03/02/2014
Growing craft beer market a tourism opportunity
for SAToday's News
28 Tue, Jan 2014
A growing interest in craft beer and the process involved in traditional brewing are driving the demand for beer tours, according to tour operators.
Lauren Iliffe, Newlands Brewery Tour Co-ordinator, says the growing interest in beer tours is directly linked to more and more micro-breweries opening. “Beer has become trendy, with many beer festivals increasing exposure,” she adds. Iain Harris, Owner and Director at Coffeebeans Routes, adds that travellers are also interested in traditional African brewing, which is new to them.
According to Harris, beer tours also appeal to a desire for stories. “Travellers are hungry for stories,” he says. “[Stories] unpack a city, open it up and provide nuance and insight.”
Brian Stewart of Shongweni Brewery estimates that there are roughly 80 micro-breweries in the country. He says many of these offer beer tours, while beer routes are also developing rapidly.
Harris, Stewart and Iliffe all suggest there is a growing market for beer tourism to SA. “I think parts of SA have the capacity to become as big in craft beer as, say, California,” says Harris. “In the future there will be amateur brewing conferences and, no doubt, international pro brewing gatherings that will bring numbers to the country,” he says.
Iliffe and Stewart say beer tours appeal to a wide variety of people, partly because it is something different to do, as opposed to a wine tour. “Beer tours offer an alternative option and when coupled with food, can grow into a significant tourism experience,” says Stewart.
Greg Casey, co-owner of The Craft Beer Project, says beer tours are popular with local and international tourists. According to him, the biggest demand comes from Americans and Europeans. Germany and Belgium are keen markets for these tours, while travellers from Brazil, China and Denmark are also interested.
