Public Interest served through liquor licensing and regulation.

• To regulate the retail sale and micro-manufacturing of liquor in the Western Cape in a transparent, fair and consistent manner.
• To facilitate and promote the determination of public interest in all liquor regulatory processes.
• To foster an appreciation for the need to effectively regulate liquor as a psycho-active and toxic substance with dependence producing properties.
• Present as an employer of choice that attracts, develops, grows and retains talent to enhance regulatory impact.

In the execution of its mandate and functions, the Authority places great reliance on the following values:

• Accountability: We take responsibility.
• Caring: To care for those we serve and with whom we work.
• Competence: The ability and capacity to do the job we were employed to do.
• Integrity: To be honest and do the right thing.
• Innovation: To embrace new ideas and explore opportunities to optimise resources.
• Responsiveness: To understand, appreciate and serve the needs of the Western Cape residents and colleagues.