Sustainability Programs

The latest responsible drinking initiative to be introduced is the DrinkIQ initiative. This award-winning responsible drinking website www.drinkiq.com is designed to promote responsible drinking worldwide, and is a global resource for anyone interested in alcohol policy issues to share programs and tools designed to fight alcohol misuse and help individuals make responsible choices about drinking - or not drinking.

Brandhouse Drive Dry Campaign

Brandhouse Drive Dry was a direct result of focus groups across South Africa which revealed that consumers do not believe alcohol-related accidents will happen to them. The research also showed drunk driving is considered ‘socially acceptable’ behavior and that consumers underestimate how devastating the consequences of irresponsible drinking can be. Brandhouse Drive Dry was launched five years ago and is an honest approach to evoking strong emotional responses from consumers by personalising the issue of drunk driving. It forms part of Brandhouse’s ongoing efforts to inform and raise consumer awareness about the potentially devastating effects of drunk driving – and to change behavior and attitude. To date, Brandhouse Drive Dry has been well received by public and a recent survey indicates that consumers are very aware of it and the message it carries. It has also won several international and local awards.

Brandhouse No.1 Taxi Driver Campaign

One of our flagship CSR programmes is the Brandhouse No.1 Taxi Driver Campaign. The aims of the campaign have been, and remain, to identify, inform and encourage taxi drivers to be responsible, and that road safety is paramount to them, their commuters and other road users. It remains the only private/public sector partnership within the taxi industry, educating thousands of taxi drivers every year including guidelines on Responsible Drinking and associated behaviours.

Brandhouse has invested in a national entrepreneurship competition called Pitch and Polish for the second year running.

The competition is focused on assisting emerging entrepreneurs at a grass roots level to gain access, support and the mentorship needed for their business to succeed. Partners in the campaign include Raizcorp, a company actively involved in supporting entrepreneurs all over Africa. Job creation in South Africa will come from entrepreneurs who start up SMMEs, this is why Brandhouse is supporting the programme – we believe that entrepreneurs are the economic future of this country. The potential of this sector to become a key source of employment in South Africa is a promising solution!

LifeTalk

Brandhouse in partnership with the National Liquor Authority in South Africa led a series of educational sessions to teenagers in high schools in Gauteng on the dangers of alcohol abuse.

The sessions were conducted by LifeTalk, an NGO that has undertaken to address the escalating problem of underage drinking. The key take out for the students on these sessions was that the use of alcohol by young, growing minds and bodies carries a range of short and long term harmful consequences. We encouraged students to act as good examples amongst their peers, in their schools, communities and within their families and to educate them on the irresponsible use of alcohol.