Inspiring stories, inspiring men

Listeners of SABC's top African vernacular radio stations will have the opportunity to recognize the people who have inspired them most as part of the Castle Milk Stout's annual Thola Inkunz' Emnyama awards – an awards promotion that is running for the third year.

The promotion's name means “Go find the Black Bull”. It aims at helping consumers identify the person who has inspired them the most within their respective communities and then nominate that person as their Inkunz' Emnyama. One of South African Breweries' oldest brands, Castle Milk Stout's tagline True Greatness Comes from Within talks directly to its target market, encapsulating their consumers' ideals of strength of character, for men who are driven by what really matters.

This promotion will showcase stories about men of wisdom, strength and dignity, who helped the community in selfless ways. The campaign will include competitions on radio, print ads and road shows across South Africa.

The company's milk stout is a mainstream rather than a premium beer, but its popularity destroys the myth that dark beers aren't popular in SA. With a 14.5% moving annual sales growth, the brand is performing phenomenally well. It has been active in the market since 1935 and remains one of company's most popular brands.

The promotion wraps-up at an event where the winners and their nominated Inkunz' Emnyama, will receive a total of R35 000 in cash and celebrate in the true style of Castle Milk Stout at the Lesedi Cultural Village.