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To tell the truth, the manifestations of the industry's work may be seen on campuses in the form of posters against liquor abuse, and specifically driving under the influence. The well-known Buddy campaign which forms part of this initiative has been running for more than ten years. A new range of cleverly designed posters with trenchant copy was recently introduced.
These efforts form part of a joint drive by the broader South African liquor industry via the organisation ARA (Industry Association for Responsible Alcohol Use).
ARA is the successor to the former SAAC (Social Aspects of Alcohol Committee) which was founded in 1981 and plays an important role in promoting the responsible consumption of liquor.
The wine producers, via VinPro (SA) (their service organisation), contribute 50% to ARA's budget of more than R1,2 million. The rest comes from SA Breweries. Which actually means that the wine industry is doing more than its fair share, in the sense that only about 25% of the total volume of alcohol consumed in South Africa is wine industry related, while beer accounts for 68%.
Recently the South African Wine Industry Trust made available an amount of R600 000 for relevant research.
According to Theo Pegel, board member of ARA and executive director of VinPro (SA), the two biggest reasons for liquor abuse are a lack of knowledge and the wrong attitude. ARA has launched various projects which address these two obstacles.
"Statistics show that South African wine consumption is actually moderate, compared to European countries. We are only 28th on the list of per capita wine consumption, which means that we drink only one bottle of wine per month compared to Portugal, which has the highest wine consumption at the moment, with one to two bottles being consumed per week.
"It is true, however, that certain groups, such as students, have a higher consumption, which is why ARA focuses on specific groups when becoming involved in campaigns such as Buddy, devised specifically for students."
ARA funds and supports the Buddy programme since its inception. It is aimed at students at universities and technikons and attempts to make them aware of responsible liquor consumption.
Shocking reports of liquor abuse among students at the Stellenbosch and Rhodes Universities recently received a lot of media attention, but it seems that liquor abuse is common on all university and technikon campuses and even occurs among schoolchildren. Sometimes the fun is not limited to alcohol, but includes drugs and sex.
To counter this phenomenon, ARA is also involved in the Horizon Project of the United Reformed Church, which reaches about 120 000 pupils in the country districts annually and concentrates on lifestyle education. The programme attempts to develop a value system which will enable the youth to make responsible decisions. They are informed about the damage of liquor abuse and the use of drugs, and are educated about sex so as to increase their general preparedness.
At present ARA is trying its utmost to include responsible liquor consumption in the life skills module of Curriculum 2005, which will mean that each scholar in South Africa will learn the consequences of irresponsible behaviour.
According to Dr Chan Makan, director of ARA, they are convinced that a medium to long term solution is within reach, but meanwhile communities where problems exist should co-operate to addess these problems.
"For example, businesses where liquor is sold should not serve any further liquor to people who are intoxicated," he says. ARA has drawn up an industry code which is currently being circulated in the liquor industry for comments; it attempts to convince instances selling liquor to adopt a practical approach to many of the problems surrounding liquor.
ARA has developed an advertising code to which all its members subscribe. The code stipulates, for example, that all liquor advertisements should clearly state that persons under the age of 18 are not allowed to purchase liquor, that models for advertisements should not be younger than 25 years and that the liquor industry will not be involved in any drives such as "happy hour" to promote volume consumption.
Furthermore ARA is currently working with the Departments of Health, Trade and Agriculture to find a solution to the problems surrounding "papsakke" (liquor sold in bags), which prevail in certain communities.
Other campaigns in which ARA is involved include the "Arrive Alive" campaign which Road Safety started on a national scale in October 1997. In the Western Cape it has since achieved a decrease of 11,9% in the road death toll. The campaign was intensified over the millennium festive season and received good financial support from the liquor industry. ARA, as well as various other wine bodies, sponsored various pamphlets and posters attempting to discourage people from driving when they have been drinking.
According to the convenor of "Arrive Alive" in the Western Cape, Chris Snyman, our road death toll over the festive season decreased by 33,3%, which is mainly due to the success of the campaign. - Karin Theron
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Liquor abuse by students and even scholars has made headlines several times this year. But the wine industry is not closing its eyes to this worrying trend that is said to be on the increase. On the contrary.
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