Today we tend to think of brewing (and beer in general) as being the domain of men, but up until the 18 th century, beer was brewed primarily by women – and enjoyed by everyone. So for Women’s Month, SAB teamed up with 5 women who are passionate about their cause and their craft to create a special, limited edition, small-batch brew celebrating women in brewing.
WHERE IT STARTED
As a proudly South African leader in the beer industry, SAB is dedicated to bringing people and their passions together. For Women's Day, we wanted to create a beer that embodies all that it means to be a female in South Africa.
To make an authentic connection with our audience during this year’s Women’s Month, we are creating a campaign that is led by women. SAB is committed to the transformation and growth of people in SA. Not just through job creation, but by implementing movements and ideas that will inspire a nation to collectively build a better future.
THE WOMEN BEHIND #BREWINGTHEBOLD
What makes the #BrewingTheBold campaign so special and unique is that the team behind it is entirely made up of women.
“We wanted to make a beer that embodied the characteristics of strong, independent women,” explains Pranisha Maharaj. “So we gave the public a chance to vote for ingredients that would form part of a ‘secret brew’, and then we put the results into the hands of a team of talented women to create both the beer and its packaging.”
Because the aim was to make the beer as broadly representative as possible, the team comprised women from diverse backgrounds and working in industries ranging from IT to design and filmmaking – not just brewing.
Together these women decided on the final beer ingredients, name and design for the beer that will be brewed to represent all that it embodies to be a female in South Africa.
#BrewingTheBold also presented a chance to inspire, empower and provide opportunities for women pursuing their passions to be the best in their careers. These are the ladies that were working hard behind the scenes to share the campaign message with South Africa.
MORE THAN A BEER
Brewing The Bold represents more than a beer, it talks to all the women who’ve walked through the doors of SAB, whether as an employee or stakeholder, or part of an entrepreneurship programme like Lerumo. Also, to our consumers, beer lovers, and the public of South Africa. This beer represents the strength and boldness all South African women carry every day. Cheers!