SAB Sharp Charter

WE ARE committed TO HELPING THE NATION BE SHARP

The South African Breweries (SAB) is committing to the nation to use its scale, reach and expertise to accelerate responsible consumption through its evidence-based platform. The responsible consumption platform is called SAB Sharp, a play on words communicating our leadership in championing responsible consumption of alcohol through a rallying call to South Africa to be sharp – to make better decisions when it comes to alcohol consumption that will ultimately build a nation we can all be proud of.

This call is encapsulated in the SA Be Sharp Charter, a manifesto of our commitment to championing responsibility which includes a citizen’s commitment that you can be a part of by signing the sign up button. We believe that harmful consumption of alcohol is bad for our consumers, our colleagues, our families, our communities, and our business. That means, we take our responsibility to help reduce and prevent the harmful use of alcohol seriously. As a global company, we are well placed to launch platforms like this to ensure we continue to play our part in confronting the irresponsible consumption of our products and measure ourselves against the tangible and aggressive targets we set.

SIGN THE CHARTER

How SAB is committing to Be Sharp

We at SAB pledge to come together to be a part of the solution and create the kind of country we want to live in. We acknowledge that we need to be at the forefront of changing the way we as a nation behave in the name of a laugh, a pour, and a cheers.
We want a South Africa that is sharp in every way.

We, as SAB, will help the nation Live Sharp

We will uplift the areas we do business in and drive economic inclusion, as an enabler of thriving communities. We will prioritise the holistic inclusion and empowerment of women and youth, as well as township and rural based businesses.

We, as SAB will help the nation Drive Sharp

Reducing alcohol-related vehicle accidents is part of our plan of action.
We will continuously spread awareness to licensed drivers that no matter the reason, or how near or far the destination, it’s always better to have none for the road.

We, as SAB, will help our retailers to Sell Sharp

We will encourage the buyers, sellers and consumers of SAB beverages, to always respect the places where people come together for catch ups, celebrations, and all other drinking occasions.

We pledge to end the insistence of fun beyond the legal hours of trade.

We pledge to end the excessive on-site consumption of alcohol. And we pledge to enforce the legal drinking age limit.

We, as SAB will use our brands to Talk Sharp

We will promote the enjoyment of beer with dignity, on all platforms.

Through the power of our iconic brands, we will show consumers that they can have fun without the regret of binge drinking or displaying embarrassing behaviour.

As a business who loves their people, their country, and their beverages, we now say:

“Championing responsibility is what we choose to live by. Mzansi let’s be sharp, and create a South Africa we can all be proud of.’’

How you can commit to Be Sharp

We, the People of South Africa, pledge to come together to be part of the solution. To create the kind of country we want to live in. We acknowledge that it’s time to move in a new direction and change the way we behave in the name of a laugh, a pour, and a cheers. We want a South Africa that is sharp in every way

We, The People, Will Live Sharp

We will uplift the areas that we live in. We will work together to ensure that our communities are thriving and ensure that we protect the most vulnerable people within them. We commit to respecting and abiding by the laws that govern the responsible consumption of alcohol. And we will prioritise our well-being by knowing when it’s time to raise our glass, and when it’s time to put it down.

We, The People, Will Drive Sharp

Reducing alcohol-related motor vehicle accidents is well within our power.

As individuals who are licensed to drive, we will no longer take chances with our lives and the lives of others. No matter the reason, or how near or far the destination, we will not get in the driver’s seat even after one drink.

We, The People, Will Buy Sharp

We will respect the places where people come together for catch ups, celebrations, and all other drinking occasions. We will enforce the legal drinking age within our social circles. We will have fun within the legal hours of trade, drink responsibly and leave our beers on the table instead of grabbing ‘one for the road’.

We, The People, Will Talk Sharp

We will showcase the enjoyment of beer on social platforms without normalising binge drinking, regretful fun, or any embarrassing behaviour.

Let all who love their people, their country and their beverage of choice now say:

“Being responsible for a future with more cheers is why I will always choose to BE SHARP.”

BE SHARP AND CHAMPION responsible DRINKING

We, the brewers, buyers, consumers and sellers of SAB beverages must come together to create the kind of country we want to live in. Join us in pledging to championing responsibility in South Africa by adding your signature to the SAB Be Sharp Charter below.

SAB SHARP CHARTER