Having attained the position as CEO of professional body Beer Association of South Africa (BASA) a year ago, Charlene Louw has overcome the challenges faced by many women in the male-dominated alcohol industry, which she notes are still rife.

She calls for more inclusive programmes and hiring practices to ensure that South Africa’s beer industry will be “resilient, impactful and future-fit”.

In an interview with Engineering News, Louw highlights the ongoing challenges, including subjugation, lack of recognition in “legacy structures”, biases and stereotypes, as well as the ever-present requirement of women to “prove their credibility” in the workplace, which continue to plague women in industry.

However, she highlights that these challenges can be overcome with a commitment to the inclusion of women, their taking the initiative by engaging in and gaining insights into their respective industries, building strong relationships and obtaining career-enhancing mentorship from industry experts.

“I have coined a statement, which is probably not a new or unique statement, which states that ‘inclusion is not charity, it’s strategy’ . . . and in a country like ours, it’s the only way we build something truly transformative,” says Louw.

The path to becoming BASA CEO was far from “linear” for Louw, as various hurdles had to be overcome, including some of challenges mentioned above.

However, her interest in becoming a leading force in the beer industry stems from her childhood, and growing up in the township economy, where beer played an important role in the livelihoods of many community members.

The beer industry’s significant economic empowerment ability is what inspired Louw to become part of the industry and, eventually, seize the opportunity to lead BASA.

“Beer put food on tables, paid for education and built homes for many black South Africans. I saw first-hand how this industry, when responsibly managed, could be a powerful engine for dignity and upward mobility . . . through BASA, I could help to professionalise, capacitate and support the very entrepreneurs I had grown up around, and make sure that beer’s impact on South African society was better understood and respected.”

After a year of leading BASA, Louw notes that she has had to cement her leadership style as one that is “grounded in strategic clarity”, intentional and credible. This, in turn, meant that BASA had to assert its position as the professional body for the beer industry in the country and play an important role in public discourse.

She also emphasises the importance of establishing structure in the beer industry, thereby facilitating the establishment of trust among stakeholders, other industry players, women and those who wish to develop careers in the industry.

“Under my leadership, we’ve built a trusted, well-governed entity, one that regulators and policymakers take seriously. BASA is now a credible, engaged and representative voice of the beer industry and that is a direct reflection of deliberate leadership,” she states.

Owning Space

For Louw, simply maintaining visibility of women is not enough, and she believes that it is important for women to ensure that their presence is accompanied by substance.

Women can “own space” by acquiring thorough knowledge of their discipline and becoming completely familiar with the way in which various stakeholders in their respective industries, including government, media, policymakers and stakeholders, operate.

It is important to remain authentic in becoming a professional woman in the beer industry because this will ensure diversity of thought, as women will provide specific contributions and perspectives without being influenced by male dominance, she adds.

Louw also pays tribute to the notable achievements that have been accomplished by women in the beer and brewery industry, as well as in the broader alcohol industry, including those working in agriculture, marketing, business, logistics, quality assurance and regulatory departments.

“Their presence is changing the energy of the industry. It’s no longer just about tradition; it’s about transformation. When women rise in this sector, the industry becomes more reflective, more creative and more attuned to the world around it.”

BASA aims to partner with various stakeholders and industry bodies to provide women with education and training in the brewery industry. This will offer a platform to access opportunities to enhance livelihoods – including education on using modern technologies – while ensuring that beer consumption is responsibly regulated.

“Beer is more than a beverage; it’s a value chain . . . the future of beer is inclusive, creative and conscious. Women are already shaping that future. As consumers, they now represent an estimated 32% of the beer market and that number is growing,” she concludes.