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TAVERN TOUR BLOG ARCHIVE
CASTLE'S CONTENT
ABOUT THE CASTLE TAVERN TOUR
The fact is, there’s just no taste like home.
To prove it, Castle Lager will be taking 10 Castle Lager consumers to England, Ireland, Austria, Germany and the Czech Republic on the ultimate European Tavern Tour!
• The Castle Lager Tavern Tour was started in 1988. In 1989 the first song was created as an anthem for the Castle Lager Tavern Tour – the song was called “Castle drinkers all unite now”. It was about fun, friendship and laughter - because when the guys got together afterwards to look at videos and photos of the trip, it was always about fun, friendship and laughter. In the same year, Castle Lager had the first black winners that went on the Tavern Tour, which further certifies that Castle Lager has always been a friendship beer that will always bring people together.
• The Castle Lager Tavern Tour carried on evolving over the years from 1988 to the mid 90’s and different elements were added to the annual Tavern Tour e.g. Drinking Vessels as part of the elimination round; dressing the Castle ambassadors in Tavern Tour blazers etc.
• The Tour had great uptake over the years and has been recorded as the best promotion run by SAB. However due to other opportunities that presented themselves to the brand in the mid 1990’s, Castle Lager moved away from the Tavern Tour to leverage these opportunities.
• Due to popular demand, in order to tap into the true essence of the brand, we are bringing the Tavern Tour back and it needs to have evolved with the times to be relevant and appealing.
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