Castle Milk Stout, in partnership with renowned musician and cultural voice Thandiswa Mazwai, has reaffirmed its long-standing commitment to ancestral heritage following the observance of Ancestors Day earlier this month.
While the official date of Ancestors Day was marked on 8 May, the brand’s campaign continues through May as part of its broader purpose to preserve African traditions and foster national pride in cultural identity.
The 2025 campaign strategy focuses on storytelling through digital platforms as a way of ensuring that the current generation preserves the knowledge passed down by Ancestors and “don’t let their stories disappear,” with a central role played by Thandiswa Mazwai. The artist, who has long used her music as a medium for cultural reflection, partnered with the brand to engage audiences on the meaning of memory, legacy, and the power of traditions in shaping self-identity.
The 2024 Sankofa tour, supported by Castle Milk Stout, not only marked the 20th anniversary of Mazwai’s landmark debut album Zabalaza, but also set a precedent for the brand’s long-term commitment to cultural preservation—using storytelling and music to honour the past while engaging contemporary audiences.
“I lost my mother when I was very young and much of my life has been about this loss and what home has meant without her, what my own story means without a mother,” said Mazwai. “So of course, much of my life’s journey has been around preserving her memory and her story. Ordinary people have such important and interesting lives and families should always pass down their stories for posterity.”
The campaign, housed under the creative platform Don’t Let Their Stories Disappear, invited South Africans to publicly share memories, praise songs, family names, and ancestral rituals. These shared stories were curated across social platforms in an effort to build a living archive of African memory — accessible, decentralised, and rooted in community.
For Castle Milk Stout, this campaign is not a once-off communication exercise, but part of a long-term mission to embed ancestral knowledge in the national consciousness. It is built on the recognition that African spirituality has often been excluded or marginalised in formal settings, and that culturally-specific rituals remain underrepresented on the country’s calendar of national observances.
“By staying connected to their stories, their teachings and what gifts they leave behind in the bloodline and in the world,” said Mazwai, when asked how she personally honours her ancestors.
Reflecting on her work, Mazwai shared: “Over time I have also realized that my work has done the work of bringing joy and healing to those who engage it deeply. I use my work to celebrate African languages, heritage and knowledge systems. Through the use of traditional instruments, I attempt to bring the ancient into the contemporary as a way of visualising future worlds.”
“Our support of Ancestors Day is about more than awareness — it’s about affirmation,” said Hetisani Makhubela, Brand Manager for Castle Milk Stout. “In a country where many South Africans still feel the need to defend or explain their cultural practices, Castle Milk Stout continues to create platforms that recognise ancestral knowledge as a legitimate, dignified, and powerful part of our identity. Our collaboration with Thandiswa Mazwai this year is a testament to the role artists play in reflecting truth, translating history, and sparking dialogue.”
Makhubela added that while policy discussions to formally recognise Ancestors Day as a public holiday remain ongoing, the cultural impact is already evident. “We’ve seen real shifts in how people engage. We’ve seen individuals pour One For The Ancestors on the 8th of May not because they were told to — but because it matters to them. That’s progress.”
In addition to storytelling campaign also sought to educate younger audiences about the significance of rituals that are often passed down without explanation — including the role of clan praises (izithakazelo), spiritual initiation (ukuthwasa), and the symbolism of ancestral calling in dreams and daily life. These practices are not only spiritual anchors; they are repositories of indigenous knowledge that Castle Milk Stout believes must be protected.
The inclusion of Thandiswa Mazwai — a generational voice with deep roots in activism, art, and African consciousness — was intentional. Her involvement brought authenticity and depth to the campaign, bridging generational and cultural divides.
“As we reflect on Africa Month, we must remember that pan-Africanism doesn’t only mean continental unity — it also means remembering where we come from,” said Mazwai. “This campaign invites us to take that memory seriously. To speak the names. To ask the questions. To remember.”
Castle Milk Stout will continue to share highlights from the campaign on its social media platforms throughout Africa Month. The brand will also engage key cultural institutions and traditional leaders in discussions around the future of Ancestors Day, with the intention of formalising its place on the national calendar and ensuring long-term sustainability of the campaign.