OnTap Magazine

ontapmag.co.za | Summer 2025 | 11 CELEBRATE SMART: A FESTIVE SEASON MESSAGE FROM SOUTH AFRICA’S BEER INDUSTRY The festive season is a time for connection — families coming home, friends reuniting, and communities celebrating the year’s milestones. As millions of South Africans prepare to enjoy these moments, the Beer Association of South Africa (BASA) is calling on consumers to celebrate responsibly and look out for one another. The industry has long championed responsible consumption, and this year BASA is amplifying the message. With holiday travel, year-end parties, and social gatherings in full swing, even small decisions can make a big difference to public safety and personal well-being. Responsible choices start with simple actions: knowing your limits, pacing your drinks, staying hydrated, and eating before and while you consume alcohol. Importantly, festive cheer should never lead togettingbehind thewheel after drinking. SouthAfrica continues to face unacceptably high levels of alcohol-related road accidents during December and January — a tragedy that is avoidable. The industry is stepping up its role, too. Breweries and retailers across the country are increasing visibility of responsible messaging, offering lower- and no-alcohol options, and working with partners to promote designated-driver campaigns, safe-ride services, and community awareness initiatives. These efforts align directly with BASA’s harm-reduction priorities and its mission to build a responsible, sustainable beer culture. “Great celebrations don’t require excess,” says BASA CEO Charlene Louw. “We want South Africans to enjoy beer as part of shared experiences — without harm, without risk, and without regret. Responsible consumption protects families, strengthens communities and ensures everyone gets home safely.” This festive season, BASA encourages every South African to embrace moderation, choose safety and help create a culture where celebration and responsibility go hand in hand. Because the best memories are the ones you can remember — and repeat — year after year. A new chapter has opened for beer education in South Africa. The University of Johannesburg (UJ), in partnership with the Sommeliers Academy and the Beer Association of South Africa (BASA), has introduced the Beer Ambassador’s Certificate — a pioneering programme designed to elevate beer’s standing in the hospitality, tourism and beverage industries. The qualification gives students and young professionals an in-depth understanding of beer’s heritage, brewing processes, glassware, pouring techniques, flavour profiles and food pairings. It also explores beer’s growing presence in premium dining spaces. Already running successfully at the Central University of Technology in Bloemfontein, the programme’s arrival at UJ marks a major step in expanding beer education across the country. CHANGING PERCEPTIONS OF BEER For the Sommeliers Academy’s Jean Vincent, the certificate is as much about mindset as it is about skill. “Beer is often treated as a casual beverage, yet globally it enjoys the same premium respect as wine and spirits. This programme gives learners the confidence and knowledge to speak about beer with authority —whether they’re pairing it with a meal, presenting it to guests or working anywhere across the hospitality value chain. It’s about making them job ready.” WHERE THEORY MEETS INDUSTRY UJ’s academic team sees the certificate as a natural extension of what students are already learning. Dr. Bhekisisa Dlamini from the Department of Biotechnology and Food Technology explains: “Brewing science forms part of our curriculum, but this certificate brings industry insight to the classroom. It closes the gap between theory and practice, preparing students for opportunities in microbrewing, the broader food and beverage sector, and roles in quality control and production.” BUILDING AMBASSADORS FOR THE FUTURE For BASA, the programme is a long-term investment in the sector’s future. CEO Charlene Louw believes the certificate is creating more than just skills — it is shaping the next generation of champions for the industry. “This initiativeempowers youngpeople to seeandpresent beer as a product of quality, innovation and cultural pride. Graduates of this programme become ambassadors who can elevate beer’s reputation, strengthen its contribution to tourism and hospitality, and unlock greater employability and entrepreneurship.” LOOKING AHEAD Early interest has already exceeded expectations, positioning UJ’s pilot as the beginning of a much broader movement. The Beer Ambassador’s Certificate is on track to become a staple in higher education nationwide, empowering new talent to transform perceptions and open doors across the beer value chain. BREWING THE NEXT GENERATION: UJ LAUNCHES THEBEERAMBASSADOR’S CERTIFICATE