In celebration of Heritage Month, once again South Africa’s rich, dark and smooth beer Castle Milk Stout encourages Africans to reflect on their origins through clan praises. This year, the brand will use music as a platform to drive the importance of clan praises and embracing one’s culture and heritage. The aptly named Clan Beats “Extended Play” (EP) is a narration which showcases how Africa’s heritage is celebrated through the personal journeys of South Africa’s finest artists, namely: Sho Madjozi, KB Motsilanyane, Sjava and Thandiswa Mazwai whose smoothly brewed vocals make for the perfect accompaniment to the voices of praise singers, Dr Sithole, Stoan Seate, Madala Kunene and Zolani Mkiva.
The brand announced their collaboration with these culturally-rich and diverse artists who are known for their distinct sound which, like the Castle Milk Stout brand, is deeply rooted in the promotion of Africa’s rich culture. This one-of-a-kind musical creation produced by sensational music producer, DJ Maphorisa is set to paint Mzansi’s streets in vibrant hues of different musical genres, while inspiring Africans to celebrate their roots and their heritage, which ultimately shapes their identity.
Just like the Clan Beats EP, which bridges the gap between younger and older generations, the brand aims to talk to a wider audience and make room for much-needed dialogue about African culture and practices. This was showcased at the media launch where the brand announced weeklyClan Vlogs on their social media pages featuring Nelisiwe Sibiya; Wiseman Mncube; Ifani and Hulisani Ravele, who alongside Gogo Dineo; Baby Cele and Mzilikazi wa Afrika, will discuss matters of cultural practices in a modern society. In addition to the Clan Beats EP and the Clan Vlogs, the Castle Milk Stout Clanopedia site is still available for consumers to register their clan praises with aim of providing reference and accessibility of clan praises for future generations.
Having established itself as a brand which endorses African pride and excellence, Castle Milk Stout has initiated multiple campaigns that elevate African culture and, much like the beer’s dark liquid, savours the richness of Africa. Once again, the proudly African brand challenges people to retain a balance between the demands of a modern life while embracing their African-ness.
Speaking at the launch, Castle Milk Stout’s Marketing Manager, Phindile Ndzekeli said “Following the success of the Get it Back campaign in 2018, the brand conducted research with our consumers to find out how we could assist in the preservation of African traditions. Clan Praises are viewed as an important part of our origins as Africans and play a key role in retracing our lineage. Knowing your heritage is an integral part in celebrating and forming your identity.
Our research further indicated that the best way to get our consumers to really engage was through the universal language of music. We partnered with DJ Maphorisa who has been dominating the airwaves for many years, but of greater importance is how versatile he is as an artist and producer.” said Ndzekeli.
“We then drew up a criterion of the kind of artists and praise singers which we wanted to work with. The amazing artists on the Clan Beats EP are carefully selected cultural advocates who embody what the campaign is about.” concluded Ndzekeli.
The EP will be launched in Johannesburg on the 18th of September and the EP is set to be released on Heritage Day, 24 September. In addition to the limited edition 500ml Clan Cans, the brand will also release 750ml Clan bottles.