SP Brewery this week launched a special limited-edition packaging for its iconic SP Lager, commemorating Papua New Guinea's upcoming 50th anniversary of independence. The commemorative cans and bottles, designed to evoke national pride and unity, are hitting the market now and will be available until after the independence celebrations. At a press conference held at the SP Brewery brew kettle Wednesday afternoon, SP Brewery Managing Director Mr. Ed Weggemans highlighted the significance of the milestone. "The year 2025 marks a defining milestone in Papua New Guinea's history: 50 years of independence, identity, and growth," Mr. Weggemans stated. "In celebration of this milestone, the national beer of Papua New Guinea, SP Lager, is pleased to present a limited-edition packaging for cans and bottles inspired by this joyous occasion, bringing our diverse nation together as one." SP Lager, first brewed in 1952, predates PNG's independence and has been an integral part of the nation's journey, fostering a sense of national pride and togetherness. Accompanying the new packaging is the "Born and Raised" campaign. "It's an open invitation for Papua New Guineans to come together, rooted in unity and pride.” "It frames SP Lager as more than just a beer; it's a cultural connector shared across generations and raised to moments that matter.” The distinctive new packaging features a fully green can with the SP stencil revealing vibrant imagery of memories and joyous occasions, symbolizing the rich history and shared experiences of Papua New Guineans. Lawrence Acanufa, SP Brewery Marketing Manager, explained the design choice was aimed at "disruption in the market" and capturing "all the joy that is involved in the occasions through the liquid." The limited-edition design will be applied to both green cans and stubby bottles, as well as on secondary packaging like six-packs and cartons, offering a full visual transformation for the celebratory period. This limited-edition packaging is just one of several activations planned by SP Brewery to engage consumers in the independence celebrations. Starting in the first or second week of July, market activations across all regions will give Papua New Guineans the chance to win prizes. The "Born and Raised" campaign will also be widely aired on social media, TV, billboards, and in retail outlets, aiming to leverage social and joyous occasions deeply ingrained with the SP Lager brand. Mr. Weggemans emphasized the forward-looking aspect of the celebrations. "While we look to the past, that's why we say, 'cheers to the next 50 years,' because we are forward-looking and we want SP Lager to continue playing this connecting role of bringing this diverse nation together." He concluded with a powerful message of unity, stating that while Papua New Guinea is diverse in backgrounds and customs, "one of those things that really brings us together as a nation is SP Lager: Bungim Yumi."