Charlene Louw Leads South Africa’s Beer Industry Toward Growth Transformation And Gender Inclusion

Charlene Louw, CEO of the Beer Association of South Africa (Basa). Image supplied

One of those leaders is Charlene Louw, CEO of the Beer Association of South Africa (Basa), a powerhouse voice for the sector.

Under her leadership, Basa is championing growth, transformation, and inclusion - with a focus on making beer not just a drink of choice for women, but a thriving career path.

Beer’s impact beyond the glass

Beer is big business in South Africa. An Oxford Economics study found that in 2023, the industry contributed R96.46bn to GDP, generated R56.5bn in tax revenue, and supported over 210,000 jobs.

In many townships, brewing beer or running a tavern remains one of the few accessible paths to income.

But for Basa, the focus isn’t just on economics - it’s about shaping a responsible, fair, and sustainable industry.

Advocating for fairness

Basa is lobbying for a more balanced excise tax system after years of above-inflation hikes.

“Today, excise tax and VAT together account for 40% of the price of a 340ml beer - more than the average brewer’s operating expenses,” says Louw.

The association is also tackling the rise of illegal alcohol, which surged during Covid-19 and continues to grow due to steep excise hikes and increased licensing fees in some provinces. “Illegal alcohol undermines health, safety, and the economy,” she explains.

Basa’s campaigns aim to educate consumers while encouraging responsible drinking - promoting low- and zero-alcohol options and discouraging under-age, binge, and drunk driving.

Opening doors for women entrepreneurs

A major focus for Basais supporting small brewers and tavern owners, many of whom are women. Through targeted training - from social media marketing to funding access - the association equips SMMEs with tools to run profitable, professional businesses.

Louw is passionate about expanding opportunities for women across brewing, distribution, and sales. She points to trailblazers like Megan Gemmell of Clockwork Brewhouse and Apiwe Nxusani-Mawela of Tolokazi, who have carved a niche in the competitive craft market.

BASA also invests in the next generation through brewing education at post-school level, hosting an annual Intervarsity Brew competition where young men and women compete to create standout brews.

Celebrating beer heritage

Beer tourism is on the rise, and Basa - together with members like United National Breweries and craft brewers - is shining a spotlight on umqombothi, South Africa’s traditional sorghum beer.

Historically brewed by women, umqombothi is finding new fans among tourists and urban consumers. Many of its innovators today are women entrepreneurs.

Leadership, gender, and the future

“South Africa still has a long way to go to address gender imbalances,” Louw notes.

“Only 32% of executives are women, and in some companies, male-dominated hierarchies remain entrenched. Women bring a leadership style rooted in empowerment rather than control, which can transform workplaces.”

For Louw, inclusivity is not charity - it’s a winning strategy. “A gender-diverse workplace benefits from different perspectives. It’s about intentionally bringing strong women into leadership and giving them space to thrive.”

Why more women in beer matters

The beer industry creates jobs, develops skills, and contributes meaningfully to communities. For Louw, the goal is simple: ensure women have an equal share in these opportunities - and the joy of crafting, tasting, and sharing an exceptional beer.

As the industry evolves, one thing is certain: women aren’t just pulling their weight in beer anymore - they’re raising the bar.