QUESTION 1
Case Study: South African Breweries
The South African Breweries Limited (informally SAB) is a major brewing and bottling
company headquartered in Johannesburg, South Africa and was a wholly owned subsidiary
of SABMiller. However, SABMiiller sold all of its interests to Anheuser-Busch InBev on 10
October 2016. Since SABMiller no longer exists as an entity (except as a business division of
Anheuser-Busch InBev), South African Breweries is a direct subsidiary of Anheuser-Busch
InBev SA/NV.
SAB is committed to a “Responsible consumption” programme, which advocates moderate
and responsible drinking.
The following six core principles on alcohol, set the standard for SAB’s personal and
commercial conduct, and guide their commitment to reducing alcohol abuse in South Africa:
e “Our beer adds to the enjoyment of life for the overwhelming majority of our
consumers.
e Wecare about the harmful effects of irresponsible alcohol consumption.
e We engage stakeholders and work collectively with them to address irresponsible
consumption.
e Alcohol consumption is for adults and is a matter of individual judgment and
accountability.
e Information provided to consumers about alcohol consumption should be accurate and
balanced.
e We expect our employees to aspire to high levels of conduct in relation to alcohol
consumption”.
Underpinned by bold new action plans, SAB is determined to combat alcohol abuse with a
multi-faceted approach that has a real impact on society and goes beyond just
communication and education. The three key dimensions to SAB’s strategy to counteract
the negative effects of alcohol abuse are to:
i. Lead by example
This starts with SAB’s employees. The focus is primarily on a comprehensive understanding
of alcohol issues and SAB’s stance when it comes to these issues, a zero-tolerance approach
towards driving under the influence of alcohol and ensuring responsible marketing at all
times.
ii. | Champion co-regulation
SAB is boosting resources to build partnerships with government and the industry as
ultimately their success in driving real impact in the fight against alcohol abuse relies ona
coordinated joint effort involving all key role-players.