Why SA Youth Need to Beat the Bottle

By Sinentlahla Matshakeni, additional reporting by Thandile Nkoyi

Beer, wine and spirits are as part of the South African lifestyle as shisanyama and the Springboks. However, evidence suggests our nation has a serious drinking problem. The Enyobeni Tavern tragedy in 2022 that claimed 21 lives of young South Africans aged just 13 years and older brought the country’s alcohol problems to the fore. SA’s alcohol consumption per drinker is among the highest in the world – and young people aged 15-29 have the largest share of disease problems that can be linked to alcohol abuse.

But why is this? Why does South Africa have one of the highest alcohol consumption rates globally and what is behind this unhealthy and destructive relationship our country has with alcohol?

Contributing factors

Pumlani Fani who is the senior communication officer for the Eastern Cape Liquor Board (ECLB), the body which licenses the sale and micro-production of alcoholic products in South Africa’s poorest province reckons that there is a lot more to this complex problem.

He says their research shows that people as young as 13 to 17 years old have experimented with alcohol or drank to the point of intoxication. Alcohol plays a role in 75% of murders and 60% of car accidents as well as playing roles in transmission of unsafe sex and gender based violence, according to a PubMed Central study.

“There are several factors that cause alcohol abuse among young people in the Eastern Cape province. Many young people face poverty and unemployment. Family issues and peer pressure are the most common factors which lead young people to abuse substances and become depressed,” Fani said.

A study of ten large countries noted depression-related problems, like struggling financially and food insecurity, cause more stress and contribute to further alcohol abuse.

On a more general level, peer pressure may be another factor.

Researcher Thembisile Chauke who studied alcohol use rural high school pupils found that 25% of the respondents enjoyed their friends’ approval by drinking regularly.

There is also evidence to suggest that parents who drink alcohol can influence the children’s attitudes towards alcohol and inform their habits.

Chauke found that 28.9% of respondents reported that one adult at home drank alcohol regularly, and 9.3% reported that both their parents drank alcohol daily, suggesting that parents who use and abuse alcohol have a great influence on their adolescent’s drinking behaviour.

Media and Culture

Karabo Mokgonyana, a legal and development practitioner, argues that television advertisements, alcoholic product placements in the media people consume, and celebrity/ influencer sponsorships on social media influence social norms and perceptions of alcohol.

Influencers play a big role in marketing alcohol, with prominent South African figures leading the way. For instance, Pearl Thusi promotes her Black Rose Gin, Cassper Nyovest markets his Billiato tequila brand, and Bonang Matheba, a well-known presenter and radio personality, has her House of Bonang champagne. These celebrity endorsements help shape consumer perceptions and drive the popularity of their brands.

Why we should be concerned

“Alcohol has the potential to influence adolescents to engage in risky sexual behaviour such as multiple sexual partners, and to become vulnerable to sexually transmitted infections, unintended pregnancy, and sexual violence,” noted Chauke.

There is also the risk of getting taken advantage of while intoxicated, which can further compound the issues, said Chauke.

Teenage and unplanned pregnancies can delay the school progress of young women since they have to leave school to take care of their babies at home or find work to provide financial support.

And these negative effects extend to the general youth as well. Research has found that drinking at school can result in fights, ill intentions to inflict serious harm on others and bringing weapons to school premises, which poses a direct threat to public health.

Turning the tide

Organisations like the ECLB are hard at work trying to curb the tide and get young people to put the bottles down.

One of the ECLB’s efforts is a peer-to-peer programme where students educate each other about the risks of drinking alcohol at young ages.

The ECLB also runs awareness campaigns in high schools and higher learning institutions, working with different groups around the province. They also keep young people busy and active by organising sports competitions.

Following the Enyobeni Tavern tragedy, the board also launched an awareness campaign to highlight the risks and consequences of reckless and unregulated alcohol use and abuse.

“Young people should attend the awareness campaigns regularly launched by the ECLB in high schools and tertiary institutions,” said Fani.

As complex as this problem is, any effort to relieve it and turn things around not just for the young people of this country but for everyone, should be encouraged. Alcohol abuse is a national problem, but the youth seems to be the most vulnerable. Combined action from individuals, lawmakers and institutions like schools and churches are needed.

For complaints related to licencing and selling alcohol to underaged individuals, the ECLB has a toll-free helpline: 080 000 0420

Other useful contacts:

Department of Social Development Substance Abuse Helpline (24 Hours):

0800 12 13 14

SMS 32312

Cipla Mental Health Helpline (24 Hours):

0800 456 789

SMS 31393

Ke Moja Substance Abuse (WhatsApp, 8am – 5pm):

087 163 2025

This article was originally published by Khulani!, a youth media project by the Department of Media and
Communication of Nelson Mandela University, based in Gqeberha, Eastern Cape.