Challenging the ‘man’s drink’: women redefining SA’s beer industry

Women are changing the narrative in South Africa's ’s beer industry, breaking through barriers in a space long regarded as a man’s world. For decades, beer was branded as a drink for men — brewed, marketed and distributed by men. But now, women across the value chain are rewriting that story, driving innovation, collaboration and leadership that is reshaping the sector’s future.

This Women’s Month, the Beer Association of South Africa (Basa) is shining a spotlight on three pioneers — brewer Megan Gemel, township distributor Pulane Koster, and Heineken South Africa SA quality manager Makgosi Booysen. 

These women represent a profound shift in the industry and have not only built successful careers but are also challenging stereotypes and inspiring a new generation of women to step into roles once considered off-limits.

Their advice to young women interested in the sector is “know your worth, back yourself, and find your community, because when women are given a seat at the table — or the brew kettle — everyone’s glass is a little fuller.”

Gemel’s journey began at home, brewing small batches for friends, and curiosity became craft, and craft became a career. 

Today, she is an award-winning brewer, educator and advocate for inclusivity in the sector. 

“Earning respect through passion and knowledge has been key,” she said.

Her work champions traditional African brewing methods, promotes local ingredients and encourages more women to step into the industry.

For township distributor Koster, beer was never just a beverage, but a cultural and economic force in her community. 

Fascinated by the value chain, Koster started in operations and rose into leadership, driving transformation initiatives that empower women-led distributors and marketers in rural areas.

She said being a black woman from a previously disadvantaged background meant she had to work twice as hard to be seen and heard.

Now she is committed to opening doors for others.

“Women bring a leadership style rooted in collaboration, empathy and shared growth. That’s what transforms industries,” she said.

As a quality manager, Booysen's mission is clear — ensuring that every beer delivers on its promise. 

“What keeps me awake at night is knowing our products must not only appeal on the shelf but deliver the taste and quality our consumers expect,” she said.

Her path into beer was unexpected. 

Initially drawn to pharmaceuticals, she discovered brewing through biochemistry studies and went on to join Heineken’s traineeship programme. 

She became the first black female trainee at her brewery — an experience that taught her the weight of representation.

Booysen said her success is built on the mentorship of women like Phindi Mthambana and Apiwe Nxusani-Mawela, whose unapologetic advocacy for women in beer continues to inspire her.

These trailblazers are connected by their innovation. Gemel experiments with heritage ingredients, Koster drives community-based marketing and sustainable packaging, and Booysen links science to consumer experience. Beyond individual achievements, their work supports local economies, creates jobs and challenges outdated perceptions.

All three women emphasised the importance of mentorship as vital to progress.

Gemel credits Andrea Jennings for inspiring her career, while Pulane draws strength from township women entrepreneurs.

For Booysen, mentorship “keeps you grounded and helps you push through moments when giving up seems easier.”

Basa CEO Charlene Louw said the beer industry is richer, more innovative and more sustainable when women are part of its leadership and value chain.

“Stories like Megan’s, Pulane’s and Makgosi’s prove that diversity is not a nice-to-have, it’s essential for growth,” Louw said.