This is not a review, but if it was, I’d probably start off by saying that black traditional leaders (elders) who are nominated to speak for the collective regarding cultural affairs, are dismally failing black South African youth.

I read a press release celebrating the collaborations of Castle Milk Stout and CONTRALESA around Ancestors Day, a day I didn’t even know existed to such commercial extensions. The title of the press alert reads “Castle Milk Stout Marks Ancestors Day”

And the body continues …

Castle Milk Stout, in partnership with CONTRALESA and leading heritage institutions, has reaffirmed its commitment to cultural remembrance and the safeguarding of African wisdom systems through its continued support of Ancestors Day, observed on Thursday, 8 May.

First introduced in 2021, Ancestors Day has grown into a nationally recognised observance that calls on South Africans to pause, reflect and honour those who came before them. Over the past four years, Castle Milk Stout says it has worked to position this moment not as a campaign, but as a movement — one rooted in restoration, dignity and the acknowledgement of cultural identity as a cornerstone of national unity.

At the heart of this commitment is the brand’s deeper purpose: Castle Milk Stout says it exists to inspire Africans to rediscover African traditions and values in a modern world. This belief continues to drive the brand’s mission to preserve cultural wisdom and restore pride in African identity — especially among a generation navigating the tension between legacy and the now.

This year, Castle Milk Stout says its involvement extends beyond celebration. Through strategic partnerships with CONTRALESA, the National Heritage Council, the CRL Rights Commission and other stakeholders, the brand continues to elevate dialogue around ancestral heritage, visibility and respect — particularly among younger generations who stand to inherit these narratives.

In 2025, a milestone emerged when the City of Tshwane became the first municipality to introduce policy provisions allowing employees to take spiritual leave for ukuthwasa, the ancestral initiation process. Castle Milk Stout says it regards this as a landmark moment — an example of how cultural identity is beginning to receive recognition not only in communities but within formal structures of governance.

Castle Milk Stout says that remembering one’s ancestors is not about nostalgia — it is about knowledge, accountability and continuity. The creative platform, ‘Don’t Let Their Stories Disappear,’ is a direct invocation of that belief. It reflects Castle Milk Stout’s broader brand mission: to act as a cultural companion to African consumers by amplifying tradition through platforms that are accessible, inclusive and future-facing.

Thomas Lawrence, Marketing Director for Castle Milk Stout, says, “Our work around Ancestors Day is not about ceremony for its own sake. It is about preserving a legacy of wisdom and honouring the foundations that hold our society together. As a brand, we remain deeply committed to creating spaces where African traditions are not only respected but are seen as essential to our national identity and progress. We stand behind those who keep this knowledge alive — not just as custodians of the past, but as architects of the future.”

Castle Milk Stout encourages all South Africans to mark the 8th of May in ways that are personal and meaningful. The day serves as a national invitation to pause and honour the lineages that continue to shape our present.

Castle Milk Stout concludes that its partnership with CONTRALESA and Chapter 9 institutions remains an essential component of its long-term strategy to support the official recognition of Ancestors Day. As that conversation continues at both cultural and policy levels, the brand will maintain its role as a facilitator of dialogue and a respectful amplifier of ancestral knowledge.

Ends…

This press release looks polished, but all over the place, “structured” well enough to mask over real-life issues faced by people who exist in the rat-race, facing bread and butter issues that have been dismantling black and brown families prior to 1994 and to this day.