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Carlsberg unveils mesmeRICEsing packaging with 4 new iconic designs

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Raikan Kebanggaan Sabah & Sarawak with mesmeRICEsing Art by our Local Artists

SHAH ALAM, 16 April 2025 – In Sabah and Sarawak, rice is more than just sustenance, it is the heart of the harvest festival, a symbol of life, gratitude and unity. It carries the legacy of generations, from the dedication of farmers to traditions passed down over time, forming an unbreakable bond between the land and its people.

Carlsberg’s latest Sabah and Sarawak artist-edition packaging brings this rich heritage to life, showcasing stunning rice art that celebrates cultural pride.

Carlsberg Smooth Draught will feature these intricate rice art designs on its cans and bottles throughout the year, while, back by popular demand, Carlsberg Danish Pilsner joins the collection for a limited time in April and May.

Back for the 5th consecutive year, the artist-edition packaging reinforces Carlsberg’s commitment to honouring local traditions through design and craftsmanship.

Carlsberg Raikan Kebanggaan Sabah Sarawak
Check out these four mesmeRICEsing designs.

Featuring four mesmeRICEsing designs “By locals, For locals”, Sabahan artist Nelson Lip and Sarawakian artist T. Bagak have meticulously designed these stunning creations, showcasing Borneo’s most symbolic icons.

Each variant features two distinct designs, one inspired by Sabah and the other Sarawak, inspiring local pride in every sip.

Carlsberg Smooth Draught’s packaging brings Borneo’s essence to life, with Sabah’s design depicting the awe-inspiring Mount Kinabalu, Malaysia’s tallest peak, while Sarawak’s design features the regal Hornbill perched above a longhouse, a revered symbol of cultural heritage and good luck.

Carlsberg Danish Pilsner, on the other hand, embraces the region’s rich heritage with Sabah’s design highlighting the gentle Orangutan and the mystical Rafflesia, some of the world’s rarest sights.

The other design celebrates Sarawak’s cultural traditions with hypnotic rhythms of the Sape and the welcoming warmth of the traditional longhouse.

“The essence of Gawai and Kaamatan is deeply tied to the harvest and rice. Carlsberg honours that heritage, embracing the unity, gratitude, and celebration at the heart of these festivals. We’re thrilled to once again ‘Raikan Kebanggaan Sabah & Sarawak’ with a stronger focus on local pride as we collaborate with two talented local artists, whose designs beautifully capture the spirit of Sabah and Sarawak, making every celebration #BestWithCarlsberg,” said Olga Pulyaeva, Marketing Director of Carlsberg Malaysia.

From 15 to 18 May 2025, at Farley Kuching, consumers can experience the vibrant fusion of traditional and modern celebration at the annual Carls Harvest Pesta.

This four-day celebration will feature the finest brews together with captivating live performances, traditional music and dance performances by local artists.

Attendees can indulge in Bornean delights and fusion cuisines while immersing themselves in interactive experiences from crafting rice art bracelets and rice resin art to mixology workshops at the CarlsBar, with free Tuak Bombs served every two hours to keep the celebrations going.

Adding to the excitement, early birds will receive a free can of Carlsberg to welcome them to the festival.

And that’s not all, consumers can also get their hands on the collectable MesmeRICEsing plates, one celebrating the iconic symbols of Sabah and the other highlighting the essence of Sarawak via in-store promotions, while stocks last, and stand a chance to win Apple 16 Pros, 11 inch iPad Air or Apple Watch Series 10.

Visit https://bestwithcarlsberg.my/harvest to learn more and follow @CarlsbergMY on Facebook and Instagram for more information and stay tuned for the upcoming Carlsberg’s special Harvest Song Music Video.

This is one celebration you don’t want to miss, so grab a can or bottle, raise a toast, and #RaikanKebanggaanSabahSarawak with Carlsberg! Remember to always #CelebrateResponsibly, if you drink, please don’t drive!

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An Epicurean exBEERience for 200 Carlsberg Smooth Draught Lovers

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Chef Mano Thevar working his culinary magic

SHAH ALAM 27 July 2022 – The Carlsberg Smooth Draught ‘Real Spicy, Real Smooth’ dining exBEERience has been an anticipated affair ever since the news made headlines. As anxious contestants gripped the edge of their seats in fervent excitement, 100 lucky winners and their partners were awarded the coveted prize of experiencing the edgiest contemporary Indian cuisine and Carlsberg’s signature refreshing smooth brew, Carlsberg Smooth Draught, in one fiery night of gastronomic symphony.

Spearheaded by the culinary maven – two Michelin-starred Chef Mano Thevar, the exclusive food pairing event delivered not just star-studded treatment but a four-course meal that brought to life the combinations of spicy Indian cuisine complemented and infused with Carlsberg Smooth Draught. The blend of heat and spice that graciously worked the palate coupled with the refreshing and hoppy taste of Carlsberg Smooth Draught induced a medley of unexplored flavours that took diners on an epicurean journey.

According to Lye Say Hong, “I’m super excited to be able to enjoy the experience of fine dining with Carlsberg! Never in my life have I won a prize, so this means a lot to me. When I first tried Carlsberg Smooth Draught I was intrigued. It was very smooth, which got me going. I fell in love with it! I am very excited to participate in tonight’s event.”

“I’ve personally never tried beer with spicy food before, so my first thoughts were I really want to win this prize. I really love spicy food and I love Carlsberg so when I won, I was over the top. I’m enjoying every single moment of this event and I really want to thank Carlsberg for this superb experience, they really are the best beer in the world!” said Thiban Eaganathan, another lucky winner.

Winners of the Real Spicy Real Smooth gastronomic experience

Kicking-off the evening with mouth-watering welcome bites, Chef Mano Thevar initiated diners with fluffy Chilli Cheese Kulcha served with a deliciously creamy Carlsberg Smooth Draught infused butter.

Once guests were seated, they were treated to the culinary performance of Chef Mano and his crew working like clockwork behind the open kitchen. The debut for the evening came in an explosion of layered flavours that encapsulated the senses with an opening snack of Beetroot Chaat, Maitake Mushroom Samosa and Chettinad Chicken Taco or Vindaloo Jackfruit Taco on the vegetarian menu.

For the appetiser, a perfectly seared Hokkaido Scallop submerged in a rich coconut sothi infused with Carlsberg Smooth Draught delivered depths of velvety essence with each mouthful, while non-meat eaters indulged in a beautiful Zucchini Blossom coated with the same sultry gravy.

The mains which offered either Saratoga Lamb Korma, Crispy Amadai or Cauliflower Malabar immersed the tastebuds with spicy earthy flavours blended with Carlsberg Smooth Draught as one of the key ingredients. Each mouthful delivered a magical fusion of hot and piquant cuisine elevated by the refreshing smoothness of Carlsberg Smooth Draught, bringing guests on a mouth-watering joyride. The meal was then strikingly concluded with Rasmalai, a Carlsberg Smooth Draught infused ice-cream, to wash down the heat induced feast.

Guests were given the opportunity to tap their own pint of Carlsberg Smooth Draught

“This was a really great campaign by Carlsberg. I’ve always been a fan of Carlsberg Smooth Draught, and this was something truly unique. I even got a chance to tap my own beer for the very first time and learn about what goes into the creation of Carlsberg Smooth Draught which was really interesting.

The fact that the food was created by a Malaysian Michelin-starred chef was really the cherry on top of the cake for my partner and I, we were very proud to be part of this experience,” mentioned Ricknesh Kishor, another winner of the dining exBEERience.

The versatility of Carlsberg Smooth Draught delivers endless new and innovative adventures that will allow drinkers to really explore the depths of its flavour. With special thanks to Chef Mano Thevar and The RuMa Hotel and Residences in making the campaign a success, Carlsberg Malaysia now looks to bringing more exciting and contemporary campaigns to the fore.

Instagram worthy dishes at the Real Spicy Real Smooth dinner event

Visit https://www.probablythebest.com.my/ to find out more about our upcoming promotions in-store and be sure to ‘Like’ and ‘Follow’ @CarlsbergMY on Facebook and Instagram for Carlsberg’s latest activities and giveaways.

Of course, as part of living a safe and responsible life, we advocate responsible consumption, always remember if you drink, don’t drive – #CelebrateResponsibly.

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Celebrating Sabah and Sarawak pride with artistic icons on Carlsberg Special Edition cans

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Carlsberg Kebanggaan SabahSarawak Horizontal
Carlsberg presents Sabah and Sarawak’s special-edition packaging in appreciation of their
beautiful heritage, traditions, and natural wonders

SHAH ALAM, 28 March 2022 – Building on the success of its Gawai and Kaamatan Festivals’ limited-edition packaging last year, Carlsberg Smooth Draught presents six artistically designed special-edition
cans and bottles this year to celebrate the pride of Sabah & Sarawak. The eye-catching mural that perfectly wraps each product centres around bringing people together to appreciate and celebrate the bountiful art and culture of the stunning Borneo islands.

Sporting six unique icons in vibrant colours, the ‘Sabah & Sarawak Pride’ packaging sublimely accentuates the lush local nature and rich culture in an illustrative composition, showcasing a masterpiece of contemporary art and beer. The creative artworks feature icons such as the Orangutan, majestic mountains and Rafflesia of Sabah and the Longhouse, Hornbill and Sape of Sarawak.

Aptly themed ‘Raikan Kebanggaan Sabah & Sarawak’, this campaign pays tribute and recognition to the beautiful culture of the natives, extraordinary wildlife, and amazing natural wonders. Available in 320ml cans and 580ml bottles, these iconic Carlsberg Smooth Draught products are made exclusively for Carlsberg consumers in Sabah and Sarawak and will be introduced in three phases through island-wide consumer promotions. The first two designs were revealed in March, followed by another two in conjunction with the coming Gawai and Kaamatan festivals and the final two to be unveiled towards the last quarter of the year.

“Sabah and Sarawak are both well-known for their diverse people, languages, traditions and festivities, so is Carlsberg, a brand that celebrates, and pays homage to that distinction that the locals carry so proudly. Last year, our first-of-its-kind festive cans in conjunction with the Gawai and Kaamatan festivals had such an amazing reception. This year, we wanted to step it up a notch, by rendering some of the most notable local icons into works of art, using our products as the canvas,” said Stefano Clini, Managing Director of Carlsberg Malaysia.

Visit https://carlsbergsabahsarawak.com to find out more about promotions in-store. ‘Like’ and ‘Follow’ @CarlsbergMY on Facebook and Instagram for Carlsberg’s latest activities and giveaways.

Of course, as part of living a safe and responsible life, we advocate responsible consumption, always remember if you drink, don’t drive – #CelebrateResponsibly.


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