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Big Beer Experience

In 1995, an iconic year for the “New South Africa”, the SAB World of Beer in Newtown, Johannesburg was opened by Nelson Mandela. This was the year of South Africa hosting and winning the Rugby World Cup and the year in which SAB celebrated 100 years of master brewing!  

Since its opening over 10 years ago, the World of Beer Museum has become an immensely popular attraction for both visitors and South Africans, not too hard to believe considering the large beer culture of our country. It is also easy to see why this attraction has twice been named the number one tourist attraction in South Africa.

The Tour covers a fascinating history of beer from its origin to its journey through Africa and Europe and tells the story of SAB’s history, from small beginnings to the biggest brewing company in the world. A walk through a full scale brewhouse helps one understand the scale of production of a drink most of us take for granted. Walk through the history of the gold rush days in 1890 and find out just how many pubs there were in and around the city at the time – no wonder SAB grew like it did! Visitors will also learn about the significance of the role of Shebeens and have the opportunity to taste sorghum beer when you visit the replica of a shebeen from the 1960’s.

The tour ends with, of course, a cold one or two in the Tap Room overlooking the city – who wouldn’t want to visit this attraction!

Things to see and do

  • SAB Brewery Tour
  • History of Beer Museum
  • Lion Pub, Half Way Half-Pint Stop
  • Beer Tasting
  • In-House Restaurant
  • Gift & Curio Shop
  • Conference Venue


Beer Tours, run every hour on the hour and includes two complimentary local beers. Bookings are essential!

Adults, R127

Pensioners & Students, R117

Children U18, R46

Beer Tasting, R117 per person

Tour & Beer Tasting Package, R197

Red Bus, R122 per person

Tap Room entrance only, R51
Drinks voucher, R26

Prices are subject to change, please contact SAB directly to confirm

Open on Mondays by request only

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