Beer giant Castle Milk Stout champions African heritage on Ancestors Day

Beer giant Castle Milk Stout is championing the revival of African heritage with renewed vigour, joining forces with CONTRALESA and heritage institutions to honour Ancestors Day on May 8 — a powerful stand for the recognition of indigenous wisdom and cultural identity.

First introduced in 2021, Ancestors Day has evolved into a powerful national observance, urging South Africans to reflect and honour their lineage. Over the past four years, Castle Milk Stout has championed this day not as a marketing campaign, but as a cultural movement rooted in dignity, restoration, and unity through heritage.

The beer giant said that its mission is to inspire Africans to reconnect with traditional values in today’s fast-changing world. This core belief continues to drive Castle Milk Stout’s long-term commitment to preserving cultural wisdom and restoring pride in African identity, particularly among younger generations navigating the space between heritage and modernity.

Castle Milk Stout continues to play a vital role in preserving cultural heritage by partnering with CONTRALESA, the National Heritage Council, the CRL Rights Commission, and others to amplify conversations around ancestral knowledge, visibility, and intergenerational respect. The brand aims to inspire younger generations to embrace and carry forward these traditions.

This year, a cultural breakthrough took place when the City of Tshwane became the first municipality to officially grant spiritual leave for ukuthwasa (the ancestral calling). Castle Milk Stout hails this as a landmark moment, signalling a growing recognition of African identity, not just in communities, but within the fabric of formal governance.

“Remembering our ancestors is not about nostalgia — it is about knowledge, accountability, and continuity. The creative platform, “Don’t Let Their Stories Disappear,” is a direct invocation of that belief. It reflects Castle Milk Stout’s broader brand mission: to act as a cultural companion to African consumers by amplifying tradition through platforms that are accessible, inclusive, and future-facing,” the company said.

Castle Milk Stout's Marketing Director, Thomas Lawrence, highlighted that Ancestors Day is more than just a ceremonial observance.

“Our work around Ancestors Day is not about ceremony for its own sake. It is about preserving a legacy of wisdom and honouring the foundations that hold our society together. As a brand, we remain deeply committed to creating spaces where African traditions are not only respected but are seen as essential to our national identity and progress. We stand behind those who keep this knowledge alive — not just as custodians of the past, but as architects of the future.”

The beer company invites all South Africans to observe May 8 in personally meaningful ways—through storytelling, reflection, prayer, or ritual — as a time to honour the ancestral lineages that shape the nation’s identity.

Castle Milk Stout’s partnership with CONTRALESA and Chapter 9 institutions plays a crucial role in advocating for the official recognition of Ancestors Day. As the conversation evolves culturally and politically, the brand will remain dedicated to facilitating dialogue and amplifying ancestral knowledge.

The Star