Corporate Social Investment
The South African Breweries Limited has a vibrant CSI programme, which has recently become more strategically
aligned with business objectives.The company invests in projects that develop local soccer talent, promote
responsible alcohol use, encourage water conservation, respond to emergency relief and engage SAB employees
in community transformation.
Corporate Social Investment at South African Breweries Limited has entered a new era.
> In keeping with national and international thinking, SAB’s social transformation programmes are moving
away from donor dependence towards building sustainable solutions for social problems.
> This requires a strategic approach, so SAB’s new programmes are designed to transform communities
and, in turn, close the circle by advancing the related business strategy and the imperatives that require delivery.
“Social investment has to support business strategies, public and stakeholder perceptions
and regulatory demands. A purely philanthropic approach will not suffice – a 70% strategic
investment and 20% philanthropic distribution has the potential to meet varying needs”
explains Hepsy Mkhungo, Head of Transformation, CSI and ED at SAB.
SAB’s new-look CSI has three components:
>SAB employee volunteerism.
The Responsible Trader Programme (RTP)
The Responsible Trader Programme (RTP) is a national high impact and holistic approach to engaging liquor traders on
alcohol abuse and the harm it causes communities, is a first of its kind in South Africa. It is also the first programme in
the country to actively position the liquor trader as a champion in the fight against alcohol abuse. The programme
highlights the importance of trading responsibly to ensure the sustainability of the businesses of liquor traders.
SAB developed the RTP in response to the company’s deep concern about the harm alcohol abuse can cause to
individuals,families and communities. Its objective is to encourage self-regulation amongst traders by creating
awareness of the social,health and economic consequences of irresponsible trading. Added to the devastating
impact of alcohol abuse on communities and individuals, irresponsible traders face tough consequences for their
behaviour, including the potential loss of their trading license and in turn, a loss in income.
SAB executive director of Corporate Affairs and Transformation, Dr Vincent Maphai, says: “As recognised leaders
in their respective communities, our trader partners are the most powerful force in the fight against the harm
caused by alcohol abuse.Behaving responsibly and creating awareness amongst their customers and staff
of the dangers of alcohol abuse can have a long term positive impact on the sustainability of communities
and trader business.”
SAB believes that the most effective way to address alcohol abuse is through targeted interventions, such as the
Responsible Trader Programme, which focus on those drinking patterns that are associated with harm.
Proven approaches include improved education, good enforcement and strong self-regulation.
These are approaches that SAB seeks to drive through its ongoing alcohol strategy, on which the company
has spent more than R100-million since its inception in 2009.
SAB expects to educate more than 10 000 traders across South Africa during 2011 and will continue to invest
in the RTP well into the future.The Responsible Trader Programme focuses on three key areas:
1. Creating awareness about the harm caused by alcohol abuse and the role the trader plays in driving a reduction
of alcohol abuse in their respective communities;
2. Building trader competence to actively ensure responsible trading in the outlet; and
3. Building trader competence to create awareness amongst outlet staff and customers about responsible trading
and the harm caused by alcohol abuse
Post-training responsible trader behaviour is measured through a combination of check-in and mystery shopping
sessions,which take place at the outlet. During check-in sessions, traders are aware of the visit and their level
of awareness of the principles of the responsible trader programme is observed. Trader behaviour is
unobtrusively observed during mystery shopping sessions at the outlet. Discussions with customers and
communities determine the trader’s alignment with the programme.
The Responsible Trader Programme was designed through an extensively consultative process
involving relevant local and regional government stakeholders, law enforcement agencies and
trader association representatives. Interactive and collaborative workshops were held to gain
an understanding of critical issues faced by each role player on the challenge of alcohol abuse,
regulation and control, as well as for each to give input into the content of the training course.
“We believe that true progress in the fight against alcohol abuse in South Africa can only be achieved
when all relevant role players,including industry and regulators, join forces to provide more robust
and wide reaching initiatives. It is impossible for a single individual or institution to turn this grave situation
we are facing around. We need to work together to achieve real and positive change,” says Dr Maphai.
SAB launched its KickStart programme in 1995 as a poverty alleviation programme but it has
subsequently become a platform to stimulate sustainable enterprise development. Specifically,
KickStart promotes business awareness through training,supplying grants as start-up capital
and providing post-training mentorship and assistance during the setting-up phase of the business.
Aimed at 18 to 35 year-olds from previously disadvantaged backgrounds, over 22, 700 existing
and budding entrepreneurs havealready benefited from KickStart and more than 3200 business
have been started by KickStart participants.
Various media campaigns are run in the SAB regions between April and June every year. If you meet the above criteria
and are interested in entering the competition, you need to complete an official KickStart entry form which is obtainable
from your nearest SAB Regional Office or can be downloaded from this site. However, entry forms are only available
and can only be accepted between May and June of every year. Outside this period you can contact our office on
(011) 881 8101 to have your name placed on a database and an application form will be sent to you once the
competition is launched.
SAB gives support to the winning businesses in the form of grants and mentorship to "KickStart" them.
hese grants range from R30 000 to R250 000 per grant, and mentorship takes place over a period
of six to eight months. Recipients do not receive grants in cash form;
however SAB will purchase fixed assets for the business.
The results speak for themselves.
> 64% of grant winners from 2001 to 2005 are still in business, with 87% of those who received
grants in 2004 and 2005 still operating.
> No fewer than 83% of SAB KickStart participants have reported that their businesses
are growing and the turnover of KickStart businesses has increased by an average of 375%.
>Almost one third supply goods and services to SAB. Many of these enterprises have grown
into multi-millionRand organisations, employing a significant amount of people.
Tavern Intervention Programme (TIP)
The SAB Tavern Intervention Programme (TIP) is run in partnership with Men for Development in South Africa
(Medsa) and targets men that have been identified by law enforcement and community members as perpetrators
of violence against women and children and other social crimes which can result from the abuse of alcohol.
These men are targeted in the places they frequent often,South Africa’s local taverns.
The programme takes the form of a six-session interactive workshop in a tavern and is aimed at driving
and inspiring men towards behavioural change.SAB partners with a number of community based organisations
and leaders to ensure the success of the TIP and to help identify those men who require intervention.
These include community based organisations focusing on upliftment,community policing forums, community patrol
units, tavern owners and influential leaders. Police databases assist in identifying offenders and social workers may
also make referrals to the programme.
SAB’s investment in the TIP will initially help to target at least 4 000 men – 800 per year in all nine provinces
over a period of five years.At each session, the participants, who are over the age of 18, are taken through
comprehensive structured modules covering responsible alcohol use, HIV/Aids, gender-based violence and
children’s rights. Men are also urged to openly discuss their personal beliefs, community pressures and other
social issues that may lead to unacceptable behaviours and practises.
At the end of the programme, the men are rewarded during a graduation ceremony with a certificate of participation.
They are encouraged to sign a pledge of commitment to be ambassadors of change and champions within
A support group is formed by the men and meets once a month. Here they are able to discuss and share problems or be
referred to an expert organisation, such as SANCA, FAMSA or social Workers for further intervention. Behavioural changes
in the men are tracked through the support groups.