As an initiative to provide training and self-employment opportunities to young people over 21 from the most underserved villages in South Africa, brewer and filmmaker Obakeng Malope is driving the Beer is Art campaign. This initiative aims to spread knowledge about brewing sorghum beer, a product deeply rooted in the culture and tradition of her country.
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The idea, she explains, is to establish a school where people can learn to brew beer –a product that, beyond being an alcoholic beverage, can be crafted artisanally and serves as a viable option to economically strengthen various villages in South Africa. In a country where a quarter of the population (out of over 60 million people) is unemployed or survives on less than $1.25 USD a day, this initiative offers a lifeline.
According to Obakeng Malope, the economic situation of students prevents them from affording formal education, making the Beer is Art campaign a crucial opportunity for their development.
“This project represents an alternative to the economic situation of poverty. Paradoxically, beer consumption is highest in communities with the highest poverty rates. Why not take advantage of the existing demand with an entrepreneurial spirit?”
As a professional storyteller, she asserts that beer tells the story of her people, while cigars and their flavors also tell stories through blends that evolve across thirds. “We’re talking about another quintessential artisanal product, and if it’s art, then it’s also storytelling.”
As a premium cigar enthusiast, Obakeng proposes that the tobacco industry join this initiative through talks and a special collaboration. This would involve creating cigars with a themed band featuring Mamogaswa –the serpent monster from South African oral tradition– their commercialization, and donating a portion of the profits to the Beer is Art campaign. These funds would be used to teach beer and cigar pairings, as well as food pairings.
Additionally, as part of the campaign’s goals, promoting oral tradition is a priority. For this reason, she finds a cigar-smoking session the perfect space to share this local art while strengthening the economies of the poorest regions in her country.
So far, the Beer is Art campaign has received support from companies in the United States, Canada, India, and Singapore.
