The frustrations of losing his job as a packer at a chain liquor outlet during the Covid-19 lockdown inspired a young aspiring entrepreneur to turn to his dreams of manufacturing gin. Seema Khutso Masekwameng became passionately about gin production, and today he is proud to have launched three brands and created jobs for three people. This rural entrepreneur still dreams of expanding his business and building a gin distillery in Limpopo.
By Montsho Matlala
Lenaka Beverages (Pty) Ltd, founded four years ago by a 32-year-old former liquor store packer, Seema Khutso Masekwameng, has become a pioneer in rural Limpopo by being one of the first companies in the province’s villages to enter the premium gin manufacturing market. Based in Sebayeng village in the Ga-Dikgale area just outside Polokwane, the company produces and supplies a unique range of locally crafted gin brands.
Amidst fierce competition in the alcohol market, with so many liquor brands flooding the drinking space, Lenaka Beverages, under the tutelage of founder and CEO Seema Khutso Masekwameng, also wants to make its mark.
The company produces three brands of gin: Lenaka Premium Dry Gin, Lenaka Blueberry Flavoured Gin and Lenaka Watermelon Flavoured Gin.
Seema explains his company’s beverage offering: “Our recipe backbone is a high-strength neutral grain spirit blended with a core botanical set, [including] juniper, coriander, angelica, orris and selected spices.”
And about the suppliers of the input products and ingredients, Seema says, “We prioritise South African suppliers and Limpopo farmers for fresh watermelons whenever possible. Speciality botanicals are supplied by our partner distillers in Cape Town, who provide laboratory-grade distillate and small-batch maceration services while we scale.”
Distillation and Markets
Although the company champions itself as the gin manufacturer from a rural village in Limpopo, the actual distillation processes of its brands are done in the Western Cape, the hub of distilleries and vineyards in South Africa.
“The reason distillation is now run by professional experts in Cape Town in the Western Cape is obvious: There is no capacity from our side yet. So we are currently outsourcing distillation [to the] Western Cape. The distiller in that province supplies finished batches here at home in Limpopo,” says Seema.
“But our clear long-term goal is to build and run our own distillery here in Sebayeng to create jobs locally and bring the full production cycle home in future.”
Seema works with three employees handling logistics, deliveries, sales, marketing and other operational duties at Sebayeng village outside Polokwane.
Currently the company focuses on direct high-touch channels in which direct deliveries are executed from the premises in Sebayeng through WhatsApp, phone calls or its website.
“We also have strategic hospitality partnership in which we supply some hotels. Occasionally we host curated events and tastings to build prestige. Word of mouth also plays a big part in our gin venture; happy customers refer their friends to us. We see to it that our deliveries are always professional – neat packaging and accurate paperwork, and we always encourage our drivers to be polite while interacting with customers and every potential drinker of Lenaka Beverages gins,” says Seema.
Seema says the name Lenaka was inspired by a television soapie he grew up watching, where characters would use the Sepedi phrase “Lenaka la monna mosepidi”, which literally translates to, “The horn of a man on the walk”, but figuratively means a man who sips his drink with pride and dignity while focusing on a noble vision.
“So to me, Lenaka symbolises the strength of a man who chooses to rise despite the odds. It is more than a brand, it’s a legacy,” he explains.
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Business Idea
He says his idea to start the business was born during the difficult times of Covid-19. “I unexpectedly found myself unemployed because the company I was working for as a packer in a liquor store closed during lockdown. When restrictions were eased and ultimately lifted after lasting for over a year, some of my colleagues were called back. But I was one of the people who were left out and it frustrated me greatly at the time,” he recalls.
“I realised no one was coming to my rescue in that difficult situation. I then decided to turn the rejection I was facing into something that would not only prove that I could rise after life had knocked me down but would also uplift the community through a lasting legacy. The gin caught my attention because it is one of the most versatile and expressive spirits in the world. Gin offers room for creativity and identity. I wanted to create something premium, something that competes globally while carrying the soul and heritage of our culture. I needed to build something of my own, something I can control that couldn’t be easily taken away by circumstances,” he says.
Challenges in the Business
Being an independent brand, Lenaka Beverages faces several logistical and financial challenges as well as hurdles when it comes to penetrating the markets.
“Access to capital remains a major challenge, especially when trying to purchase equipment or enter large retail markets. Breaking into this highly competitive alcohol industry requires constant consumer education and that involves considerable funding,” Seema points out.
“Transport costs, stock management and securing reliable distribution channels are on our list of challenges because we are still a growing company.
“And as a new brand, it takes time to build the recognition we know Lenaka deserves. But despite all these challenges, my team and I are [gathering] enough courage [each] day and see each constraint as a stepping stone towards our long-term vision,” he says.
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Previous Jobs and Learning
The 32-year-old studied various courses through private and public learning institutions. He tried office management and technology but dropped out because of financial constraints. “I ended up with a debt collection qualification and later advanced myself with data science studies and financial education certificates.”
“I worked in various temporary and short-term roles but my first formal job was as a general assistant and packer in a retail environment in Pretoria. That is where I learnt discipline, customer service and the value of hard work,” says Seema.
According to Seema, Lenaka Beverages has not received financial assistance from any government entity thus far. “While I remain open to suitable government support in the future, the foundation of Lenaka came through personal savings, private support and reinvesting every cent I could gather from my previous work experience”, he says.
“I prefer not to disclose the specific individuals or private entities that helped me financially, but I can confidently say that Lenaka Beverages was built from personal sacrifice, private contribution and disciplined financial management, not from any public sector funding,” stresses Seema.
Future Plans
Lenaka Beverages plans to establish a distillery in Sebayeng village, not only to create jobs but also to bring pride to the community consuming its own brands of gin.
“We need to expand our product range, including new gin expressions and other premium beverages, eventually exporting to international markets,” says Seema.
Seema has a dream to build an empire that empowers others through sponsorship of small businesses, community upliftment projects and support for unemployed youth.
“At Lenaka Beverages we are on a mission to create generational wealth and [carve out] a legacy that inspires young people, even for those coming from rural places like me, to dream soberly and courageously beyond their circumstances. And despite the ever-changing geopolitics, we continue to work towards breaking into the international overseas markets and here in the African continent,” says the gin entrepreneur.
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