OnTap Magazine

This is my first On Tap letter as the CEO of the Beer Association of South Africa (BASA). Having recently taken up the position, I am struck by how warm and welcoming the beer community is. They are experts in their fields and rightly proud of their products. They value togetherness and community, while still managing to be competitive businesspeople. I personally have always valued and enjoyed beer as a South African tradition, a part of our heritage. It is truly thrilling to now be part of a community that is working so hard to establish a wider, more responsible, transformed, innovative, and economically sustainable beer culture in our country. You'll find evidence of these goals in the content of the next few pages. Craft beer has matured into a sector that offers unique experiences, often through beer festivals. The African history and heritage of beer is being celebrated more and more. Young talent is being brought into the industry in exciting ways, such as the Intervarsitybrew. And the industry takes the economic realities it faces seriously, hoping to continue having fruitful discussions with government and many other stakeholders about regulatory issues that are currently impeding growth in our sector. As I continue to meet all the role-players in the industry, I notice how all their goals actually align. Whether entrepreneur or regulator, we all essentially want the same thing: a thriving beer economy that responsibly celebrates beer as South Africa's traditional alcoholic beverage of choice. Beer is the drink of sitting together and connecting, of sharing and amiability. It is in that spirit that I reach out to all stakeholders. Looking ahead, we can achieve so much, and there really is so much to lift a glass of cold beer to and say, "To the future." CHARLENE LOUW CEO of BASA LETTER FROM THE CEO 6 | Winter 2024 | ontapmag.co.za