The beer industry in South Africa is undergoing significant changes, driven by shifting consumer preferences and an evolving global market. Recent trends indicate a rising demand for low- and no-alcohol beer options, as well as a growing interest in diverse grain varietals used for brewing. The Beer Association of South Africa (BASA) has strategically positioned itself to tap into these opportunities, with a focus on expanding research and development (R&D) into local barley and hops varietals. This move is designed not only to meet domestic demand but also to create export potential, putting South Africa on the global beer map.