News

South African Breweries (SAB) honoured their retailers who are local businesses that form the foundation of South Africa’s beer economy through the ‘Cheers to Retailers’ event held on 04 August at SAB’s Bryanston headquarters.

The moment was a premium gathering that shone a spotlight on the critical role of small retail businesses in driving inclusive growth, job creation, and grassroots development. The event brought together SAB leadership, trade partners, media, and key government stakeholders, Gauteng Chief Director for Economic Development, Crezelda Venter, who delivered a keynote address on the role of small retailers in inclusive economic development.

“This is critical moment, as we honour resilient retailers who are the backbone of our communities. Beyond growing their business, these entrepreneurs are reshaping South Africa's economy from the ground up,” said Chief Director for Economic Development, Crezelda Venter. “Whether it is through embracing digital tools, broadening their offerings, or adjusting to load-shedding, they are using grassroots innovation to develop innovative and useful methods to satisfy community needs. By doing this, they are fostering resilience, generating jobs, and assisting in the transformation of our economy's structure toward more sustainable and inclusive growth. More than improving the economy, enabling this sector unleashes the full potential of South Africa's local economy” concluded the Chief Director.

South Africa’s beer value chain is deeply local, with 95% of SAB’s inputs sourced locally. The industry contributes 1.4% of GDP, making it one of the most important drivers of growth and economic sustainability in the country. Many of the jobs created are in the informal and township economy where these local retailers have become hubs of social connection, resilience and entrepreneurship.

“We often speak about our brands and breweries, but the real driving force behind South Africa’s beer economy are the retailers,” said Richard Rivett-Carnac, SAB CEO. “These entrepreneurs are the lifeblood of our industry. They create jobs, stimulate local economies, and build social fabrics in the communities they serve. As SAB marks 130 years, Cheers to the Retailers is our way of recognising their role not just as partners, but as catalysts for inclusive economic growth and national progress.”

SAB’s long-standing partnership with retailers is underpinned by investment, capacity building and compliance support. SAB continues to invest in building a responsible and resilient retail sector through its SAB Sharp platform. A key pillar of this initiative is the Responsible Trading Programme (RTP), which supports liquor retailers in driving compliance, safety, and community wellbeing. The programme assesses retailers on a three-tier accreditation system, Silver, for compliance with liquor regulations. Gold, for adherence to responsible sales practices, including refusal of alcohol to underage or intoxicated persons; Platinum, for outlets that champion community safety and responsible trading.

To date, more than 32,000 retailers have been trained, audited, and accredited on an annual basis through the programme nationwide. In addition to compliance training, SAB is also rolling out infrastructure upgrades and business support across outlets, reinforcing its commitment to responsible entrepreneurship and township development.

“Partnering with SAB has completely transformed my business and my life,” said Lungile Gama a retailer being recognised at the event. “I’ve been an SAB retailer for 33 years, and what started as a small tavern is now a structured, compliant, and sustainable business thanks to the consistent support from SAB. SAB interventions empowered me and my business to grow, support my family, create jobs, and I can employ many people from my community.

As part of the day’s programme, SAB honoured standout business owners across its retail network through a Retailer Commitment Trophies, celebrating those who have remained resilient and adaptable in a fast-changing economy. The event culminated in a formal toast, a unified ‘Cheers to Retailers’, led by SAB leadership, underscoring the company’s commitment to shared growth, responsible trade and long-term partnerships.

“Retailers are the key to of our industry,” said Jaco Parreira, VP of Sales at SAB. “As we celebrate 130 years, we honour the small businesses who have walked this journey with us. They are not just partners, they are builders of our economy, our communities, and our shared future.”