Smart Drinking

Our Responsible Drinking Goal is to Accelerate the Global Smart Drinking Goals and reduce harm caused by the misuse of alcohol in our communities.

Our focus areas include Road Safety, Underage Drinking and Volunteerism.

Reduce the harmful use of alcohol

Goal 1: City Pilot – to reduce the harmful use of alcohol in 6 cities and implement best practices.

Goal 2: Social Norms - Global investment of 1B USD to influence social norms and individual behaviours by ensuring that the social marketing campaigns are aligned to smart drinking principles.

Goal 3: Product portfolio – Introduce no and low alcohol products.

Goal 4: Alcohol Health Literacy – Place guidance labels on all our beer products and increase alcohol health literacy.

Road Safety

Our dream for Road Safety is to reduce fatalities on South African roads. SAB aims to upgrade 10 Alcohol Evidence Centres across South Africa.


SAB launched its #NoneForTheRoad campaign October 2019 and the success of the campaign was translated through a 10 % reduction of injuries and death in the December period, which was acknowledged by the national Minister, Fikile Mbalula.

“SAB welcomes this about-turn from previous years, we want to continue to take bold steps to build onto what we already have in place to make a contribution towards reducing instances of misuse of alcohol and the harm that it causes,” says Zoleka Lisa, VP Corporate Affairs, SAB.

SAB’s national delivery trucks have been branded with the ‘None for the Road’ messaging to support the campaign and visibly encourage responsible behaviour and safer roads. We hope to use this foothold to spread the message far and wide and remind people of the dangers of drinking and driving.” Several initiatives support SAB’s drive to encourage responsible drinking amongst consumers to make roads safer. The business has partnered with the Department of Transport, the Road Traffic Management Corporation and local policing authorities to launch several Alcohol Evidence Centres (AECs) across the country to help curb incidences of drinking and driving. Law enforcement officials are able to effectively detect alcohol levels at the facilities.
In effecting the greatest impact, SAB hopes to normalise #NoneForTheRoad amongst South Africans so they are consistently aware of their behaviour and how their choices have an impact on them and others.

“With the collaboration of government, SAB believes that collective action from as many relevant stakeholders, including industry, is required to address the challenge.”
SAB also actively encourages consumers to make smart drinking choices such as ‘pacing’ by alternating between alcohol and non-alcohol drinks during social occasions.

Our passion for brewing the golden liquid extends to taking care of the people who enjoy it. We’re well aware of the issues surround alcohol abuse in South Africa, and have committed ourselves to shift behaviours and perceptions around the consumption of alcohol through our Global Smart Drinking Goals launched in 2015.

We’re also empowering consumers to make smart drinking choices by offering beers with lower alcohol content, or no alcohol content at all. It’s the same great taste with the same high quality ingredients, with none of the risk of alcohol consumption.

The various programs and initiatives we’ve created have been developed in close partnership with public health experts, ensuring that our approach is set against the world’s best technical and scientific evidence.