Consulting government guidelines and industry operation procedures, Association for Alcohol Responsibility and Education ( has put together all that you need to know about what’s legal, advisable, and essential for those selling alcohol in the time of social distancing.
Please visit for the latest national updates.


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 (
The Association of Alcohol Responsibility and Education ( is the 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 alcohol related harm 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. 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 SA Breweries (SAB), 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 are that of alcohol harm reduction, 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.

Our Strength is in Our Choices. Let us protect ourselves and others during the COVID-19 Pandemic.

Underage Drinking Starts Long Before It Begins. You can stop it.

Here’s previous campaign on responsible drinking. “When you drink, drink like there is a tomorrow.”
Watch the TV Campaign.

INBTWN a drink and a better tomorrow, is a CHOICE…