The label-less Castle Lager beer bottles aimed at dismantling labels and negative stereotypes about people, will hit the bottlestores in August, South African Breweries (SAB) announced today.
Addressing the media during a press conference held at the brewery's headquarters in Fourways, Johannesburg, Castle Lager brand director Vaughan Croeser said the one-month campaign aims to create a label-free society.
The campaign was inspired by an incident that took place at SuperSport studio where analyst and former Springbok player Ashwin Willemse walked off the set. Taking an aim at fellow analysts Nick Mallet and Naas Botha, during live broadcast Willemse said he was tired of being patronised and labelled as a quota player by the two. Barely hours after the incident, Castle Lager which is well-known for keeping-people-together narrative, announced via twitter that they would remove all the labels on their bottles.
However today Croeser explained that the bottles won't be stripped naked but would keep the neck label and the back label for legal purposes with only the front label coming off. "It is because the disclaimer about the danger of alcohol and other important information is written on the two labels so by law we can't remove them," explained Croeser today.
No labels for Castle Lager beer bottles
The label-less Castle Lager beer bottles aimed at dismantling labels and negative stereotypes about people, will hit the bottlestores in August, South African Breweries (SAB) announced today.
Addressing the media during a press conference held at the brewery's headquarters in Fourways, Johannesburg, Castle Lager brand director Vaughan Croeser said the one-month campaign aims to create a label-free society.
The campaign was inspired by an incident that took place at SuperSport studio where analyst and former Springbok player Ashwin Willemse walked off the set. Taking an aim at fellow analysts Nick Mallet and Naas Botha, during live broadcast Willemse said he was tired of being patronised and labelled as a quota player by the two. Barely hours after the incident, Castle Lager which is well-known for keeping-people-together narrative, announced via twitter that they would remove all the labels on their bottles.
However today Croeser explained that the bottles won't be stripped naked but would keep the neck label and the back label for legal purposes with only the front label coming off. "It is because the disclaimer about the danger of alcohol and other important information is written on the two labels so by law we can't remove them," explained Croeser today.
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