J
Elite shebeens, sorghum,
weekend braai and informal
market. Do the words ring a
bell? Probably not. But they
are all linked to Heineken
in the country in transition:
South Africa. A unique
country and a
unique beer market.
W&
mm
HAVING AN INFORMAL
IN SOUTH AFRICA
s
16
The picture of ANC leader Nelson Mandela leaving
Pollsmoor Prison as a free man after 27 years of imprison
ment was one that the whole world witnessed. TV stations
from all corners of the globe were present to capture that
unique moment. Nelson Mandela's freedom brought a
definitive change not only in the world's view of South
Africa but also in the country itself. Nelson Mandela
became the nation's president, removed apartheid from the
constitution and gave a considerable boost to South Africa's
image. And successfully so. South Africa is again accepted
by the world community, following dozens of years of
isolation because of that former apartheid regime.
Towards the outside world South Africa has taken on a
new face, but many of the ambitious changes sought by the
new government have not yet been realised. Education for
the black population is still of a low standard. Within the
country and particularly amongst the black population
there is a slowly growing realisation that bringing about
changes in society will take a long time, even though those
changes are being initiated by a new, sympathetic govern
ment. The initially high-pitched expectations of what the
Mandela government could achieve may not all have come
true ("the high expectations people had haven't yet fully
materialised", says Samuel Ogbu, district manager of SAB in
Soweto). But this has by no means made way for a sense of
defeatism. If you talk to black South Africans, they radiate
great confidence in the country's future, though they are
aware that all changes cannot be achieved over the short
term. The country's potential is enormous and if that poten
tial can be properly harnessed, then South Africa - is the
general sentiment - will become a prosperous country for
all its inhabitants. Or, as Mr Mbeki, the nominated succes
sor to Nelson Mandela, expressed it: "Freedom doesn't
mean that you don't have to work".
Despite the optimism, South Africa is going through dif
ficult economic times at the moment. Last year the local
currency, the Rand, was substantially devalued, stock mar
ket prices fell by 44% and interest rates went up from 19%
to 25%. Purchasing power declined and in particular the
black population (the vast majority) were faced with hard
times. And yet the optimism of black South Africa about the
country's future is not shared by many whites. A survey
amongst better educated whites in South Africa revealed a
shocking conclusion; 74% of the respondents were serious
ly thinking about leaving the country to build up a new
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