By Nomazulu Moyo
The South African Breweries (SAB) has reaffirmed its commitment to responsible drinking with the launch of its new non-alcoholic Brutal Fruit Spritzer 0.0 at the Cheers to Responsibility event held at its Chamdor Brewery in Krugersdorp on Thursday.
The event brought together government officials, media, and industry partners to highlight the company’s ongoing investment in promoting responsible consumption through innovation and product development.
SAB has invested over *R19.5 billion* since 2022 to expand its breweries and boost innovation. The investment has enabled the company to grow its non-alcoholic product range, ensuring that South Africans have more options that support moderation and mindful consumption.
“We are proud to introduce Brutal Fruit 0.0, another milestone in our journey to expand consumer choice and promote moderation,” said *Zoleka Lisa*, SAB’s Vice President of Corporate Affairs. “This launch reflects our commitment to innovation that meets consumers’ evolving lifestyles — offering stylish, high-quality options that make moderation both accessible and aspirational.”
Guests at the event were taken on a behind-the-scenes tour to see how SAB uses advanced brewing technologies such as de-alcoholisation and flavour refinement to produce high-quality non-alcoholic beverages.
SAB was the first local brewer to enter the non-alcoholic beer market with *Castle Free* in 2017, followed by *Corona Cero* in 2024. The introduction of *Brutal Fruit 0.0* marks another step in expanding its “beyond beer” portfolio for consumers who want to enjoy flavour without alcohol.
According to *Leanne Martin*, Vice President of Innovation & Beyond Beer at SAB, the company’s goal is to make responsible drinking appealing and inclusive. “Brutal Fruit 0.0 represents more than just product innovation — it’s about reimagining enjoyment for today’s consumer. We listened to what consumers were asking for: a delicious, stylish, and inclusive alternative that allows everyone to be part of the moment,” she said.
The new beverage forms part of SAB’s wider Sharp programme, the company’s flagship responsibility platform. The initiative promotes responsible consumption through four key areas — community safety, responsible driving, ethical marketing, and responsible trading.
Through its Sharp initiative, SAB partners with government and civil society to encourage safer communities and reduce harmful drinking habits. The brewer also runs trader training programmes to ensure responsible alcohol sales and discourage binge drinking.
For over *130 years*, SAB has played a central role in South Africa’s beer industry. The company currently operates seven breweries and 42 depots across the country, employing around 5,000 people and supporting a wider beer economy that sustains over 250,000 jobs.
As the event concluded, guests joined SAB leadership for a symbolic toast — with non-alcoholic beverages — reaffirming the company’s focus on responsibility, innovation, and choice.
“Responsibility remains central to who we are as a business,” Lisa added. “Innovation like this helps us create a culture of balanced choices across South Africa.”
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