Game shows are making waves on Mzansi screens, even brands are tapping into the winning formula.

“Friends of Amstel: The Challenge” – the first alcohol brand-owned long-form game show in South Africa at the weekend made its debut on e.TV.

Friends of Amstel is known for creating unforgettable experiences and celebrating music and togetherness, that vibe is now being brought to screens.

The show celebrates music while putting friendship to the ultimate test for bragging rights and a five-star Friends of Amstel travel experience!

Each week, four friends go head-to-head with a celebrity and their crew in an electrifying clash of wits, bonds, and beats.

Mzansi celebrities such as actress, presenter and now DJ Pearl Thusi, musician and actor Sjava, and musicians Msaki, Zee Nxumalo and Boohle attended an exclusive star-studded watch party held in the heart of Johannesburg to celebrate the show’s premiere.

Award-winning presenter Lawrence Maleka once again dons his presenter hat as the host of “Friends of Amstel: The Challenge”. Picture: Supplied/Enock Mbuyi

Nxumalo, who is dominating the amapiano scene, appears on the show with her “real day one friends and not the so-called celebrities friends.”

“It was a dope experience, I had so much fun. It was a different experience from Zee Nxumalo and I feel people should watch out because I’m not a performer alone.

“I’m a person who has friends, I’m competitive, which is why I won.”

Msaki also had fun being on the show; “it’s nice to not take ourselves seriously”.

From her experience on the show, Msaki also learnt information about her friends, like the specific place in Venda they come from.

Award-winning presenter Lawrence Maleka once again dons his presenter hat as the host of “Friends of Amstel: The Challenge”, while Metro FM radio presenter Lerato Kganyago is the show’s resident DJ.

“I’m a fan of people, I’m always going to show up for people-centred shows. I’m on this mission to be a part of anything that celebrates the humanity of who we are.

“So if there’s a show geared around that chances are I will show up,” said Maleka.

@thislove_k Amstel has launched the first-in-SA branded game show – ‘Friends of Amstel: The Challenge’. The game show, premieres this Saturday, 17 August, on eTV. Celebrities and everyday friends go head-to-head in challenges that test their bonds, the 13-part series #ZeeNxumalo #Amapiano #GameShow #FriendsOfAmstelSA ♬ original sound - Oluthando Keteyi

“Both ‘Friends of Amstel: The Challenge ‘and our broader Friends of Amstel experiences are all about celebrating friendship and Amstel’s vibe of togetherness.

“By bringing people together through music, playful competition, and shared good times, we aim to create lasting memories that leave everyone uplifted.

“It’s the energy, the laughs, and the connections that make these moments unforgettable, and that’s what Amstel is all about”, said Alicia Reddy, Amstel's Senior Brand Manager.

The 13-part season airs Saturdays, on eTV at 6pm with a repeat on EReality on Sundays at 2.45pm.

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Zee Nxumalo and Msaki share their exclusive insights into 'Friends of Amstel: The Challenge'