Unveiling the Symphony of Flavor: Castle Lager’s Taste of Victory
Castle Lager, a brand synonymous with brewing excellence, takes beer enthusiasts on a fascinating journey with its latest creation – the “Taste of Victory.” Brand Director Wendy Bedforth shares insights into the unique brewing process influenced by the harmonies of sound waves.
The Science of Sound and Brewing: A Sip into Yeast’s Musical World
Recent studies highlighted in BBC Science Focus and Frontiers in Psychology have unveiled a captivating relationship between sound waves and yeast cells during fermentation. Wendy Bedforth elaborates, revealing that music or specific sound frequencies can significantly impact the brewing process. This includes accelerating fermentation by 30%, enhancing citrus aromas, diminishing banana and apricot notes, and modulating vanilla flavors with varying frequencies.
Crafting the Symphony: 62 Million Cheers to Golden Elixir
To create the unparalleled Taste of Victory brew, Castle Lager went beyond conventional brewing methods. Bedforth shares, “We recorded the sounds of triumph – 62 million cheers echoing from the Stade de France in Paris, the bustling OR Tambo arrivals hall, the Victory tour parade bus, and every celebratory moment in between.”
A Musical Fortnight: Infusing Cheers into the Brew
The recorded Sounds of Victory became the heartbeat of the brewing process. A specially composed track played continuously to the beer at the Rosslyn Brewery for a fortnight. This infusion of 62 million cheers shaped the golden liquid, giving birth to the limited edition Taste of Victory – a beer crafted from the literal echoes of joy.
Behind the Scenes: Retroviral’s Creative Symphony
Published in South Africa in December 2023, the Taste of Victory campaign showcases the creative brilliance of Retroviral, the ad agency behind this innovative venture. The campaign, spanning Content, Experiential, and Film media, stands as a testament to Castle Lager’s commitment to pushing the boundaries of brewing.
Savor the Victory: A Limited Edition Experience
As you raise a glass of Castle Lager’s Taste of Victory, you’re not just sipping a beer – you’re experiencing the harmonious result of scientific innovation and celebratory spirit. Each sip encapsulates the symphony of 62 million cheers, making it a unique and memorable addition to Castle Lager’s legacy of excellence in brewing.
In the world of Taste of Victory, music isn’t just for the ears; it’s for the palate. Cheers to the extraordinary fusion of science, sound, and the art of brewing!
