Lesufi under fire for announcing Heineken's 'Tavern of the Future' - but he may have jumped the gun

• Panyaza Lesufi is under fire for announcing Heineken's 'Tavern of the Future' initiative.
• It sparked mixed reactions among South Africans on social media.
• The initiative has not yet been formerly announced by Heineken, so Lesufi may have jumped the gun.
• For more stories, visit the Tech and Trends homepage.

Gauteng Premier Panyaza Lesufi sparked mixed reactions among South Africans on social media after prematurely announcing Heineken's 'Tavern of the Future' initiative.

Lesufi on Tuesday made the unofficial announcement on X, writing: "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 #GrowingGautengTogether."

The initiative, which according to Lesufi is aimed at uplifting taverns and tavern owners in local communities, was announced by the premier prematurely, according to a spokesperson for the economic development department, Bongiwe Gambu.

"This is a project by Heineken, and they should know what it's about, and how they are going to roll it out.

"The premier visited Heineken and now he's making huge announcements about something that has not been formerly launched by Heineken," she told News24.

Adding to the controversy was Lesufi's announcement last week that the government had decided to halt the issuing of liquor licences because alcohol was seen as a gateway to drug use.

It raised questions among local X users, who wondered about the implications of such a decision on the local economy, as well as the livelihoods of tavern owners.

In addition to this, the Gauteng Liquor Traders' Association (GLTA) came forward and denied having agreed to halt the issuing of liquor licences in Gauteng.

"The GLTA is astonished by the assertion of the premier that the government had 'convened a meeting with all liquor organisations in the province within the liquor industry',  and that the liquor industry had 'applauded' it on the decision to halt the issuing of liquor licences. This assertion is unfortunate and untrue," the association said.

The organisation said they were not planning to halt the issuing of licences because liquor trade was a legal business.

"The sale of liquor is a legal and lawful trade, under a relevant liquor licence lawfully issued by the relevant authority, in this case the Gauteng Liquor Board.

"GLTA has a legal duty, together with the Gauteng Liquor Board, to promote compliance with conditions of licencing, responsible consumption of liquor, and diligence among its members and affiliates," said the association.

While a few users applauded the initiative, many are criticising Lesufi for the potential economic fallout in local communities.

One Twitter user expressed the deadly impact this would have on local business.

"RIP to our black-owned businesses," to which the premier responded, "Wait until we launch. You'll be disappointed. Rebranding and repositioning is crucial for future survival."

Another user posted: "We need LESS taverns. More meaningful things in our community like libraries that aren't affected by load shedding so that the youth can study. GBV shelters. You're capitalising on negative externalities! There's a reason why nyaope was introduced to our people."

Another disappointed user wrote on X: "A drunk community/country holds no one to account. We see what you are doing."

Head of Public Diplomacy Clayson Monyela said he was disappointed the government was endorsing an initiative that promoted alcohol. 

News24 reached out to Heineken about the initiative, but failed to receive a response by the time of publication.