Johannesburg – Beer giant Castle Lager has turned back the clock to mark Heritage Day with an ambitious new mini-documentary that mixes nostalgia, sport and South Africa’s favourite lager.
The film, titled “Heritage of Craft”, was unveiled today and celebrates “the craft of creating lasting memories, and timeless beer since 1895”.
Brand Director Thomas Lawrence said the project was perfectly timed for Heritage Day.
“Today is Heritage day where all South Africans are encouraged to celebrate their culture and the diversity of their beliefs and traditions, in the wider context of a nation that belongs to all its people,” he said.
In a striking creative move, Springboks, Proteas and Bafana Bafana players were shot on a camera from 1895 — the same year Castle Lager was founded — to drive home the legacy theme.
Lawrence revealed how the brand pulled it off. “We partnered with viral, photographic sensation – Vino Snap, Mzansi’s most decorated Black & White printer, with over 45 years of experience – Dennis da Silva, and Newlands Brewery Plant Manager – Kyle Moskovitz – to bring this story to life over the past 14 months.”
Castle Lager says the film is more than an ad campaign. “Heritage of Craft” is billed as “a metaphor for the brand’s investment in our culture, through the lens of South African fandom and our heroes who don our national colours, on the global stage.”
The beer maker insists that while photography tools may have changed, the essence of good memories — and good beer — hasn’t.
“Over the past 130 years, tools have changed, processes have evolved, but the one thing that has remained consistent – that South African consumers can always trust – is the taste of a cold and delicious Castle Lager,” Lawrence said.
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Compiled by Betha Madhomu
