Last year, the brand slammed the viral trend, saying it was “irresponsible and damaging”.
Savanna’s marketing manager Eugene Lenford said the social media trends were in no way initiated, supported or promoted by the Savanna brand.
“Unfortunately, over the past few weeks the Savanna brand has been tagged and associated with irresponsible and damaging consumer-generated social media activity,” said Lenford.
“This challenge was initiated by consumers and uses the brand name in hashtags but is in no way initiated, supported or promoted by the Savanna brand.”
He said the brand promotes responsible drinking and encouraged consumers to engage and continue to tag the brand for their responsible and safe memorable moments.
“We do not encourage binge drinking, or any kind of risky behaviour, and we ask that people pace themselves and know their limit,” he said.