April in South Africa is a month filled with public holidays, extended weekends, and social gatherings—creating a prime opportunity for illicit alcohol to enter the market.
The Drinks Federation of South Africa (DF-SA) is urging retailers and traders to prioritize responsibility, protect consumers, and uphold the integrity of the alcohol industry.
A Time for Celebration and Responsibility
“April’s public holidays and long weekends are not only a time of celebration, but also a time to reflect on the role we play in safeguarding our communities,” says the DF-SA.
With festivities on the rise, retailers and traders must ensure only legitimate, safe products reach consumers to maintain trust and public health.
This year’s message is clear: “Your Responsible Choices Matter.”
“Whether you’re gathering with loved ones, observing religious traditions, or enjoying a peaceful break, let us remember: our choices shape the kind of society we want to build.”
DF-SA’s Call to Action for Retailers
Angela Russell, CEO of DF-SA, emphasises: “Public holidays and long weekends offer us a moment to reflect, reset, and recommit to the values that hold our communities together. For alcohol retailers and traders, this means leading with integrity, trading responsibly, and putting people first.”
She adds: “Every responsible decision, whether it’s checking IDs, respecting trading hours, or refusing service to intoxicated customers, contributes to a safer, more respectful environment for all.”
Key Steps for Responsible Trading:
- Verify customer ages to prevent underage sales
- Strictly follow regulated trading hours
- Refuse service to visibly intoxicated patrons
“These aren’t just legal obligations, they are commitments to community wellbeing and ethical business,” Russell stresses.
The Threat of Illicit Alcohol
The DF-SA warns retailers to stay vigilant against illicit alcohol, which:
- Endangers consumer health (contamination, toxic ingredients)
- Undermines the legal economy (tax evasion, unfair competition)
By selling only legitimate products, retailers protect both public safety and fair trade.
Responsible Marketing Matters
The DF-SA also reminds businesses to market alcohol responsibly by:
- Never targeting minors
- Avoiding promotions that encourage binge drinking
“When we choose to celebrate responsibly, we honour the season’s meaning while protecting ourselves and those around us,” says Russell. “Let’s enjoy these public holidays and long weekends, together, safely, and consciously.”
