Intoxicated customers, underage drinking, driving under the influence, pregnant women and drinking, will be some of the issues dealt with in a new programme launched in the Eastern Cape, aimed at promoting the responsible trading of alcohol.
Intoxicated customers, underage drinking, driving under the influence, pregnant women and drinking, will be some of the issues dealt with in a new programme launched in the Eastern Cape, aimed at promoting the responsible trading of alcohol.
The Responsible Trader Programme (RTP), held in Port Elizabeth on Tuesday, February 21, by The South African Breweries Limited (SAB) and the Eastern Cape Department of Economic Development, Environmental Affairs and Tourism, is a national high impact and holistic approach to engaging liquor traders on alcohol abuse and the harm it causes communities.
About 1 000 licensed tavern and bottle store owners from Jeffreys Bay, Port Elizabeth, Grahamstown, Kenton-on-Sea, Alexandria and Port Alfred will participate in an informative Mass Education Rally training session at the Missionvale Campus of the Nelson Mandela Metropolitan University, involving educational industrial theatre acts, led by well known SA actor Hamilton Dlamini.
The Rally will incorporate insightful, engaging and entertaining theatre skits and real-life scenario commentary to drive the key messages of responsible trading. Intermittent pop quizzes during training will evaluate the traders’ understanding of responsible trading principles.
A first of its kind in South Africa, it positions 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.
The RTP has been developed by SAB 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 among traders by creating awareness of the social, health and economic consequences of irresponsible trading. 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 the most effective way to address alcohol abuse is through targeted interventions. SAB seeks to drive education 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 2012 and will continue to invest in the RTP into the future.
