SAB encourages responsible drinking through launch of ghost kitchen serving pre- and post-groove meals

SOUTH AFRICA – Keeping to its true nature of introducing new innovative offerings in the South African market, alcohol major South African Breweries (SAB), has launched a ghost kitchen to deliver delicious bites to consumers, before and after indulging in alcohol, under its Flying Fish brand.

Dubbed, The Flying Dish Kitchen, the beer maker has partnered with Uber Eats to feature a select menu of consumers’ favourite pre- and post-groove meals, as chosen by them.

The tantalizing menu is set to feature affordable gourmet burgers, to vegan vibes, made by South Africa’s notable chefs and local restaurants.

The move is aimed to ensure that whenever consumers think of alcohol, they think food and eat before they drink.

This is part of SAB’s commitment to the industry social compact with Government that focuses on reducing the harmful consumption of alcohol within three areas: reducing drink driving, reduce underage drinking and reduction of binge drinking.

All this is to get people to remember to line their stomachs before they enjoy a Flying Fish.

According to Tegwyn Hughes at Queen’s University, the science to eating before alcohol consumption is clear.

“As the leading beer manufacturer in SA, we are a purpose lead brand that is unwavering in our ethos and commitments to charting the way in inculcating a culture of responsible consumption.”

Zoleka Lisa – VP of Corporate Affairs at the South African Breweries

The fat in food sticks to the stomach’s lining for an extended period while drinking, slowing the process of the alcohol flow into the bloodstream, therefore extending the amount of time a person is sober and enjoy themselves to the fullest.

By inculcating a norm of responsible drinking, SAB believes it’s a step towards reducing the harmful effects associated with irresponsible alcohol consumption.

Zoleka Lisa, VP of Corporate Affairs at the South African Breweries (SAB), says, “As the leading beer manufacturer in SA, we are a purpose lead brand that is unwavering in our ethos and commitments to charting the way in inculcating a culture of responsible consumption.

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“This is not just a once off campaign for us, but rather a solution necessary to protect both lives and livelihoods.”

One of the spectacular approaches the brand will use to put its message across is by the use of pop-up Flying Dish available in Johannesburg & Cape Town for a limited time serving meals 24/7.

“Flying Fish is a brand that prides itself on bringing light-hearted fun to consumers who are over the age of 18+ only. 

“As a brand we brew a beverage of moderation, that is to be enjoyed responsibly. We do this by making it easy and fun for consumers to associate smart drinking choices, with food, whilst giving them practical means to eat before or while they drink, this we believe is a smart behaviour pattern which we continue to affirm,” Lisa adds.

The Flying Fish brand, entered the Hard seltzers category in April, launching one of South Africa’s first low-calorie, low-alcoholic sparkling water beverage.

The 5.5% ALC/VOL drink with 0.5g sugar/100ml and 35 calories/100ml, Flying Fish Seltzer comes in a premium 300ml slim can with two flavour varieties: lemon and lime and raspberry.

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