Over the past three decades, my journey through the world of beer has been one of exploration, passion, and connection. From that very first sip at 13 to becoming an advocate for local brewers, my story has been filled with memorable moments and amazing people who have inspired me along the way. Through the following chapters, you’ll discover how each experience has shaped my career, from launching brands to creating the Beer Passport and building the Beer Troopy community. Let me take you on this journey, one blog post at a time.
1. The First Sip: Discovering Beer at 13
My story begins around a campfire on my uncle’s game farm, where I had my very first beer at the age of 13. It was more than just a taste of a new drink—it was my first step into the world of beer, community, and the culture that I would grow to love.
2. From Farm Sales to Brewing Dreams: My Early Entrepreneurial Days
Growing up on a farm taught me early lessons in sales and entrepreneurship, from selling sweets to the farmworkers to wholesaling chickens and dairy. These early ventures helped lay the foundation for my career in the beer industry.
3. A Taste of Germany: Experiencing Beer Culture
After university, I found myself working for my uncle in Leipzig, Germany. This is where I truly discovered the depth of beer culture. A visit to Munich’s Oktoberfest and exploring Bavarian beer halls opened my eyes to the craft, tradition, and community that surrounds beer.
4. Welcome to the Beer Industry: My First Job in Sales
Back in South Africa, I landed my first job selling Bavaria Bräu. Armed with a second-hand van and a desire to break into the market, I learned the ropes of the beer industry, focusing on relationship building, persistence, and the love of the product.
5. Discovering Beer Culture with NMK Schulz
Working alongside beer industry veterans at NMK Schulz in Pretoria gave me my first taste of big beer sales—selling by the pallet to major clients. It was a formative experience that taught me about large-scale sales and customer relationships.
6. Building Bavaria Bräu: My First Steps in KwaZulu-Natal
Armed with lessons from my time in Pretoria, I returned to KwaZulu-Natal to introduce Bavaria Bräu to the local market. These were days of hard work, small successes, and building something from the ground up, all while facing tough competition from established players like SAB.
7. Amstel and Guinness on Tap: A Game-Changer for Draught Beer
The introduction of Amstel and Guinness on tap in South Africa, coinciding with the 1995 Rugby World Cup, was a defining moment in the draught beer scene. It set the stage for a broader appreciation of quality beer on tap.
8. The Real Beer Wars: Pure Beer vs. Chemical Beer
The rise of Windhoek Lager and their emphasis on the “pure beer” message brought a significant shift in consumer expectations. This battle between purity and mass production pushed brands like Bavaria Bräu to redefine their approach in a changing market.
9. Something’s Brewing in Cape Town: The Rise of Craft Beer
Cape Town became a vibrant hub for craft beer, thanks to pioneers like Paulaner Brauhaus, Boston Brewery, Brewers & Union, and the Biscuit Mill Market. This chapter captures the beginnings of Cape Town’s craft beer revolution and the role each player had in changing the beer landscape.
10. The Beer Book: From Idea to Reality
To help small breweries get noticed, I created The Beer Book, a comprehensive guide to South African craft beer. Produced at Marianhill Monastery, this project marked a turning point for me, merging my love of beer with storytelling and community.
11. COVID: The Epidemic – The Birth of a New Dream
COVID changed everything. With liquor stores closed, I pivoted to making “LOCAL IS LEKKER!” videos, promoting small businesses. It was during this time that the idea of a Beer Passport began to form—a way to get people to explore and support their local brewers.
12. The Beer Troopy
As COVID restrictions eased, I set off on a Beer Expedition, covering 12,000 kilometers and visiting breweries across the country. The Beer Troopy—a dedicated YouTube channel—was born out of this journey, combining my love for travel and craft beer.
13. The Troopy Build: A Rite of Passage
The journey wasn’t just about beer; it was also about the adventure of building the Beer Troopy. This was a process that involved finding the perfect vehicle for my travels and transforming it into a mobile storytelling platform—ready to explore the hidden gems of South Africa.
The Journey Continues…
Through these chapters, my passion for beer, exploration, and community comes to life. Each post is a piece of the larger story—one that spans 30 years of learning, creating, and connecting with people who share a love for beer and adventure. Alongside blog posts, my podcast interviews and YouTube videos add depth to this journey, offering insights and stories from across the beer community. Stay tuned for more adventures as the Beer Troopy continues its mission to promote and support South Africa’s vibrant craft beer scene.
Feel free to explore each chapter in more detail by following the links above. Cheers to the journey and the people who make it worth telling!