The Gauteng provincial government has underplayed the backlash over its planned partnership with Dutch brewer Heineken. The office of the Premier said in a comment to Newsnote that widespread condemnation of the partnership on social media is based on a lack of information.
Spokesperson for Premier Panyaza Lesufi Sizwe Pamla said the criticism was premature as well as baseless and that once the government released details of the deal many people will have a change of heart.
“We are still consulting so many stakeholders including liquor traders before we can make an announcement. Taverns are in place already; we are just coming up with a different way of doing things also to create jobs. Alcohol may be part of social ills in Gauteng, and you can’t address it without working with industry players. The Premier himself has a foundation that deals with the effects of alcohol abuse, but we can’t have a conversation about something that we are still finalising, said Pamla.
Heineken already has a strong presence in South Africa having acquired the Distell Group and Namibia Breweries in deals that were concluded this year.
Lesufi announced the deal on Tuesday when he posted a picture of himself with a Heineken executive with the caption:
“Today, we received a full briefing to launch taverns of the future in our communities. The tavern of the future will blow your mind. Thanks to the new Heineken Vision. Exciting times indeed.”
Users on X ( formerly Twitter) reacted with outrage accusing Lesufi of destroying the future of black youth with some of them pointing out townships were already overrun with taverns and shebeens which they associated with violent crime including GBV.
Some accused the Premier of being hypocritical as he previously spoke out against alcohol consumption and even dug up some of his old posts.
“ Should I list those at the gravesites leaving children without parents? Those who are unemployed today because they were caught drunk at work? What about those who caused road accidents? Abused women and children when drunk? Should I continue listing the bad things? I am asking!”, said Lesufi in a December 2020 post.
Among those who criticised the move is leading government spokesperson and currently head of public diplomacy in the international relations department Clayson Monyela who said his own father was murdered at a tavern which informs his disapproval of alcohol. Monyela said the jobs that the deal is said to be bringing are worth way less than the lives that may be lost as a result of excessive drinking.
“My dad was murdered at a tavern in Kagiso. He was only 33. Tarvens traumatise me. My heart breaks when I see companies like @Heineken_SA getting endorsement from my government to expand further into our communities. The few “jobs” they’re promising are not worth the thousands of lives these people are going to destroy. This is good for Heineken NOT for us. I’m so pissed!!!”, said an emotional Monyela on X.
In his own defence, Lesufi said his personal stance on alcohol could not come ahead of his responsibilities as a Premier to build an economy and create jobs among others.
“Investment is above our individual preferences. We must bring investments in our province to create jobs and opportunities for all. When I lead the government it’s not about my personal views but attracting investments and creating jobs and opportunities for all. My personal standpoint on alcohol remains” said Lesufi, who is known to be a teetotaller.
Pamla said the provincial economic development department was still consulting relevant stakeholders about the deal with Heineken and will make an announcement once everything has been finalised.