Heineken brings together SA road safety leaders to tackle drunk driving over festive season

As South Africa enters a high-risk holiday period historically marred by elevated crash statistics and alcohol-related harm, Heineken Beverages brought together the Consumer Goods Council of South Africa (CGCSA), South African National Taxi Council (Santaco), and the Road Traffic Management Corporation (RTMC) for a collaborative road-safety dialogue.

The session, held at the CGCSA offices in Sandton, on December 5, focused on immediate, practical interventions to curb fatalities this December, highlighting sobering realities.

Despite ongoing efforts, the festive season continues to account for thousands of serious road incidents nationwide each year.

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Stakeholders also noted positive shifts, including reductions in taxi-related crash contributions, demonstrating that co-ordinated approaches are yielding progress.

Santaco: Skills training, safety campaigns, and daily rank engagement
Santaco spokesperson Rebecca Phala emphasised the taxi industry’s responsibility to safeguard commuters, revealing notable progress achieved through sustained interventions.

“In 2010, when Santaco decided to come up with the Thlokomela road safety campaign, the taxi industry was contributing just above 40% of road accidents that were being recorded, which is concerning. The data that comes from colleagues at RTMC, just from this year, shows that it’s just below 20%, which is a bit comforting, but obviously every life lost is one too many.”

She explained Santaco’s 2024 efforts, which began early in the year rather than in response to peak-season pressure. In partnership with the Transport Education Training Authority, Santaco implemented industry-wide training programmes, addressing business management, customer service, roadworthiness, and driver behaviour.

“We identified a major skills gap. Understanding how to drive is not enough, our operators and drivers must understand the full responsibility of ferrying precious cargo safely.
“We’ve also been visiting literally every taxi rank. There’s also those that have been identified to be problematic, where there are many incidents that have been recorded.

“Drivers must internalise that they have an inherent responsibility each time they step into a taxi. The reduction in incidents shows progress, but it’s a sign to intensify, not relax.”

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RTMC: Co-ordinated national, provincial and cross-border enforcement RTMC executive manager Mpho Mokhatso challenged the narrative that South Africa is the worst-performing country in road safety, noting that international comparisons often overlook uneven reporting standards. “In 2015, crashes cost the economy R143b.

Saving even 10% of that can shift resources to productive sectors. Yes, we have a huge problem, but we should acknowledge the collaborative efforts already making a difference.”

Mokhatso said, for the festive season, the RTMC has deployed a multi-layered plan, combining education, awareness, and intensified law enforcement. This includes national and inter-provincial operations, targeted monitoring of high-risk ‘killer roads’, and enhanced co-ordination with public and private partners.

“As the lead agency in road safety, our role is to unite all stakeholders with different roles and interests toward one goal: Reducing crashes and fatalities.”

CGCSA: Cracking down on irresponsible alcohol trading
CGCSA CEO Zinhle Tyikwe outlined the retail industry’s commitments, emphasising the enforcement of the rogue trader agreement, which dates back to 2005. The agreement holds retailers and franchisees accountable for illegal or irresponsible alcohol sales. “Our role is to ensure retailers adhere to the law: No selling to minors, no illicit alcohol, no irresponsible trading.”

Through its crime risk initiative, the CGCSA works with law enforcement to investigate and build prosecutable cases against traders who violate regulations. “A trader found guilty risks losing their licence and facing criminal charges. We also encourage communities to report wrongdoing through our app, which verifies products and flags illegal activities.”
Tyikwe stressed that responsible consumption begins at home.

“We don’t have an alcohol problem. We have a binge-drinking problem, and responsibility starts with us as consumers and parents.”

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Heineken Beverages: Driving behaviour change and zero-tolerance for drinking and driving
Heineken Beverages South Africa corporate affairs director Millicent Marago highlighted the company’s consumer-focused behaviour-change campaign and its long-term commitment to reshaping drinking culture.

“So, as our name says, we are Heineken, and we proudly own some of South Africa’s most loved brands. These are brands that, as we get into the festive season, will feature at many occasions. These are brands that are meant to be consumed by adults. They’re also meant to be consumed when one is not planning to be driving. “In fact, we often say: Arrive safely when you can get to your destination, and open a cold one, instead of saying: Let me have a cold one and then get on the road.”

Marago highlighted myths South Africans must unlearn, such as believing coffee, water, or food can sober up a drinker. “We’ve normalised things because everyone does it. We need to reflect on behaviours we’ve accepted as harmless.”

She added that they are also calling for vigilance around underage drinking.

“We are quick to condemn underage drinking publicly, yet turn a blind eye at home. This festive season, we want families and traders alike to stop enabling harmful underage consumption.”

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