South Africa’s national beer and title partner of the British & Irish Lions Tour of South Africa, Castle Lager, has released a commemorative jersey for people to celebrate with the Springboks even though they will be cheering for the national team from home.
Castle Lager has launched a campaign called #InOurBlood, aimed at bringing South Africans together over their love of rugby, which we believe, is #InOurBlood. As part of this, the brand has created a supporters jersey, which is the ultimate symbol of our pride and passion. The jersey keeps the much-loved green and gold and combines it with a ground-breaking unique shade of red, created by the South African National Blood Service (SANBS). Castle Lager and SANBS researched what South Africa’s blood looks like across the country and formulated this unique shade that shows what is #InOurBlood, which is this year’s campaign theme for the #CastleLionsSeries. In partnership with the SANBS, Castle Lager is also urging supporters to channel their love of rugby and donate blood during this time when the country needs it the most.
The Castle Lager Lions Series, which only takes place every 12 years, is undoubtedly one of the most highly-anticipated events on the sporting calendar and while there is great disappointment that the public cannot celebrate our nation’s best together, Castle Lager encourages everyone to comply with the government’s regulations by staying at home, celebrate in their new jerseys, and come together – virtually – with a Castle and the love of rugby.
With these jerseys, which will initially be available on Castle Lager’s website, we can fly our colours proudly as a nation while we back our boys in green and gold.
In keeping with Castle Lager’s 100% homegrown positioning, these jerseys and materials for this campaign were sourced locally. Over an estimated six-week period, the production of these jerseys enabled approximately 500 staff to hold onto full time work in these really trying times, which holds true to the spirit of Castle Lager to uplift the South African economy.
Castle Lager Brand Director, Kudzi Mathabire says, “It is a proud moment for us to unveil these inspirational jerseys as they physically and symbolically show what is in our blood – our love for our Springboks and togetherness as a nation – as well as the unique shade red Castle Lager created in conjunction with SANBS. While supporting our team is important, it is even more important to keep ourselves and our fellow South Africans safe so we’ll be wearing our jerseys at home during the Castle Lager Lions Series and donating blood to help relieve the pressure on the health system.”
Mathabire continues, “These commemorative jerseys are a symbol of what we have faced as a country in the past year and what we have the spirit to overcome when it all comes together with a Castle.”
The Castle Lager Lions Series kicked-off at the Emirates Stadium on Saturday. Consumers can witness the games LIVE on Supersport.