South Africa, March 18 -- Having said that, though, I do think the best way to enjoy a Castle Lite is in draught form and only in a state which could be described as "shockingly cold".

Cold, clever and on brand

That's why I could identify with the latest bit of fluffy humour (could we call it "lite"?) done by Promise agency with public relations by Retroviral for Castle Lite. It exactly hits the spot of how I think a good draught beer should be enjoyed. and why very few people walk away from that sort of enjoyment and leave a half-finished glass of beer in the pub or restaurant.

The premise is that award-winning photographer Ilan Godfrey of New York Times and Washington Post fame, goes out to conduct an "investigation" into why there a...