Mzansi townships to get facelift
Castle Lager is venturing beyond football, cricket, and rugby and will now move into communities to get its hands dirty in a new initiative of beautifying and growing the economies of townships across Mzansi.
Alexandra, along with other ‘kasis’ in Mzansi, will be a beneficiary of an upliftment programme for the township economy through a support project for emerging small businesses.
This was announced during the launch of the Castle Lager Kasi Beautification initiative at the Imbizo Shisanyama on May 25.
Castle Lager brand director Wendy Bedforth said the brand will be embarking on this new journey of contributing towards the beautification of ‘our kasis all around Mzansi and the upliftment of local businesses to the benefit of the township economy, all while paying tribute to the amazing communities within South Africa’.
Castle Lager’s storied brand history book in South Africa stretches across 127 years through its involvement with various sporting codes such as football and rugby to name a few. Its latest chapter kicked off with the launch of the #ItsWithin campaign.
“It’s really about the people, the communities that make us who we are. That is why this will always be our role as Castle Lager – to bring the pride and hope to South Africa,” said Bedforth.
She did not elaborate on the details of the investment.
Within South Africa, Castle Lager is renowned for its role in supporting home-grown talent by backing the senior national men’s sports teams such as the Springboks, Proteas and Bafana Bafana for decades.
“Obviously, sport plays a fundamental role in bringing people together, but we also found that Castle Lager has lost relevance among consumers who don’t necessarily resonate with sport as they were not seeing the brand.
“We want to sow the seeds of optimism in the kasis to enable the majority of Mzansi people to reap the benefits,”
Bedforth added that beyond supporting kasi businesses, the brand will also be helping to spread hope for a better life and optimism for opportunities through which to achieve that goal within kasis across the nation.
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