Across South Africa’s urban centres, traditional ceremonies happen less often, and when they do, elders lead while young people watch. For many, this has created a cultural gap: a generation proud of its heritage, yet anxious about not knowing the songs that carry its wisdom. Castle Milk Stout is addressing this by introducing Songs to Savour – a platform to preserve and share traditional songs this Heritage month.
The platform invites South Africans to rediscover traditional songs through simple sing-alongs, making it possible for anyone to learn, practise and share music once reserved for weddings, funerals, initiations and family gatherings.
Being a ‘new adult’ — entering marriage, parenthood, or becoming a custodian of family traditions — often comes with the expectation to lead ceremonies. Yet many feel unprepared, lacking the cultural knowledge that should have been passed down. Songs to Savour bridges this gap, creating a safe and joyful space to learn songs that would otherwise fade into silence. For many Africans, music is not just melody — it is memory. Each song carries the wisdom of elders, the comfort of community, and the identity of a people. If we do not sing them, they disappear. Songs to Savour ensures they are sung again, not only as heritage but as part of everyday life.
Castle Milk Stout Brand Manager, Hetisani Makhubela added: ‘These songs are not just about the past — they are about connection. A campaign like this gives young people a way to make heritage part of their daily rhythm, in a format that feels modern and accessible.’ He further added that: ‘Traditional songs are living archives. They carry knowledge systems that are not always found in textbooks. By placing them on a platform where anyone can sing along, Songs to Savour ensures that cultural education remains open and shared.’
The campaign builds on Castle Milk Stout’s ongoing role as a brand which believes in the celebration and preservation of African heritage.
‘Castle Milk Stout is more than a drink, it is a cultural companion,’ said Makhubela. ‘Songs to Savour is part of our mission to create spaces where heritage is lived, not just remembered. This campaign contributes to young adults reclaiming the songs of their ancestors with pride and joy.’
CASTLE MILK STOUT
www.castlemilkstout.co.za
