When I first started working with Bavaria Bräu in Durban, I had no idea what an adventure lay ahead. Marcus Pillay, my new “partner”, had just joined us from Mitchell’s Brewery where he had been running their Durban operation. Mitchell’s Brewery, South Africa’s first micro brewery, was well-known for its darker ales, a staple in many local pubs, including the recently opened Keg franchises.
The sales of our bottled beer was growing, but what about Bavaria Draught? We knew it would be a winner! The moment Bavaria Draught hit the taps, it was game on. Our crisp lager immediately outsold the more traditional cloudy ales from Knysna. People wanted something they could enjoy on hot Durban days without feeling weighed down. Bavaria Draught was exactly that.
SAB was not particularly fond of their often neglected draught business. So when Bavaria Draught was launched the trade welcomed us with open arms, our only challenge was the lack of funds to get draught beer equipment for new installations.
Then came the big break that really stands out in my memory. SAB had launched a 12-litre keggy system for Castle Draught, and it was meant to revolutionise the market. Instead, it was a complete disaster. The system just didn’t work—customers were left frustrated, and SAB was left scrambling. Seeing a golden opportunity, we swooped in. We quickly converted those abandoned Castle Draught installations into Bavaria Draught taps by simply slapping a Bavaria sticker on them, no expensive dispensing equipment needed. It was as easy as that. Before long, Bavaria Draught was pouring in outlets all across KwaZulu-Natal. That move was a complete game-changer for us.
As the months went by, Bavaria Draught gained momentum. We expanded into pubs, restaurants, and even golf clubs. I remember one particular highlight at the local German club. We convinced the manager to serve only Bavaria Draught in stylish stemmed pilsner glasses rather than the regular old pint glasses. The Germans loved the premium look, and overnight our beer became the club’s best seller.
Our next unexpected boost came from the traffic authorities in KwaZulu-Natal. They had launched a “zero tolerance” campaign against drinking and driving, which couldn’t have come at a better time for us. The newly launched Bavaria Light, with its lower alcohol content, became a top choice for those looking to enjoy a beer without risking the penalties of the new laws. The timing was perfect, and our sales surged.
In fact, Bavaria Light sales grew so rapidly that we soon outsold SAB in all the outlets where we had installations. This wasn’t limited to draught beer in pubs; we saw the same success in urban liquor stores, where Bavaria Light became a popular option. It was an incredible milestone, especially considering the dominance SAB had enjoyed for so long. We were no longer the underdog trying to gain market share—we were outselling the biggest player in the game in several key locations.
This combination of strategic tap conversions, expanding our reach, and the well-timed launch of Bavaria Light had placed us in a strong position. We weren’t just part of the market anymore—we were a significant player, competing head-to-head with South Africa’s biggest beer brands.