To commemorate South Africa’s four-time Rugby World Cup winning squad and to formally kick off the nation’s festive season, Retroviral, together with AB InBev's Castle Lager introduced: A Taste of Victory, a limited edition beer specifically brewed with the sounds of millions of SA fans’ cheers.

This campaign was certainly another highlight for Retroviral in 2023.

Research:

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.

Opportunity: 

The Springboks are made of 62 million cheers. Castle Lager is the brand synonymous with cheers. So we made limited edition beers from literal cheers.

Execution:

We captured the sounds from the Stade de France in Paris, the arrivals hall at OR Tambo, the parade bus as the Victory Tour travelled the country, and everything in between to create the beer.

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.

Watch here