OnTap Magazine

The entrenched image of beer drinking has often been of a group of rowdy men in a bar, probably watching soccer or rugby on the TV. However, this stereotype has begun to change as more women embrace beer, both as consumers and professionals in the brewing industry. Women across South Africa are redefining the craft beer landscape, transforming it into an inclusive and welcoming space—one sip at a time. The Craft Beer Association of South Africa (CBASA), under the umbrella of the Beer Association of South Africa (BASA), works to dismantle the gender stereotypes surrounding beer drinking and brewing. This is just one of BASA’s goals, with its vision focused on promoting responsible alcohol consumption and fostering industry growth in a way that benefits everyone. BASA CEO Charlene Louw emphasized how beer plays a key role in South African culture. “Beer drinking is not only a social activity that brings people together,” said Louw, “it also underpins a substantial economic activity that creates jobs and develops skills. We would like to see women as full participants in the benefits that the industry can bring.” WOMEN IN CRAFT BREWING: BREAKING BARRIERS Leading by example, Wendy Pienaar and Megan Gemmell run their own craft breweries. Wendy co-founded Just Brewing Co in Benoni, Gauteng, while Megan founded Clockwork Brewhouse near Durban in KwaZulu-Natal. CHALLENGES AND LESSONS LEARNT ALONG THE WAY Breaking into a male-dominated industry came with challenges, but women brewers like Wendy and Megan turned those obstacles into opportunities. Many people held preconceived ideas about women’s roles and tastes. “At first, I was often mistaken for a server at events, while my partner Dion would field the brewing questions,” Megan recalled. “Thankfully, things have changed over the years.” Wendy added, “We still received belittling comments about our knowledge of beer, and it was common for women to be offered wine or alcopops at events instead of beer.” Another challenge, Megan noted, was the physical demands of running a craft brewery. “Growing up, many girls weren’t taught skills like plumbing or fixing equipment, but I’ve enjoyed learning those along the way. It’s been an empowering experience,” she said, highlighting that women were more than capable of thriving in this industry. HOW TO BRING MORE WOMEN INTO THE INDUSTRY “Many women who say they don’t like beer probably haven’t found the right beer for them,” said Wendy. “There is a beer for every taste, even a beer that tastes like pina colada. It is just a matter of experimenting. Women are often not offered the opportunity to experiment with beer. We need to encourage women to come to beer events, taste the product, and feel comfortable in a beer-drinking environment.” She added that SAB and Heineken positively depict beer drinkers as both men and women in their marketing, but there is still room for improvement. CONSIDER A CAREER IN BEER BREWING Craft beer is an open industry, welcoming people of all genders and backgrounds. Whether interested in brewing, marketing, or distribution, there is a place for everyone. With hard work and a willingness to learn, anyone can succeed in the beer world. Although there is no local course of study specifically for beer brewing, remote learning options through institutions like the Institute of Brewing and Distilling in London make it accessible to those interested. Both Wendy and Megan pointed out that women were often “supertasters” (a term coined by Dr. Linda Bartoshuk of Yale University), meaning they had a heightened sense of taste, which could be an advantage when judging and brewing beer. But Megan mentioned that anyone could train their palate to discern subtle flavours and aromas. “Drink more beer and more varieties of beer,” she recommended. “Taste with other people, discuss the beers and make an event of it, savour the complexities.” Megan also highlighted that many breweries preferred to employ women because of their attention to detail, a critical skill in maintaining consistent beer quality. WORKING TOWARDS INCLUSIVITY CBASA is committed to making the craft beer community as inclusive as possible. “We needed to ensure that beer events and marketing campaigns appealed to everyone—not just men,” Wendy said. “It was time for women to take up space as both brewers and consumers.” Megan echoed this sentiment, adding, “The craft beer industry has become a very inclusive environment, with both men and women helping each other. We are all working towards a common goal—good craft beer.” As more women like Wendy and Megan lead the way, they not only shape a more inclusive industry but also prove that the future of craft beer is one where everyone can thrive. After all, great beer knows no gender. WOMEN EMBRACE CRAFT BEER: BREAKING BARRIERS SIP BY SIP ontapmag.co.za | Summer 2024 | 7