Brand Vision:

To drive socially responsible use of alcohol.


Why we exist:

Alcohol consumption is a normal part of many socities and culture, and is meant to be enjoyed as it was intended… responsibly. Oftentimes, however, the irresponsible use and consumption of alcohol does impact negatively on communities and individuals. Borne from this need, would be an Industry body to address, educate and amplify the importance of responsible drinking behaviours, attitudes and practices, thus enabling a culture of moderation and responsible alcohol consumption.

Aware.org (The Association for Alcohol Responsibility and Education) is a body/association of the Alcohol Industry of South Africa – whose core mandate is to drive the responsible consumption and use of alcohol. This is done through evidence-based, targeted and sustainable programmes and interventions (on the ground), enabled by key partnerships and implementing partners – informed by research and data – to address harm and to make meaningful contributions to communities/individuals, with the view to shift behaviours (insofar the responsible consumption and use of alcohol). Together with all the role-players in the alcohol industry value chain, it aims to enable and promote the responsible consumption and use of alcohol ensuring compliance with internationally recognised industry harm reduction goals and good governance practices.

Aware.org is a non-profit harm reduction body of the Alcohol Industry of South Africa that was established in 2017 as an evolution of the previous Association of Responsible Alcohol Use (ARA).


The structure of the organisation:

  • AWARE is 100% Member funded (by the alcohol industry)
  • AWARE is comprised of Main Members and Associate Members:
    • Main Members: Distell, Heineken, Diageo, Pernod Ricard, Vinpro, SALBA
    • Associate Members include independent retailers, distributors, producers and manufacturers and Industry Associations

Our key pillars/focus areas, are:

  • Binge Drinking
  • Underage Drinking
  • Pedestrian Safety
  • Sober Drivers
  • FASD (Foetal Alcohol Spectrum Disorder)