Background:Fetal Alcohol Spectrum Disorders (FASD) is a common, important and under-recognised health burden in South Africa. There is a limited understanding of why pregnant women drink in the South African context. Existing qualitative research leaves significant knowledge gaps regarding pregnant women in rural settings, where prevalence of FASD is highest.Objective:To provide a qualitative assessment of factors that influence drinking in pregnant women in a rural community in the Northern Cape province of South AfricaMethods:A descriptive phenomenological approach was undertaken to explore the perceptions and experiences of pregnant women who drink, in a purposive sample of 8 women from a rural ante-natal clinic. A semi-structured interview was conducted with each participant and thematic analysis was conducted. Results:Participants appeared more aware of FASD than described in other study populations. Most reduced drinking after pregnancy recognition, although both recognition and cessation were often delayed. Participants described barriers and facilitators of alcohol abstinence. Barriers included social pressure, life stressors, and cravings and habits. Facilitators included desire to avoid FASD, relationships that were supportive without being stigmatising, availability of other “occupations” especially friendships and relationships not centred on drinking, specific body cues such as nausea, and a sense of personal agency. Conclusion:Various personal and contextual factors can act as barriers or facilitators of alcohol abstinence during pregnancy. Addressing barriers at structural, community and individual levels may aid women in reducing harmful drinking during pregnancy. Facilitators of abstinence should be leveraged to effect change in drinking behaviours, and thereby limit the burden of FASD.