Castle Lager has revolutionised brewing, infusing the ‘Taste of Victory’ with the jubilant sound of 62 million South African fans.
Johannesburg, South Africa (13 December 2023) – Castle Lager has taken a leap into uncharted territories, creating a limited-edition beer that captures the essence of victory in a truly extraordinary way.
The beer, aptly named the “Taste of Victory,” is not just another libation; it’s a symphony of celebration crafted with the sound of 62 million South African fans cheering for their four-time Rugby World Cup-winning team.
This might seem like a plot from a sci-fi novel but we dug deeper into the fascinating world of how liquids respond to sounds, and we found that Castle Lager may be onto something groundbreaking here. According to a Japanese ‘doctor of alternative medicine,’ Dr. Masaru, water can pick up vibrations influenced by human emotions, thoughts, words, written messages, and even sounds.
Could Castle Lager be tapping into a new dimension of brewing?
The process behind the “Taste of Victory” is as unique as the concept itself. The brewing team recorded the thunderous cheers of 62 million fans at various iconic locations, including the Stade de France in Paris, the bustling arrivals hall at OR Tambo, and the Victory tour’s parade bus that traversed the nation. This auditory mosaic was then transformed into a track, played to the beer at the Rosslyn Brewery, creating a one-of-a-kind beverage.
Wendy Bedforth, Castle Lager’s Brand Director, sheds light on the science behind the unusual brewing process. Drawing on reports from reputable sources like BBC Science Focus and Frontiers in Psychology, Bedforth explains how sound waves can influence yeast cells during fermentation. The implications are astounding – music or specific sound frequencies can impact the fermentation process, yeast growth, and the production of flavour compounds.
“According to reports, sound waves can speed up the fermentation process by 30 percent, enhance citrus aromas, weaken banana and apricot flavours, intensify vanilla flavours with low frequencies, and reduce them with high frequencies,” says Bedforth.
The result? A beer that not only celebrates South Africa’s rugby triumphs but also pays homage to the collective spirit of 62 million fans. The Taste of Victory is more than just a beverage; it’s an ode to the unwavering support that played a crucial role in the Springboks’ success.
Damian Willemse, a double Rugby World Cup winner with the Springboks, acknowledges the integral role of the fans in their victories. “The guys at Castle Lager told me they were brewing beers with real fan cheers. We couldn’t have won in France without your cheers. Thank you SA! This one’s for you,” expresses Willemse.
As for whether the cheers have changed the taste, we’ll leave that judgment to you.