Izithakazelo (Zulu), Xivongo (Xitsonga), Diboko (Sesotho), Isiduko (Xhosa)—these are more than words. They are oral traditions of clan name praises, powerful tributes to ancestors who carved paths for today’s generation. These rituals, woven into ceremonies like weddings, funerals, and family gatherings, honour the wisdom, triumphs, and legacy of those who came before. But as Westernised lifestyles gain ground, a question looms: Will these traditions endure? Will future generations know their roots, their stories, their ancestors’ journeys?
The Power of Genealogy and Ancestral Connection
Our DNA carries the stories of countless ancestors, encoded in the physical features, names, and legacies passed down through generations. Clan names often reflect the actions, values, or triumphs of those who shaped our existence. Yet, with the rise of scientific genealogy—mapping family trees through DNA analysis, can we rely solely on science to define our heritage? Or can we keep the oral traditions of veneration alive, ensuring the next generation remains tethered to its roots? This became the back bone for Castle Milk Stout to create a platform for this cultural expression.
A Cultural Awakening
Across South Africa and the continent, a cultural renaissance is unfolding. Artists, podcasters, writers, and creators are returning to their grassroots, using music, literature, and fine arts to preserve ancestral stories. This “woke” era isn’t just a trend—it’s a movement to reclaim and celebrate African identity. From daily practices to artistic expressions, these voices remind us: Don’t let their stories disappear.
Why Castle Milk Stout Champions Ancestral Veneration
Castle Milk Stout believes veneration is more than tradition—it’s a bridge between the living and the spiritual realm. In African spirituality, ancestors are omnipresent, guiding and protecting us as messengers between worlds. Honouring them fosters a profound sense of belonging, strength, and purpose in everyday life.
“Our commitment to ancestral veneration goes beyond awareness – it’s about affirmation,” said Hetisani Makhubela, Brand Manager for Castle Milk Stout. “In a world where South Africans often defend their cultural practices, we’re creating platforms to celebrate ancestral knowledge as a powerful, dignified part of our identity. Our partnerships with artists and creators reflect truth, translate history, and spark meaningful dialogue.”
Castle Milk Stout’s Don’t let their story disappear campaign, now in its latest phase, invites South Africans to dedicate their first sip of a Castle Milk Stout to their ancestors. “On May 8, thousands poured a sip in homage—not because they were told to, but because it resonates deeply. “This is progress,” Makhubela added. “It’s about keeping traditions alive in ways that feel authentic and relevant.”
An Interactive Call to Action
As part of the campaign, Castle Milk Stout has launched an innovative print ad featuring hidden ink. When the first sip of Castle Milk Stout is poured over the ad, a message is revealed—a heartfelt reminder to honour ancestors and keep their stories alive. This interactive experience is more than a campaign; it’s a daily practice to ensure oral traditions endure, even in a world of scientific genealogy.
Castle Milk Stout calls on South Africans and Africans across the continent to join the movement. Pour a sip, share a story, and heed the calling to keep ancestral legacies vibrant for generations to come.