Recently, the South African Breweries (SAB) hosted the Cheers to Responsibility event at their Chamdor Brewery in Krugersdorp. The event brought together government representatives, media and industry stakeholders to highlight the company’s ongoing investment in responsible consumption and quality product innovation.

Since 2022, SAB has invested more than R19.5 billion across its breweries to expand its portfolio and accelerate innovation. This continued investment has ensured that South Africans enjoy a wider variety of locally brewed alcoholic and non-alcoholic beverages. These innovations position SAB as a pioneer in brewing technology and leader in promoting responsible drinking.

Guests at the Cheers to Responsibility event experienced a behind-the-scenes look at the advanced brewing technologies that enable SAB to craft high-quality non-alcoholic beverages, from de-alcoholisation processes to flavour techniques.

SAB was the first to innovate in the non-alcohol beer category with the launch of Castle Free in 2017 in South Africa, followed by Corona Cero in 2024, and now Brutal Fruit Spritzer non-alcoholic, a refreshing, alcohol free take on one of South Africa’s most loved brands. The introduction of Brutal Fruit 0.0 reflects growing consumer demand for products that support balanced, mindful lifestyles without compromising on flavour or enjoyment. Through these innovations, SAB continues to lead efforts toward building a responsible drinking culture in South Africa, aligned with national priorities to reduce harmful drinking.

We are proud to introduce Brutal Fruit 0.0, another milestone in our journey to expand consumer choice and promote moderation,” said Zoleka Lisa, Vice President of Corporate Affairs at SAB. “This launch reflects our commitment to innovation that meets consumers’ evolving lifestyles — offering stylish, high-quality options that make moderation both accessible and aspirational. Responsibility remains central to who we are as a business, and innovation like this helps us create a culture of balanced choices across South Africa

Brutal Fruit 0.0 represents more than just product innovation — it’s about reimagining enjoyment for today’s consumer,” said Leanne Martin, Vice President of Innovation & Beyond Beer at SAB. “We listened to what consumers were asking for: a delicious, stylish, and inclusive alternative that allows everyone to be part of the moment. This launch is proof that innovation and responsibility can go hand in hand

Through the company’s commitment to innovation, responsibility, and empowerment, SAB continues to build a value chain that benefits consumers, retailers, and communities alike. The company’s non-alcoholic portfolio is a testament to its long-term vision: providing South Africans with the freedom to choose, while ensuring those choices contribute to a safer and more responsible society.

For over 130-years, SAB has played a defining role in shaping South Africa’s beer industry. Its commitment to responsibility reflects an evolution in both purpose and practice; a recognition that sustainability and growth must go hand in hand. As the event concluded, guests joined SAB leadership for a symbolic toast, reaffirming the company’s commitment to a future with more responsibility, innovation and cheers.

About SAB

The South African Breweries (SAB) has reimagined what a beer company can be and has anchored this in a powerful brand purpose – We Dream Big to Create a Future With More Cheers. At SAB it’s always about more than the beer. We are driven by our passion to demonstrate the unique power of beer to propel South Africa forward. Since our inception over 130 years ago, SAB has grown to become South Africa’s largest brewer, a powerful economic contributor, a leader in sustainability, and a champion of responsible consumption. SAB is one of South Africa’s admired companies and corporate brands. The company operates 7 breweries and 42 depots in South Africa, a total workforce of approximately 5 000, and supports a beer economy ‘from seed to sip’ of over 250 000 jobs. Its portfolio of beer brands meets the needs of a wide range of consumers and includes leading brands in beer and beyond such as Castle Lager, Castle Free, Carling Black Label, Corona, Brutal Fruit, and Flying Fish.

About SAB SHARP

SAB Sharp is the South African Breweries’ (SAB) flagship responsibility platform, dedicated to promoting smart choices and positive social change. It is founded on SAB’s belief that beer can be part of a balanced lifestyle when enjoyed responsibly, and that as a leader in the industry, SAB has a duty to help shape a safer, more sustainable drinking culture in South Africa.

Developed in consultation with government stakeholders, academics, civil society, and subject matter experts, SAB Sharp is guided by a five-year (2021–2025) outcomes-based strategy built on four key pillars:

• Live Sharp (Responsible Communities): Empowering safe, thriving communities by supporting job security and reducing the prevalence of gender-based violence in identified hotspot areas.
• Drive Sharp (Responsible Driving): Partnering with authorities to strengthen enforcement and promote the principle of “none for the road,” reducing alcohol-related road incidents.
• Talk Sharp (Responsible Marketing): Using SAB’s brands and platforms to communicate responsibly and discourage binge drinking by promoting the enjoyment of beer with dignity.
• Sell Sharp (Responsible Trading): Training and rewarding traders who uphold responsible sales practices, fostering environments that build social cohesion rather than disruption.

SUPPLIED.