I’ve just returned from South Africa and wanted to share some of my World Cup experience. The entire country was excited to be featured on the world stage. Ads, banners, signs and posters from the official sponsors and partners of the FIFA 2010 World Cup seem to overwhelm the airports and host cities. Both South Africans and foreigners donned brightly colored yellow and green jerseys in support of Bafana Bafana or “our boys” in reference to the national team. And most cars seemed to have South African flags or covers on their side view mirrors. Thousands of South Africans and foreigners were out to celebrate the World Cup.
The parties were everywhere: bars, restaurants, houses, hotels, streets…EVERYWHERE. The atmosphere reminded me of a cross between March Madness and Halloween in the states. Of course I can’t forget to mention the vuvuselas. If you haven’t heard the sound of a vuvusela then count yourself lucky. They’re horn like noisemakers meant to distract and cheer on the football teams. Watch the video of the game to get an idea of what I’m talking about.
Among many of the bars my friends and I visited in Port Elizabeth to watch the games, was a place called Spur’s. This grill resembles an American Indian themed Applebee’s and has “Western” paraphernalia hanging from the walls. A bartender named Erik promptly served us some drinks before hurrying off to take care of some other customers. After the crowds settled in for the next game, I asked how business was going with the World Cup fans in town. “Crazy” he told me. “We’ve got the Chileans and the Swiss in this week and the Brits are starting to arrive too.” Erik explained that Port Elizabeth, like most beach cities is busiest during the summer months. With the World Cup being held in June and July (their winter months) it was like having an extra high season. I scanned the back bar to find all the usual suspect brands while he was washing some beer glasses. “How’s your shot business? Do people even drink shots here?” I continued. “Yes they do. Shots are big here, mostly among the younger people” he said. Erik went on to list a number of shot brands and drinks popular among South Africans; whisky, tequila, herbal liqueurs and mixed shots to name a few. Not much different than the U.S. market I thought.
Later we checked out another local hot spot bar called Barney’s that was packed. Screens showing different football games draped entire walls in this place. We found a spot among the crowded picnic tables inside and after a few minutes I found myself conversing with a German, a Pakistani, a Kenyan and a South African. Sounds like beginning of a bad joke, right? “Do you guys drink shots?” I asked. “Yes, yes we do” was the general response, at which point I pulled a few sample bottles of HARLEM from my jacket pocket. My new German friend commented on how much smoother the product was compared to other herbal liqueurs he drinks. The Pakistani guy said he liked the spices in the taste. In speaking with the South African lady, I learned that the shots are generally served in 1 oz. pours. No wonder they were going down so easy.
Spectators wanting to watch games held in other host cities also headed to the FIFA FAN FEST™ locations. The Nelson Mandela Bay location was a huge gathering on a cricket field where fans could watch the games live on a giant screen. All the Fan Fests™ also had stages with free entertainment. One of my favorite concerts was Fat Boy Slim. He really knows how to work the crowd – check it out.
After attending two matches in Port Elizabeth, we traveled the “Garden Route” along the Western Cape of South Africa. While routing our location on the map, believe it or not, I ran into a small town called Haarlem near the Tsitsikamma National Park known for “The World’s Highest Bungy”. Makes sense considering South African’s Dutch heritage. As you may know, the town of Haarlem, Holland is our brand’s namesake.
Now that Holland has made it to the World Cup finals, we’ll toast a shot (or two) of HARLEM to the Dutch national team and wish them victory. Proost! or as they say in South Africa, Cheers Mate!
