beer tasting, beer brewing, foodies, drinks A glass of beer, Image: Pexels
When you think of beer, chances are the image that pops into your head is of a rowdy group of men, glued to a TV screen, watching a soccer match with tankards in hand.
But times are changing. Pouring a crisp craft beer into a wine glass rather than the usual bulky mug not only elevates its aesthetic—it also signals a broader transformation in beer culture, one that’s catching the attention of women everywhere.
The Craft Beer Association South Africa (CBASA), under the larger umbrella of the Beer Association of South Africa (BASA), is driving this change.
Their mission is to challenge outdated perceptions around beer and to create an inclusive space that encourages responsible drinking and growth in the industry.
They’re redefining the narrative and showing that beer isn’t just a “man’s drink”—it’s a drink for anyone with a palate for good taste.
“Beer is deeply rooted in South African culture,” says BASA CEO Charlene Louw. “It’s not just a social activity—it’s an economic powerhouse that generates jobs and hones skills. We want women to fully share in these benefits.”
And some women already are. Take Wendy Pienaar and Megan Gemmell, for example, who are pioneering forces in the local craft brewing scene. Wendy co-founded Just Brewing Co. in Benoni, while Megan runs Clockwork Brewhouse near Pietermaritzburg.
Despite their successes, they’re outliers—women currently make up less than 5% of beer brewing business owners or head brewers in South Africa.
For Wendy and Megan, the hardest obstacles weren’t from male colleagues in the industry, but from the general public's misconceptions.
“At first, people would assume I was just the server at events, while all the brewing questions went to my partner,” Megan recalls. “Thankfully, that’s changing.”
But the change has been slow. “There are still a lot of sexist comments,” Wendy shares. “At events, women are often offered wine or alcopops, while the assumption is that men will want beer.”
Beyond the social challenges, the physical demands of running a brewery present another hurdle. “Growing up, we didn’t learn the same practical skills as boys—things like basic plumbing or fixing equipment,” Megan explains. “Learning those skills has been a challenge, but it’s also been incredibly rewarding.”
Wendy believes that many women who say they don’t like beer simply haven’t found the right one. “There’s a beer for everyone, even ones that taste like pina coladas.
The problem is women are rarely given the chance to experiment with different types. We need to encourage women to come to beer events, try new things, and feel at home in these spaces.”
Marketing is slowly catching up, with major brands like SAB and Heineken starting to depict both men and women in their campaigns. But there’s still a lot more work to be done to break the cycle of male-centric beer culture.
Contrary to popular belief, the craft beer industry in South Africa is open and inclusive. It doesn’t matter who you are—there’s a space for you in this evolving landscape.
And no, you don’t even have to love beer to get into the business, jokes Megan. In fact, loving it too much might be a disadvantage.
While there’s no formal brewing qualification offered locally, budding brewers can study remotely via the Institute of Brewing and Distilling in London, eventually achieving the title of Master Brewer.
Interestingly, Wendy and Megan point to research showing that women are often “supertasters,” with a more refined sense of taste than men.
This can make them better beer judges, but Megan adds that anyone can train their palate by trying different beers and discussing flavours with friends.
“Make it a social event—savor the aromas, share notes, and enjoy the experience.”
Megan says that breweries are increasingly looking to hire women because they tend to be more detail-oriented—a crucial trait in an industry where consistency is key. “What you really need is a good work ethic and the ability to handle crises quickly,” she advises.
CBASA is actively working to bring more women into the fold, organizing events and initiatives aimed at making beer more approachable and inviting to women.
“We need to ensure that beer events are marketed to everyone, not just men,” Wendy says. “It’s about creating an inclusive space for women as both brewers and consumers.”
Megan echoes this sentiment, saying that the craft beer industry has evolved into a welcoming environment where men and women work together for the same goal: to create great beer.
As South Africa’s craft beer scene continues to grow, it’s clear that the industry is evolving beyond outdated stereotypes. Women like Wendy and Megan are proving that beer isn’t just a man’s game—it’s a field where anyone with passion and dedication can succeed. The future of craft beer is inclusive, and it’s only just getting started.
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