Alcohol consumption is a normal part of many social activities and as such is meant to be enjoyed. Unfortunately, as with many things meant for enjoyment, individual choice could lead to abuse which often results in all sorts of problems. The increased abuse of alcohol became a concern to both government and the industry alike. Enter the Association for Alcohol Responsibility and Education (AWARE) ––the alcohol industry’s response to their concern regarding the problems caused by alcohol misuse and abuse.

Indeed, through AWARE, the industry is accepting a responsibility to team up, work together and co-regulate using targeted interventions to curb and prevent harm caused by alcohol abuse.

Established in 1989, and registered as a non-profit organisation (NPO), AWARE is a public benefit organisation (PBO). It comprises members that include the leading manufacturers of alcohol beverages in South Africa, such as SAB Ltd, companies represented by the South African Liquor Brandowner’s Association like Distell, Brandhouse, KWV, and DGB, the members of VinPro, E Snell & Co, and many others.

In addition, a number of distributors and some retail chains such as Tops at Spar, Massmart and Diamond Liquors have joined AWARE as associate members. Since its establishment AWARE enjoys a growing associate member base as it continues to receive daily inquiries from interested parties.

The primary targets for its interventions are two broad groups, namely youth and adults who are vulnerable and most at risk of suffering the negative consequences of alcohol abuse and misuse.

AWARE’s interventions are conducted in partnership with other stakeholders who share similar objectives.