Responding to Sipho Muchindu's query about Carling Black Label's accolades as Africa's most-awarded beer and whether or not it is also the most awarded in the world, the brand has initiated a fact-finding mission, sending Muchindu on an expedition to unveil the truth.
Accompanied by a team including a photographer and videographer, Muchindu will document his discoveries as he traverses various locations, uncovering the prestigious beer accolades that adorn Carling Black Label, says the brand.
The tweet that ignited it all can be viewed
here.
"We're thrilled by Sipho's curiosity and the opportunity it presents to showcase Carling Black Label's legacy of brewing excellence," says Carling Black Label marketing manager Candice van den Bosch. "As 'Africa's most awarded beer,' we hope to prove that we can also command this title on a global scale."
Reflecting on Muchindu's role in the campaign, van den Bosch says, "Muchindu's passion for going on a fact-finding mission and uncovering the truth aligns perfectly with our brand narrative of 'Effort, Achievement and Reward'."
"We know that it won't be easy and that it will take hard work, but we're confident that Muchindu will emerge victorious and reward himself with an ice-cold Carling Black Label at the end of it," adds van den Bosch.
The brand says that for decades, Carling Black Label has proudly proclaimed itself as South Africa's most decorated beer, further substantiating its claim as Africa's premier brew, as is evident on its packaging. Now, fortified by extensive global award data, Carling Black Label confidently asserts its position as the epitome of brewing excellence on a global scale.
The brand adds that with 54 awards and counting spanning from 1990 to 2023, Carling Black Label's trophy cabinet stands as a testament to its unparalleled success.
As Muchindu embarks on his mission, consumers are encouraged to follow the hashtag '#MostAwardedBeer' on social media to stay updated on his journey.
While the specific locations Muchindu will visit remain a mystery, consumers can anticipate an engaging and enlightening voyage as he delves into the world of brewing excellence, says Carling Black Label.