The World of Beer was officially opened in 15 May 1995.

The World of Beer has a ‘Beer Tour ’ which is facilitated by a guide, allowing visitors to experience and be informed of the history of beer around the world in particular South African beer traditions and culture, how beer is made and the ingredients that are used, as well as have the opportunity to get to know and sample SAB’s core and global brands.

The World of Beer tour current costs R130 per person.

The World of Beer was primarily frequented by tourists to South Africa based on its location within one of Johannesburg’s primary tourist destinations and routes. However, locals were frequent visitors to the centre’s pub, particularly during big sporting events in the year.

Initially the World of Beer was purely a tourist attraction with the beer tour as its primary drawcard and a Pub open to the general public. In later years, conferencing facilities were provided to corporate and private clients due to the layout of the space and the opportunity this presented to expand on its services.

The World of Beer celebrates beer’s rich global history and heritage. Educating visitors to the centre of the different ways in which beer is used for celebratory and other traditional and cultural events/milestones in South Africa. It is also a centre where tourist had one of their first sample of SAB’s unique and proudly South African beer brands.

There are currently a total of 7 people employed at the World of Beer. 3 tour guides and 4 administration.

SAB has begun a process of redeploying World of Beer staff within various positions throughout the organisation.

No packages being offered as there is no retrenchment. Instead employees will be redeployed in different roles.

It was not a simple decision to close the World of Beer after more than two decades because of its role as a heritage site for SAB. However, insights from the evolving consumer market indicated to us that we could explore other more appropriate alternatives to people experiencing beer, its history and heritage and the South African culture of the beer experience and our brands.

SAB co-championed the inner-city regeneration and is proud to have been part of the project and its great successes over recent years. We are honoured to have been part of the Newtown district and its rich cultural offering. We believe that as a company, through the World of Beer as its vehicle, we have made a considerable contribution to the project. We have every confidence in Mayor Mashaba and his team for the work they continue to do to uplift the area and bring economic benefits to the city and social benefits to its people. It is a project that is more than worthwhile and we are proud of the considerable contribution that we made to supporting it.

The World of Beer was not a major source of revenue for the business. It’s value was in what it offered visitors to the centre – the South African beer experience, which we believe can be offered in alternative ways which enhance the experience and incorporate other elements of South Africa’s rich heritage and cultures.

It was not a simple decision to close the World of Beer after more than two decades because of its role as a heritage site for SAB. However, insights from the evolving consumer market indicated to us that we could explore other more appropriate alternatives to people experiencing beer, its history and heritage and the South African culture of the beer experience and our brands. We believe that we can enhance the experience moving forward.

The World of Beer was not a major source of revenue for the business. It’s value was in what it offered visitors to the centre – the South African beer experience, which we believe can be offered in alternative ways which enhance the experience and incorporate other elements of South Africa’s rich heritage and cultures.

The strategy for the World of Beer over the years of its existence has always focused on enhancing the beer experience for the consumer and to provide a platform for them to sample SAB’s South African beers. However, insights from the evolving consumer market indicated to us that we could explore other more appropriate alternatives to people experiencing beer, its history and heritage and the South African culture of the beer experience and our brands. We believe that we can enhance the experience moving forward.

Insights from the evolving consumer market indicated to us that we could explore other more appropriate alternatives to people experiencing beer, its history and heritage and the South African culture of the beer experience and our brands. We believe that we can enhance the experience moving forward.

SAB has been leasing the building from the City of Johannesburg.

SAB and the CoJ will start a process of looking for a new tenant.

They will be exhibited at some of our offices and the rest put in storage.

SAB has a Brewtique Shop at its office at 65 Parklane, Sandton and 56 Grosvenor, Bryanston

The SAB Newlands Pub and Beer Museum is an important heritage site in Cape Town and is situated in the historical centre of the Newlands District. Situated alongside the Newlands Brewery and the Newlands Stadium, it remains as a popular venue for locals and tourists to the city.