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CASTLE

CASTLE

Parent Company: Anheuser-Busch InBev SA/NV

Brand Value: $2,995 Mil.

Headquarter City: Johannesburg

Year on Year Change: -6 percent

Industry: Beer

Year Formed: 1895

Launched during the Johannesburg gold rush of 1886, Castle is often described as South Africa’s national beer. After the brand achieved popularity with prospectors, its owners founded South African Breweries (SAB) in 1895 to expand its presence. In 1897, SAB became the first industrial IPO on the Johannesburg Stock Exchange. Now owned by AB InBev, Castle is the country’s most popular beer brand, and is sold through sub-brands that include Castle Lager, Castle Lite, and Castle Milk Stout. Among these, Castle Lite is currently the leader. The brand is highly resonant with South African history, sports, and social connectedness. Nearly every South African knows its slogan “It all comes together with a Castle,” which is reflected in one of the strongest scores for brand contribution among SA’s top brands. Like many beer brands in the country, Castle has followed a trend towards more moderate drinking by launching an alcohol-free version in the last year.

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