ABOUT US

Our Vision

A South Africa in which:

  • The beer economy is grown to the benefit of all through a supportive regulatory regime
  • The beer industry creates jobs and develops skills
  • A culture of responsible drinking is established
  • Beer is acknowledged as the lower alcohol option it is, compared to other alcoholic drinks
  • Beer culture is rightfully seen as part of South Africa’s tradition and heritage
  • Proactively Promote the Beer Industry

Our Mission

  • To further unity of purpose, dedication, and a shared vision of growth in the beer industry.
  • To ensure beer culture is celebrated through responsible consumption.
  • To emphasise the sector’s substantial economic and social contributions.

  • Empower, Educate, Advocate for the Beer Industry

Our Values

Our core values guide our organizational decisions and actions. BASA’s values are at the heart of its culture, and they help determine how we invest our time and resources by guiding our priorities and decisions.

BASA’s values are:

Excellence

We set high expectations for advocating for fair and equitable treatment of the beer industry

Transparency

We are committed to open and honest communication and continuously improve on ways to organize what we share

Knowledge

Provide expertise, direction, and resources to the industry.

Integrity

We operate with integrity, transparency and good faith in all of our interactions.

Our Strategic Goals

Enhanced Beer Reputation

Establishing beer as the modern, vibrant and responsible beverage it is.

Favourable Beer Regulation

Working with national and provincial governments to establish regulations and legislation that support economic growth.

Value Created from Strategic Partnerships

Identifying strategic partners through which the beer industry's relevance and primacy can be promoted.

BASA Governance

Board of Directors

Nick Smith
Nick Smith
Jordi Bormut
Jordi Bormut
Wendy Pienaar
Wendy Pienaar
Millicent Maroga
Millicent Maroga
Zoleka Lisa
Zoleka Lisa
Richard Rivett-Carnac
Richard Rivett-Carnac

Executive Management

Charlene Louw

CEO

Charlene has extensive experience in commercial and corporate law that spans over 20 years. After practising as an attorney, she moved on to senior roles in the energy and private security sector. She has also held leadership positions in public-facing entities such as the Road Accident Fund and Pikitup. Her successful track record in complex stakeholder engagements, regulatory environments and driving sustainable growth positions her as a knowledgeable and passionate advocate for the beer industry.

Team Members

Archy Hlahla

Marketing, Communications and Stakeholder Management Manager
Archy is an experienced and skilled public relations and communications professional with over five years of expertise in managing the reputations of various clients, both large and small. His background includes developing effective communication strategies and executing successful media and marketing campaigns that meet the diverse needs and expectations of clients. He is passionate about brand building and takes great pleasure in creating content that showcases clients in a positive light. He enjoys establishing strong relationships with key stakeholders on behalf of clients and takes pride in securing media coverage that help them achieve their objectives.

Khomotso Matsoku

Executive Assistant
Khomotso Matsoku is a seasoned Executive Assistant with a Bachelor of Commerce Honours degree in Management. With a diverse background spanning the hospitality, insurance, and legal sectors, Khomotso brings extensive expertise in office administration, project management, and financial budgeting. Known for her meticulous attention to detail and operational excellence, she excels in calendar management, event coordination, and travel arrangements, ensuring smooth and efficient operations in fast-paced environments. Khomotso’s strong interpersonal skills and commitment to delivering exceptional results make her a valuable asset in driving organizational success. She is passionate about fostering a culture of excellence and is dedicated to supporting the strategic goals of the BEER Association of South Africa.

Shawn Chauke

Programme Coordinator
Shawn Chauke brings a diverse range of experience from the retail, healthcare, higher education, and non-profit sectors. Holding a Bachelor of Business Administration, he is committed to optimizing operational programs, developing compliance strategies, and executing effective promotional campaigns. Shawn is passionate about delivering impactful outcomes and recognizes that success is rooted in synergized collaboration with stakeholders and the communities they serve. His dedication to building and enhancing stakeholder relationships ensures that the Beer Association of South Africa continues to thrive and make a positive difference in the industry. ​

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