At an event held at the group’s premises in Bryanston, Johannesburg, on July 2, beverage manufacturing group South African Breweries (SAB) showcased progress achieved by its responsible consumption platform SAB Sharp.

The platform is built on comprehensive research and global best practices and is regularly reviewed with input provided by various stakeholders.

The evidence-based initiative is based on four pillars – Live Sharp, aimed at empowering responsible communities; Drive Sharp, aimed to empowering responsible driving; Talk Sharp, aimed at empowering responsible marketing; and Sell Sharp, aimed at empowering responsible trading.

Live Sharp endeavours to create an enabling environment for job creation and ultimately drive economic inclusion. Through the SAB Foundation, the group has disbursed R563-million, which has supported 6 422 businesses, created 10 384 new jobs and sustained 5 535 jobs.

Drive Sharp encourages responsible driving by partnering with law enforcement agencies to curb drunk driving.

Research has shown that one of the most effective ways to combat drunk driving is enforcement, SAB pointed out.

Through partnerships with law enforcement agencies such as the Joburg Metro Police Department (JMPD), SAB strives to provide law enforcement agencies with the appropriate infrastructure, equipment and knowledge to perform their duties effectively.

This pillar has seen the implementation of 28 alcohol evidence centres, with over 18 000 arrests made.

JMPD Superintendent Mike Botolo said the partnership with SAB and its investments have led to an increase in the arrests of drunk drivers, which has deterred some level of drinking and driving.

“SAB Sharp exemplifies how collaborative efforts can lead to impactful and sustainable solutions, setting a new benchmark for responsible behaviour in our communities. We are encouraged and anticipate the future of this partnership,” he highlighted.

For Talk Sharp, SAB launched the Responsible Marketing and Communication Code and the responsible marketing committee, The Collective.

These seek to ensure that best-practice and responsible messaging is demonstrated in all of the group’s marketing material and commercial communications.

SAB recently launched an updated SAB Sharp logo as part of its commitment to leveraging brands to reinforce responsibility messaging, with this logo consistent and visible across all brands.

Sell Sharp strives for responsible trading by enabling retailers to comply with responsible trading practices. It has assessed over 32 000 retailers nationwide. To date, the compliance rate of SAB traders and retailers is at 78%.

“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 in South Africa, guaranteeing that every beer experience is a positive one,” emphasised SAB corporate affairs VP Zoleka Lisa.

The Sharp platform is also built on a shared value system that promotes and aims to engender a culture of responsibility among all South Africans and delivers value to all stakeholders and communities involved through sustainable interventions.

Its initiatives are underpinned by partnerships with government, law enforcement, and community organisations.

Delivering the keynote address at the event, Gauteng Department of Economic Development Liquor Board chief director Fati Manamela referenced this, noting the importance of government and private sector partnerships in addressing societal issues, and in driving responsible behaviour, with this necessitated by the considerably high incident rates caused by drunk driving.

He said this was driven through responsible drinking campaigns; regulation and enforcement; community support; economic development; public health initiatives; and education and training.