When the COVID pandemic hit, the impact on the liquor industry was catastrophic. With liquor stores forced to remain closed, my specialty retailers faced massive financial losses. It was a bleak time, and the question of “What do we do now?” lingered in the air.
Amid the uncertainty, I knew I had to act, to do something meaningful to support the businesses that I had spent my career championing. So, I turned to storytelling—something that felt natural to me. I began making videos under the banner “LOCAL IS LEKKER!” These videos highlighted local businesses with lekker (cool) stories—small enterprises with passion and creativity at their core. It became a way to keep people connected during a time of isolation and to support the small businesses that had lost their customer base almost overnight.
During those long months of lockdown, I started dreaming bigger. The idea of driving around South Africa, promoting small-town entrepreneurs, started taking shape in my mind. I pictured myself behind the wheel of an iconic overlander vehicle, navigating dirt roads, visiting forgotten gems, and telling their stories. For a moment, I seriously considered buying the Ineos Grenadier—a rugged new vehicle that seemed built for adventure. I envisioned using it to kickstart a new chapter, promoting small businesses and capturing the journey for a broader audience.
The Birth of the Beer Passport
As time passed, the idea of a Beer Passport slowly began to form. I embarked an extensive Beer Expedition—a six-week trip covering over 12,000 kilometers across South Africa. I visited nearly 200 breweries, specialty liquor stores, and pubs, reconnecting with old friends and making new ones, all while documenting the journey. The trip was a joy, an adventure filled with creativity and resilience, and it reminded me of the magic that the beer community had to offer.
The concept of the Beer Passport came from a desire to share that magic with others. Imagine a collectible passport packed full of beer adventures and brewery discounts—a vintage pocket-sized guide that would take beer enthusiasts on a journey across South Africa’s top tap rooms and pubs. Each stop would offer something special to the passport holder—often a free pint on their first visit, along with a stamp to commemorate the occasion. It wasn’t just about the beer; it was about the journey, the people, and the memories made along the way.
The Beer Troopy: A New Channel, A New Adventure
Alongside the Beer Passport idea, another vision began to take shape—the Beer Troopy. During my six-week expedition, I had shared my experiences on social media, promoting the destinations I visited. The response was incredible, and it got me thinking: why not create a dedicated channel that combines my love for beer with my passion for travel? The Beer Troopy would be the hero, telling the story as I explored South Africa, one pint at a time. This was not just about beer; it was about adventure, exploration, and capturing the spirit of South Africa’s small towns.
The Beer Passport: A Reality
After months of planning and dreaming, the Beer Passport became a reality. It wasn’t just a guide; it was the beginning of a community—a way for people to connect with the places they visited, to meet like-minded travelers, and to support the breweries that were doing amazing things. The Beer Passport put breweries on the map, and community meetups became a core part of the movement, bringing people together to celebrate craft beer and the independent businesses that make our towns unique.
This journey, from making LOCAL IS LEKKER videos during the pandemic to launching the Beer Troopy and the Beer Passport, was a story of resilience, creativity, and connection. It was a way to keep the spirit of the beer community alive, even when everything else felt uncertain, and it’s a journey that I’m excited to keep sharing.