Eat before you drink, says Flying Fish

Flying Dish

I know it may seem counterintuitive for a beer brand to encourage consumers to put food before beer. Flying Fish is encouraging South Africans to eat before they drink.

The SAB and other industry members committed to the industry social compact with Government that focuses on reducing the harmful consumption of alcohol. Below are the three main challenging areas:

  • Reducing drinking and driving
  • Preventing underage drinking
  • Reduction of binge drinking

To ensure that every experience with Flying Fish is a positive one, the brand launches a never-done-before branded ghost kitchen. In 2019 the brand brought us the first-ever ASMR live event in SA. According to Tegwyn Hughes at Queen’s University, the science to eating before alcohol consumption is clear; the fat in food sticks to the stomach’s lining for an extended period while drinking, slowing the process of the alcohol flow into the bloodstream, therefore extending the amount of time a person is sober and enjoy themselves to the fullest.

Introducing the Flying Dish Kitchen

Flying Fish partners with Uber Eats in what they call “Fyling Dish” kitchen. The kitchen is only accessible on Uber Eats and features a select menu of delicious pre and post-groove meals. See below:

Flying Fish Menu

“Taking a moment to appreciate a new innovation of world-firsts’, Flying Fish x Uber Eats is saying: eat now, drink later. This, like many of our campaigns truly make you go: WhatTheFlyingFish? but you have to #FlowWithIt. After all, you cant enjoy yourself to the fullest unless you have a full stomach. The goal is to inspire lovers of a cold one to #EatWithIt and always eat when they drink”, said Zachary Kingston, Flying Fish brand manager.

Who prepares the Flying Dishes?

The Flying Dish Kitchen is graced with the presence of awesome chefs, Chef Neo Nontso and Chef Alex Torrao, and their crews. Together they have mastered and transformed elevated street food into a thrilling South African-inspired menu. 

Where is the Flying Dish Kitchen?

The Flying Dish Kitchen is open in two locations in Johannesburg, 6 days a week from 12h00 – 20h00. Cape Town to follow soon.

Watch our live interview with the Zacharia Kingston here.

Flying Fish scintillates South African senses with FIRST LIVE ASMR event

Rowlene at Flying Fish

For the first time ever, Flying Fish is getting South Africans to feel the flavour of its
delicious liquid by bringing the first ASMR (Autonomous Sensory Meridian Response)
experience to the country.

The Flying Fish ASMR experience

The twist of a bottle cap. The clink of ice in a frosty glass. The long, slow, audible gulp of a refreshing Flying Fish. These are a few examples of the flavoursome bounds which typically provoke a tingling sensation down the back of the neck and which have turned ASMR into a global phenomenon of sensory experiences to soothe the modern soul. International audiences have embraced this love affair with sound, as evidenced by the countless ASMR YouTube videos, which are used to relieve stress and promote a certain joie de vivre.

Rowlene Bosman performing ASMR at a Flying Fish Event


Flying Fish has tapped into this global trend. The brand’s latest pioneering campaign invites
South Africans to engage with the brand as they explore the feeling of what Flying Fish
tastes like. Is it the crunch of a chilled green apple, a bite of sweet honeycomb or perhaps
the sound of a sharp knife slicing through a ripe lemon?

Flying Fish Marketing Manager Colleen Duvenage says: “Flying Fish has built its brand
on flavourful experiences and this is no different. We have tapped into the overwhelming international popularity of ASMR to encourage South Africans to explore the crisp refreshment and fresh flavour of Flying Fish with all of their senses.

We are taking the enjoyment of Flying Fish one step further by engaging in both the
sounds and feelings which our refreshing liquid evokes.”

The brand’s quirky and memorable commercials and activations have historically built a
strong connection with South African audiences and this latest campaign is no different.
Flying Fish has also entered into a partnership with singer-songwriter sensation Rowlene
Bosman to demonstrate what Flying Fish sounds like in the brand’s latest advertising
campaign.

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