To create a socially responsible drinking culture in South Africa.


To reduce the harmful consumption of alcohol through public education and awareness, evidence-based targeted interventions and effective partnering and relationship management, while working with our stakeholders to ensure compliance with internationally recognised industry commitments and good governance practices.


Aware.org has a clear and unambiguous mandate through its strategic multi-stakeholder relationships and industry’s unwavering commitment and support to successfully contribute to sustainably reducing the harmful consumption of alcohol whilst ensuring effective self-regulation and the alignment of government relationships. In addition, as a repository of credible content and information, aware.org educates identified audiences about the risks associated with irresponsible consumption of alcohol with a view to changing attitudes and behaviours to reduce alcohol-related harm.


  1. To drive a tangible reduction in the harmful consumption of alcohol.
  2.  To build a culture of responsible alcohol trade and to ensure responsible marketing and advertising across the industry value chain and ecosystem.
  3. As a social catalyst, to drive positive behavioural change and to ultimately realise a generation free of alcohol-related harm by improving our prospects for national health, well-being and prosperity.

We opened our doors as the Industry Association for Responsible Alcohol Use (ARA) in 1989 – now known as The Association of Alcohol Responsibility and Education (aware.org).
The Association of Alcohol Responsibility and Education (aware.org) is a harm reduction body of the Alcohol Industry of South Africa.
By engaging with communities and stakeholders, we work to promote moderation and encourage responsible marketing. We invest in and implement evidence-based harm reduction programmes, sustainable interventions, education and awareness to address the harmful consumption of alcohol across our areas of focus.




Our areas of focus are:

  • Underage Drinking
  • Binge Drinking
    Drinking and Driving; Drinking and Walking
  • Fetal Alcohol Spectrum Disorder
  • Responsible Trade Facilitation (Community Formalisation)

We operate both in the formal and informal sectors to ensure compliance with internationally recognised industry goals and good governance practices. Aware.org is registered as a non-profit organisation (NPO) with the Department of Social Development, and a public benefit organisation (PBO).

Our members include the leading manufacturers of alcoholic beverages in South Africa, such as  Heineken, Distell, Diageo, Pernod Ricard, and smaller members such as DGB and KWV who are represented by the South African Brand Owner’s Association (SALBA). The 2,500 primary wine producers in South Africa are also represented through their association with the non-profit company, Vinpro.

As an organisation whose focus and mandate is to address the harmful consumption of alcohol, we remain passionate about individuals and communities on the ground, by delivering tailor-made programmes and interventions which are designed to make a sustainable difference in all the regions we serve. In this way we can engage closely with affected and at-risk communities and South Africa, at large.