Welcome to the

“The Beer Association of South Africa (BASA) is dedicated to generating a more informed understanding and appreciation of beer’s modern role as South Africa’s alcoholic beverage of choice, as well as its contribution and value to the entire community.

Beer is a major contributor to the national economy, uniting many sectors in its value chain – from the farmers of barley and hops, freight and transport sectors, a thriving retail market, restaurants, hospitality and tourism operators in every town and city across the country.

Beer is part of our heritage and has a legacy as a drink that brings friends, colleagues, and communities together. BASA promotes the responsible consumption of alcohol and advocates for targeted interventions that can successfully reduce alcohol-related harm.”

~ Charlene Louw

CEO, Beer Association of South Africa



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.

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

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:


We value the ability to anticipate and respond to a changing business environment for our members and create solutions for new challenges.

Customer Service

We value our members and are committed to providing engaging services and being ambassadors for the beer industry.


Provide expertise, direction, and resources to the industry.


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

BASA Governance

Board of Directors

Executive Management

Charlene Louw

Chief Executive Officer

Our Strategic Goals

Beer Reputation

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

Beer Regulation

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

Beer Partnerships

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



Become a BASA member

Meet Our Members

Member Benefits

Through advocacy and stakeholder engagement BASA provides thought leadership to ultimately make a positive difference in the beer industry

BASA offers opportunities to be a part of forums, committees and events which promote networking and learning opportunities.

BASA represents the beer industry in national and provincial regulatory conversations 

BASA’s strategic and global partnerships provide additional value for members

BASA works with accredited universities and training institutions to ensure continuous innovation on industry related topics

BASA plays an active role in the industry’s transformation and growth through various developmental projects 

BASA keeps members abreast of important developments that impact the entire industry

BASA members play a pivotal role in the the enhancement of beer reputation.