Neolocalism, craft beer and beer tourism in South Africa

Abstract: One consequence of the advance of globalization is a trend towards homogeneity and the standardization of consumer products which are produced and marketed by large enterprises, often multinational corporations. Over the past two decades the rise and hegemony of this global monoculture has been challenged by a counter-movement which is styled as ‘neo-localism’. This term refers to attempts made to preserve or recreate the ‘local’, and the ‘unique’ in the promotion and consumption of alternative foods and other products that reject homogeneity and instead support local identity. Support for the growth of farmers markets, local food products, and local food sourcing represent examples of this counter-movement. The international growth of craft beer and of microbreweries is one further example of this expanding trend towards neolocalism. Essentially, it represents a reaction by consumers to the sameness of beers which are produced under the conditions of global or local dominance of beer markets by a handful of large enterprises. Over the past decade in South Africa there has been a remarkable surge in the industry of producing craft beers as an alternative product to the types of beers marketed by SABMiller and Brandhouse. The aim in this study is to examine through the theoretical lens of neolocalism the emergence, growth and organisation of craft beer production in South Africa and of the role of craft beer as a base for local tourism development. The study examines the time period 1983-2016. By 2016, there were a total of 187 craft breweries across all of South Africa’s nine provinces but with the major clusters in Western Cape and Gauteng. Using mixed methods and based upon a national audit of craft beer microbreweries as well as detailed interviews undertaken with craft beer entrepreneurs and craft beer festival attendees, this research investigates the rise of the craft beer industry in South Africa, assesses the extent to which it can be viewed as a manifestation of neolocalism and the potential of craft beer for growing beer tourism in South Africa.M.A