Castle has officially introduced South Africa’s first homegrown non-alcoholic beer. The launch event was held at the upmarket Tin Factory in Kramervile, Sandton. This new beer is set to transcend social circles and the entire landscape of beer drinking in South Africa as it affords beer-lovers an authentic alternative to beer-drinking.
Hosted by Sizwe Dhlomo, the intimate gourmet braai complemented by Castle Free saw guests enjoy a panel discussion around the key theme of the beverage; Freedom To Belong.
A panel discussion, hosted by Unathi Msengana and Janez Vermeiren took guests through different ways one can bring friends together and create an atmosphere of belonging in more places, which in turn creates more experiences.
South African football midfielder, Reneilwe Lotsolonyane and Supersport United defender, Morgon Gould were also seen enjoying the beverage at the intimate stakeholder event.
As the country’s first homegrown, non-alcoholic beer – Castle FREE remains fully a beer and tastes like a beer, but without the alcoholic content. This gives anyone who would like to be outgoing and sociable the opportunity to do so freely, while simultaneously encouraging a culture of responsible drinking.
“The brand’s vision, is to amplify Castle’s historic tradition of bringing South Africans together by creating a sense of belonging with more people and in more places. Furthermore, we believe that the non-alcoholic beer will influence South African drinkers into an era of responsible drinking” said Vaughan Croeser, Brand Director for Castle FREE.
Rugby player for The Sevens, Tim Agaba was also present to share the excitement of a partnership between Castle Free and the HSBC Rugby Sevens.
Agaba and Croeser announced the beer’s sponsorship of the upcoming Cape Town leg of the HSBC Rugby Sevens by highlighting how befitting it was for a Castle beer to sponsor a sporting event, “ Castle has always gone hand-in-hand with friends, family and of course with sports. We are a nation of sport enthusiasts, which over the years has been the driving force behind our nation building and unity, even if mostly of the armchair variety.” he said.
Also in attendance were representatives from National Government who expressed delight at Castle’s latest addition. The beer received praise for being alcohol-free and the first locally brewed beer, which will also create job opportunities. As a leading beer brand, Castle’s latest variant not only changes perceptions of how beer is consumed but also presents South Africans with the Freedom to belong.
Castle FREE is 100% beer with 0.0% alcohol and comes in 340ml cans and bottles. The beer is available from the 30th of October 2017 countrywide.