Savour Black, Savour Castle Milk Stout

This brave, proudly South African premium brand challenges the status quo to preserve, educate and celebrate African traditions and values.

THE CASTLE MILK STOUT BRAND, WHICH IS AFRICA'S LARGEST STOUT, carries a powerful brand purpose of inspiring South Africans to rediscover their African traditions and values in a modern world. The Castle Milk Stout has consistently brought this to life through inspiring, insightful and impactful campaigns, such as Ancestor's Day and Last Stories of Culture, with the aim of preserving African culture.

Castle Milk Stout's loyal consumers call the beer Inkunzi'Emnyama, which translates to the black bull, inspiring Africans around the continent to embrace the brand's strong, dark and black-in-colour liquid. Using the insight that black is largely attributed to something bad or to be feared, the brand launched the Don't Fear Black, Savour It campaign, which aims to build a strong connection of the brand's intrinsic and extrinsic properties. Through this campaign, Castle Milk Stout will encourage South African consumers to embrace the colour and taste of the beer by declaring and speaking about the issues that drive people tend to fear black. Castle Milk Stout's stance is Black, similarly to the black liquid; the following properties can be attributed to Castle Milk Stout:

BLACK IS RICH

BLACK IS SMOOTH

BLACK IS BOLD

BLACK IS BRAVE

BLACK IS DIFFERENT

BLACK HAS TASTE

BLACK CONVERSATIONS