“Cheers to responsibility, SAB” is a campaign by The South African Breweries (SAB) that promotes responsible alcohol consumption through its “SAB Sharp” platform and other initiatives. The campaign includes creating and promoting non-alcoholic beer options, training retailers, and encouraging consumers to make balanced choices, all under the umbrella of the SAB Sharp Charter.
Key initiatives
- SAB Sharp: A platform launched to encourage responsible consumption among consumers and traders by promoting better decision-making when it comes to alcohol.
- Non-alcoholic products: The introduction of non-alcoholic beers like Castle Free and Corona Cero, which offers consumers more choices for balanced lifestyles.
- Retailer training: The Responsible Trading Programme provides training and incentives to retailers to champion responsible sales practices in their communities.
- Community engagement: SAB aims to foster a culture of responsibility in communities through various meaningful and sustainable interventions.
#FarmersWeeklySA attended South African Breweries’ (SAB) Cheers to Responsibility event at the Chamdor Brewery in Krugersdorp, SAB’s hub of innovation.
Since 2022, SAB has invested more than R19,5 billion across its breweries to expand production capacity and develop new products, including non-alcoholic beverages.
In 2017, the company was the first in SA to launch alcohol-free beer with Castle Free, followed by Corona Cero, and now Brutal Fruit 0.0.
Guests were taken on a guided tour through SAB’s brewing processes and experienced a bespoke food and beverage pairing session, designed to showcase how non-alcoholic drinks can complement different flavours.
Reflecting on the role of farmers in SAB’s value chain, Zoleka Lisa, vice president of Corporate Affairs at SAB, said: “People must know that the beer journey starts on a farm. Farmers are key partners in our value chain and today is also a celebration of our farmers.”
This partnership is further strengthened by SAB sourcing over 95% of its raw ingredients such as barley, maize, and hops, locally.
