New York Runway ZA came to a standstill when Africa’s largest premium beer brand, Castle Lite, took over the runway with a showstopping new innovation.
On October 11, Cape Town Marriott Hotel Crystal Towers played host to its first New York Fashion Week ZA showcase, featuring a collective of designers from the Big Apple fresh off the New York catwalk. It was here that Castle Lite served up its newly launched and redesigned 250ml bottle.
“We are passionate about innovation with a premium design aesthetic that plays, collaborates and experiments within design, to unlock extraordinary enjoyment for our consumers,” says Castle Lite brand director Silke Bucker. “The Castle Lite brand continues to break new ground in serving extra cold refreshment in every occasion.
The 250ml is not only at the cutting-edge of product design, it exudes sophistication and style. Its faceted neck design has also inspired renowned music producer Simon Ringrose and local rap sensation Rouge to create a track. In attendance at the New York Fashion Week ZA showcase, Rouge was heard saying, “they’ve done it again; they’ve upped the game”.
As a leader in trendsetting innovations, the launch of the new 250ml follows on the heels of the recently launched Cold Lock, a world-first innovation that saw South Africans experience a secondary packaging that keeps beer extra cold for more than three hours with no need for ice or a power supply.
The premium and stylish new 250ml bottle joins a long line of innovations from Castle Lite. In 2013, the brand introduced their unique 2-Stage Cold Indicator. This was followed by the Ice Core cooler in 2014 and the first-ever re-sealable 910ml returnable pack in 2018.
The Castle Lite new 250ml is a first in the South African beer category. “We still maintained the same extra-cold Castle Lite that consumers know and love. Whether at home or dining out, the new 250ml is the ideal companion for those who know that sometimes, less is more.
Extra cold to the last drop, the smaller serving size and sophisticated shape makes the new pack both attention-grabbing and unique. We considered our consumers preferred beer drinking occasions and launched a convenient size to suit their extra cold enjoyment experience.”
Watch the video | The new Castle Lite 250ml
• This article was paid for by Castle Lite.