Trafficking in Liquor, Trafficking in Heritage: Beer Branding as Heritage in Post‐apartheid South Africa

Abstract

A burgeoning literature on post‐apartheid heritage configuration has largely overlooked the use of branding in the creation of heritage discourses in South Africa and the significance of liquor for national identity. This article brings these two concerns together through an examination of two heritage‐scapes—the SAB World of Beer and the SAB Newlands Brewery Heritage Centre—constructed by South African Breweries (SAB) in 1995. It suggests that the commercial construction of heritage as branding provided a vehicle for a powerful corporate capitalist narrative in the post‐apartheid rhetorical contestation over a desired path for the future. It also suggests that dissonance within and between these corporate visitors’ centres mirrored a wider uncertainty over the meaning of national identity in early post‐apartheid South Africa.