SAB World of Beer

This fun and interactive journey explores the rich history of Africa’s beer culture, transporting you from the beginnings of Castle Lager and the story of Charles Glass, into the tombs of Egypt and mining townships of Johannesburg’s early days.

The World of Beer was born in 1995, an iconic year in South Africa’s history. It was the year we came together as a nation to lift the Rugby World Cup trophy, and the year SAB celebrated a century of brewing mastery. To commemorate this milestone, the company opened what was then known as the Centenary Centre, a museum showcasing the history of South African beer. It was one of the first major investments made in the Newtown Cultural Precinct, which ultimately paved the way for future developments in the area.

Former President Nelson Mandela officially opened the centre and delivered a memorable speech on the day, effectively summing up the importance behind what is now called the SAB World of Beer.

“This centre will also help to remind us of a history we neglect at our peril. Inevitably, a product as integral to the culture and economy of a society as is yours, traces in its won history, the history of its society.

“People will also be reminded that, for all their hole-in-the-wall status, shebeens played an influential role in our cultural development, particularly in music and writing. This is where many of our top artists honed their talents.

“But in addition to its instructive lessons, the centre will without doubt help promote tourism in this area and in Johannesburg as a whole. It is, therefore, a valuable addition to the economic assets of the Gauteng Province.”

Today, the tour has been developed and perfected to give visitors a seamless glimpse into the history and culture of beer. After taking the journey, you are invited to relax in the Tap Room, enjoy two complementary ice-cold local beers and take in the panoramic views of the pristine Newtown district. Delicious pub lunches are also available, and the gift shop offers a wide variety of branded merchandise, beer gear and sports accessories.

The World of Beer is also a unique venue for conferences or functions, boasting a number of first-rate facilities available to cater for all needs. All rooms are accessible, well equipped and available at very competitive rates.