Castle Lager

Taste of Victory

Agency: Retroviral


Castle Lager Brand Director, Wendy Bedforth says, 'According to reports in BBC Science Focus and in Frontiers in Psychology, sound waves can influence the behaviour of yeast cells during fermentation. This suggests that music or specific sound frequencies may impact the rate of fermentation, yeast growth, or the production of certain flavour compounds.'

Bedforth continues, 'As a result, music can:
- Speed up the fermentation process by 30 per cent
- Make citrus aromas stronger
- Weaken banana and apricot flavours
- Intensify vanilla flavours with low frequency; and reduce with high frequency'

She adds, 'To make our Taste of Victory brew, we recorded the sounds of 62 million cheers from the Stade de France in Paris, the arrivals hall at OR Tambo, the parade bus as the Victory tour traversed the country, and everything in between.'

Bedforth adds, 'We then composed a track of these Sounds of Victory and played it to our beer at the Rosslyn Brewery for a fortnight; infusing 62 million cheers into our golden, Castle Lager liquid, to craft the limited edition Taste of Victory. We made beers from literal cheers.'

This professional campaign titled 'Taste of Victory' was published in South Africa in December, 2023. It was created for the brand: Castle Lager, by ad agency: Retroviral. This Content, Experiential, and Film media campaign is related to the Alcoholic Drinks industry and contains 1 media asset. It was submitted 4 months ago by CCO: Mike Sharman of Retroviral.


Advertising Agency: Retroviral, Johannesburg, South Africa
CCO: Mike Sharman
MD: Pippa Misplon
CD: Koketso Masisi
Traffic: Nombuso Nkosi
Production: Shaun James Films
Director: Shaun James
Digital: Live Digital
Draftline South Africa


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