A crisis is the truest test of a brand’s purpose Written by Vaughan Croeser, Marketing Director at the South African Breweries Throughout history, beer has played a significant role in bringing people together. Over millennia, beer and sociability have become intertwined. It stands to reason that beer communications and marketing reflect this social nature of our society as we show up in the moments where people gather to connect with one another and work together to grow their communities.

FOOD FIRST, FLYING FISH LATER: THE SAB BEVERAGE BRAND LAUNCHES NEVER-DONE-BEFORE BRANDED GHOST KITCHEN TO ENCOURAGE RESPONSIBLE DRINKING In 2020 SAB and other industry members committed to the industry social compact with Government that focuses on reducing the harmful consumption of alcohol within three areas: reducing drink driving, reduce underage drinking and reduction of binge drinking. SAB also implements social norms marketing to change social norms and consumers’ behaviour around harmful drinking. One of the ways our consumers are being encouraged to this is through offering solutions with the launch of a ghost kitchen with its irreverence and fun brand, Flying Fish

With South Africa’s vaccination rollout underway, the South African Breweries (SAB) has stepped in to help fill the gaps by utilising its established communications channels and diverting its marketing spend to help bolster vaccination registration efforts.