By Matṧeliso Phulane
The bull is back!
After over a decade of absence, Castle Milk Stout has reintroduced the symbol of ‘inkunzi emnyama’, the familiar iconic symbol of a black bull, back on its packaging, while still retaining the taste and richness of the beer.
This move is in line with Castle Milk Stout’s journey to re-connect its consumers with their African identity.
In African culture a bull is often associated with strength and wealth. It is the alpha male in the kraal, the dominant cow that is key in the reproduction of the livestock, which also plays a significant role in traditional ceremonies in Africa.
The launch was held at Artistry JHB Restaurant in Sandton, in South Africa on Tuesday this week. Lesotho and Swaziland were invited to witness the colourful event.
Castle Milk Stout brand manager Khwezi Vika said, “Over the years, Castle Milk Stout customers have affectionately referred to their favourite brew as iInkumzi emnyana’, as it embodies the characteristics similar to that of the rich, dark and smooth Castle Milk Stout liquid which is strong, bold and authentic.”
Vika said the repackaging of the brand follows extensive research and interactions with consumers, who lamented the absence of the cherished logo which they have grown to love and appreciate.
The restoration of ‘inkunzi emnyama’, which will now become a permanent feature of the revamped packaging of Castle Milk Stout, has been effected in all of the brand’s packaging, from the 750ml returnable bottle, 500ml cans including shrinks and trays, and on 330ml non-returnable bottles.
“We are excited to reintroduce the much-loved ‘inkunzi emnyama’ back on our packaging design since September 18 2023. We believe that this new packaging will build on the tie between Castle Milk Stout and African identity by reintroducing the black bull to our packaging and telling this story.
“We are aware of the importance of packaging and the role symbols play in creating brand affinity and building a brand promise. What we do as a brand is to make sure that we preserve an African culture, our values and African spirituality,” Vika assured.
He further stated that through the Black Conversation series which was launched last year, Castle Milk Stout created a platform that gives vocal and influential personalities the opportunity to share their genuine life experiences surrounding various unexplored topics and discuss what others deem as taboo subjects.
He noted that the series carry the message to their consumers and they want to inspire Africans to be bold and openly discuss censored subject on Africaness and blackness.
The consumers’ feedback from all their social media platforms about the brands is incredible, Vika prided.
“They love the new packing and the new look. What they love the most is that we did not change the taste.
“It is the new look that we put the research into before we changed the brand to make sure it has the right icon which is the ‘inkunzi emnyama’ the ‘black bull’, which is what consumers call us when they speak of Castle milk stout,” he pointed out.
Vika explained that the reason they invited Eswatini and Lesotho through Maloti Mountain Brewery is because these countries ove and recognise their brand.
As a result, they thought they have to change the packaging in South Africa, Lesotho and Eswatini and found it important that they invite their media partners to be the voice on Castle Milk Stout is doing to reconnect consumers with their African identity.
“The instantly recognisable inkunzi emnyama logo will help to create re-appraisal and distinctiveness for the brand and improve trade salience through an attention-grabbing design.
“We wish to assure our customers that the signature dark liquid and the bold taste of Castle Milk Stout has not changed; it is only the black bull that has made a welcome comeback on our packaging,” Vika concluded.
In an interview with theReporter, Charma Mwansa – Head of Trade and Marketing at Maloti Mountain Brewery (MMB) said MMB brews and packages five beer brands including Castle Milk Stout.
He said Castle Milk Stout is one of the most loved and recognised Stout brews by Basotho beer lovers.
Regarding the move for MMB to introduce the new brand, Mwansa noted that the company has taken the first step to make their customers and consumers aware of the coming change in the new Castle Milk Stout brand re-positioning through their media partners.
“Over and above, we ran promotions with our customers and consumers to increase visibility and advertising communications with the new look and feel, but with the same great taste they love.
“We, therefore, anticipate to acquire more brand equity and loyalty as the new re-positioning of the recognisable ‘inkunzi emnyama’ logo will help to create re-appraisal and distinctiveness for the brand and improve trade salience through an attention-grabbing design.
“We hope that as our customers savour the richness of the repackaged Castle Milk Stout. It will evoke strength, boldness, authenticity and a sense of pride in being African with every sip,” Mwansa said.
He added that the new Castle Milk Stout will start trading from December to allow the old branding to phase out.
