The South African Breweries (SAB) hosted the Cheers to Responsibility event at their Chamdor Brewery in Krugersdorp. The event brought together government representatives, media and industry stakeholders to highlight the company’s ongoing investment in responsible consumption and quality product innovation.

Since 2022, SAB has invested more than R19.5 billion across its breweries to expand its portfolio and accelerate innovation. This continued investment has ensured that South Africans enjoy a wider variety of locally brewed alcoholic and non-alcoholic beverages. These innovations position SAB as a pioneer in brewing technology and leader in promoting responsible drinking.

Guests at the Cheers to Responsibility event experienced a behind-the-scenes look at the advanced brewing technologies that enable SAB to craft high-quality non-alcoholic beverages, from de-alcoholisation processes to flavour techniques.

SAB was the first to innovate in the non-alcohol beer category with the launch of Castle Free in 2017 in South Africa, followed by Corona Cero in 2024, and now Brutal Fruit Spritzer non-alcoholic, a refreshing, alcohol free take on one of South Africa’s most loved brands. The introduction of Brutal Fruit 0.0 reflects growing consumer demand for products that support balanced, mindful lifestyles without compromising on flavour or enjoyment. Through these innovations, SAB continues to lead efforts toward building a responsible drinking culture in South Africa, aligned with national priorities to reduce harmful drinking.

We are proud to introduce Brutal Fruit 0.0, another milestone in our journey to expand consumer choice and promote moderation,” said Zoleka Lisa, Vice President of Corporate Affairs at SAB. “This launch reflects our commitment to innovation that meets consumers’ evolving lifestyles — offering stylish, high-quality options that make moderation both accessible and aspirational. Responsibility remains central to who we are as a business, and innovation like this helps us create a culture of balanced choices across South Africa

Brutal Fruit 0.0 represents more than just product innovation — it’s about reimagining enjoyment for today’s consumer,” said Leanne Martin, Vice President of Innovation & Beyond Beer at SAB. “We listened to what consumers were asking for: a delicious, stylish, and inclusive alternative that allows everyone to be part of the moment. This launch is proof that innovation and responsibility can go hand in hand

Through the company’s commitment to innovation, responsibility, and empowerment, SAB continues to build a value chain that benefits consumers, retailers, and communities alike. The company’s non-alcoholic portfolio is a testament to its long-term vision: providing South Africans with the freedom to choose, while ensuring those choices contribute to a safer and more responsible society.

For over 130-years, SAB has played a defining role in shaping South Africa’s beer industry. Its commitment to responsibility reflects an evolution in both purpose and practice; a recognition that sustainability and growth must go hand in hand. As the event concluded, guests joined SAB leadership for a symbolic toast, reaffirming the company’s commitment to a future with more responsibility, innovation and cheers.

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