As part of the Africa Day celebrations held annually on 25 May, Castle Milk Stout launched a new campaign to encourage Africans to preserve their heritage.
The #GetItBack campaign was launched on 23 May with a panel discussion that comprised local renowned artists at an event held at the Zoo Lake in Parktown, Johannesburg.
The discussion included musician Stoan Seate, TV personality Pallance Dladla, Ntombi Ncobo-Mzolo who is a singer as well as praise poet Zolani Mkhiva and online media personality Gogo Moyo with Lebo Mashile as the emcee.
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This gave speakers a platform to share in a conversation about the traditions, diverse cultures and the practices of the African people.
The emphasis was mostly on knowing and understanding African ‘clan’ names, which speakers said reflects who they are as Africans and where they originate from.
The day began with a short film that depicts African society that seeks to restore the ancient African ways of living.
This is to encourage South Africans, and most importantly, the African people to ‘get back’ their heritage and embrace it.
The brand also revealed its new cans with clan names, which will be officially distributed in various liquor stores in July.
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Mkhiva, a praise poet famously known for singing Nelson Mandela’s praises while he was still the president of South Africa, said he supports this initiative.
He said this is a good initiative but added that while this is intended to encourage people to embrace their traditions, this should also be for a good cause.
“I like the idea of promoting clan names printed on the cans but I would also like to encourage the brand to promote responsible drinking,” he said.
Mkhiva challenged the brand and said he would like to see the brand donating R1 towards the Heritage Fund for each sale of a can.
Sifiso Pule, Castle Milk Stout consumer connection manager, said he hopes this conversation doesn’t only stop with the event but continues in society – thus, the cans.
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“This is a good platform for Africans in general to celebrate each other’s uniqueness.
“This is about getting back African culture as well as our rhythm as Africans and, furthermore, it reminds them of who they are as the people of Africa,” said Pule.
