• 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.”

In light of recent events, we’ve decided to lose our label* in solidarity with all those who are unfairly and callously labeled on a daily basis. This small act is a pledge that Castle Lager will work towards eradicating the labels that divide us. #SmashTheLabel #AshwinWillemse pic.twitter.com/k3y17cUxdQ

— Castle Lager SA (@CastleLagerSA) May 21, 2018

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.

So SAB thinks racism is a gimmick.

— officially unemployed (@TumiTGP) May 21, 2018

What about all the divisiveness that our politicians create on a daily basis,. Not a good idea, you have lost me as a castle supporter and drinker, you have just positioned the castle brand. Very sad

— davebishopcricket (@bishopdave1965) May 22, 2018

@CastleLagerSA You keep on stating ‘we are not taking any sides’ but then you use the # for Ashwin. So how is that not choosing sides then… Please explain. pic.twitter.com/JGuqTTnnyz

— Ben Mong (@bendiebeer) May 21, 2018

So you chose to comment because it is trending, and as a company who no longer sponsors our national rugby team decide to weigh in on commentary of a sport you have no skin in. So you can market your alcohol before it gets outlawed like tobacco?

— JIM SLEAZY (@JIM_SLEAZY) May 21, 2018