Share traditionally brewed beer with a stranger while getting to know special African brewing processes. Experience 3D thrills inside an “ancient” Egyptian temple. Travel back in time to visit a Soweto shebeen during the harsh political days of the 1960s.
These are some of the attractions offered by South African Breweries’ (SAB) fully refurbished World of Beer in the Newtown Cultural Precinct, Johannesburg. A R20-million overhaul means visitors are treated to a striking visual and aural experience dealing with the history of beer and brewing.
The man responsible for the World of Beer’s new look, Chris Mather, told journalists and others attending its relaunch on Tuesday that he was very excited when Frank Johnson, general manager of SAB, gave him the green light to upgrade the 12-year-old centre.
Mather is renowned for his creations of some of the world’s most imaginative attractions, including interactive visitor experiences for Manchester City and Arsenal football clubs in the United Kingdom, as well as London’s new Wembley Stadium.
“From the outset I approached the refurbishment of the World of Beer as a good book. Like a good book, I wanted the tour to have a strong beginning, solid middle and spectacular ending,” said Mather.
In an attempt to kick dust in the eyes of the Heineken Experience in Amsterdam and the Guinness Hopstore in Dublin, visitors to the new World of Beer are welcomed by famous brew master Charles Glass, brought to life through the marvels of technology. Then follows a lesson about the forces of nature and how the diverse elements fuse together to make beer.
The brewing secrets of the ancient Egyptians are revealed through a spectacular set featuring 3D special effects that allows visitors to meet Hathor, the Egyptian goddess of brewing and good times.
A traditional African beer brewer first invites male onlookers to share in the fermented taste of the brew. Then the women are asked to join in and, reluctantly, down the milky substance from a large bowl — or, in most instances, pass it on to the next in line.
Then, it’s a walk past medieval monasteries to meet the pioneering European brewer who created the first clear beer, Joseph Groll. In a greenhouse setting, visitors can touch and smell the barley and hops that go into making beer.
The heritage hall looks at the origins of South African breweries and includes a visit to a lively 1890s bar, where coopering tools and early bottling machines are on display.
With its state-of-the-art technology such as plasma screens and sensory experiences, the World of Beer — as Johnson puts it — “is one of the best facilities in the world in terms of fun, technology, information and the wow factor”.
Finally, after watching the final exhibit — a panoramic, 180-degree theatre show that celebrates SAB’s dictum of making friends through beer — two cold beers wait to quench one’s thirst.
The SAB World of Beer is open Tuesday to Saturday from 10am to 6pm. Entrance is R25 per person