Driving more responsible consumption of alcohol amongst South Africans and in the rest of the markets in which in it operates across Africa and the world is important work for SAB and AB InBev.
The company’s very own annual Global Beer Responsibility Day (GBRD), celebrated today, Friday, 13th September, provides an opportunity to talk more exclusively about the benefits, social and celebratory, and enjoyment that beer can bring to occasions when consumed more responsibly.
“While we are proud of the quality products that we produce and the enjoyment is can bring to those who consume them we encourage consumers to engage with it more responsibly.
“Our targeted efforts to curb the harm caused by the misuse of alcohol within communities are embedded in our everyday work as a company. We take a multi-stakeholder approach to fighting the challenges our country is faced with in this space. This includes working alongside our industry partners, law enforcement, government, non-governmental organisations and broader society,” says Zoleka Lisa, VP Corporate Affairs and Sustainability, SAB.
SAB lives by 4 ‘smart drinking’ principles:
- WE DO NOT SELL OUR PRODUCTS TO UNDERAGE CUSTOMERS – ALCOHOL MUST NOT BE CONSUMED BY UNDER 18s
- WE TRADE RESPONSIBLY WITH LICENSED LIQUOR OUTLETS
- WE DO NOT SELL ALCOHOL TO PREGNANT WOMEN
- WE DO NOT ALLOW CONSUMERS TO DRINK AND DRIVE
This Global Beer Responsible Day 2019, SAB is teaming up with the Gauteng Liquor Board, the Road Traffic Management Corporation, the Johannesburg Metropolitan Police Department and the Beer Association of South Africa to bring increased awareness amongst liquor retailers across the country of responsible trading and consumption.
In addition to this, SAB’s ‘Pace Yourself’ Party Bus, stocked with alcohol-free beer, Castle Free, will take to the roads with the slogans “Drink Smart Today, Celebrate Tomorrow” and “100% Party. 100% Responsible #PaceYourself”. Superintendent of the JMPD, Angie Mokasi will join the bus ride around.
‘Pacing’ is alternating between alcohol and non-alcoholic drinks, allowing for a lower intake of alcohol over longer periods, as the body is given time to break down alcohol at a steady rate. The practice of pacing allows for safer and smarter drinking options.
Castle Free is an alcohol-free beer brewed by SAB offering consumers a real beer taste. Brewed with the same home-grown ingredients as Castle Lager, it can be enjoyed on its own, or as a pacer between beers allowing people to socialise for longer.