Visual impressions of Beerhouse in South Africa

2. What MAKES BEERHOUSE DIFFERENT?
BEER TastingBEER knowledge Beer-Centric
atmosphere
A beer for
every customer
Live Music & COmedy
25 unique taps
BEER navigators
Sport
99+ Bottles
A new experience
for beerlovers
A year-round
beerfest
Home for
beer nerds
BEER CULTURE
Beerlovers
journey
Beer education
for staff and customers
Innovative
p.o.s technology
Food & beer pairing

3. We strive to embrace the world’s Beer cultures and seek to be at
the forefront of all things Beer related.
We push traditional hospitality boundaries, question the ‘rules’,
create new service standards and encourage bold choices.
We promote quality Beer and Beer understanding
all over Africa and beyond.
We give you, the guest - seasoned Beerlover and newbie alike -
the independence, variety and choice to explore Beer and gourmet
Beerfood.
We are a team of inspired and committed individuals committed
to setting new industry standards and creating a unique and
memorable Beer experience for all.
We are a profitable business that develops both the Beerhouse
brand and our people.
Our VisionOur Vision

4. Our CUSTOMERS
COSMOPOLITAN PROFESSIONALS
...are educated, and have a lot of disposable income.
They are up to date with international trends and have
a taste for both local and global goods.
Young and experimental consumers
...don’t have one drink of choice. They are willing to try
new and different products and services. They are inter-
ested in the product, the story behind it and the story
that goes with it.
Active Consumers
…are inquisitive and demand good service. They care
about health, sustainability, social and environmental
responsibility. They are interactive: you can read their
opinions on social media. They are willing to pay for
quality but they care deeply about value for money.
Our CUSTOMERS

5. Integrity:Authenticity,transparency,respect,
accountability,credibility,honesty
-Speakwitharespectfultone
-Respectothers
-Bepunctual,reliable,andefficient
-Accountabilitybetweenmanagersandstaff
-Noswearingateachother!-Buildtrustinbrandandteammembers
-Actprofessionallyatwork
-Ifit’snotyoursdonottakeit
-Behonestfromthe
start
Teamwork:Communication
andEfficiency
-Cometoworkwithapositiveatitude
-Listentootherpeople’sopinions
-Helpeachotherifyoumessup
-Supporteachother
-Pullyourweight
-Beconsiderate
-Havelove
-Fixmistakestogether
-Buildarelationshipoftrustandhonesty
Inclusivity:InclusivetoallBeerlovers
andbeercuriouspeople
-Beopenminded
-NoPrejudice
-Givepeoplefreedomofchoice
-Valueeachperson’scontribution
-Appreciateyourcolleaguesandtheworktheydo
-Treatpeopleequally
LifeLongLearning:Developyourselfand
ourbrand,staycuriousandkeeplearning.
-Curiosity
-Seekopportunities
-Developourpeople
-Improveyourskills
-Takeprideinthequalityofyourwork
-Lovelearningandexploringnewthings
Advancement: Ambition, Innovation,
Exceed expectations, Drive
BEERHOUSE MISSION
We live to give you an all year round beer
festival by providing a large and
inclusive variety of beer, food,
social atmosphere,high service
standards, beer culture
and entertainment.
-Progressivemindset
-Stayupdated,lookforwaystoimprove
-Shareyourskillsandyourideas
-Thinkabouttheenvironment
-Utilizetechnologytoouradvantage

6. Sample$Tap$Menu$

7. Sample$Food$Menu$

8. Regular$Events$at$Beerhouse$
Every$weekday:$Lunch$Special$ Every$Sunday:$Rock$&$Roast$
Once$a$Month:$Meet$the$Brewer$Once$a$Month:$Blues$&$Brews$
Every$Friday:$#FREEBEERFRIDAY$
Every$Tuesday:$Quiz$Night$

23. @FHMSouthAfrica FHM MAY 2014 125
WE ALL KNOW THAT
“CRAFT” BEER IS ON
EVERYBODY’S LIPS
RIGHT NOW, BUT ONCE
IT HITS THEM WHICH
IS THE BEST?BEERYME! BREWDOGLIBERTINE
BLACKPALEALE
WHAT’STHEVIBE? Thebastard
sonofanIPAandadarkale!
WHISPERIT:BrewDoghavedone
alottomakebeersexyagaininthe
UKandindeedtheworld.They’re
anti-establishment,happytobreak
rulesthroughextremecreativityand
thinkingoutsidethebox.
GALLOWSHILLIPA
WHAT’STHEVIBE?IndiaPale
Aleisastylethatoriginatedduring
TheBritishEmpirewhenbeerwas
transportedbyshipfromtheUKto
India,viaSA.Aftercrossingthe
equatortwicebeerwouldspoiland
notlastthejourney,sotheyadded
morehopsanduppedthealcoholby
volume(ABV)–thisstyleisnowvery
popularintheUSAandwithbrave
localmicro-brewers.
WHISPERIT:GallowsHillisavery
newbrewerythatisnotscaredto
useavariedrangeofhops.
LINDEMANSPECHERESSE
WHAT’STHEVIBE?Thisisapeachlambic,
whichisaBelgiantechniqueusingwildyeastto
fermentthebeerthatgivesitapleasantsour
finish.Averydifficultandtimeconsuming
processthatBelgiansarethemastersof.
WHISPERIT:Mostwheat-basedales,likethe
Pecheresse,emanatefromBelgiumorGermany.
DELIRIUMTREMENS
TRIPEL
WHAT’STHEVIBE?Thisstrong
BelgianPaleAleistriplefermented
andbottleconditioned.
WHISPERIT:Belgiansarethe
bestatwhattheydothankstoalong,
richheritageofbrewingandvery
distinctstyles.TheTremensTripleis
anexcellentbalanceofmalt,high
alcoholandlimiteduseofhops.A
goodbenchmarkforSAbrewers.
THEKING’SBLOCKHOUSEIPA
WHAT’STHEVIBE?Thisbeerisbased
onaWestCoastAmericastyleIPA.Typical
oftheregionitsfruityaromaandtasteis
followedbyextremegrapefruitbitterness
tocleansethepalate.
WHISPERIT:PerhapsSA’sbestmade
andratedbeer.Abeerbeforeitstimein
herebutitscatchingonaspeople’staste
budschange.
LAKESIDEBEERWORKS
AMERICANPALEALE
WHAT’STHEVIBE?American
palealesareusuallyahoppyand
bitterversionofatraditionalmalt
forwardEnglishpaleale.
WHISPERIT:Thisisatame
versionandeasesSouthAfricans’
tastebudsintothisratherbitter
domain.MorneandPierre-Charl’s
storyisofhomebrewersbecoming
successfulmicrobrewers.
CBCKRYSTALWEISS
WHAT’STHEVIBE?Pale,spicy
andfruitywheat-based.It’sonthe
sweetsideasnonetoverylimited
hopsareused –alowbitterflavour.
WHISPERIT: UnlikemostWeiss
beersthisonehastheyeastfiltered
outandisnotcloudyandthus
“crystalclear”.Agreatentrylevel
beerpopularwithSouthAfricans.
ROGUEDEADGUYALE
WHAT’STHEVIBE?Astrong
lagerinthestyleofaGerman
Maibockyieldingadeephoneyin
colourwithamaltyaroma,rich
heartyflavour.
WHISPERIT:Justlikeus,thisbeer
pairswellwithpork!
“Whichisthebestcraftbeer
outthere?”weaskedlast
paydayatourlocal.
So,aftersoberingup,we
ropedin the“Beer
Whisperer” tonarrowour
search.MurraySlater from
BeerhouseinCapeTown,isa
beerjudgeinthemaking.He
knowsathingortwoabout
thecraft beermarketinSA.
“Ithinkwe’reprettymuch
rightatthestartofthe
expansionandinterestin
craftbeer,thoughtherehave
beensomeestablishedcraft
brewersinSAforawhile,”
saysSlater,asFHM gazes
thirstilyatthe99beerson
Beerhouse’swall.
“Thestrengthofmicro-
brewinginSAisbasedonthe
strengthofourhome-
brewingculture,guyswho
haverealisedthatit’s
commerciallyviable.”
Capital,licensingand
accesstorawingredients
remainissuesintheindustry
butSlaterreckonsthatat
leastSABhasactedlikea“big
brother”totheindustry.
Butenoughoftheserious
stuff,whatdidour“tasting”
ofSlater’stop11craftbeers
fromBeerhousereveal…
APOLLOSTOUT
WHAT’STHEVIBE?Alight
easygoingstoutwithalovely
roastedmaltflavourthatis
sessionable.
WHISPERIT:Greatintroto
thisstyleofbeer.Easytodrink
andaccessibletothosewhoare
scaredofthedarkside!
CRAZYDIAMOND
BELGIANIPA
WHAT’STHEVIBE?Astrong
beerat13.2%tobesharedand
sippedonlikeafineCognac.
WHISPERIT:Averylimited
editionofferingfromtwotalented
experimentalbrewers.Colabsare
verypopularinothercountriesand
isasignofastrongandsecure
microbrewingindustry.
WESTMALLETRAPPIST
DUBBEL
WHAT’STHEVIBE?TheTrappist
Dubbelisadeep,reddish,
moderatelystrong,malty
complexedBelgianale.
WHISPERIT:Westmalleisoneof
eightTrappistbreweries,breweries
thatoperatefrommonasteries,most
oftheminBelgium!
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PHOTOGRAPHY:JAMESGARAGHTY.WORDS:CARLOJONKERMAN.
upgrade
craftchamps!
FHM’SCHOICE!