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patrons with problem-gambling tendencies, appropriate signage, professional assistance and co-operation with industry
and regulatory bodies dealing with the phenomenon. Tsogo Sun also supports research and care programmes
conducted by the National Gambling Board.
RESPONSIBLE USE OF ALCOHOL
As a socially-responsible corporate citizen, SAB places heavy emphasis on the sensible use of alcohol beverages
by consumers. It is a goal supported by responsible advertising, marketing and promotion, close co-operation with the
public health community, ongoing educational
campaigns and research, and the promotion of a sound
alcohol policy for SAB employees. Beer South Africa is a
founder member and major sponsor of the Industry
• ADVERTISING AND PROMOTIONS ▪ SAB ADVERTISES AND
PROMOTES ITS PRODUCTS IN AN HONEST AND ETHICAL MANNER,
WHICH RESPECTS THE VALUES OF OUR CONSUMERS’ SOCIETIES.
Association for Responsible Alcohol Use (ARA).
During 1998, Beer South Africa conducted an extensive drink/drive campaign, representing an investment of
US$700,000 (R4.2 million), which included repeated use of the government’s Arrive Alive campaign logo. The division
also donated over US$172,000 (R1 million) to
the campaign to fund the cost of
communicating the issue in all nine provinces
in South Africa. Statistics for the 1998 holiday
season (December) show that the number of
road deaths declined by 10.9 per cent.
In Poland, Kompania Piwowarska and Heineken have joined forces
to promote a lobby group for responsible use of alcohol. They have drawn
up a voluntary code of conduct for marketing beer, and each partner has
contributed US$500,000 (R2.9 million) to the programme.
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CORPORATE CITIZENSHIP REVIEW