FOR GENERATIONS, "AFRICAN TIME" HAS BEEN USED AGAINST US; A PUNCHLINE FOR LATENESS AND UNRELIABILITY, AND WORSE, SOMETHING WE STARTED TO BELIEVE ABOUT OURSELVES.

AT CASTLE MILK STOUT, WE SEE IT DIFFERENTLY: AFRICAN TIME WAS NEVER ABOUT BEING LATE. IT WAS ABOUT BEING PRESENT.

IN A WORLD THAT ONLY SPEEDS UP, THERE IS PROFOUND RICHNESS IN A WAY OF LIFE THAT VALUES MOMENTS OVER MINUTES AND CONNECTION OVER THE CLOCK; THE LAUGHTER THAT TAKES TOO LONG, THE CONVERSATION WITH NOWHERE TO BE, THE STORY TOLD IN FULL AROUND A TABLE.

THIS ISN'T A RELIC OF THE PAST, BUT A CHOICE AVAILABLE TO ALL OF US, RIGHT NOW. SO WE TOOK ONE OF SOUTH AFRICA'S MOST INTERNALISED STEREOTYPES AND REDEFINED IT AS SOMETHING RICH, INTENTIONAL AND DEEPLY HUMAN. A WAY OF KEEPING TIME THAT DOESN'T ROB US, BUT RETURNS US TO OURSELVES. THIS IS OUR RICHNESS, AND IT HAS ALWAYS BEEN WORTH SAVOURING.

THIS IS AFRICAN TIME. SAVOUR YOUR RICHNESS.