South Africans spent approximately R1 billion per day on alcohol in the days leading up to New Year’s Eve, according to data highlighted by the Rethink Your Drink campaign.
Significant Increase in Spending
The campaign, run by the DG Murray Trust, focuses on reducing alcohol-related harm by addressing policies and practices that encourage heavy drinking. According to Kashifa Ancer, manager of Rethink Your Drink, the country spends roughly R150 billion annually on alcoholic beverages – including beer, wine, spirits, and pre-mixed drinks – purchased from retailers, taverns, bars, and restaurants.
This annual figure is based on research from Trade Intelligence. Ancer stated that average daily spending on alcohol is around R414 million, which annualizes to the R150 billion total. However, spending nearly tripled in the days immediately before New Year’s Eve.
Strain on Public Services
The surge in alcohol sales isn’t simply an economic phenomenon. Ancer explained that the current system allows for aggressive alcohol sales and promotion during times when communities and public services are already under strain. The resulting costs, she said, fall on families and essential services like hospitals, policing, and child protection.
The South African Medical Association has warned that increased alcohol consumption during the festive season significantly burdens hospitals, leading to higher trauma caseloads, overcrowding, and pressure on limited resources. This pressure extends to road safety and policing, with a rise in alcohol-related incidents.
Calls for Policy Changes
Rethink Your Drink is advocating for stronger pricing and trading regulations to reduce alcohol-related harm. These recommendations align with strategies outlined by the World Health Organisation. Specific proposals include increasing alcohol prices through excise tax reform and implementing a minimum price per unit of alcohol. The campaign also suggests restricting the availability of alcohol by reducing the number of outlets, limiting trading hours, and prohibiting oversized containers.
The campaign emphasizes that it does not oppose alcohol consumption but aims to address the conditions that contribute to excessive drinking, particularly among young people and in vulnerable communities. Ancer stated that the period around December and New Year serves as a “recurring stress test” for the country’s liquor system.
Frequently Asked Questions
What period saw the largest increase in alcohol spending?
Weekly alcohol spending nearly tripled between December 25 and January 1, according to Rethink Your Drink.
How much did South Africa spend on alcohol during a similar period last year?
Early last year, deputy social development minister Ganief Hendricks told parliament that approximately R7.7 billion was spent on alcohol between December 25 and January 1.
Does the campaign account for all alcohol sales?
The Trade Intelligence estimates primarily cover formal and licensed sales channels. Informal and illegal sales, including those from unlicensed shebeens and counterfeit products, are not fully captured in these datasets.
Considering the predictable strain on resources during peak alcohol consumption periods, what further steps could communities and policymakers take to proactively address potential harms?
