SALTA Focuses on Transformation in the Liquor Industry and Alcohol and Customer Abuse

SALTA COLUMN SALTA FOCUSES ON TRANSFORMATION IN THE LIQUOR INDUSTRY AND ALCOHOL AND CUSTOMER ABUSE

South Africans are hurting. We are distressed. What is happening in the country today is contrary to the wishes and expectations of our people. Transformation is happening at a snail’s pace. One of the reasons for the slow pace of transformation is communication between liquor authorities and traders. Communication should be a two-way process. A major problem under the apartheid regime was talking at people, while their responses fell on deaf ears and were ignored. Economic transformation is likely to fail if inputs submitted by liquor stakeholders to liquor authorities are not taken seriously. There has been public consultation in bad faith. For instance, the recent 100% increase in licence fees is absurd and unjustified. The liquor traders’ objection was not entertained at all. The ANC economic policy guidelines, adopted at its national conference in May 1992, state that in the context of the growth and development strategy, the role of the state should be adjusted to the needs of the national economy in a flexible way. The actions the state takes at any given time should be aimed at strengthening the ability of the economy to respond to the massive inequalities in the country, alleviate the material hardships of the majority of the people and stimulate economic growth and competitiveness. If we do not have consistency, transparency and accountability in government institutions, how do we hope to achieve the development of the economy towards a sustainable economic growth? Alcohol abuse is of concern to most liquor traders, and devising means to close down existing liquor outlets by authorities is no solution. Educating the public and liquor traders is the way to go. Stakeholders who have been involved in this regard by creating awareness of the scourge – your involvement is commendable. Let’s have more stakeholders who have not been very vocal coming onboard to campaign vigorously against the evil of alcohol abuse. There has always been an emphasis on the abuse of woman and children, because they are the most vulnerable. This should actually be an ongoing process – not just reserved for a particular month. Traders! What about customer abuse? Simply giving more liquor to an obviously intoxicated person should be viewed as abuse. Giving liquor to a pregnant woman – abuse squared! In fact, the two should be viewed as attempted murder – finish and klaar. SALTA condemns the above trader behaviour, and our members are encouraged to stand up and speak out against it.

SALTA President, Mish Hlophe

A WHISKY MADE FOR REWARD

Firstwatch Whisky has shaken things up this year with a fresh new look that’s sure to capture the attention of Firstwatch Whisky consumers, both new and old. The most noticeable change is its new premiumlook bottle, which makes the whisky as rewarding to the eye as it is on the palette. Gone is the old rounded bottle, replaced with a more premium looking squared design. The strong prominent lines and angles reflect the strength and stature of the Firstwatch Whisky man. It’s beautiful from every angle, and delicious in every drop. To make a great whisky like Firstwatch, it takes the right mix of ingredients. Its quality is not an accident, but the product of intention, and a formula perfected over time. The care taken at every step in its distillation gives Firstwatch Whisky its remarkable flavour. Every drop of Firstwatch Whisky is made from a perfectly balanced blend of the finest imported American rye and grain, aged in charred oak barrels. It can be enjoyed neat or on the rocks, and even blends well with your mixer of choice to deliver its signature taste in each unforgettable sip. This versatility makes it accessible in any drinking environment, and it easily adapts to suit a wide variety of tastes. This attention to quality has garnered Firstwatch Whisky much critical acclaim over the years. The most recent of which was a Silver Medallist Award at the 2017 International Spirits Challenge. Firstwatch Whisky wears these awards proudly, as badges of honour. While paying respect to its own achievements, Firstwatch Whisky is also made for celebrating the achievements of the men who drink it. The Firstwatch Whisky consumer is a man of honour and integrity, who knows that respect isn’t demanded, but earned. He earns this respect through his actions – by working hard for his family, doing right by his friends, and by being an upstanding figure in his community. The reward for this dedication is the rich, full flavour of Firstwatch Whisky. Best enjoyed among friends and peers, it’s the perfect accompaniment to sharing good times in good company. The man who rewards himself with Firstwatch Whisky does so proudly, while enjoying the award-winning flavour of imported, extra fine whisky. It’s this reward that creates a meaningful ritual that elevates the Firstwatch Whisky drinking experience for those who share in it. Those who do, know its consistency of flavour. They know it’s a whisky to be relied upon to deliver, and they emulate its quality in everything they do. Now as Firstwatch Whisky refreshes itself, the brand is looking to conquer the other whiskies in its price category. With its new premium look, Firstwatch Whisky is an exceptional must-have for any trade environment. It’s a fulfilling and attainable symbol of honour that any whisky consumer can be proud to have on their table.

Firstwatch Whisky’s bold new direction will allow the brand to champion a cause it believes in, as it looks to win the hearts and minds of its consumers and customers. This ideal – that those who deserve reward should always be given their due – will cement Firstwatch Whisky as a brand that’s First for Reward.

For more information, please contact your local Edward Snell representative. JHB: +27 11 974 1701 CAPE TOWN: +27 21 506 2600 DURBAN: +27 31 902 8877 PE/EAST LONDON: +27 41 484 4834