This company profile of South African Breweries (SAB) reveals the unethical practices of the largest beer producer in South Africa. It provides examples of harmful methods across the categories of political interference, promotion, sabotage, manipulation, and deception, the Dubious Five strategies.

INTRODUCTION

South African Breweries (SAB) was founded in 1895 in Johannesburg and grew rapidly as the dominant brewer in South Africa throughout the 20th century. In 2016, SAB became part of Anheuser-Busch InBev (AB InBev) following the USD107 billion global merger with SABMiller, which at the time was the second-largest beer company in the world. SAB is headquartered in Johannesburg and operates seven breweries and forty depots across South Africa. Today, SAB remains the largest beer producer in the national market, accounting for an estimated 87% of beer sales by volume in 2022.

FACTS ABOUT SOUTH AFRICAN BREWERIES

• Net revenue (2024): not available
• Gross profit (2024): not available
• Profit after tax (2024): not available
• Marketing spending (2024): not available
• Lobbying costs (2024): not available
• Number of employees: Approximately 9,400
• Market share (2022): 87% of the beer market (volume)
• Parent company: AB InBev
• Subsidiaries: not available

BRANDS

MANAGEMENT TEAM AND BOARD OF DIRECTORS

• Richard (Boris) Rivett-Carnac, Chief executive officer & business unit president
• Jaco Parreira, Vice president sales
• Zoleka Lisa, Vice president corporate affairs
• Vaughan Croeser, Vice president marketing
• Leanne Martin, Vice president insights & innovation

FRONT GROUPS

• Beer Association of South Africa (BASA) 
• Drinks Federation of South Africa (DF-SA) 
• International Alliance for Responsible Drinking (IARD)