In 1895, on the bustling streets of Johannesburg, Charles Glass founded South African Breweries with a simple belief: South Africans deserved a beer of quality, brewed close to home. What began as a single brewery became the start of a business built in South Africa, for South Africa. Over the next 130 years, SAB would grow with the nation, refreshing its people, supporting its economy, and shaping its story. Through every era of change, challenge and triumph, one thing has remained constant: SAB’s commitment to the country it calls home.

In 1896, SAB opened the doors to its very first pub in Johannesburg, a place where miners, merchants, and makers of the city came together after a hard day’s work. It wasn’t just about beer. It was about community, camaraderie, and the sound of cheers ringing out across a growing town. This spirit of togetherness would become part of SAB’s DNA, bringing people together, one round at a time.

1897 saw the expansion of the Castle Brewery and Castle Lager, brewed to gold standard perfection by Charles Glass himself. The beer quickly became a national favourite, setting the tone for a legacy built on taste, consistency, and pride. For over a century, Castle Lager has stood as a symbol of quality, loved by the people, brewed for the people, and committed to delivering excellence in every sip.

Carling Black Label made its South African debut in 1966, a bold, flavourful beer that quickly earned the loyalty of working men across the country. Over the decades, it transformed from “America’s lusty lively beer” to the everyday man’s badge of honour, and eventually, the beer of champions. Today, Carling Black Label continues to celebrate the hard workers, the unsung heroes, and the quiet champions who power South Africa forward.

In 2011, Carling Black Label launched the groundbreaking “Be the Coach” campaign, a global first that handed control of the starting line-up to the fans. What started as an innovative twist on football quickly became a mega platform for the brand and a cultural movement for the country. By giving power to the people, Carling celebrated what it means to be a true champion: standing with your team, win or lose. For SAB, it was one more way to cheer for South Africa.

2016 was the introduction of the world's best loved brands such as Stella Artois and Corona which joined our local line-up, giving South African more choice, more flavour and more reasons to raise a glass. Through global partnership, SAB continues to elevate local shelves while keeping its roots firmly planted in South African soil.

From Joburg rooftops to bars in Brazil, UK and China, SAB’s brands are making their mark worldwide. In 2022, homegrown favourites like Brutal Fruit and Flying Fish spread their wings, winning over new fans across global markets. It’s proof that South African flavour, flair, and fun can thrive anywhere. And wherever they go, they carry one thing proudly: the story of where they began.

For over 40 years, SAB has led the way in pioneering and innovating sports sponsorship. Our brands have proudly supported South Africa’s sporting heroes from the Springboks and Bafana Bafana to the Proteas. Through every high and heartbreak, one thing has remained constant: SAB’s unwavering support.

From 2023, when Siya Kolisi lifted the Rugby World Cup once again, to 2025, as the Proteas clinched the ICC World Test Championship with Castle Lager proudly on their sleeves, we didn’t just celebrate victories. We celebrated a shared belief that South Africa is a nation of champions.

In 2025, SAB will serve as the official SARU Event Delivery Partner. More than just a sponsorship, it is a bold step forward in transforming how we celebrate and grow sport across South Africa.

In 2024, we took our commitment to innovation further with the launch of Corona Cero, a new non-alcoholic beer which is the World's First Non-Alcoholic Beer with Vitamin D. At SAB, we believe that beer is a drink of moderation and are committed to providing options that allow our consumers to enjoy our products in a way that fits their lifestyle. Corona Cero is a perfect example of this commitment, offering a great tasting beer experience suitable for any occasion.