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The Beer RouteThe already extensive appeal of the Kingdom of the Zulu was further enhanced recently with the launch of the brand new 'Brew Route’. The beer industry in KwaZulu-Natal, previously the exclusive preserve of mass-producers, South African Breweries (SAB) and United National Breweries, has expanded substantially, due to the establishment of five new, independent micro breweries. The new crop of breweries include the Firkin Brew Pub at the Pavilion at Westville; the Nottingham Road Brewery on the Midlands Meander route; the Farmers Brewery in Hattingspruit, near Dundee; the Wartburg Hof Breweries and the Zululand Company Brewery in Eshowe. Foreign trends indicate that the culture of beer tasting is taking off in a big way, particularly in America, which has seen the mushrooming of over 2 000 micro breweries in the past ten years. Although a relatively new niche market, it attracts tourists and beer connoisseurs from around the world. KwaZulu-Natal is now in line to receive its share of the revenue that swills around with this popular beverage. Speaking at the recent launch of Westville’s Firkin Brew Pub, Mmatsatsi Ramawela, Marketing Communications Manager for KZN Tourism, was upbeat about the implications of the beer brewing industry for local tourism."The emerging international trend, coupled with the existing levels of beer consumption in our country, gives reason to believe that the Brew Route will prove invaluable to our province," she stated. Ramawela said the interest in beer drinking as a tourist attraction was clearly demonstrated by the runaway success of the Oktoberfest, an annual beer festival held in Germany. The event attracts huge numbers of visitors, and is a significant source of revenue for the German economy."Last year’s Oktoberfest drew more than 5,5 million visitors," Ramawela continued. "In addition to increasing traffic to the Kingdom of the Zulu, we believe that the Brew Route will provide greater exposure for the province’s breweries. "We foresee that the Brew Route will also generate excitement and enthusiasm within the province, creating a fresh generation of local beer lovers," said Ramawela."This new attraction is also ideal for destination marketing, as it offers visitors a unique opportunity to sample the local product in a series of interesting locations. The beer industry, which provides excellent job opportunities for thousands of workers, is a fascinating process, and we believe it has lots of untapped potential, " she concluded. Graham Chennells, co-ordinator of the Brew Route and owner of the Zululand Brewing Company, is so enthusiastic about the beer-drinking culture, it’s catching."Beer is not only about drinking a six-pack during a braai, or while you’re watching rugby on the telly. It' s also about a highly specialised taste experience, just like wine tasting," he stresses buoyantly."The micro breweries that specialise in the production of ale and draught - as opposed to the big brewers, who produce mainly lager - offer beer drinkers an opportunity to savour the distinctive flavours of different types of beer," says Chennells. "People must realise that beer is anything but boring, and that there are intriguing brews whose ingredients include chilli, cinnamon, cloves and lemon, amongst others, for variety and flavour." The Brew Route will show tourists, and even locals, a different side to our beautiful province. We have so much to offer in this part of the world, and hopefully the Brew Route will give us an extra-special edge."Anyone for a beer? Slake your thirst promptly, or lay in supplies before we’re swamped by eager imbibers babbling in a series of foreign tongues. Head for the Brew Route this weekend, and prove to yourself just how lekker local really is. For further information on the breweries, or group bookings, contact:
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