As the biggest beer brand in South Africa, Castle Lager has an immense responsibility to do work that positively impacts the communities in which it operates.

We know that food has a direct impact on people’s productivity – their ability to work hard, to earn a living. As a brand that is local, natural, and inclusive, Castle Lager has the potential but also the responsibility to make a real difference in our communities.

The big challenge is.. HOW DO WE EFFECTIVELY TRANSFORM A 127 YEAR OLD LEGACY BUSINESS TO ADD VALUE BEYOND PROFIT AND MAKE A DIFFERENCE WHERE IT MATTERS MOST WHILE DRIVING DRIVING SUSTAINABLE BUSINESS SUCESS

So we set out key objectives for this initiative:

1) Drive commercial success while making a meaningful and sustainable social impact

2) Increase brand affinity and power

3) Reach

Introducing ‘Bread of the Nation’ We used the by-product - the waste product left behind after the brewing process, and milled it into a flour.

Together with food scientists and nutritionists, we developed a recipe for a bread – high in nutrients, fibre and a source of energy.

We then used our extensive distribution network, and a partnership with SA Harvest (South Africa’s biggest community food distribution programme) to deliver the flour to communities in need across South Africa.

Using community bakeries, the flour was made into bread and in a series of activations and experiences, we provided bread for free to the hungry.

We have completed a number of activations throughout South Africa, with a 3-year commitment from SAB to continue doing so, feeding +1 million people.

In addition, we are in discussions with major retailers to sell our bread to fund more loaves for communities in need.

Looking at what our communities need most and what the brand has to offer unlocked a big opportunity for the brand to make a difference beyond profit.

We knew that Castle Lager have 200 000 tonnes of spent grain, high in protein and fibre, that gets discarded every year and we have seen over 20 million South Africans going hungry each day.

We asked ourselves …

What if we could reinvent our brewing process and use the quality by-product left behind after the beer brewing process to make bread and feed the hungry?

Not an easy task but we did exactly that.

So we responded with a creative strategy and idea that delivered multiple areas of impact by looking at what our communities need most and what the brand has to offer.

We reinvented our brewing process and use the quality by-product left behind after the beer brewing process to make bread and feed the hungry?

The process was one of experimentation, various hurdles and learnings:

1) We wanted to invent a recipe that was nutritious and filling

2) We needed the end product to look appetising and taste good

3) It had to be bread as it was central to community living but bread had a 3-day shelf life

4) It had to pass health & Safety processes

We ended up using the by-product and milled it into flour (with a 6-8 month shelf life) and in partnership with food scientists and nutritionists, we developed a recipe for bread – high in nutrients, fibre and a source of energy.

This on-going purpose-led initiative not only started to address the hunger crisis in South Africa, it resulted in increased brand affinity, brand uplift and sales successfully showcasing that doing good is good for business.

Business Impact

• Castle Lager beer sales increase of over 6,4% (a big increase for South Africa’s largest beer). A brand uplift of + 9,2%

• An increase in brand affinity of over 21%

Social Impact

• 58 Communities impacted to date

• On track to have fed +100 000 people within the first 6 months

• Ongoing efforts to feed 1 million people by 2025 with the brand currently in negotiation with leading retailers to scale the access to the bread product significantly

• Bread of the Nation is now part of SAB’s zero-waste initiative

Campaign and Communication Impact:

• R10,7 million earned media with an estimated reach of 77,4 Million