HEINEKEN South Afria has launched what is aptly coined Taverns of the Future, to champion transformation within taverns in the country.
Rolled out across eight provinces, this transformation of taverns involved building and construction, business and diversification support, as well as monetary investment.
The Soweto leg was held at the popular spot 1818 Phiri, to witness first-hand the experience of basic amenities, amongst others.
Already over 120 taverns across metropoles and townships in South Africa have benefited from the campaign.
Heineken’s corporate affairs director, Millicent Maroga, highlighted the need for taverns to be welcoming safe social spaces for both women and men.
“Our business would like to support a change from the negative perceptions around taverns, to developing modern Taverns of The Future. In moving towards sophisticated gathering places, that are not centered around the need for excessive drinking, but rather that offer quality occasions, with good food, company, and entertainment”.
She further explained that taverns have the potential to not only grow their services by serving food and snacks, and offering entertainment and urban events venues, but can create more inclusive social environments, through upgrades such as additional clean toilet facilities.
This project seeks to position outlets as multi-functional, responsible, hospitality businesses.
The project is done in partnership with other key stakeholders for accessibility purposes.
“For us, supporting thriving communities means co-creating positive change for sustainable livelihoods in the communities where we operate,” says Monako Dibetle, head of sustainability and communications at McCain Foods SA.
“The township or informal economy currently contributes approximately 6% to national GDP and accounts for 17% of the country’s employment,” says Dibetle.
“Through these partnerships, which includes our brand sponsor Amstel Lager, we can provide these taverns with the tools for a better future.
We are working together to upskill and enhance taverners’ offerings to enable more holistic SMME township development”, says Burton Swain, General Manager for Business Development at Heineken South Africa.
To qualify for these upgrades and support, tavern owners needed to commit to and sign agreements showcasing themselves as responsible alcohol resellers.
These commitments include not selling alcohol before lunchtime, not selling to those under 18 years of age, and further agreeing to ensure that they do not encourage or support excessive alcohol consumption.
Through a recognition and rewards programme, taverners are also regularly coached to ensure that they are maintaining their responsibility commitments, following their handy guidebooks, and co-developed business plans.
Beyond these checks, Heineken is aiming to reward and encourage responsible taverners and change the narrative regarding illegal ‘shebeens’ by recognising these legal and responsible taverns.
With the soaring heat and chesa-nyama on hand (consuming responsibly of course) Phiri, residents should be proud of the initiative.
Image above (1818 Spot in Phiri, Soweto played hosts for Soweto leg).
