Lenaka gin: A new wave of tradition in South Africa's beverage landscape

In the valleys and villages of Limpopo, stories of resilience and strength have always been passed down through generations. Among them was the tale of Lenaka — a revered drink spoken of by elders with awe and respect. More than just a beverage, it symbolised courage, endurance, and the fire of the soul.

Today, that ancient spirit has been reborn in a modern form, carried forward by a new custodian of tradition: Seema “Khutso” Masekwameng (32), the founder of Lenaka Beverages (Pty) Ltd, based in Solomondale.

“When I grew up, we used to watch the soapies on television,” Masekwameng recalls. “The old men would say Lenaka la monna’a mosepidi — the horn of a hard-working man. It stood for resilience and the ability to provide. That’s the legacy I wanted to capture.”

With that inspiration, Masekwameng created Lenaka Gin, a premium range of hand-crafted spirits infused with botanicals. The flagship, retailing at R370, carries its price tag not just as a number, but as a reflection of the craftsmanship and dedication behind each bottle.

The entrepreneur, who likes to quib that he drinks for a living, says he is not fazed by eyebrows raised due to the price tag because he knows the hard work done to bring it to life and the logistics of distilling in the Western Cape. 

It took Masekwameng three full years of research and development during the hard COVID-19 lockdown years to get the product right. He says the price tag reflects the hard work that has gone into bringing it to life. 

“It’s about the work we put into it. Lenaka Gin is carefully distilled using a premium neutral spirit as the base, infused with a precise balance of juniper berries, herbs, roots, and fruits that define each of our expressions,” Masekwameng says.

“The distillation takes place in traditional copper equipment, where only the purest heart of the spirit is retained to ensure smoothness and character.”

At its heart, Lenaka Gin is a revival of an ancient tradition, carefully reimagined for today. The brand offers distinctive expressions — from the smooth Lenaka Dry Gin, to the rich Blueberry, and the refreshing Watermelon varieties. Each one is a tribute to the wisdom of the past, infused with modern creativity.

“Each variant — whether Premium Dry, Blueberry, or Watermelon Flavours — is crafted with its own unique blend of botanicals, harmonised during resting, and gently proofed to 43% ABV. The result is a crisp, balanced gin that carries both heritage and innovation in every sip,” he says.

“Lenaka is not just a drink. It’s a celebration of heritage, strength, and the power to endure. To taste Lenaka is to taste legacy — a sip of history with a modern soul.” 

Lenaka Beverages is an independent company that Masekwameng self-funded with his cousin and they own an equal share of the enterprise. 

Unlike many small-batch distillers who remain in boutique bars and niche tasting rooms, Lenaka Beverages is aiming higher. The business, which Masekwameng co-owns with his cousin, is in advanced talks with national retailers such as Takealot, Pick n Pay, and Spar TOPS, with ambitions to scale distribution nationwide.

“Those are the companies we've been meeting with. Once that's out of the way, we'll grow into other stores,” he says.

For now, Masekwameng retails his gin through his website: www.lenakabeverages.co.za and does pop-up activations at conferences and other public spaces.

At the Tourism Business Council of South Africa Leadership Conference two weeks ago, Masekwameng also initiated discussions with a major hotel group to list Lenaka Gin on its bar menus — a move that could position the brand firmly within the luxury premium market.

Yet, for Masekwameng, Lenaka is about more than business.

Trained as an assistant chef and currently pursuing business development studies, he dreams of expanding into food tourism and opening a restaurant in Limpopo. He also gives back to his community, volunteering with senior citizens at Itshepheng Multipurpose Club, offering technical support and lending a hand where needed.

With every pour, Lenaka Gin tells a story: of a young entrepreneur carrying forward the resilience of his people, and of a brand that blends prestige with authenticity. It is a drink made not just for celebration, but for those who understand that success, like good spirits, is crafted with patience, courage, and vision.

BUSINESS REPORT