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The South African Breweries (SAB) will work alongside the newly launched Association for Alcohol Responsibility and Education (
The South African Breweries (SAB) will work alongside the newly launched Association for Alcohol Responsibility and Education (

SAB supports to reduce harm caused by misuse of alcohol in SA


Issued by AB InBev - Dec 15th 2017, 16:14

The South African Breweries (SAB) will work alongside the newly launched Association for Alcohol Responsibility and Education ( on evidence based initiatives that focus on reducing the harm caused by alcohol misuse in South Africa., previously the Industry Association for Responsible Alcohol Use (ARA), recently re-launched as the organisation strengthens its focus on creating a national culture of responsible drinking and a generation of South Africans free of alcohol abuse.

“As a uniquely new organisation, the Association for Alcohol Responsibility and Educations or, we accept that we cannot continue to do the same thing and expect different results. We accept that we have a pivotal part to play in building and nurturing an alcohol harm-free South Africa. This will allow us to not lose another generation to the scourge of alcohol abuse,” says Ingrid Louw, CEO of

SAB, as a member of, works alongside the organisation to reduce harm caused by alcohol misuse.

Some of the projects SAB supports focus on underage drinking, Foetal Alcohol Syndrome Disorder (FASD) and drinking and driving.

The projects include:
• FASD prevalence study in the Prince Albert Municipality of the Western Cape. The programme creates awareness around alcohol consumption during pregnancy and empowers communities to make more responsible choices.
• R40m investment in tavern upgrades in the Western Cape, Kwa-Zulu Natal and Gauteng to enhance tavern safety and pedestrian road safety initiatives in the three provinces.
• Partnership with NICRO, the National Institute for Crime Prevention and the Reintegration of Offenders, which rehabilitates perpetrators of drinking and driving.
“As an organisation, SAB and AB InBev are making a deeper investment in initiatives that measurably shift social norms and behaviours to reduce the harmful use of alcohol. We are proud to be working with so that we make an effective impact on local communities and help to bring positive change,” says Nirishi Trikamjee, Corporate Affairs Director, SAB and AB InBev.

Through its Global Smart Drinking Goals, AB InBev has committed to investing $1-billion USD across the world in dedicated social marketing campaigns and related programs by 2025 to promote Smart Drinking.

In addition to the programmes in partnership with, SAB’s Smart Drinking initiatives include:
• SAB’s 18+ Be the Mentor campaign, which is a call to action for adults to become role models in the fight against underage drinking;
• The SAB Smart Drinking Squad work to educate, enable and empower licensed tavern owners, their patrons and local communities to use alcohol responsibly;
• Future Leaders, a local reality television programme which follows the lives of five teenagers tackling issues of alcohol abuse and other social ills;
• SAB’s Smart Trader Programme educates retailers on key principles of smart trading to ensure compliance. Some of these principles include not serving alcohol to intoxicated and pregnant customers or to anyone underage.
• A Global City Pilot project in Johannesburg City which will deliver a toolkit of programmes to combat drink driving, underage drinking, binge drinking as well as driving literacy around alcohol health;
• SAB will help empower consumers to make smart drinking choices by ensuring they have access to both no and lower-alcohol options and information about the products they are consuming. The business recently launched Castle Free, its first no-alcohol beer.

“In a country where the harmful use of alcohol is prevalent, the need to develop interventions aimed at addressing this is pressing and one that SAB takes seriously. We are investing in effective, science-based programmes to advance positive social behaviour change and addressing the issue head-on."

“At SAB we believe that smart drinking choices affect everyone, every day. We are committed to helping foster a global culture of smart drinking to reduce the harmful use of alcohol,” says Nirishi Trikamjee, Corporate Affairs Director, SAB and AB InBev Africa.


Read more about: sab | liquor | | ab inbev

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