SAB initiative pays off

78% compliance rate due to beer giant’s partnership with law enforcers.

- Brian Sokutu

With traders and retailers having reached a compliance rate of 78%, global beer giant SA Breweries (SAB) was this week bullish about how its Sharp initiative - a partnership with law enforcement agencies, government and the liquor trading industry - has encouraged responsible drinking in South Africa.

This followed a drive to conduct a countrywide compliance assessment of over 32 000 retailers nationwide, ensuring they engage in responsible practices and promoting responsible consumption among consumers.

"This platform is integrated into our business strategy and operations, reinforcing our ambition to grow the beer category responsibly.

"We take pride in the impact and sustainable interventions that cultivate a culture of responsibility, guaranteeing that every beer experience is a positive one," said Zoleka Lisa, SAB vice-president: corporate affairs.

SAB Sharp was "a testament to our dedication to fostering a culture of responsibility in all our communities".