The Drinks Federation of South Africa (DF-SA), representing the legitimate alcohol sector, has launched its annual “Responsibility Never Takes a Holiday” campaign, emphasising that responsible practices must remain constant throughout the year-end celebrations.
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G20 Themes Shape Industry Approach
Drawing inspiration from the themes highlighted at the 2025 G20 Summit in Johannesburg – inclusive growth, youth safety, and accountability – the DF-SA’s festive campaign underscores the critical importance of maintaining responsible standards during times of celebration.
“Responsibility is not seasonal; it is a shared standard we must uphold throughout the year,” explains Angela Russell, CEO of DF-SA. “We encourage every South African to approach the festive season with awareness, respect for the law, and a commitment to safeguarding our communities through responsible consumption and trade.”
Industry Guidelines for Responsible Festive Practices
As the country enters the year-end period, DF-SA has issued specific guidance for different stakeholders:
- Corporate Sector: Companies are urged to host celebrations that promote moderation and provide safe transport options, including e-hailing services or shuttle arrangements. The federation emphasises that responsible behaviour should be embedded in organisational culture year-round, not merely during festive activities.
- Traders and Retailers: Alcohol traders are reminded to maintain strict standards by verifying customer identification, adhering to licensing conditions, respecting local trading hours, and ensuring all stock originates from recognised, legitimate suppliers. Checking packaging, seals, and barcodes remains essential to preventing the circulation of illicit or counterfeit products.
- Consumers: South Africans are advised to purchase alcohol only from reputable outlets whilst routinely checking labels and packaging. Consumers should avoid products with suspicious pricing or appearance—such as damaged caps, inconsistent liquid levels, or poorly printed labels—which often indicate illegitimate goods.
- Parents and Communities: Families and communities hold a decisive role in setting expectations for responsible behaviour amongst young people. By actively discouraging underage drinking, monitoring youth gatherings, and promoting environments where alcohol access is controlled and lawful, they help reinforce a culture of responsibility.
Collective Responsibility for Safer Communities
DF-SA Deputy Chairperson Sola Oke emphasises the industry’s united approach: “When the industry stands together in promoting responsible trade, informed choices, and honest marketing, we strengthen the integrity of the legal alcohol sector and support safer communities. Responsibility is a shared commitment—and it never takes a holiday.”
The campaign serves as a reminder that whilst South Africans celebrate the festive season, maintaining responsible practices benefits entire communities and supports the legitimate alcohol industry’s ongoing efforts to create a well-regulated environment
