OnTap Magazine

Dear beer lovers, Jim Collins said, "Great vision without great people is irrelevant" and I fully concur with this sentiment. Even the best ideas or strategies are only as successful as the people who bring them to life and, when you have the right people, you enable success. That is why I am excited to introduce the team members who have joined the Beer Association of South Africa (BASA) and are already playing a key role in driving the organisation forward. Please join us in welcoming: • Archy Hlahla as our Marketing, Communications & Stakeholder Management Manager • Khomotso Motsoku has joined as the Executive Assistant • Shawn Chauke who is our Programme Coordinator. I am so grateful to be able to work side by side with an incredibly talented and dedicated staff who work tirelessly to support our members and the beer industry. Let's take a look at some of the recent work that we implemented. Enhancing Brand Image and Perception We have actively pursued our objective to enhance the reputation of beer and in September we explored the historical and cultural significance of traditional beer. During Heritage month, which coincides with Tourism month, we examined South Africa's rich brewing history and how the country's unique brewing culture is beginning to attract serious international attention. We looked at the key trends in the beer industry and underscored the important role tourism plays in shaping and expanding the South African beer market. There is need to do more to profile beer tourism, to showcase the importance of the craft beer industry in beer tourism, and to evaluate the impacts of beer tourism for local economic development. BASA created a unique beer experience for the Eastern Cape Liquor Board at our recent stakeholder engagement hosted at Devil's Peak Beer Company in Cape Town. The experience exposed the Board to the unique beers brewed by the company, and to explore the company's operations and the employment opportunities it has created. Better Beer Regulation We have strengthened partnerships with the Gauteng Liquor Board and were encouraged by the MEC for Finance and Economic Development in Gauteng, Mike Maile and his efforts to meet with the industry to understand the challenges faced due to inefficiencies of the Gauteng Liquor Board. The Board has the potential to be an important driver of economic activity in the industry if it functions optimally. There is also opportunity to mobilise significant support from the Finance and Economic Development Department and its funding entities to catalyse investment in small beer manufacturers. Maximizing Value through Strategic Partnerships BASA has made significant strides in promoting responsible consumption in South Africa. We have partnered with law enforcement and the Education Department to provide school uniforms and raise awareness about underage drinking.We alsoparticipated in events like the Siyaphakama Multisport Tournament, focusing on life skills education. We are committed to driving change and strengthening partnerships. CHARLENE LOUW CEO of BASA LETTER FROM THE CEO OF THE BEER ASSOCIATION OF SOUTH AFRICA 6 | Summer 2024 | ontapmag.co.za