Parkhurst in a bottle
IN a world where rock bands have their own wine labels and celebrities release perfumes every other week, residents of suburbia might wonder what they've got to offer the world.
Parkhurst resident Chris Emmanuel may just have the answer, and for him, that answer involves barley, malt and hops.
The marketing strategist drew on the craft beer revolution and the time-honoured tradition of local brewing to develop 11 Shillings Parkhurst Ale, a pint the suburb can call its very own.
“When I returned to Jo’burg after 18 years in Cape Town, friends advised me to move to Parkhurst. I drove down 4th Avenue, and knew it was the place for me. I could see these people know they live in the nicest suburb in the city, and they’ve taken ownership of it,” he said.
Emmanuel initially hoped to start a night market with a craft beer attached to it, but as fate would have it, the market was put on the back-burner in favour of the beer, due to a lack of venues.
“I was put in touch with beer distributors in Randburg, who then put me in touch with a small brewery in Jeppestown.”
The brewery were open to the idea, and set to work at brewing four different beers for Emmanuel, including a refreshing English bitter, a medium-bodied American pale ale, a strong English IPA and a dark Southern English brown ale.
“The people of Parkhurst know they have a voice, and their voice needs to be heard when it comes to their beer, so I’m going to hold a tasting session in which residents’ association members and residents can vote for the beer that will become 11 Shillings.”
According to Emmanuel, even the name was a reference to the suburb’s proud history.
“In 1903, American investor Isidore William Schlesinger bought lot 36 of Braamfontein Farm for 36 019 Pounds, 11 shillings and four pence. This lot became Parkhurst, which was temporarily known as New Parktown until 11 000 Johannesburg residents voted for the name we call it today,” he said.
“Once the vote has been cast, the beer will only be available at shops and restaurants in Parkhurst. Yes, that means a restricted circulation, but this isn’t about money. It’s about doing something different.”
Details: Facebook: 11 Shillings Parkhurst Ale
