OnTap Magazine

ontapmag.co.za | Summer 2025 | 39 F irstly, I want to say that I am famously an optimist (classic Johan). However, I do not fully agree with that label because, in my mind, dreaming big and working hard make things happen. But yes, the reality remains that I tend to see the glass half full. What I hope is that my point of view leaves you with something worth thinking about, and that this thought leads to something meaningful, something that forms part of the foundation for the next generation of beer lovers. The craft beer world, particularly its hipster elite corner, has had a dark cloud hanging over it for the better part of the past two years. It started with news of brewery closures abroad, a phenomenon that then began making an appearance in the South African industry. The uncomfortable truth is that the signs were predictable. For nearly two decades, the craft beer sector enjoyed what was probably the biggest beer boom in history. People discovered flavour, embraced it, obsessed over it, and fell in love with the culture that sprang up around it. The opportunity was obvious. Beer lovers, entrepreneurs, opportunists, and the big players took the risk and, almost overnight, craft exploded. It was ten percent of the beer sales but ninety percent of the noise. To make sense of what lies ahead, I’ve split my thoughts into what I believe will happen in 2026 and what principles I feel the industry must embrace. PREDICTIONS Rising Above Mediocrity: Greatness will rise, and mediocrity will fall. The days of getting away with being average are behind us. You cannot make an average beer with average marketing and treat packaging as an afterthought, not anymore. In 2026, the best of the best will grow through customer loyalty, consistency, and a renewed commitment to quality. Brewers who take their craft seriously will see the rewards, while those who coast along will find the market a lot less forgiving. Facing The Hard Truth: More closures are coming. Unfortunately, there is no way around the elephant in the room. Many breweries still have not recovered from the debt and cash-flow disruption caused by the COVID years. On top of that, some brands have been holding on by a shoestring for far too long, which slowly drains passion and innovation. You can see it in the breweries that no longer experiment, no longer improve their recipes, and no longer push themselves. Innovation is the heartbeat of craft. When it stops, decline follows. Flavour Wins: Flavour is here to stay. Premium beer is the new normal. People are no longer loyal to a brand simply because their dad used to drink it. They are loyal to quality. Once you have tasted good beer, you simply cannot forget the experience. Commercial breweries are finally realising this and are putting more thought into the quality of their liquid. We are already seeing this shift commercially with brands like Stella Artois, which lean more towards a malt-forward lager compared to watery macro lagers. The line between craft and commercial is blurring in fascinating ways, and I think it will push everyone to raise their game. The Female Frontier: Women beer drinkers have entered the market. More women are drinking beer than ever before, and the old stigma of beer being only for the husband in front of the rugby game is fading away. Female drinkers have more adventurous palates and a sharper appreciation for something good. If breweries target them correctly, women will easily fall in love with complex styles. The beer world has always said it wants to grow the market. Well, here it is. This demographic is not a side quest, it is the main quest. The Rise Of The Emerging Craft Beer Market: The pandemic wiped out most of the Black-owned craft beer brands, but there is hope. Champions like Tolokazi, Mohope, Beer n’ Beats, and Msiza Beer have been steadily building a loyal following, opening the floodgates to an untapped emerging craft beer market eager to experience something new and different. And as this audience discovers craft beer on its own terms, the entire industry stands to benefit. Watch this space! PRINCIPLES Control The Narrative: We have a chance to decide how the public sees beer and the people behind it. Consumers do not care about our problems. Our job is to give them a moment to forget theirs. Beer must be