There are few leaders that combine commercial strategy and creative vision as seamlessly as Vaughn Croeser. He joined SAB in 2003 and under his leadership, SAB's campaigns have received global recognition, earning awards from Effies to the Cannes Lions.
Now at the helm of SAB's marketing engine, Croeser reflects on the power of purpose-led branding and how data, creativity and community drive long-term brand loyalty. His vision goes beyond just brand strategy. To him, it is about understanding how marketing can uplift communities, shape culture and drive real business impact.
In this Q&A, Croeser shares how SAB approaches marketing in South Africa and explains how SAB's portfolio continues to evolve while staying rooted in community and connection.
From sales rep to VP of Marketing, how has your unique SAB journey shaped your understanding of what makes a brand truly connect with its audience?
My journey from sales rep to Vice President of Marketing was grounded by one key principle: genuine connection with consumers is the currency for meaningful impact. Beer has been an integral part of society for millennia, and I love that our brands bring people together in moments of friendship, community and celebration.
I have learned that brands thrive when they address real insights. SAB's 130-year journey has shown us the power of being present where and when it matters, not just in media, but in culture and community.
Whether it's through a heritage brand like Castle Lager supporting our national teams (Springboks, Proteas and Bafana Bafana) through their highs and lows or Corona partnering with the community of Moletele in Limpopo to sustainably farm limes throughout the year — and thereby solve the problem of lime shortage in South Africa — it's the unwavering commitment to people and communities that defines successful brand building.
South Africa is far from one-size-fits-all. How does SAB structure its marketing to connect with such a multifaceted audience?
We have built our marketing approach around celebrating and responding to South Africa's incredible diversity. It's not about mass appeal — it's about mass relevance and how we get there is through data and strong insights.
We prioritise understanding our consumers through data collection, and we map the insights we mine from that data with our portfolio.
This allows us to see which brands answer the needs identified. This approach blends strong data-driven strategy with local agility so campaigns resonate across cultures, languages and lifestyles.
A great example to use from our stable is Carling Black Label. In its marketing, the brand taps into the purpose of giving men a voice. A prime illustration of this is the mega platform, the Carling Black Label Cup, which was launched in 2011.
Carling tapped into its purpose by democratising the competition, allowing fans to select the starting lineup of their favourite teams and giving millions of soccer enthusiasts a platform to be heard. To this day, it remains one of the most interactive sponsorships in soccer and probably above all other sporting codes.
In an increasingly regulated environment, how does SAB balance creative marketing with compliance, especially when building campaigns in a highly scrutinised industry?
We see regulation not as a constraint but as a creative challenge. It forces us to be sharper, more intentional and more values-driven. Our marketing teams work closely with our legal and regulatory team from the outset of every campaign to ensure alignment.
Through SAB Sharp, and specifically the Talk Sharp pillar, our platform to champion responsibility, we actively challenge and review all brand communication to ensure it meets the standards of the SAB Responsible Marketing and Communications Code. It's part of how we lead boldly yet responsibly, building narratives around moderation, community upliftment and cultural pride.
Campaigns like Flying Fish's 'Dish Kitchen,' which encourages people to eat before they consume beverages, and brand innovations like Castle Free and Corona Cero, which promote moderation, show how we inspire responsible consumption without compromising creativity.
Legacy brands often get stuck in nostalgia. How do you decide when to lean into heritage and when it is time to pivot and keep things fresh?
At SAB, we see heritage not as a limitation but as a foundation, one that's earned us trust over 130 years. Our legacy gives us credibility, but our commitment to South Africa's future keeps us moving forward.
We honour our past when it reinforces purpose, pride and local relevance, but we also know that staying fresh means innovating and responding to evolving consumer needs and cultural shifts. Our heritage and flagship brands, such as Castle Lager and Carling Black Label, have a strong consumer base.
Simultaneously, the younger generation is looking for beverages in line with their tastes and modern lifestyles. In part, this has led us to innovate and introduce beyond beer quality beverages aligned to their tastes, such as Brutal Fruit in 2002, Flying Fish in 2013, Black Crown in 2019 and most recently, Redd's MXD.
It's about balance, respecting what made us iconic while making bold moves to ensure we stay meaningful for the next generation of South Africans.
How do you foster bold creativity within SAB while also ensuring it ties back to commercial metrics?
We challenge our teams to be creatively brave but commercially grounded.
Every idea must be rooted in a clear consumer insight and linked to measurable outcomes, whether it's increasing brand love, growing market share, or improving retail velocity. We use test-and-learn models, agile content creation and data-led decision-making to balance the art with the science.
That's why being named Top Marketer in South Africa for 2024 by the Effie Awards is such a meaningful recognition. It affirms our belief that creative storytelling must drive real business impact.
Our heritage brand Castle Lager was rated the Top Brand in South Africa, while Brutal Fruit (3), Carling Black Label (5) and SAB itself (11) were all included among the top 15 brands, proof that bold, insight-led marketing, grounded in cultural relevance and commercial focus, delivers enduring value.
Other recent award-winning work further demonstrates that when creativity and commercial strategy align, the results are both culturally impactful and business-driving.
Many brands chase culturally significant moments in their marketing. How does SAB decide whether something is worth tapping into and how do you ensure your response stays true to your brand's creative identity?
We assess cultural moments through the lens of brand relevance and consumer resonance. If a moment aligns with a brand's purpose, we engage, especially in ways that feel authentic and additive.
When a moment reflects the ethos of disconnecting from routine, as seen in the immersive storytelling of Corona, or speaks to evolving consumer needs through innovation, like Corona Cero, we lean in with intention. The result is a brand that resonates with everyone because the experience is just as important as the product itself.
Similarly, we create special moments based to align to purposes of our brands. One example is Castle Lite, whose purpose is to create "extraordinary enjoyment," and this led us to launch the Castle Lite Unlocks series of concerts in 2011. These memorable musical acts have become a "must-attend" for local music lovers.
With two decades at SAB behind you, what would you say is the difference between short-term attention and lasting brand connection — and where do you think modern marketers are getting it wrong?
While short-term attention can be bought, a lasting connection is earned. It comes from consistency, cultural relevance, quality and real value. Too many modern marketers chase virality or surface engagement, often losing sight of long-term brand equity and love.
At SAB, we have learned that enduring brands are those that show up for communities, not just with ads, but with jobs, social investment, innovative products and consistent quality [products] people are proud to put on their tables.
Innovation keeps us relevant; quality keeps us trusted. That's what turns consumers into advocates and brands into icons.
Did you find this Q&A insightful? Let us know in the comments section below.
If you are looking for more marketing tips from successful South African brands, take a look at Sixty Out of Sixty for Checkers Marketing.
*Image courtesy of Canva and Matlhodi Mathabatha