Marked By Bravery

JAMESON x Soweto Gold / Design

AGENCY: TBWA | The Open Collaboration
CREDIT: Executive Creative Director
AWARDS: One Show Bronze X2; Cannes Lions Bronze

Jameson Whiskey approached Ndumiso Madlala, the black owner of the only craft brewery in Soweto, for an unlikely collaboration. Jameson would donate used casks for a limited-edition beer to be matured in, infusing the beer with taste notes from the whiskey. Ndumiso used the opportunity to pay tribute to those who made it possible for him to own a brewery in Soweto at all: the class of ‘76. These were the school kids, now adults in their 60s, whose protests signalled the beginning of the end of the Apartheid regime. He called his beer Soweto Gold ‘76, with a celebratory 7.6% ABV. He then created 76 limited-edition bottles, each signed and thumb-printed by a veteran of the ‘76 protests, and accompanied by a signed poster. These were auctioned off, with all proceeds going to uplifting the modern day youth of Soweto, care of the old generation.

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