For many South Africans, the beer industry is still associated with breweries, rugby sponsorships and boardrooms traditionally dominated by men. But according to Nirishi Trikamjee, interim CEO of the Beer Association of South Africa (Basa) and CEO of the NFS Group of Companies, that perception is rapidly changing.
Nirishi Trikamjee, interim CEO at Beer Association of South Africa (BASA) and CEO NFS Group of Companies. Image supplied
In fact, she believes women have always had a place in beer — long before the industry became the commercial powerhouse it is today.
"Strangely enough, beer probably started with women," she says. "Historically, women were brewing beer at home for their families. So, in many ways, we're not entering the industry — we're reclaiming a space we've always been part of."
As Women's Month shines a spotlight on female leadership across South Africa's business landscape, Trikamjee sees the beer industry as one with enormous untapped opportunity for women, from brewing and manufacturing to logistics, retail, innovation and executive leadership.
Beyond the brewery floor
The modern beer industry is far more complex than many people realise. Behind every bottle or can is an ecosystem spanning agriculture, manufacturing, packaging, logistics, retail, marketing, research, sustainability and entrepreneurship.
"Every part of the value chain has a place for women," says Trikamjee. "We've already seen women become influential in executive leadership, marketing and innovation, but today we're also seeing more women working as brewers, brewmasters, quality specialists, researchers and operational leaders."
She believes that as women's participation grows, so too does the industry's ability to innovate.
"Their presence drives creativity, expands beer styles and brewing techniques, and brings fresh perspectives into an industry that is constantly evolving."
The barriers that still exist
Progress, however, doesn't mean the work is done.
One of the biggest obstacles, Trikamjee says, remains perception.
"Technical and operational roles are still often viewed as men's professions. While those attitudes are less obvious today, they still show up in subtle ways — assumptions about a woman's physical capability or even her leadership potential."
Another challenge is visibility. Although more female brewmasters and executives are emerging, there are still too few role models for young women considering careers in the sector.
Then there's the issue of entrepreneurship.
"Starting a brewery requires significant capital, and access to funding remains one of the biggest barriers for women who want to build businesses in this industry."
Why representation matters
For Trikamjee, increasing the number of women in leadership is about much more than diversity targets. It's about building stronger, more competitive businesses.
"Companies that achieve better gender balance are likely to be better positioned to understand their customers, drive creativity and innovate."
That becomes even more important as female beer consumers continue to grow as a market segment.
"Women bring authentic consumer insight. They understand changing customer preferences, and that perspective can influence everything from product innovation to brand strategy."
She also believes women leaders contribute to healthier workplace cultures.
"Their presence helps create more inclusive workplaces and stronger talent pipelines for the next generation."
There is no shortcut to leadership
Trikamjee's own career has been shaped by resilience rather than entitlement.
"There is no shortcut," she says. "Roll up your sleeves and be prepared to grind if you have to."
Her advice is grounded in experience: deliver consistently, stay authentic and trust your instincts.
"Your worth is in what you deliver, and in your word. If you believe in yourself and remain authentic, that will shine through."
It's a philosophy that has helped her navigate industries where women have often been underrepresented in senior decision-making roles.
Building a pipeline, not just a conversation
While many organisations speak about supporting women, Trikamjee believes meaningful progress requires deliberate action.
"Companies need to identify talented women early and create clear development roadmaps," she says.
Mentorship is one part of the equation, but sponsorship is equally important.
"A mentor helps you grow technically and shares their experience. A sponsor is someone who opens doors, recommends you for opportunities and brings you into important projects."
She believes beer companies should also expose women to operational experience, particularly in brewing, supply chain and packaging.
"Many CEOs come from operational backgrounds, so if we want more women in executive leadership, we need to strengthen that pipeline."
Supporting women entrepreneurs
Beyond corporate careers, Trikamjee sees significant potential for women-owned businesses across the broader beer ecosystem, particularly in craft brewing and entrepreneurship.
But unlocking that potential will require practical support.
"Access to funding and investment remains a barrier," she says. "Business start-up education, financial management skills and introductions to funding networks can make a real difference."
Creating broader ownership across the industry, she argues, is essential for long-term transformation.
What the industry stands to gain
If women continue to be underrepresented in leadership, Trikamjee believes the industry risks much more than a lack of diversity.
"It risks becoming less competitive over time, missing innovative ideas and limiting its opportunity to grow."
Conversely, greater gender diversity can unlock new products, new consumer insights and stronger business performance.
"The industry is facing rising costs, increasing competition and significant commercial pressure. Companies simply cannot afford to overlook competent women professionals."
A message to the next generation
Looking ahead five to ten years, Trikamjee hopes the beer industry will be recognised as a sector where women are visible across every level of the value chain — from production floors to executive boardrooms.
Her message to young women considering a career in beer is simple: don't put limits on yourself.
"Don't limit yourself. The industry is far more than just brewing. It's science, engineering, agriculture, sustainability, manufacturing, logistics, sales, marketing, finance and entrepreneurship."
She encourages young women to stay curious, seek opportunities beyond their comfort zones and build strong professional networks.
"Be confident. Get exposure across different areas, ask questions and never be afraid to seek help."
And perhaps most importantly, she reminds them that they already belong in this industry.
"Women have been part of the beer industry for hundreds of years," she says. "Now you're here to take it forward — with fresh ideas, diversity and zeal."
