SP Brewery has launched a nationwide celebration campaign to mark Papua New Guinea’s golden jubilee of independence, positioning its iconic SP Lager as the “hero brand” of the momentous milestone.
Managing Director of SP Brewery, Ed Weggemans, said the campaign reflects the deep bond between the beer and the nation it was born in.
“To celebrate the achievement of this milestone, we have developed a campaign that features the national beer of Papua New Guinea, SP Lager, as the hero campaign. Elements include a specially designed 50th anniversary logo that is featured in all our brand activities in the market, including our fleet and in all media, a limited edition and collectible packaging on both bottles and cans, and a national consumer promotion that you can encounter in many shops and outlets. This campaign is named Born and Raised,” Mr. Weggemans said.
He highlighted the brewery’s contribution over the past 73 years through investments, employment, taxes, and community projects, with SP Lager remaining central to the nation’s celebrations.
“This brand makes Papua New Guineans proud for its quality and its taste experience. It’s the beverage of choice when there’s something to celebrate-and something to celebrate, we have. 2025 marks the defining milestone in Papua New Guinea’s history: 50 years of independence, identity and growth,” he added.
Senior Brand Manager, Kitione Amet, said the campaign is built on the brand’s long-standing spirit of unity, captured in its slogan “Bungim Yumi.”
“Our current slogan, Bungim Yumi, captures this spirit perfectly for us. It’s more than just a slogan, and it reflects our commitment to brewing the joy of true togetherness, both as a
brand and as a company. In a country as diverse as Papua New Guinea, very few national brands have that ability to bring people together from all walks of life,” Mr. Amet said.
The Born and Raised campaign expands SP Lager’s presence nationwide, through billboards, in-store displays, vehicle branding and mobile SME partnerships. Central to the celebrations is a commemorative logo symbolizing the golden milestone, which now features across all SP Lager’s branding.
“Over the years, SP Lager has been present at milestone moments across our nation – moments that have fostered national pride, unity and togetherness. This anniversary is no different. Everywhere you go, you will see and feel the spirit of celebration,” Mr. Amet said.
As Papua New Guinea reflects on 50 years of independence, SP Lager, the national beer, raises its glass once again to unity, pride and identity-true to its name, Born and Raised.