It is apparent that Africa has “Endless Possibilities” and the thirst is not just for the product but also knowledge, skills and expertise. Therefore opportunities are available not only for the brewers and distillers but also suppliers and academia.

South African regulations prevent a brewer such as SAB from retailing beer and from supplying unlicensed outlets. Still, shebeens – unlicensed taverns – represent a significant part of the market, as sales through the estimated 120,000 of them account for 40 percent of all beer consumed in South Africa.

As the theme of last year’s successful convention “Sustainable Development” generated so much interested, it will be taken up again in 2011 for an assessment of recent developments and achievements.

The only official beer for the World Cup 2010 is Anheuser Busch’s Budweiser. Other brewers are not allowed to advertise within the stadium. The FIFA is known to fiercely protect its marketing interests and react rigorously when someone threatens them.

SABMiller is reportedly investing in fan zones near World Cup stadiums, revamping existing bars in townships and conducting other promotions behind its Castle brand to help hold on to its near 90 percent share of the South African beer market.

The new brewery will also include a returnable bottle packaging line and warehousing facilities. SABMiller plans to locally produce its Castle and Castle Lite brands.

The Sedibeng facility is built on an 83 ha site comprising the brewery, a production plant and a warehouse managed by Brandhouse. The brewery is expected to produce 4 million hl by September, and eventually up to 6 million hl.

SAB, through a series of initiatives for its Castle brand, will try to rally South Africans to get behind their national team in the run up to the tournament and beyond.

Under the terms of the agreement, EABL will continue to brew and distribute SABMiller brands in Kenya, and both groups have also agreed to withdraw all claims and counter claims in arbitration in London and “not to pursue any further actions in respect of the matters”. Both parties involved say they will not comment further.

Right. I know the world loves a beer out of a bottle. It’s safe, it’s clean, it’s convenient. But is drinking beer out of a bottle stylish? Classy? Do you want to be caught in the act? Not to mention – does it go with the image, the aspirations of a premium beer brand to be served in bottles which will end up in dirty crates behind the back door? Therefore I’d like to ask you: Isn’t it the ultimate act of cool to be served a freshly tapped beer in a glass?