J&B is positioned as a whisky that's made different, it broke the rules of the day and tradition to become a success. This same spirit is found in DJ Sbu, an iconic South African who not only is an example of a man made different who made it, but also a man who comes from the very streets that are home to our target market, who, if they want to make it big, must make their own path to success.

Glossary:

"Kwaito" is a music genre that emerged in Johannesburg, South Africa, during the 1990s. It is

a variant of house music featuring the use of African sounds and samples.

"Kasi" is the name used to describe South Africa’s traditionally black neighborhoods.

"Baba" is an endearing term for a man.