SAB will be launched a BOLD BREW– a beer designed and brewed entirely by women in a campaign called #BrewingTheBold. The beer is a limited edition small batch beer is exclusively available at the SAB World of Beer in Newtown, Johannesburg.
How it all started
For Women’s Day, SAB wanted to create a beer that embodies all that it means to be a female in South Africa.
What makes the #BrewingTheBold campaign so special and unique is that the entire team behind it is entirely made up of women. Because the aim was to make the beer as broadly representative as possible, the team comprised of 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.
The Women Behind the Beer
Apiwe Nxusani-Mawela
In 2015, Apiwe started her own company, Brewsters, and became the first black female brewmaster in South Africa. Brewsters focused purely on providing training and consultation services to the craft beer industry. Since then the company has grown into three segments. In addition to accredited brewer training courses and consultancy services, Brewsters now offers contract brewing in our own fully equipped 1000l brewery in Roodepoort as well as full laboratory services to other microbreweries to ensure the quality
of their products.
She oversaw the process of brewing the beer.
Sonia Dearling
Sonia graduated cum laude from the Open Window Institute with a BA in Visual
Communication in 2013. Sonia based herself in Johannesburg and established a reputation
as one of the country’s leading illustrators and designers, and has worked with the likes of
Nedbank, AB InBev, Anglo American and Clover.
She designed Bold Brew’s packaging lables.
Hallie Haller
Hallie works in media production and her time is split between creative production, writing,
direction, and strategy. She uses Photography and poetry as her creative outlets outside of work. At the moment, she is in the developmental stages of a web series based on the professional experiences of South African women. Hallie is also volunteer as a #ForCreativeGirls mentor, as a way to empower women in the workplace.
Hallie documented the brewing process and the project overall.
Elbie Louw
Elbie Louw is the CEO of her own IT company, eCcenTrix Software Solutions which develops IT applications for a number of corporate clients and SMMEs. In addition to being an experienced beer judge and avid home brewer, she in the process of opening her own small brewery.
Lynn Wicomb-Leibrandt
Lynn is the External Quality Manager at SAB and AB InBev Africa. She also the chairperson of the Department of Chemistry at Tshwane University of Technology where she provides guidance on critical decision making and the integration of a work & learning environment.
As a representative of SAB, her responsibility was to support the brewing team to ensure that the customer would receive the best quality product
The brand design elements
The icon shows a woman holding up the sun – representing power, life, warmth and unity. It also cues the sun giving life and the warm and toasty caramel flavours of the malt. The open ‘B’ represents open-mindedness, while the dynamic geometric shapes indicate women’s stability and strength, explained Sonia.
Access to the Bold Brew
As explained at the beginning of the article, Bold Brew is exclusively available at SAB World of beer. Tickets can be purchased via www.webtickets.co.za or at the door.
A huge Pat on SAB for the Bold campaign.
