Association of South Africa (CBASA) list no less than 18 world-class craft breweries in the province, all showcasing the rich heritage and stunning diversity of South Africa's brewing.  On the 8th of November, the Beer Association of South Africa (BASA) and the Eastern Cape Liquor Board (ECLB) hosted a training course for Beer Ambassadors at the Garden Court Hotel in East London. Twelve trainees benefited from the course, which provided them with knowledge of beer service skills. They are now beer sommeliers, having received their certification from the Sommeliers Academy. The workshop was aimed at equipping them for careers in the beer and hospitality industries. It was largely tailored for waitstaff and floor managers operating within the premium segment of the on-trade market.   Lorna Sifumba, a restaurant manager, found the experience very valuable. "It enriched my knowledge of beer and serving beer. The etiquette and the elegance. I can benefit from the training. I can take the knowledge and educate my co-workers also."  Shandre Mnyani is a 20-year-old waitress from East London and she is interested in improving her skills. "[It was] such an educational experience. I'll be experienced in how to serve beer and how to explain things to all my clients. Now I have a better understanding of beer."  The Beer Ambassador workshop was also dedicated to building confidence. Through lectures, exercises and practical case studies, trainees were taught the art of beer presentation and service, glassware and temperature management, food pairing, as well as effectively addressing client expectations. The passion with which all involved – especially the ECLB and the Sommeliers Academy's knowledgeable JV Ridon – seized the chance to more firmly establish South African beer culture within the context of tourism, is appreciated not only by the trainees, but by the beer industry at large. We have great brews, great views, and great service to go with it. There is no reason beer tourism can't be championed further in the beautiful Eastern Cape. THE ART AND THE BUSINESS OF SERVING BEER IN THE EASTERN CAPE ontapmag.co.za | Summer 2023 | 9