Responsible Alcohol Consumption & Safe Driving Practices Policy



We are committed to promoting the responsible consumption of alcohol and pursuant safe driving practices.


1. Conforming to regional Liquor Acts, specifcally Section 39 where we commit to:

– Not serve alcohol to intoxicated persons or persons under the age of 18
– Only sell or serve alcohol within the time approved in our liquor license
– Only persons over the age of 18 are permitted to serve alcohol
– Pregnant Women Should Not Drink Alcohol or be served alcohol


2. We are staunch advocates of harm reduction policies developed and promoted by the Industry Association for Responsible Alcohol Use –


3. We have partnerships in place to ensure guests have safe and affordable options to get home safely.

– Goodfellas provide function teams to drive visitors’ home for free in their own vehicles. Limited availability.


4. Strictly no under 18’s allowed.


5. We conduct comprehensive exhibitor briefings before each show to reinforce that:


– No alcohol is to be served by or to U18’s
– No alcohol is to be served to anyone showing signs of visible intoxication
– Tasting glasses are marked with a ‘fill-to’ line set at 50ml.
– The event closes at 9pm. NO alcohol can be poured after this time.
– We encourage exhibitors to educate consumers on the use of the spittoon.
– Our security and service staff are briefed to be on the look-out for intoxicated persons and report to event organisers.

– Pregnant Women Should Not Drink Alcohol or be served alcohol


6. We provide free purified water to consumers to keep them hydrated and provide quality affordable food offerings to encourage consumers to eat at the event.


7. At event we undertake the following activities:


– Messaging on “owned” social/digital platforms.

– SMS messages to all guests 3 days before and on the day of their visit
– Event branding/signage
– Regular PA announcements.


8. In 2019 we are trialing a split Saturday session (2pm to 5pm and 6pm to 9pm) in regions where we experience higher than average attendance.


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South Africa’s premier “Chauffeur Drive” service and our #DrinkSmart founding partners, will provide members and non-members with the option to “take the smart way home!”. They will be at each show to transport our visitors home in the comfort of their own vehicles, free of charge! For more information click here.

AWARE: INDUSTRY ASSOCIATION FOR ALCOHOL RESPONSIBILITY AND EDUCATION is registered as a non-profit organisation (NPO) with the Department of Social Development. Our focus is on preventing the negative consequences of alcohol abuse.
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