Alcohol use in South Africa (SA) has shown an upward trend, with a 2008 population-based study (N=13 828) reporting drinking among 41.5% of men and 17.1% of women. [1,2] Rates of binge drinking (17.1% of men and 3.8% of women) and hazardous drinking (HD) (17% of men and 2.9% of women) also showed increases. [1] While these rates are lower than those in some other developing countries, [3] a 2014 World Health Organization (WHO) report [4] that examined alcohol use in 194 countries found SA to be the third-largest drinking population in Africa, with high rates of drinking among pregnant women and the highest rate of fetal alcohol syndrome (FAS) in the world. This pattern of drinking has considerable potential for causing ill-health or social harm, [5] and is therefore an important public health issue. While a higher proportion of men than women in the general population of SA report drinking, the rate of drinking among pregnant women in SA is also reported to be high, ranging from 34% to 51%, [6] compared with rates of 20-32% in the USA, UK and This open-access article is distributed under Creative Commons licence CC-BY-NC 4.0.