SAB’s 4 Cs: CONSUMERS, COMMUNITY, CULTURE AND CONTEXT

What significant changes have you seen in Africa’s investment landscape and which have had the most significant impact on your business?

Over the past decade, Africa’s investment landscape has undergone profound transformation. As brewers, the greatest change has been the strengthening of structural enablers that make long-term, inclusive investment viable. Three shifts stand out for us.

First, regional integration, primarily through the African Continental Free Trade Area, created a more predictable framework for cross-border trade and supply chain development. Second, the rapid expansion of digital infrastructure boosted market access and financial inclusion. Third, agriculture and manufacturing have matured, making local sourcing both commercially competitive and socially impactful.

Looking ahead, which trends do you see driving your investment in Africa?

The most substantial opportunities will be driven by three reinforcing trends: climate-smart agriculture, regional integration, and shifting consumer preferences. South African Breweries (SAB) is building resilient, inclusive agricultural value chains through local sourcing, capacity-building for smallholder farmers, and advocating for supportive policy frameworks.

Reducing our reliance on imports is central to this approach. Focusing on locally grown crops secures supply chains while contributing to food security and economic stability.

We are also developing drought-resistant barley varieties, promoting regenerative agriculture, and partnering with governments on climate adaptation training.

Speaking of local sourcing, SAB invested R19 million to establish a lime farm in Limpopo. Tell us more from a business point of view.

The Moletele lime farm outside Hoedspruit is a powerful example of how inclusive business models can achieve both commercial success and transformative social impact. It was established in 2020 in partnership with the Moletele community and Komati Fruit Group, in response to a lime shortage in South Africa that affected Corona beer drinkers, as it is traditionally served with a wedge of lime. Today, Moletele is the largest lime operation in the country with tens of thousands of trees on 60 hectares of community-owned land.

For us, the commercial benefit is a reliable year-round supply of quality limes. For the 1 615 families in the community, it is empowerment, income, and dignity.

How do you balance optimism and prudence in African markets?

This is at the heart of investing in Africa. Our industry thrives when we remain connected to consumers, communities, culture, and the context of each market in which we operate. It enables us to combine a global perspective with deep local insight, ensuring that optimism is our compass while prudence is our method.

Putting on your B20 hat as a Trade & Investment Task Force member, has global investor sentiment towards the continent evolved?

In January, at Davos 2025, it was noticeable that Africa was no longer framed only through the lens of risk, but increasingly through the lens of opportunity. For decades, its place in global policy conversations was often peripheral; today, it is positioned as a convenor capable of bridging divides and articulating priorities that resonate globally.

Beyond the G20 and B20 headlines, the real achievement lies in the process: months of dialogue, structured engagement, and consensus-building that turned diverse voices into shared priorities. This is the same discipline required to succeed in African markets.