A whisky brand faced swift condemnation and has since withdrawn an advertising campaign celebrating Women’s Month. The campaign, featuring actress Dineo Langa, referenced the iconic 1956 Women’s March to the Union Buildings. Critics, including the ANC and government officials, accused the brand of inappropriately commercializing a significant historical event and the sacrifices of the women involved. The controversy was further fueled by the problematic history of alcohol’s role in the exploitation of South Africans under apartheid. Specifically, the resistance of township women against municipal beer halls – seen as tools of control – added another layer of sensitivity. The brand’s attempt to align itself with the march’s legacy was widely seen as exploitative and disrespectful, leading to its swift removal. The incident highlights the need for brands to carefully consider historical context and potential sensitivities when developing advertising campaigns.