The country’s oldest beer, Castle, has received a makeover, with its label now being distinctly more South African.
It’s not a massive departure, and may even go unnoticed among less-than-ardent consumers.
But fans will spot a number of changes, including that on the neck of the bottle, the label now sports different colours and prominently features the words “Share the golden taste of Mzansi”.
Other changes include:
The shades of gold on the label have changed.
Fonts have been modernised.
The “medallions” on the main label have been replaced with the South African flag and a sun, as well as modernised wheat and hops designs.
The words “Dedicated to quality” has been replaced with “South Africa’s National Beer” on the main label.
The back label also references South African sources of the beer inputs – including the Free State (maize), Caledon (barley) and the Waboomskraal Valley near George (hops).
The label has the Proudly South African endorsement.
According to the company, the refreshed look honours “the fact that we are born and brewed in South Africa”.
According to the news platform Media Update, this is the biggest change to the Castle’s packaging since 2007, and the brand aimed for a “modern design applied to a rich heritage and [which] emphasises the brand’s 100% homegrown credentials”.
The brewer Charles Glass started making Castle Lager in 1895 in Johannesburg, and it became popular among mining prospectors of the gold rush. It is one of South Africa’s top-selling beers and was for the first time named the 25th most valuable beer brand in the world in 2018.
Two years ago, Castle Lager was briefly sold without labels “in solidarity with all those who are unfairly and callously labelled on a daily basis”. This followed a racially-charged incident against Ashley Willemse on a SuperSport set.