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South African Breweries will again partner with various law enforcement agencies to raise the level of awareness about road safety. Due to the increase in traffic at this time of year on our roads over the easter weekend, South Africans are advised to be cautious on the roads. 

“At SAB we have a goal to reduce alcohol-related road incidents and fatalities by 10% come 2025. We can’t do this alone, and as such we have formed strategic partnerships with the Department of Roads and Transport, Metro Police, and the United Nations Institute for Training and Research (UNITAR). Collectively, we are doing everything we can to reach this goal, because there is so much at stake,” says Zoleka Lisa, VP of Corporate Affairs at SAB.

In the two years since the launch of the SAB responsible consumption platform, SAB Sharp, a lot has been achieved. SAB Sharp is a play on words that communicates a call to South Africans to “be sharp and make better decisions when it comes to alcohol use,” Lisa explains.

Since this is an enormous task, the brewery is making every possible effort to address some of the nation’s main challenges around alcohol consumption. 

Easter Road Safety Campaigns

To increase the number of prosecutions and ensure a strong presence in hotspot areas guided by the Ministerial data shared publicly during the Easter and festive period, SAB will launch an Easter Road Safety Campaign at this year's Rand Easter Show in partnership with the Johannesburg Metropolitan Police Department (JMPD).

SABs participation will be centred around the 1st day, themed safety day. The day will see all the members of the Public Safety portfolio showcasing their work and launching their Easter campaigns. 

Alcohol Evidence Centres are key in peak traffic times 

Government and South African Breweries (SAB) have been partners for over a decade to develop Alcohol Evidence Centres (AECs). As a result of these AECs, our authorities have been provided with the infrastructure, equipment, and knowledge they need to make more arrests.

It should be highlighted that the Alcohol Evidence Centres (AEC) have assisted in reducing alcohol-related vehicle accidents. “At SAB we believe that it’s always better to have “none for the road”. Here, our commitment is to partner with authorities to enforce regulations and discourage drink driving,” explains Lisa. To do so, SAB established 10 mobile AECs around the country, all equipped with state-of-the-art testing gear to assess blood alcohol levels and accelerate the prosecution of offenders.  

As a result of the partnership with law enforcement, SAB intends to decrease the number of incidents of drunk driving across the nation during Easter Period.

Lisa concludes, “In all we do we want to make an impact and move the needle on alcohol-related accidents. Our collective efforts demonstrate our uncompromising commitment to building a healthier, more responsible, and sustainable future for our communities and our country.” 

Issued by South African Breweries