DF-SA’s Commitment to a Responsible Alcohol Industry in 2025

The South African alcohol industry is a vibrant sector that plays a crucial role in the country’s economy while actively promoting responsible trade practices. With a market valued at approximately R226.3 billion, the industry and its value chain support approximately 500 000 jobs and drive economic growth. As we look to the year ahead, DF-SA remains dedicated to fostering a responsible, sustainable, and transparent industry through a set of strategic priorities.

Understanding the factors contributing to underage drinking and the illicit trade of alcohol is critical for informed decision-making and effective intervention strategies. In 2025, DF-SA will prioritise research to better comprehend the extent and nature of these challenges. This research will guide targeted initiatives to safeguard public health and foster a compliant market environment.

Responsible trading practices are essential for maintaining consumer trust and upholding ethical standards. DF-SA collaborates with both formal and main market retailers to encourage responsible trading, including prohibiting sales to individuals under eighteen, adhering to legislated trading hours, refraining from selling to intoxicated patrons, avoiding the purchase or sale of illicit alcohol, and complying with liquor license conditions.

Illicit alcohol remains a significant concern, accounting for about 22% of all alcohol products. By collaborating with the South African Revenue Service (SARS), law enforcement, and community structures, DF-SA aims to combat illegal manufacturing and distribution. These efforts will protect consumers from counterfeit products, reduce revenue losses, and strengthen the legitimate market.

Through the promotion of the revised Alcohol Industry Communications Code of Conduct, DF-SA emphasises responsible marketing and communication practices. The Code is explicit in that communications may not appeal to minors, must promote responsible consumption, avoid glamorising excessive drinking behaviours, and incorporate all required health warnings. This self-regulatory approach underscores the industry’s commitment to transparency, compliance, and consumer safety, promoting conscious campaigns that align with responsible communication guidelines.

Effective stakeholder engagement is vital for the success of DF-SA’s initiatives. In 2025, the federation will prioritise building strong relationships with government agencies, community organisations, and industry partners. By fostering collaboration and open dialogue, DF-SA aims to create a supportive ecosystem for responsible trade and market integrity.

The South African alcohol industry is not only a vital economic contributor but also a sector committed to promoting responsibility and sustainability. Overcoming challenges such as illicit trade and underage drinking requires collective action across the value chain. DF-SA calls on all stakeholders—from producers and distributors to retailers and consumers—to join hands in fostering a safer and more responsible industry.

Through research, responsible practices, collaboration, and self-regulation, DF-SA is poised to lead the industry toward a future that benefits both the economy and society. Together, we can cultivate an alcohol sector that upholds the highest standards of integrity and responsibility, contributing positively to the lives of all South Africans.

By Angela Russell, Chief Executive Officer, Drinks Federation of South Africa (DF-SA)