South Africa: Castle Lager introduces new beer to its portfolio

Castle Lager has introduced a new beer to its portfolio, the 1895 Draught which is targeted at the rapidly premiumising and urbanising South African beer consumer, DestinyMan.com reported on August 15.

The Castle 1895 Draught is a contemporary, authentic alternative in premium beer, based on the original 119-year old recipe by founder Charles Glass and perfected through modern brewing techniques. Under the positioning of ‘Progressive Craftsmanship’, it has been crafted by a new generation of brewmasters to represent ‘the best of then and now’.

With distinctive and aspirational packaging, Castle 1895 Draught is available at leading liquor stores in a 440ml can, which will be followed up in September by a new 440ml dark green bottle. The launch of Castle 1895 Draught will be backed by a discerning marketing campaign in line with its intended target audience, which will be included in-store store sampling, activations, as well as TV, digital and outdoor executions.

“We are very proud and excited about the full marketing mix around Castle 1895 Draught. Our new look Castle 1895 Draught augers well for the future in the Premium liquor category in South African,” said Castle Lager General Manager Alastair Hewitt.

“Castle 1895 Draught is inspired by the legacy of Charles Glass, our founder brewer and is precision crafted by a young generation of Brew Masters to represent the best of then and now. A brand to be discovered that will be an incredible player in green and a strong pedigree backed by our founding brand, Castle Lager to join our family with Castle Lite and Castle Milk Stout,” continued Hewitt.

Castle 1895 will replace the existing Castle Draught bottle and can, which were launched as a seasonal variant in 2009.

15 August, 2014