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The Category ClichéAfrican beer advertising directed at global audiences has degraded the word safari into a colonial luxury fantasy: wealthy European tourists in pristine linen jackets, private open-top Land Cruisers, expensive lodge verandas, and sipping delicate light lagers while watching sunsets over the savanna. It completely sanitizes the continent and turns an ancient Swahili word into an expensive hotel package.The PrincipleIn Swahili, safari simply means a journey. It is not an excursion and it is not a luxury holiday. Long before tourists flew into the continent with telephoto lenses, a safari meant thirty hours on a packed bus through blinding red dust on the road to Mwanza, digging a truck out of rutted black cotton soil in the rain, or hauling hand-carved fishing dhows through the Indian Ocean surf in Dar es Salaam. Safari Lager was founded in 1933 and brewed with 5.5% alcohol by volume. It is a heavy, unapologetic malt lager crafted for the people who actually live the journey every day. It is not for tourists.Brand Strategy, Creative Direction, Art Direction, Copywriting: Deborah Rossouw