Changing our culture for a brighter future

SOUTH Africa is well-known for its warm, friendly people and rich heritage, which South Africans would like to retain and build on for generations to come. However, to protect and empower this generation and the next, we also need to cultivate a culture of responsible alcohol consumption.

International Foetal Alcohol Spectrum Disorder (FASD) Day shines a light on one of the harmful effects of alcohol abuse that affects communities across South Africa.

“It is our duty as individuals, communities and an industry to inform expectant mothers of the adverse effects of consuming alcohol during pregnancy. The message is clear: no amount of alcohol is acceptable for pregnant women,” says Rico Basson, managing director of the wine industry body, Vinpro.

“However, it is also important that these mothers are surrounded by family and friends who support and encourage them throughout their pregnancy.

To do this, we need to create a community culture of responsible drinking.”

Stakeholders in the wine and alcohol industry have crafted a specific responsible consumption strategy, underpinned by targeted interventions to address alcohol-related harm. This includes drinking and walking under the influence, binge drinking, underage drinking, and consuming alcohol while pregnant. More importantly, the strategy aims to address the root cause of this behaviour.

Vinpro, in collaboration with industry bodies such as the Association for Alcohol Responsibility and Education (Aware.org), helps provide the necessary resources, acquires funding, and develops and rolls out programmes and campaigns to achieve this.

“We encourage wineries and communities to collaborate and use the available resources, get involved in support programmes in their area to promote moderate alcohol consumption, and help individuals cope with the underlying socioeconomic issues that often lead to abuse. Together, we can change our culture for a brighter future.”