NEW FULL-SERVICE BAR AND BEVERAGE BUSINESS POISED TO DISRUPT BAR, EVENTS AND LIQUOR INDUSTRIES

NEWS FOR THE LIQUOR TRADE

n 2020, as the world receded into their homes in a bid to protect themselves and others against the spread of Covid-19, many of our habits and behaviours had to change. Big brands around the world had to come to the party and help their consumers adjust and make the most of being at home. Among these brands is Africa’s biggest premium beer brand, Castle Lite, which believes that even when we are restricted, we still deserve to have fun and show up.

The past year prevented us from having social gatherings and going out to party with friends; everything moved online and our toasts became virtual. In 2020, the drinks market analysis company IWSR found that “as people move their drinking and social habits to the online world, social media content and engagement that offers a sense of discovery, community and social giving is what's going to matter."

This became the new going out: creating moments of authentic yet engaging digital content for audiences around the world to feel connected and not alone. And in order to cater for this new trend, Castle Lite has just revealed its new 410ml slim can, underpinned by premium design aesthetics and the functionality of celebratory moments in our homes. The new size is primed to bring style to this growing occasion. The brand says it is excited to introduce this new pack and size format, giving its consumers a muchneeded alternative as they continue to create special moments in their homes during the pandemic. The new 410ml is the perfect fit – it fits your fridge, your vibe and your lifestyle.

ICASTLE LITE LAUNCHES A STYLISH NEW 410ML CAN! “... as people move their drinking and social habits to the online world, social media content and engagement that offers a sense of discovery, community and social giving is what's going to matter.” Silke Bucker, Castle Lite brand director “We’ve always known that in order to speak to consumers, brands have to meet them where they are, and within the changed environment, that is mostly at home. What’s more, with 20% of beer drinkers indicating that they feel more comfortable with indoor gatherings, it only made sense for us to create the perfect lifestyle drink fit for staying in the game while being safe at home,” said Castle Lite brand director Silke Bucker. “People no longer feel that they’re missing out when staying home. Instead, the pandemic has empowered them to embrace their homes more. They are done with boredom, or ‘saving’ their favourite outfit for events, they’re turning their homes into the place to be for themselves and close friends or family. Now, they have the perfect drink size to accompany these moments.,” Bucker said. Castle Lite wants their consumers to stay in the game while staying safe at home. Make sure to grab the all-new 410ml in liquor stores nationwide, on takealot.com, and via the Bottles app.

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Cascade Holdings is a dynamic, multidimensional organisation offering solutions that will revolutionise various aspects of the South African drinks industry. The brainchild of Adam Chaskalson, Tyrone Lasarow and Shaun Duwe, Cascade brings together nearly 50 years’ worth of combined experience in the drinks-service, product and entertainment industry.

As an umbrella company Cascade will offer a range of solutions under its three subsidiaries:

Salute: A one-stop solution offering comprehensive bar- and events management support and infrastructure to all tiers of events.

Cheeky: A product development lab with a cheeky twist (building on Skinny B and Skinny M, two existing low-calorie hard seltzers)

Liquor.co.za: The most technologically advanced business to business (B2B)/direct to customer (DTC) ecommerce business in the liquor market featuring wholesale distribution to the on- and off-premise trade, as well as an online retail store direct to the public.

“Now is the right time,” Duwe explained of the new partnership, which comes during a time when the greater alcohol industry is picking up the pieces after lockdown prohibition regulations.

According to Duwe, the strength of the new venture lies in the sum of its parts — how the three entities will function separately, but in full synergy with each other. “It feels as though everything I’ve done throughout my career has built up to this,” said Duwe, who arguably understands how the South African alcohol and entertainment landscape fits together better than anyone. His experience in all aspects of the industry has seen him and his team craft marketing campaigns and branded events for the likes of Corona, Budweiser, Jameson, GH Mumm, Skyy Vodka, Dom Perignon, and Olmeca among others.

“Shaun’s experience in the industry and marketing background in terms of growing brands and businesses will be key to us taking this business to a new level”

Adam Chaskalson

According to Duwe, he and his team have been researching various developmental avenues into which to expand. “It may seem completely at odds with what is happening out there right now, but all the pieces in this puzzle have neatly fallen into place,” he said, referring to the partnership with Lasarow and Chaskalson, who together previously coowned the largest mobile bar service in the Western Cape. For nearly two decades, the mobile bar service under Lasarow and Chaskalson has been the operator synonymous with some of the most premium events in South Africa thanks to its innovative product development and highest level of service. To them this cooperative venture was the obvious next step for the growth of their ideas, as well as the wellbeing of their staff.

“Shaun’s experience in the industry and marketing background in terms of growing brands and businesses will be key to us taking this business to a new level,” Chaskalson said.

According to Chaskalson, Duwe’s network means they now have the opportunity to grow in the mass and under-21 markets. “Previously we have been bigger in the higher LSM and corporate market, with the range of markets across which his network stretches, we can now grow in all sectors,” he said.

For Chaskalson and Lasarow the evolution into Cascade is very much about building on the core talent of their current team and supporting them even further during a time when so many in the industry have suffered job losses. Through 2020 Covid lockdowns, Chaskalson and Lasarow managed to retain all of their staff, even going so far as to offer members of staff a small percentage of equity share in the bar and events business.

“We refused to close the business and wait it out like most others in the industry for the pure fact that we couldn’t do that to all the staff who have been so loyal to us over the last few years,” Chaskalson commented. “With everyone giving everything to pivot, hustle and work towards staying alive we managed to keep everyone and keep the business ticking over.”

“We’re here to disrupt the industry and take it to the next level, but client service remains at the core of that,” Chaskalson concluded.