Tana Malinga
Krugersdorp, Gauteng – The South African Breweries (SAB) reaffirmed its commitment to responsible drinking at the Cheers to Responsibility event held at its Chamdor Brewery. The gathering brought together industry partners and media to spotlight SAB’s growing investment in innovation and mindful consumption.
Since 2022, SAB has invested over R19.5 billion in expanding its breweries and product range, giving South Africans more locally brewed choices — from traditional beers to refreshing non-alcoholic options. This drive has positioned SAB as a leader in brewing innovation and a strong advocate for responsible enjoyment.
Guests enjoyed a behind-the-scenes look at SAB’s advanced brewing technology, including de-alcoholisation and flavour refinement processes that ensure premium taste without the alcohol. The event also treated visitors to a live brewery and packaging plant tour, where they witnessed the impressive machinery in motion — from brewing tanks to bottling lines — showcasing SAB’s world-class production standards and precision in every pour.
SAB first broke ground in the alcohol-free space with Castle Free in 2017, followed by Corona Cero in 2024, and now proudly introduces Brutal Fruit 0.0 — a vibrant, non-alcoholic twist on one of South Africa’s favourite brands.
“We are proud to introduce Brutal Fruit 0.0, another milestone in promoting moderation and mindful choices,” said Zoleka Lisa, SAB Vice President of Corporate Affairs.
“This innovation proves that responsibility and enjoyment can go hand in hand,” added Leanne Martin, Vice President of Innovation & Beyond Beer.
Through innovation, responsibility, and community empowerment, SAB continues to shape a culture of balance and inclusion. For more than 130 years, SAB has been part of South Africa’s story — and with every new creation, it toasts to a future built on responsibility, innovation, and celebration for all.
