THE USE OF THE LEGACY OF THE 1956 WOMEN’S MARCH IN ALCOHOL ADVERTISING
BY: CHANON LECODEY MERRICKS | ONLINE EDITOR
THE USE OF THE LEGACY OF THE 1956 WOMEN’S MARCH IN ALCOHOL ADVERTISING
The African National Congress (ANC) has noted with deep concern the Glenlivet advertisement that uses the images and legacy of some of South Africa’s most revered struggle icons, including Mama Winnie MadikizelaMandela, Mama Lilian Ngoyi and Mama Sophie Williams-De Bruyn, alongside the historic 1956 Women’s March, to promote an alcoholic product. While we recognise the importance of preserving and celebrating the contributions of our liberation stalwarts, we strongly object to the manner in which this sacred chapter of our history has been appropriated for commercial purposes.
The women of 1956 were not cultural props or marketing symbols; they were fearless leaders whose sacrifices and struggles helped secure the freedom and democracy that South Africans enjoy today.
The 1956 Women’s March remains one of the most defining acts of resistance against apartheid oppression. More than 20 000 women marched to the Union Buildings to confront the apartheid government’s unjust pass laws and to assert the dignity, rights and humanity of Black South Africans. Led by courageous women such as Mama Lilian Ngoyi, Mama Rahima Moosa, Mama Sophie Williams-De Bruyn and others, the march demonstrated the central role of women in shaping the liberation struggle.
Their contribution cannot be reduced to a visual association or branding opportunity; it represents a profound national legacy built on courage, sacrifice and resistance. The use of this history to sell alcohol is particularly insensitive because it disconnects the legacy of these women from the lived experiences of communities that suffered under systems where alcohol was deliberately used as an instrument of exploitation and control. Under colonialism and apartheid, practices such as the dop system saw farm and other workers partly compensated with alcohol instead of receiving fair remuneration.
This entrenched dependency, undermined human dignity and contributed to long-term social harm, particularly among Black and working-class communities. It is therefore deeply troubling that a history of resistance against oppression is being associated with the promotion of alcohol without proper consideration of this painful context.
The ANC believes that South Africa’s liberation heritage must be approached with the highest level of responsibility, respect and sensitivity.
The Women’s March was not a marketing spectacle; it was a defining moment in the struggle for freedom and equality. The women who marched in 1956 represented millions of South Africans who endured oppression and fought for a better future. Their legacy belongs to the people and must be protected from commercial exploitation that diminishes the significance of their contribution.
We therefore call on Glenlivet to immediately withdraw the advertisement, issue an unequivocal public apology and provide a transparent explanation of how this campaign was conceptualised, developed and approved. Brands that engage with South Africa’s liberation history must do so in a manner that honours its meaning and contributes positively to society.
The memory of the women of 1956 must remain a symbol of courage, dignity and resistance; never a tool for commercial gain.
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