Promoting responsibility during the festive season: DF-SA's call to action

The Drinks Federation of South Africa (DF-SA), representing the country’s legitimate alcohol sector, continues to champion responsibility as the foundation of a safe and sustainable industry. As South Africa wraps up a landmark year on the global stage, the DF-SA is urging all South Africans to place responsibility at the heart of every festive celebration.

Aligned with themes highlighted at the 2025 G20 Summit in Johannesburg - inclusive growth, youth safety, and accountability - the DF-SA’s Festive Season Campaign, “Responsibility Never Takes a Holiday,” underscores the ongoing need for careful and responsible choices, even during times of rest and celebration.

“Responsibility is not seasonal; it is a shared standard we must uphold throughout the year,” says Angela Russell, CEO of DF-SA. “We encourage every South African to approach the festive season with awareness, respect for the law, and a commitment to safeguarding our communities through responsible consumption and trade.”

As the country enters the year-end period, DF-SA encourages partners, traders, and consumers to prioritise responsible practices:

• Corporates are urged to host celebrations that promote moderation and provide safe transport options, such as e-hailing or shuttle services. Responsible behaviour should be embedded in everyday organisational culture, not limited to festive activities.
• Traders should verify customer IDs, adhere to licensing conditions, respect local trading hours, and ensure all stock is sourced from recognised, legitimate suppliers. Checking packaging, seals, and barcodes remains essential to preventing the circulation of illicit or counterfeit products.
• Consumers should purchase only from reputable outlets, routinely check labels and packaging, and avoid products with suspicious pricing or appearance - such as damaged caps, inconsistent liquid levels, or poorly printed labels - which often indicate illegitimate goods.
• Parents and communities play a decisive role in setting expectations for responsible behaviour among young people. By actively discouraging underage drinking, monitoring youth gatherings, and promoting environments where alcohol access is controlled and lawful, they help reinforce a culture of responsibility.

DF-SA Deputy Chairperson, Sola Oke, notes, “When the industry stands together in promoting responsible trade, informed choices, and honest marketing, we strengthen the integrity of the legal alcohol sector and support safer communities. Responsibility is a shared commitment - and it never takes a holiday.”