The brief was to bring the quality ingredients of Castle Lager to life in a meaningful way.

Castle Lager is the largest selling South African beer brand, with all of its raw materials sourced within the borders of the country, creating a high-quality product. After the lautering process, hundreds and thousands of tonnes of spent grain is discarded – a waste product that was measured and still has a lot of nutritional value.

As a brand known for uniting the South African nation, we wanted to unite it in a new way – to use our quality ingredients left behind after the beer brewing process to help another big issue in South Africa: hunger. 55% of South Africans live in poverty, with over 20 million going hungry every day.

To date, we have seen the following impact:

A brand uplift of + 9,2%

An increase in brand affinity of over 21%

A Castle Lager beer sales increase of over 6,4% (a big increase for South Africa’s largest beer).

Millions of rands worth of Earned Media.

Huge talk in South Africa by other brands and official acknowledgement of the Bread of the Nation initiative.

A 3 year commitment by ABinBev to continue.

This on-going initiative has not only shown South Africans the quality of Castle Lager ingredients (with a sales increase and brand upliftment), and become part of ABinBev zero-waste initiative, but has reminded all South Africans of the power we have to use innovation to solve real problems in our country.

Castle Lager, South Africa’s biggest beer brand, has been around for 127 years – brewed from the highest quality ingredients sourced within the borders of the country. Known for uniting the nation of South Africa, both in good times and bad, the brand has one key purpose: to show everyone “the goodness within”. That all people have good inside, and that we too, have good inside our product. The aim of the brand is to empower upliftment - which is why we’re using the by-product of our brewing process (spent grain that is discarded), milling it into flour & distributing it across the nation. A bread high in fibre, energy and a source of protein is then produced by community bakeries – handed out to all who need it for free.

This is a 3 year commitment, whilst being part of our zero-waste initiative and Better World Programme.