The Beer Book: From Idea to Reality

As a veteran in the beer industry, I was often approached by aspiring brewers asking if I could help them sell their beers. It was flattering, but by then, I had made a strategic decision to focus on building my own ventures rather than selling other people’s products. After being asked for the umpteenth time, I decided it was time to do something different. Instead of directly selling their beers, I had an idea: I would put together a book featuring all these small beer brands—a kind of guide that I could present to retailers, helping them (and beer drinkers) discover these brews and, hopefully, stock them.

Rob Riedlinger, Monk Media

It was a simple enough idea on paper, but how does one actually make a book? Luckily, I had a bit of inspiration to guide me. Armed with BJ Lankwarden’s BJ’s South African Beer Drinker’s Guide, I began my quest to bring this idea to life. My first step was to talk to printers, but that path was littered with dead ends. Printer after printer turned me away—until I met Rob Riedlinger of Monks Media. Rob was running the Marianhill Mission Press in Pinetown at the time, and from the first conversation, I knew he understood what I wanted to create.

Now, I’ve always had this dream of opening a brewery in a monastery—a romantic vision inspired by the brewing prowess of the Trappist monks. So, when Rob suggested we print The Beer Book at Marianhill Monastery, I was thrilled. Marianhill was founded by Trappists in 1882, and as many people know, Trappists are among the best brewers in the world. To print The Beer Book in a monastery founded by Trappists felt like destiny—almost like honoring my spiritual brewing forefathers.

Beer for Africa in Marianhill’s dungeon

So, like my spiritual predecessor Martin Luther, who translated the Bible within the walls of a monastery, I found myself at Marianhill for three to four months, compiling The Beer Book. It was an incredible experience, filled with history, tranquility, and the echoes of monastic life. Rob and I worked closely on every detail—writing, editing, photographing the beers, and handling the design and layout work. We poured over each page until it was ready for print. (In reality Rob did everything and my dear wife Brenda had to proofread every page). The entire process was collaborative, creative, and deeply fulfilling. I felt like I was giving these small breweries a chance to shine, each brand carefully documented and celebrated in its own right.

Researching and Collecting Beers

Once I had decided to write a beer drinker’s guide, I obviously had to find some beers to write about. I began reaching out to brewers and beer importers across South Africa. Many of the brewers were reluctant to send me beers due to the prohibitive shipping costs. So, I started looking for beers in all the local bottle stores.

One such store was the Hillcrest Tops, back then it was nothing like what it is today. I walked into Hillcrest Tops and bumped into Mike Egling, the owner. After explaining my dilemma, Mike offered a solution: “Order a case of each beer that you want. Take what you need and put the rest on the shelf in the cold room.” I was blown away by his generosity. As he was walking away, he stopped, turned around, and said, “This is on one condition—if the beer sells, you have to reorder it, because we would not know where to order it ourselves.”

Problem solved! I began ordering beers from across South Africa. Now I was really having fun. As the beers arrived, I transferred them to Marianhill, where Rob had set up a temporary studio deep down in a dungeon. We proceeded to photograph the 501 bottles of beer. Remember, this was before every little brewer had a website with pack shots on it.

The Rise of Hillcrest Tops as a Destination Store

The generosity and curiosity of Mike at Hillcrest Tops marked a significant turning point. As we worked together to bring new craft beers to the shelves, Hillcrest Tops slowly began transforming. What initially started as a simple solution for The Beer Book evolved into a collaboration that would shape Hillcrest Tops into one of South Africa’s premier “destination” retail stores for craft beer. With Mike’s willingness to take a risk on these new beers and my commitment to promoting them, Hillcrest Tops became a place where beer lovers could discover unique, independent brews—turning an ordinary bottle store into a craft beer haven.

As the beers started arriving, I couldn’t contain my excitement and shared the news of each new arrival on Facebook. Often, eager followers would turn up at the store even before we had managed to unpack the beers. It was incredible to see such enthusiasm and curiosity around craft beer, and it validated everything we were trying to do.

Hillcrest Tops’ transformation into a destination store was about more than just selling beer—it was about creating a sense of discovery, a place where customers could come and explore a wide array of carefully curated craft beers. It wasn’t long before Hillcrest Tops became known for its extensive selection and its commitment to quality. It wasn’t just a shopping trip anymore; it was an experience, a chance for beer lovers to explore the ever-growing world of craft brews.

This period was an exciting chapter in the journey of beer in South Africa. It wasn’t just about adding new labels to a shelf—it was about creating a space that inspired customers to try new things, embrace the unknown, and be part of the craft beer revolution.

Beer Destinations and Crafting Experiences

The work on The Beer Book and the rise of Hillcrest Tops as a destination store marked a turning point in how people approached beer retail in South Africa. It wasn’t just about buying beer anymore; it was about discovering it, experiencing it, and engaging with the people who made it. The Beer Book was an important part of this movement, offering beer enthusiasts and retailers alike a curated glimpse into the world of local craft brews.

From there, the concept of beer destinations expanded. For nearly a decade I worked with Bottle stores who began embracing the idea that beer should be more than a product—it should be an experience. Whether through storytelling, special events, or carefully curated selections, beer destinations became a space where customers could explore, learn, and share their passion for craft beer.

This was the beginning of a new era in beer retail—one that valued experiences, fostered connections, and celebrated the craft behind each beer. The Beer Book helped ignite this movement, and Hillcrest Tops became an early example of what was possible when retailers took a chance on craft beer and turned their stores into destinations.

The Beer Book and Beer Destinations: Leading the Gin Revolution

The creation of The Beer Book and the transformation of Hillcrest Tops into a craft beer destination gave us valuable lessons that paved the way for the next big wave: the gin revolution. By the time craft gin started making its mark, we had already established a reputation for championing independent, high-quality products. Our experience with craft beer allowed us to recognize the potential of the emerging gin market and take a leadership role in its growth.

One of the most gratifying parts of this journey has been the feedback from the distillers themselves. Even today, many of the leading craft gin brands remind me that I was their very first customer—the first to take a chance on their product and put it on the shelves at Hillcrest Tops. It felt like déjà vu, echoing those early days of craft beer, when Hillcrest became a haven for beer lovers in search of something unique and different.

Our success wasn’t just about bringing in new products; it was also about telling the story of each gin, sharing the journey of each distiller, and leveraging the power of social media to reach our audience. Our work on social media during the craft gin boom was incredibly effective—so much so that, years later, I had a conversation with a European gin importer who told me she had built most of her business by following me on Facebook. How cool is that?

The lessons learned from craft beer had taught us the importance of creating experiences, not just selling products. The gin revolution took those principles even further, and we embraced it wholeheartedly—curating tastings, sharing stories, and helping create a movement that celebrated the art and craft of distilling. By focusing on the people, the process, and the passion behind each bottle, we turned gin shopping into an experience, much like we had done with craft beer.

The rise of gin, much like craft beer before it, was not just about introducing a new product—it was about community, connection, and storytelling. The evolution of Hillcrest Tops from a simple bottle store to a destination retailer allowed us to play a significant role in this exciting chapter of South African craft culture. And that journey, from The Beer Book to the craft gin revolution, has been about more than just business; it’s been about building something that lasts, creating a space where quality and passion come first, and bringing people along for the ride.