oa Journal of Marketing - Experiencing Castle

Volume 2006, Issue 02
  • ISSN : 1811-9565



Castle Lager has won numerous brewing awards across the globe, but has predominantly been built as a beer for the South African market. The business opportunity for SAB Miller is to take its success to new markets in Africa, driving a more international reach that not only increases volume, but equally builds brand equity and the value of the brand itself.

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