By Ingrid Louw : Aware.org CEO
The South African alcohol industry has gone through a serious period of reflection with regards to responsible trade during COVID-19. The sector is forced to relook and reinforce continued and consistent responsible trading in South Africa. The industry is faced with challenges that are compelling it to strengthen its trading regulations in the fight against the scourge of alcohol abuse and misuse.
Compliance in the times of COVID-19 and new government regulations has come with policies that
are more stringent than ever before. More emphasis has been placed on encouraging liquor traders
not to serve anyone under the age of 18, discourage binge drinking, avoid serving alcohol to
intoxicated customers.
South Africa has a wide alcohol trading market that includes well-known taverns which have carried
villages and townships for decades. This market is said to be producing billions of Rands in revenue
per annum. The liquor trading market has provided a steady income for countless families in our
communities for years, with some establishments being part of the same family for generations. This
business market forms part of the booming township hospitality market which also plays a
significant role in supporting township and village livelihoods.
These are key players that need to work closely with organisations such as the Association for
Alcohol Responsibility and Education (aware.org), to ensure compliance as well as putting in place
responsible practices and forms of behaviour to trade responsibly ensuring that they protect the
livelihoods of thousands of people who are dependent on the market while safeguarding their
businesses.
Aware.org’s Responsible Trade Facilitation (rtf) programme was implemented through strategic
partnerships with the Provincial Liquor Authorities in four provinces, namely, Eastern Cape, Free
State, Gauteng and Mpumalanga since 2018. The programme aims to create a balance between
compliance, the development of a responsible and, sustainable liquor trade using pro-active
interventions and support programmes. The programme has benefited about 1 445 outlets in the
last two years. The rtf has been influential in providing developmental solutions in the rural alcohol
trading market.
The overall objective of the rtf is to ensure that the industry function in a more responsible and
regulated manner, as well as ensuring responsible socio-economic development. It also aims to
educate consumers about the dangers of alcohol use and misuse, and the risks related to underage
drinking, Fetal Alcohol Spectrum Disorder (FASD) and binge drinking which is conducted through
engagements with the patrons. RTF programme further contributes to the local economy by creating
job opportunities for unemployed graduates who are employed as Facilitators and by using local
suppliers. The Facilitators play a mentorship and coaching role to the Liquor Traders. They walk the
journey to responsible trading with both the outlet owners and managers.
Aware.org is committed to investing in programmes that offer a lasting impact. The rtf programme is
envisioned at building ongoing and long-term relationships with communities to create a positive
impact that is beneficial to both the community and the industry, subsequently reducing alcohol
harm in South Africa.
Most of the rtf outlets were not always a safe space for consumers, aware.org has managed to make
these outlets operate in a much safer environment for consumers through its incentive scheme.
Khathazile Beauty Legoko a licence holder and owner of Lovelane Tavern based in White City is one
of the rtf incentive scheme beneficiaries who was awarded CCTV camera installation in her tavern.
“Lovelane tavern is now a safer and compliant liquor trader than it was before”, says Legoko.
Outlet owners who are beneficiaries of aware.org’s rtf programme receive incentives that enable
them to meet the minimum requirements according to their License conditions based on the Liquor
Act, Norms and Standards and the OHS Act. The programme Incentive Scheme consists of four tiers,
namely tier 1, which provides the basic requirements such as a trading hours board, outlet file and
pledge poster. Tier 2 aims to assist outlet owners to comply with the relevant legal requirements, its
provisions include outlet safety signage, fire extinguisher, male and female toilets, drinking water
and first aid. Tier 3 upgrades are CCTV cameras and improved lighting outside the outlet, while tiers
4 include painting the outlet and installations of alarm system. An outlet can only progress to the
next tier once previous tier requirements are met.
The sustainability of this programme is confirmed through outlet owners who continue to maintain
compliant and safer environments for their patrons’ post-intervention. This shows the impactful
evident of this intervention as outlet owners showcase a clear understanding of responsible trading.
Aware.org’s rtf programme does not only focus on creating safer and compliant liquor outlets. The
Facilitators routinely engages key stakeholders such as the local South African Police Services (SAPS),
Provincial Liquor Board Inspectors, Liquor Forums and/or Tavern Associations to provide an update
on the rtf project while gathering feedback on current challenges to ensure effective implementation
process of the programme.
It is now more than ever important for liquor traders and the industry to decisively work with
aware.org.co.za to create a healthy alcohol consumption relationship with South African consumers.
Aware.org has partnered with the Eastern Cape Liquor Board, the Free State Gambling Liquor and
Tourism Agency, KwaZulu Natal Liquor Authority, Gauteng Liquor Board and Mpumalanga Economic
Regulator to implement the rtf programme in these respective provinces for the current financial
period. The organisation is committed to fighting against alcohol harm and misuse in the country.
