SAB is facing backlash for its influencer strategy to have the alcohol ban reconsidered, in an effort to see the country resume with alcohol sales ahead of its court battle.
The South African Breweries (SAB) last took to Twitter on Friday, 8 January 2021, to post an emotional video detailing the effects that the alcohol ban has had on alcohol-based businesses, like taverns. The video forms part of SAB’s strategy to gain the public’s support regarding the need for the alcohol ban to be revoked.
The company’s strategy involves paid influencers speaking against the complete ban of alcohol, with the argument being that the ban has not improved COVID-19 cases, suggesting that alcohol is not to blame for the high numbers. This has been rebutted by the president’s most recent lockdown update, where he explained that the ban seeks to reduce causalities in hospitals caused by alcohol-related incidents.
Realising the backlash that the influencers and the company were getting, SAB has reportedly taken responsibility for the failed strategy. As such, some are eagerly awaiting to see the impact of the strategy on SAB’s upcoming case against the state, in an effort to have the alcohol restrictions amended.
See the post below.
Livelihoods of so many hardworking South Africans have been affected by the 3 bans on beer and alcohol sales. Let's work together to find sustainable solutions to help protect the lives and livelihoods of many more fellow citizens. #ResponsibleTogether pic.twitter.com/FCKHINFd8C
— SABreweries (@SABreweries) January 8, 2021