South Africa is entering the festive season at a time when questions of accountability, safety, and responsibility are firmly in the national and global spotlight-following a year in which the country hosted the G20 Summit, placing youth protection and inclusive growth high on the agenda.  But as celebrations begin, the risks associated with alcohol misuse, illicit trade, and underage drinking traditionally rise sharply. The Drinks Federation of South Africa is now warning that responsibility cannot be treated as seasonal, launching its 2025 festive campaign under the banner "Responsibility Never Takes a Holiday. To unpack what this means in practical terms-for consumers, traders, parents, and corporates- Dr Shamal Ramesar, Head of Research at the Drinks Federation of South Africa.