The company’s managing director, Herve Milhad, says the change is aimed at suiting the time.
“Times have change; as such, it is imperative to modernize the look of our spirits category to appeal to a global consumer. This new packaging will help us compete on the global market but also excite the local market.
“Our vision is to provide to the customer with a premium product but at an affordable price. Our consumer should expect a lot of exciting offers and innovations from Caste,” said Milhad.
Milhade says nothing has changed on the content, just the packaging.
“The spirits will now be packed in a 750ml shoulder bottle embossed with the words Castel Malawi under. The bottle also has a screw cap for both export and the local market. All the spirits will have a transparent label with a fisherman on Lake Malawi,’ he said.
Launching of the new packages was held in all the country’s regions on Friday, with the main one taking place at Lake Malawi at Cape Maclear in Mangochi.
A canoe sailor paddled the canoe that carried the rebranded spirits and introduced them to Castel officials and customers to signify the new dawn of the spirits.
“As a heritage brand of Malawi, it is very important that we celebrate this new package with the people of Malawi. This is why we have five launch events in all the regions of Malawi,” he said.