Article: Lonwabo Mtyeku – GP News Media, Community Newsroom | 24 October 2025
Krugersdorp – The South African Breweries (SAB) reaffirmed its leadership in innovation and responsible drinking this week with a landmark event at its Chamdor Brewery in Krugersdorp. The “Cheers to Responsibility” showcase brought together government representatives, media, and industry stakeholders to celebrate the brewery giant’s sustained investment in responsible consumption and its expanding non-alcoholic product portfolio.
For over 130 years, SAB has been deeply interwoven with South Africa’s social and economic fabric. Now, as conversations around wellness and moderation take center stage globally, SAB is steering the national narrative toward mindful enjoyment — proving that innovation, taste, and responsibility can co-exist seamlessly.
A Toast to Innovation and Progress
Since 2022, SAB has injected more than R19.5 billion into its breweries to bolster innovation and broaden its product range. This strategic investment has not only driven local economic growth but also enabled the brewer to expand its non-alcoholic offerings — a sector that’s rapidly gaining traction among health-conscious and socially aware consumers.
Attendees at the event were treated to a behind-the-scenes tour of SAB’s cutting-edge brewing technologies, offering rare insight into the company’s sophisticated de-alcoholisation and flavour preservation techniques. The demonstration underscored SAB’s commitment to ensuring that non-alcoholic beverages deliver the same quality, taste, and experience South Africans have come to expect from their favourite brands.
Brutal Fruit 0.0: Style Meets Responsibility
The star of the showcase was Brutal Fruit 0.0, a bold, non-alcoholic twist on one of South Africa’s most beloved beverage lines. Following the success of Castle Free (launched in 2017) and Corona Cero (introduced in 2024), Brutal Fruit 0.0 cements SAB’s position as a trailblazer in the non-alcoholic space — blending sophistication, inclusivity, and mindful living in one elegant bottle.
“We are proud to introduce Brutal Fruit 0.0, another milestone in our journey to expand consumer choice and promote moderation,” said Zoleka Lisa, SAB’s Vice President of Corporate Affairs. “This launch reflects our commitment to innovation that meets consumers’ evolving lifestyles — offering stylish, high-quality options that make moderation both accessible and aspirational.”
Echoing this sentiment, Leanne Martin, Vice President of Innovation & Beyond Beer at SAB, highlighted that Brutal Fruit 0.0 isn’t just a beverage — it’s a cultural statement.
“We listened to what consumers were asking for: a delicious, stylish, and inclusive alternative that allows everyone to be part of the moment,” Martin said. “This launch is proof that innovation and responsibility can go hand in hand.”
Shaping a Culture of Conscious Enjoyment
Beyond its products, SAB’s dedication to responsible consumption forms part of a broader mission — to build a safer, more balanced drinking culture in South Africa. Through its investments, campaigns, and collaborations, the company is creating opportunities that empower consumers, uplift communities, and foster shared value across the beer ecosystem.
The event culminated in a symbolic toast led by SAB leadership, celebrating not just a new product, but a new way forward. The moment captured the essence of the brewery’s vision: a South Africa where every pour, every sip, and every cheers carries the spirit of responsibility and innovation.
As the sun set over Chamdor Brewery, one message rang clear — the future of refreshment is responsible, inclusive, and proudly South African.