SAB’s best of 2017

2017 was overflowing with beer fun: from brewing a beer chosen by South Africa to helping entrepreneurs advertise their business to a beer treasure hunt. It was a year that won’t be forgotten anytime soon.

Introduction

2017 was an awesome year at South African Breweries. It saw new beers being brewed, Smart Drinkers being celebrated, and a billboard made out of 3060 lightbulbs in the hope of creating jobs. Here are some favourite moments that shaped 2017.

Let’s take a look.

SA Brew

It all started with the first democratically elected beer. We gave you a choice of name, type of beer and even the label.

In the end, you chose to elect a ginger to the SAB office. An alcoholic Ginger Beer you called Lekker Brew.

Smart Drinking

2017 also saw us taking a serious look at the negative effects of over-consumption. We wanted to see what we could do to help people ‘drink smarter’ and this is what we came up with:

We created a campaign called ‘Smart Drinking’. It celebrated the Smart Drinking Heroes who have helped save lives, stop abusive drinking and negative behaviour around over-consumption.

Entrepreneurship Billboard

Not only did we bring awareness to over-consumption and brewed a new brew, we also created a billboard as part of a pledge to create 10 000 sustainable jobs by 2022.

South African Breweries looked to bridge the gap between unemployment and entrepreneurs in South Africa. We did this by giving entrepreneurs an opportunity they would not often get. We launched an electronic ‘liv-ing’ billboard that used 3360 light bulbs to advertise small and medium sized businesses free of charge.

Beer Finder

 

To bring a little bit of fun to the streets of Cape Town, we created a second edition of our digital treasure hunt for beer, Beer Finder.

We hit the streets of Cape Town but on a much larger scale. We created a treasure hunt on Facebook live and streamed from 9 restaurants throughout the day. The people of Cape Town had to figure out which bar we were in, in the hope of being the first person to find the beer at the bar and win beer for an entire year. View the winners here.

Road Safety

 
 
 
 
 
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Finally, to end the year off, we created a campaign to remind people of the consequences of drinking too much. We showed how one simple, bad decision could spoil the holiday and possibly the rest of your life.

Here’s to an awesome 2017 and to an even more memorable 2018.