Heineken Beverages advances township tavern transformation in South Africa

By MWorld Team May 13, 20250

Heineken Beverages showcased its Tavern Transformation Programme at a high-level roundtable and media tour of two township taverns in Gauteng, highlighting its commitment to responsible alcohol trading and inclusive economic growth.

The event, drew industry leaders, government officials, and media to explore how upgraded taverns can become safe, community-focused businesses.

The day began with visits to two township taverns enrolled in the programme’s pilot phase. These outlets, transformed with modern facilities and safety enhancements, demonstrated tangible benefits, from improved customer experiences to stronger community ties. Tavern owners shared how the upgrades boosted business, with one noting the addition of food and non-alcoholic drink options to attract diverse patrons.

At the roundtable, stakeholders discussed scaling the initiative to formalize more taverns as economically viable enterprises. Millicent Maroga, corporate affairs director at Heineken Beverages, emphasized the programme’s vision: “Tavern owners are partners in building safer, vibrant communities. We’re enabling them to run compliant, thriving businesses that uplift local economies.”

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Advocate Fati Manamela, chief director of the Gauteng Liquor Board, praised the effort as a model for public-private partnerships. “This initiative is reshaping how we support township businesses, fostering a sustainable and inclusive economy,” she said.

Gift Sedibeng, owner of Siga Culinary, highlighted the programme’s impact: “Our upgraded space offers more than alcohol—it’s a community hub with food and low-alcohol options, improving safety and customer experience.”

The Tavern Transformation Programme aligns with Heineken Beverages’ broader social responsibility goals, aiming to create jobs and foster entrepreneurship in South Africa’s informal sector. With the pilot phase showing early success, the company plans to expand support to more taverns, deepen industry collaboration, and build on lessons learned.