CEO of the Beer Association South Africa, Charlene Louw (45), speaks to Transform SA about her journey as a business leader.
“I’m driven by purpose. Knowing that my work positively impacts others and the organisations I serve keeps me going.”
Can you tell us a bit about yourself and where you’re from?
I was born in Mafikeng in the North West Province to David and Sybil Louw, both public servants. At the age of 10, I became a boarder at an all-girls’ school in Kimberley, Northern Cape.
What inspired you to pursue your current career path and what was your major breakthrough?
I’ve always had a passion for helping others and solving problems, which naturally drew me to law. After completing my studies, I was admitted as an attorney of the High Court and started practicing as an associate at a law firm.
However, I soon transitioned into public service, taking on a role as a Senior Legal Manager in the energy sector. That role marked a turning point in my career—I was appointed at only 24 years old and held the position for nearly five years. Since then, I’ve taken on various executive roles in both the public and private sectors.
Could you share some challenges you’ve faced and how you overcame them?
I’m naturally introverted and cautious. In professional environments, especially as a woman, that often led to assumptions about my competence. I’ve been underestimated, which forced me to work harder to prove myself.
But I used that as an advantage—my strength lies in listening and observing. I paid close attention in meetings, picking up on key details and the phrasing that often swayed decisions. When I did speak, I ensured my input was valuable and impactful. That approach earned me credibility and respect.
Did you have a mentor or role model?
My mother has always been my greatest role model. Her strength, resilience, and unwavering compassion have deeply influenced my values and how I approach leadership and life.
What motivates you to keep striving for excellence?
I’m driven by purpose. Knowing that my work positively impacts others and the organisations I serve keeps me going.
I’m also a lifelong learner—books, workshops, and networking keep me inspired. Staying curious allows me to grow continuously and seize new opportunities.