When apartheid-era laws restricting alcohol access for black South Africans were lifted in 1962, a wave of female entrepreneurs rose to meet the moment. Known as Shebeen Queens, these women ran the heart of township social life, bold, resourceful, and resilient. SAB stood by them, supplying product, training, and partnership. In backing the Shebeen Queens, SAB backed a generation of women who turned social spaces into businesses, and businesses into legacies.

In 1987, SAB launched its Owner Driver programme, a model that turned delivery drivers into business owners. These were more than just trucks on the road; they were mobile stories of empowerment. The programme helped reduce costs, improve logistics, and most importantly, uplift thousands of South Africans by giving them the keys to their own success. It’s a legacy of enterprise that still underpins SAB’s values today.

When South Africa needed to deliver ballot papers to remote areas for its first democratic election in 1994, the IEC turned to SAB. Our trucks, familiar on every road, stepped in to get the job done. It was one of our proudest deliveries, and a powerful reminder that being part of South Africa means showing up when it matters most. In that moment, SAB helped deliver more than beer, we helped deliver democracy.

Through the SAB Foundation, launched with R1 billion in funding, SAB has backed thousands of South African entrepreneurs, from rural inventors to township hustlers. By supporting small business development, skills training, and inclusive innovation, the Foundation helps turn good ideas into livelihoods. It’s not charity, it’s belief. Belief in the creativity, hustle and potential of everyday South Africans to build a better tomorrow.

When COVID-19 shut down the country, SAB didn’t just pause brewing, it pivoted to protect. Lines were repurposed to produce hand sanitiser, and thousands of litres were distributed, largely free, to hospitals, clinics, and communities in need. It was a time of crisis, but also of commitment, to stepping up, showing up, and standing with the nation when it mattered most.

Responsibility isn’t just a buzzword, it’s a business principle. In 2021, SAB launched SAB Sharp, a holistic programme championing responsibility across every link in its value chain: from production and marketing to consumption and retail. It reinforced a simple truth: beer can be part of good times, but it must never be part of harm. SAB remains sharp-eyed and committed to doing the right thing, always.