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With the festive season on the horizon, a time for joyous gatherings with friends, family, and communities, the Drinks Federation of South Africa (DF-SA) applauds consumers who embrace responsible drinking and traders who maintain best practices in responsible alcohol sales. This celebratory period serves as an ideal moment to emphasize shared accountability in ensuring safe, enjoyable festivities for everyone.

Angela Russell, CEO of DF-SA, highlights the importance of these efforts:
“Most South Africans celebrate responsibly, appreciating the role alcohol plays in bringing people together. As the festive season approaches, we urge alcohol traders to adhere to legal obligations and community expectations. Responsible trading protects lives, builds trust, and sustains a vibrant, ethical industry for all.”

DF-SA outlines key principles for traders to uphold their role as champions of responsible celebrations:

• No Sales to Minors: Prevent underage drinking by enforcing strict age verification protocols.
• Adherence to Trading Hours: Respecting legislated trading hours ensures community safety and proper regulation.
• Combatting Counterfeit Alcohol: Selling legitimate products protects consumers and supports the industry’s integrity.
• No Service to Intoxicated Patrons: Refusing service to visibly intoxicated individuals prevents harm and aligns with legal and ethical standards.

Russell adds, “Traders have a significant impact by denying alcohol to those visibly intoxicated—a simple but vital step to prioritize safety. We also encourage consumers to plan safe transportation and avoid drinking and driving, ensuring the festive season remains a time of joy rather than regret.”

The DF-SA also urges traders with special event licenses to adhere to responsible consumption messaging in line with the Alcohol Communications Code of Conduct.

“By embracing these principles, traders contribute to safer, more festive celebrations for all,” Russell concludes. “Let’s work together to ensure this festive season is filled with good times and safeguarded by responsible choices.”