CASTLE MILK STOUT ENCOURAGES AFRICANS TO CELEBRATE & EMBRACE THEIR HERITAGE WITH CLAN BEATS*

Reading Time: 3 minutes

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 weekly *Clan 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.

To stay updated on all things Clan Beats, visit and follow Castle Milk
Stout on their social media pages:

§ *Facebook:* Castle Milk Stout

§ *Instagram:* @castlemilkstout_sa

§ *Twitter:* @CastleMilkStout

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