Competition for the consumers’ loyalty was fierce and Castle Lager sponsored popular radio programmes such as the Castle Lager Playhouse of the Air and the Castle Sports Quiz on Springbok radio, to ensure it remained top of mind in the marketplace. Neon signs also made their appearance, brightening up the exterior of pubs and bottle stores through the country.

The landscape in the country was also changing, with the abolition of ‘tied’ houses in 1960, opening up new marketing opportunities. In 1962 prohibition in the black market was lifted, opening up the biggest legal market of all.

In 1974 the brand consciously leveraged their heritage by adopting Charles Glass as the brand figurehead, as well as introducing the new slogan “the taste that’s stood the test of time”.

A year later Castle Lager introduced the original dumpy bottle, which has gone on to become a South African classic. It is this dumpy bottle that has been released in a limited edition heritage 'dumpy' pack to celebrate the brand’s 120 year heritage this year.

The bottle launch was quickly followed by the first Castle Lager television commercial (1976). As a brand Castle Lager was linked to the very fabric of South African society, and so it continued to tap into the national psyche with its 1990s campaigns which were linked to social phenomena such as exiles returning home with the advent of democracy, and sportsmen moving to overseas based clubs for the first time to follow their dreams.

In 1998, one of Castle’s most loved TV commercials, New York, was launched. Featuring the renowned track Africa by Toto, the advert received awards and critical acclaim from around the world.

Castle Lager has always been a brand that has grown and evolved with South Africa; in many ways in step with what was happening at that time in the country. In 1986 a campaign launched by the brand was the first multi-racial advertisement in the country. Featuring a jogger, who instead of having a run, joined his mates in the pub for a few Castle Lagers. The people in the commercial were representative of the country’s demographics.

The advertisement landed the brand in a bit of trouble with the authorities, but this did not deter it and since then every Castle advertisement is representative of the country’s demographics. Its campaigns with their iconic music and emphasis on friendship and belonging striking a chord - and often a tear in the eye - in the hearts of all South Africans.

It was fitting then, after more than 100 years of building the bonds of friendship, that Castle Lager officially became known as ‘The Friendship Brew’. With a powerful nationwide advertising campaign ‘Good Guys’ and new tagline ‘It all comes together with a Castle’ the brand regained its status of the most popular beer in South Africa.

This was followed up with further campaigns – all building on this core proposition. The result? Today Castle Lager’s heritage represents the authentic South African way of life, and is steeped in the country’s unique, heartfelt and friendly hospitality.

Cue iconic music, friendship scene and Castle Lager and another 120 years because we know it all comes together with a Castle.

Cheers to the next decade of Castle Lager. 

For more information, visit the Castle Lager website. Alternatively, connect with the brew via Facebook and Twitter.