Castle Lager has always been a brand that represents the values of resilience and unity, bringing together South Africans, through our favourite pastimes, for over 126 years.
The brand has played its part by supporting home-grown talent by backing the Springboks, the Proteas and Bafana Bafana for decades.
“What drives pride within us as a proudly South African beer is that Castle Lager reflects the characteristics and patriotism of South Africans, such as resilience in the face of challenges, a strong sense of community and what we believe is better defined as “courageous optimism”.
“It is the love of our people that makes us South African and ultimately Mzansi’s favourite beer,” said Castle Lager brand director Wendy Bedforth.
“Consequently, the new brand direction will focus on the power of community. Castle Lager will be the brand that brings hope and play a role in paying tribute to the amazing communities within South Africa while reshaping and inspiring our people to take action for South Africa we all believe is possible” said Bedforth.
“The past two years have been marred by a pandemic that has made the power of community even more important in what it means to be South African.
“We see these examples with the recent KwaZulu-Natal floods, where many businesses and brands, including Castle, came to the support party to help. We did this through partnering with Gift of the Givers, donating R500 000 to this cause and playing a role in inspiring South Africans to take action,” said Bedforth.
As a brand invested in the spirit of community and friendship, it was a natural progression for Castle Lager to become the brand that brings hope.
