The Association for Alcohol Responsibility and Education ( is the alcohol industry’s response to concerns regarding alcohol misuse and abuse.

Our aim is to reduce alcohol related harm by creating awareness and performing ongoing research, providing effective collaboration with our partners, and implementing strong stakeholder management. We operate both in the formal and informal sectors to ensure compliance with internationally recognised industry goals and good governance practices.

We opened our doors as the Industry Association for Responsible Alcohol Use (ARA) in 1989. Now known as, we remain a registered non-profit, public benefit organisation (PBO). Our members include the leading manufacturers of alcoholic beverages in South Africa, such as SA Breweries (SAB), Heineken, Distell, Diageo, Pernod Ricard, and smaller members such as DGB and KWV who are represented by the South African Brand Owner’s Association (SALBA). The 2500 primary wine producers in South Africa are also represented through their association with the non-profit company, Vinpro.

We remain passionate about reaching men and women on the ground by delivering tailor-made programmes which are designed to make a sustainable difference in all the regions we service. In this way we can engage closely with affected communities, to prevent Underage Drinking; Drinking, Driving and Walking; Binge Drinking and Fetal Alcohol Spectrum Disorder.