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Trendjacking Case Study | Castle beer to be sold without labels post Ashwin Willemse incident

Digital Marketing Consultant

  • In an announcement on Twitter on Monday night, Castle Lager said it will sell beer without labels “in solidarity with all those who are unfairly and callously labelled on a daily basis”.
  • The beer brand used the hashtag #AshwinWillemse, in reference to a racially-charged incident on a SuperSport set at the weekend.
  • The label-free beer will be on sale at the first test match between SA and England on 9 June.

Castle Lager on Monday night announced that it will be selling label-free beer.

The beer brand’s Twitter account tweeted that in light of recent events (a reference to Willemse’s decision to walk off a SuperSport set because he felt patronised by Naas Botha and Nick Mallett), it decided to “lose our label in solidarity with all those who are unfairly and callously labelled on a daily basis. This small act is a pledge that Castle Lager will work towards eradicating the labels that divide us. #SmashTheLabel #AshwinWillemse.”

The label-free beer will be on sale at the rugby Test match between South Africa and England on June 9. Castle does not plan to sell all beer without labels, as that would cause confusion, he added. “It will be done in a controlled way.” Castle’s announcement is similar to a Coke campaign two years ago, when it removed its logo from its cans in the Middle East to encourage people not to judge one another.

By Tuesday morning, the tweet was liked by almost 700 followers, but a large number of the comments were negative about the announcement.

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