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08 December 2020 | Story Leonie Bolleurs | Photo Supplied
At the BJCP beer judging competition, Dr Errol Cason won Best of Show with his Belgian Saison. Here he is presenting at the AfricaBrew2020 Brewing conference.
Staff and students from the University of the Free State (UFS) once again proved their skills in beer homebrewing when they walked away with one first place and two second places at the 13th annual Anheuser-Busch Inbev (AB-Inbev) – formally South African Breweries (SAB) – intervarsity beer brewing and tasting competition, and the Beer Judging Certification Programme (BJCP) competition held at the AfricaBrew2020 Brewing conference. Both these events took place over the weekend of 27 and 28 November 2020.

Evil Twin Double and Three Sips German 

Competing in the AB-Inbev/SAB Intervarsity brewing and tasting competition, was a group of students from the UFS Department of Microbial, Biochemical and Food Biotechnology, consisting of Eduvan Bischoff (PhD student), Elzette van der Walt (MSc student), Culien van der Merwe (MSc student), Gunther Staats (MSc student), and Twyne Skein (MSc student). This team came second in both the Indian Pale Ale (IPA) category with their Evil Twin Double IPA and in the Lager category with their Three Sips German Pils. 

“This is an outstanding accomplishment. Congratulations also go to our fellow Free Stater’s at the Central University of Technology (CUT) for winning the India Pale Ale (IPA) category as well as best overall beer with their New England IPA,” commented Dr Errol Cason, Senior Lecturer in the UFS Department of Animal Science, also representing the liquid yeast company LiquidCulture Yeast.

According to Dr Cason, this SAB-sponsored competition sees students from local universities brew and enter beers for judging, and competing for prizes, including the coveted ‘Best of Show’ trophy. 

“This event also aims to promote beer culture along with responsible drinking, by hosting talks by industry experts where students can interact with commercial brewers, scientists, and marketers,” says Dr Cason. 

The event was hosted by South African Breweries (SAB) and CUT, through the Centre for Applied Food Sustainability and Biotechnology (CAFSaB), in association with the UFS. 

Although the event was moved online in 2020 due to the international pandemic, it did not mean that there was a decline in the quality of presentations, or in the beer entered by universities. – D r Errol Cason

Dr Cason explains that entrants are usually challenged to brew beers according to the 2015 Beer Judge Certification Programme (BJCP) guidelines in lager, IPA, winter warmer, and fruit beer categories. 

“This year included the African Premium Ale and Lockdown Brew categories as well, where teams were mostly left to invent and experiment on their own with a few rules, such as using only indigenous African ingredients or ingredients that were available in supermarkets during lockdown,” says Dr Cason. 

There is also an award for the best bottle dress (label). 

Dr Cason believes that although the event was moved online in 2020 due to the international pandemic, it did not mean that there was a decline in the quality of presentations, or in the beer entered by universities. 

Belgian Saison and Extra Special Bitter

He and Christopher Rothmann, who is busy with a PhD in Biotechnology at the UFS and is co-founder of the company LiquidCulture (LC) Yeast, attended and presented at the AfricaBrew2020 Brewing conference. AfricaBrew is an annual brewing conference specialising in workshops and demonstrations for home and professional brewers. 

Accompanying the conference is a BJCP beer judging competition where all home and professional brewers can enter beers. During this competition, Dr Cason won Best of Show with his Belgian Saison. Rothmann came second with his Extra Special Bitter.

Since LiquidCulture Yeast was found in 2018, this commercial venture has since spun out and are now providing liquid brewing yeast to the homebrewing and commercial brewing industry. Rothmann and Dr Cason are also founding members of the Kovsie Brewery (along with Dr Jan-G Vermeulen and Eduan Hellmuth), which is currently being constructed on the UFS Paradys Experimental Farm facility.

News Archive

Code-switching, tokenism and consumerism in print advertising
2014-10-27

Code-switching, linguistic tokenism and modern consumerism in contemporary South African print advertising. This is the current research focus of two lecturers from the Faculty of the Humanities at the UFS, Prof Angelique van Niekerk and Dr Thinus Conradie.

The act of switching between two or more languages is replete with socio-cultural meaning, and can be deployed to advance numerous communicative strategies, including attempts at signalling cultural familiarity and group affiliation (Chung 2006).

For advertising purposes, Fairclough’s (1989) seminal work on the ideological functions of language remark on the usefulness of code-switching as a means of fostering an advertiser-audience relationship that is conducive to persuasion. In advertising, code-switching is a valuable means with which a brand may be invested with a range of positive associations. In English-dominated media, these associations derive from pre-existing connotations that target audiences already hold for a particular (non-English) language. Where exclusivity and taste, for example, are associated with a particular European language (such as French), advertising may use this languages to invest the advertised brand with a sense of exclusivity and taste.

In addition, empirical experiments with sample audiences (in the field of consumer research) suggest that switching from English to the first language of the target audience, is liable to yield positive results in terms of purchase intentions (Bishop and Peterson 2011). This effect is enhanced under the influence of modern consumerism, in which consumption is linked to the performance of identity and ‘[b]rands are more than just products; they are statements of affiliation and belonging’ (Ngwenya 2011, 2; cf. Nuttall 2004; Jones 2013).

In South African print magazines, where the hegemony of English remains largely uncontested, incorporating components of indigenous languages and Afrikaans may similarly be exploited for commercial ends. Our analysis suggests that the most prevalent form of code-switching from English to indigenous South African languages represents what we have coded as linguistic tokenism. That is, in comparison with the more expansive use of both Afrikaans and foreign languages (such as French), code-switching is used in a more limited manner, and mainly to presuppose community and solidarity with first-language speakers of indigenous languages. In cases of English-to-Afrikaans code-switching, our findings echo the trends observed for languages such as French and German. That is, the language is exploited for pre-existing associations. However, in contrast with French (often associated with prestige) and German (often associated with technical precision), Afrikaans is used to invoke cultural stereotypes, notably a self-satirical celebration of Afrikaner backwardness and/or lack of refinement that is often interpolated with hyper-masculinity.

References


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