How SAB's Brands Engage Customers on Social Media

Case Study: A recent research report published by Gerom Media, examining how SA Breweries' brands use social media to engage their Facebook followers from January to May 2025, indicates that performance can be grouped into top, moderate, and low performers, respectively.

The SAB brands' social media performance report highlights varied engagement levels across its beverage brands on Facebook. Brands like Black Crown and Castle Milk Stout stood out with high Page Performance Index scores and strong interaction rates relative to their follower size, demonstrating efficient and effective content strategies.

Mid-tier performers, including Brutal Fruit, Carling Black Label, and Castle Lager, showed consistent posting and solid engagement. These brands maintain relevance through moderate interaction rates and significant total interactions, despite flat follower growth in some cases.

Conversely, Castle Lite underperformed relative to its large audience, suggesting the need for better asset alignment and strategic oversight.

According to Gerrit Davids, MD at Gerom Media, “SA Breweries' brands show varied performance in engaging over 2.3 million Facebook followers, with top performers like Black Crown and Castle Milk Stout demonstrating highly effective content strategies, while others, such as Castle Lite, show room for improved interaction and asset alignment.”

Top Performers:

Black Crown: With a stellar Page Performance Index of 36%, Black Crown shows excellent engagement levels for a niche brand. Despite a modest following (37.8K), a 0.47% interaction rate and 33 posts generated 5.9K total interactions, making it highly efficient at audience engagement.

Castle Milk Stout: A strong 24% Page Performance Index and 0.77% posting rate place Castle Milk Stout among the top performers. With just 21 posts, it achieved 17.5K interactions, showing excellent content efficiency and follower responsiveness.

Moderate Performers:

Brutal Fruit: Brutal Fruit stands out with a healthy 11% Page Performance Index, impressive 3.18% follower growth, and a 0.5% interaction rate across 127 posts, translating into 123.7K total interactions, a consistent and engaging performer.

Carling Black Label: With a large following (481.6K) and a 13% performance index, Carling Black Label delivered strong results: 146 posts, 89.3K interactions, and a respectable 0.13% interaction rate, though follower growth remains modest.

Castle Lager SA: This legacy brand posted consistently (147 posts) and reached 137K interactions from 321K followers. While follower growth is flat (0.01%), it maintains relevance with a decent 7% performance index and high interaction volume.

Flying Fish: Flying Fish achieved 80K interactions from 108 posts and maintained a 0.28% interaction rate. With a 5% Page Performance Index and a decent 2.08% growth rate, it shows solid performance, though there's room for a sharper content strategy.

Low Performers:

Castle Lite: Despite having the largest audience (880K followers), Castle Lite underperformed with a 1% Page Performance Index and only 55 posts. While it gained 102.7K interactions, the low posting frequency and modest engagement suggest untapped potential.

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Gerrit Davids | MD | Gerom Media | Mobile. +27 (0) 82 496 1657 | E-mail: This email address is being protected from spambots. You need JavaScript enabled to view it. | Website: www.gerommedia.co.za