FOOD FIRST, FLYING FISH LATER: THE SAB BEVERAGE BRAND LAUNCHES NEVER-DONE-BEFORE BRANDED GHOST KITCHEN TO ENCOURAGE RESPONSIBLE DRINKING
In 2020 SAB and other industry members committed to the industry social compact with Government that focuses on reducing the harmful consumption of alcohol within three areas: reducing drink driving, reduce underage drinking and reduction of binge drinking. SAB also implements social norms marketing to change social norms and consumers’ behaviour around harmful drinking. One of the ways our consumers are being encouraged to this is through offering solutions with the launch of a ghost kitchen with its irreverence and fun brand, Flying Fish.
Flying Fish is all about doing things differently and responsibly, so that every experience with our beer is a positive one. So how does a brand that knows you can’t enjoy yourself to the fullest without well, a full stomach, put out a serious and actionable responsible drinking message to South Africans?
We do this by staying true to who our brand ethos, we are the same loved brand, but one with heightened focus and relevance to the lives and livelihoods of our consumers by empowering them to make smart drinking choices. In a world-first innovation, the brand’s opening of its very own kitchen on Uber Eats – The Flying Dish Kitchen is an unprecedented move that sees an alcohol brand serving food instead of drinks. All this to get people to remember to line their stomachs before they enjoy a Flying Fish.
In support of this, SAB believes we have a responsibility to the community improve livelihoods, this has been demonstrated through our diverse social impact programs Global Smart Drinking Goals aimed at fostering a culture of smart drinking amongst consumers and reducing the harmful consumption of alcohol. We are also making a deeper investment in evidence-based initiatives that measurably shift social norms and behaviours to reduce the harmful consumption of alcohol.
Zoleka Lisa, VP of Corporate Affairs at the South African Breweries (SAB), says as the leading beer manufacturer in SA, we are a purpose lead brand that is unwavering in our ethos and commitments to charting the way in inculcating a culture of responsible consumption. This is not just a once off campaign for us, but rather a solution necessary to protect both lives and livelihoods.
According to Tegwyn Hughes at Queen’s University, the science to eating before alcohol consumption is clear; the fat in food sticks to the stomach’s lining for an extended period while drinking, slowing the process of the alcohol flow into the bloodstream, therefore extending the amount of time a person is sober and enjoy themselves to the fullest.
The Flying Dish partnership with Uber Eats will feature a select menu of consumers’ favourite pre and post-groove meals, as chosen by them, and includes collaborations with South Africa’s notable chefs and local restaurants to deliver delicious bites to consumers. Ensuring that whenever they think Flying Fish, they think food and eat before they drink.
Lisa adds that, “Flying Fish is a brand that prides itself on bringing light-hearted fun to consumers who are over the age of 18+ only. As a brand we brew a beverage of moderation, that is to be enjoyed responsibly. We do this by making it easy and fun for consumers to associate smart drinking choices, with food, whilst giving them practical means to eat before or while they drink, this we believe is a smart behaviour pattern which we continue to affirm.”
Another spectacular approach to the mundane, the brand is championing food first, Flying Fish later. The pop-up Flying Dish will be available in Johannesburg & Cape Town for a limited time serving meals 24/7. From affordable gourmet burgers, to vegan vibes, the Flying Fish is every groover’s dream.