Composed especially for Castle Lager and its 120 year heritage, by the popular local and international band and rapper, the song captures the brand narrative.
"Prime Circle and PRO, being such diverse artists and collaborating on the writing the song, highlights what Castle Lager stands for: friendship and togetherness while standing the test of time," says Devlin Lakay, brand campaign manager at Castle Lager.
The song is available for download at the iTunes store.
Guests enjoyed Castle Lager in the limited edition heritage 'dumpy' pack that has also been made available in liquor stores across the country to celebrate the brand’s 120 year heritage. This is the same dumpy bottle that was used to package Castle Lager in the early 70s. A big themed TV ad, which speaks to Castle Lager’s brand proposition around bringing friends together for the last 120 years, is also launching at the end of this month.
For a month, from Friday, 1 April to the end of May, consumers were also given the opportunity to win awesome prizes, including a VW Amarok bakkie, a share of R1-million in airtime, Weber braais, DStv Exploras and more. Winners will be announced in June.
The Castle Lager story starts in 1895 in the dusty streets of Johannesburg with its brew master, Charles Glass, who had set up Glass & Co. Introducing beer to the miners who had flocked to the Witwatersrand seek their fortune miners to his beer, his brand 'Castle Beer' as it was known then, quickly became popular for its 'somewhat dry, somewhat bitter, but never sweet' taste.
In 1895, SAB was founded and Charles Glass sold his Castle Beer recipe to SAB before leaving South Africa for good. The flagship of SAB, the company, today an international entity, SABMiller, also celebrates its heritage of brewing in South Africa for 120 years.
At the event GM of Castle Lager, Nic Scheijde, said the core proposition of the brand has continued since 1895, which has made it so successful in terms of longevity. He said the brand was as "quintessentially South African as braaivleis and pap".
Linking the brand marketing campaigns to this is what has made it an iconic South African brand that is part of the very fabric of South African society. "Castle Lager campaigns have always been linked to what is taking place in the country, such as its commercial on the exiles returning home with the advent of democracy and sportsmen moving to overseas based clubs for the first time to follow their dreams."
Today the brand continues to tap into the country, bringing people together through their passion for sports. "Through Castle Lager’s sponsorship of our national cricket, rugby and soccer sides, the brand continues to bring people together and rallies them behind these teams and the country," Scheijde concludes.
For more information, visit the Castle Lager website.