Castle Lager crafts 62M SA fan cheers into special edition brews

Castle Lager transforms 62 million South African fan cheers into special edition beers.

South Africa’s national beer – for over 125 years – innovates with its latest offering to celebrate the Springboks’ record breaking feat and the newly approved public holiday.

Today Castle Lager launches Taste of Victory – a limited edition beer that has been specially brewed with the sounds of millions of SA fans’ cheers – to celebrate South Africa’s four-time RWC winning team and to officially kick off the nation’s Festive Season.

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The video opens on Faf de Klerk explaining that there have been experiments that show if you play music to beer, it tastes better.

‘According to reports in BBC Science Focus and in Frontiers in Psychology, sound waves can influence the behaviour of yeast cells during fermentation. This suggests that music or specific sound frequencies may impact the rate of fermentation, yeast growth, or the production of certain flavour compounds.’Castle Lager Brand Director, Wendy Bedforth

‘As a result, music can: Speed up the fermentation process by 30 per cent, make citrus aromas stronger, weaken banana and apricot flavours, intensify vanilla flavours with low frequency; and reduce with high frequency Brand Director, Wendy Bedforth

TASTE OF VICTORY BREW

‘To make our Taste of Victory brew, we recorded the sounds of 62 million cheers from the Stade de France in Paris, the arrivals hall at OR Tambo, the parade bus as the Victory tour traversed the country, and everything in between.’Castle Lager Brand Director, Wendy Bedforth

‘We then composed a track of these Sounds of Victory and played it to our beer at the Rosslyn Brewery for a fortnight; infusing 62 million cheers into our golden, Castle Lager liquid, to craft the limited edition Taste of Victory. We made beers from literal cheers.’Castle Lager Brand Director, Wendy Bedforth

‘The guys at Castle Lager told me they were brewing beers with real fan cheers. We couldn’t have won in France without your cheers. Thank you SA! This one’s for you.’Springbok double RWC winner, Damian Willemse

ABOUT CASTLE LAGER

Brewed from 100% Homegrown quality ingredients and the same recipe since 1895, Castle Lager has been SA’s National Beer for over 125 years. Our golden liquid represents the very best of South Africa with a taste to match a South African thirst.

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