South Pacific (SP) Brewery, a cornerstone of Papua New Guinea’s (PNG) cultural and economic development since its establishment in 1951, has officially launched its national campaign, “Born & Raised,” in celebration of the country’s upcoming 50th Independence Anniversary. SP Brewery Managing Director, Ed Weggemans, reflected on the brewery’s deep connection to PNG’s identity and milestones over the past seven decades. “With all its diversity, there are only a few things that truly bring Papua New Guineans together; SP Lager is one of those few.” “From the first locally hosted Pacific Games in 1969, to the historic raising of our national flag in 1975, to sporting triumphs like the SP Hunters’ Grand Final victory, SP Lager has proudly stood with the people of PNG.” Weggemans emphasized SP Brewery’s lasting impact, not just in celebration but in nation-building. Over the past 73 years, the company has significantly contributed to the economy through investments, tax contributions, job creation, and community initiatives, with SP Lager remaining at the forefront of its success. As PNG approaches its Golden Jubilee of independence, the “Born & Raised” campaign is set to honour the country’s growth, resilience, and national pride. Central to the campaign is a specially designed 50th Anniversary logo, which will be featured across brand touchpoints, from media to delivery fleet, and on limited-edition collectible packaging for bottles and cans. In addition, a nationwide consumer promotion will be rolled out, bringing the celebration to retail outlets across the country. “This is more than just a campaign, it is a tribute to the spirit of Papua New Guinea and the people who make this nation great,” “The celebration marks a new chapter for the brand and the nation. Cheers to the next 50 years!”