Amstel and Guinness on Tap: A Game-Changer for Draught Beer

A big milestone for draught beer in South Africa came with the launch of Amstel Lager on tap. This marked a shift in the beer landscape, as Amstel was already a beloved brand, and having it available on tap added a new dimension to its popularity. But the real game-changer came soon after—the introduction of Guinness, the world’s most popular stout, on tap. SAB was back in the draught beer market.

Guinness launched just in time for the 1995 Rugby World Cup, a huge event for South Africa both in sports and culture. The timing was perfect. Guinness became the go-to beer for those watching the games, and its presence on tap elevated the beer experience across the country. For many, this was their first encounter with stout on draught, and it gave the beer market a fresh dynamic. Guinness, with its rich, complex flavors, offered something different from the lagers that had dominated the scene for so long.

The Rugby World Cup not only cemented South Africa’s place on the global stage but also marked a turning point for beer culture in the country. Pubs and bars were packed with fans, and Guinness on tap became a symbol of that time—celebrating a monumental event with a beer that carried its own weight in history and tradition. It wasn’t just a product launch; it was a cultural moment that linked the country’s newfound pride with a globally recognized brand.

For us in the industry, the success of Guinness on tap further reinforced that the market was ready for more variety in draught beer. Consumers were willing to explore different styles and brands beyond what they were used to. This laid the foundation for the craft beer explosion that would follow years later, as people became more adventurous in their beer choices.