SAB – Responsible Trader Programme

SAB – Responsible Trader Programme

In 2011, SAB launched its Responsible Trader Programme (RTP), a high impact and holistic approach to engaging liquor traders on alcohol abuse and the harm it causes communities. A first of its kind in South Africa, the programme actively position the liquor trader as a champion in the fight against alcohol abuse and highlights the importance of trading responsibly to ensure the sustainability of the businesses of liquor traders.

Some of the issues dealt with in the programme include intoxicated customers, underage drinking, drinking and driving and pregnant women and drinking.

SAB developed the RTP in response to our 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 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.

To date more than 13 700 liquor traders have been exposed to the programme. More than 7000 traders have taken part in survey assessments following the training sessions to determine programme impact with 81% of traders scoring more than 80% on the assessment.

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