SAB LAUNCHES “DON’T DRINK AND DRIVE” CAMPAIGN
South African Breweries (SAB) launched a campaign aimed at discouraging drunk driving ahead of the festive season. This initiative is part of the SAB Sharp platform, which promotes responsible drinking and behaviour within South African communities. The campaign encourages consumers to recognise the severe consequences of drinking and driving, reinforcing the importance of partnerships with government, law enforcement, and community organisations.
SAB Sharp is evidence-based, informed by comprehensive research and global best practises, and regularly reviewed with stakeholder input to ensure its relevance and effectiveness. Vice President of Corporate Affairs, Zoleka Lisa, emphasised SAB’s long-term commitment to fostering responsibility, stating that promoting safe choices is essential for the well-being of families and communities.
The launch event brought together government, industry, and media stakeholders, highlighting SAB’s integrated approach to responsible beer consumption. To date, SAB has invested in Alcohol Evidence Centres (AEC) that support law enforcement in conducting over 24 000 arrests for drunk driving across South Africa. These centres facilitate immediate breath alcohol testing, improving prosecution rates for offenders.
Romeo Hendricks, Acting Director of Community Safety for Theewaterskloof Municipality, praised SAB’s proactive efforts and their impact on reducing irresponsible behaviour on the roads. The collaboration has led to increased arrests, effectively deterring drunk driving, and enhancing community safety.
