The Industry Association for Responsible Alcohol Use (ARA) has made it its mission to reduce alcohol-related harm through combating the misuse and abuse of alcohol beverages and promoting only their responsible use.

Alcohol consumption is a normal part of many social activities and as such is meant to be enjoyed. Unfortunately, as with many things meant for enjoyment, individual choice could lead to abuse which often results in all sorts of problems. The increased abuse of alcohol became a concern to both government and the industry alike. Its members include some of the leading manufacturers of alcoholic beverages in South Africa, such as SAB Ltd, companies represented by the South African Liquor Brand owners Association (SALBA) like Distell, Brandhouse, KWV, and DGB, the members of VinPro, E Snell & Co, and many others. In addition, a number of distributors and some retail chains such as Tops at Spar, Makro and Diamond Liquors have joined the ARA as associate members. Through the ARA, the industry is accepting a responsibility to team up, work together and co-regulate using targeted interventions to curb and prevent harm caused by alcohol abuse. The primary targets for its interventions are two broad groups, namely youth and adults who are vulnerable and most at risk of suffering the negative consequences of alcohol abuse and misuse. The ARA’s interventions are conducted in partnership with other stakeholders who share similar objectives.