Batswana are known to have a penchant for all things foreign, be it fashion, food, music and even cars. They are notorious for shunning local products in favour of ‘imported’ international labels. But when it comes to beer, Batswana have stuck by their local brand, St. Louis.
Maybe it’s because St. Louis is undoubtedly a fine brew that has won international accolades, but it is unlike Batswana to rally behind a local product the way they have taken a liking to this local brew. St. Louis Larger has definitely stood the test of time and stood its ground against the best in the world. Since hitting the shelves 26 years ago, St. Louis has done extremely well in establishing itself in the pallets of local imbibers.
Just to spice up the fun, St. Louis will this weekend officially usher in the summer season at the annual St. Louis Fresh Festival. Previously known as the Summer Fest, the festival has been renamed the St. Louis Fresh Fest, complete with a new bottle and brand launched earlier this year. The St. Louis rebranding included a new bottle and a completely new brand, but maintained the same crisp, fresh taste that has been offering Batswana long lasting refreshment in beachfront party style.
The new look Fresh Fest will go down as one of summer’s biggest events, with a predominantly local line up comprising of heavyweights like Zeus, Black Coffee , Cassper Nyovest, Sasa Klass, Uhuru, Busiswa, Drama Boi , MMP family ,Samantha Mogwe, VEE. On the decks will be some of Botswana’s finest DJs. No party is ever complete without fun and games; and the Fresh Fest will feature a host of fun activities like the zorb ball experience, a dance competition with prizes and a St Louis sun dial, the first of its kind that uses the sun to point out amazing drinks specials.
“It is inherent in our culture as Batswana not to wait for those special occasions to celebrate, but rather find uncomplicated enjoyment in every day pleasures. The Fresh Fest places St. Louis lager at the heart of summer celebrations,” said Mpho Motlhabane, KBL’s Marketing Manager for Mainstream Brands.
“Batswana celebrate summer every year and this is what sets the St. Louis brand apart as it merely facilitates what the target audience has already been doing all the years,” she added.
