Carlsberg Smooth Draught has rolled out a three-month nationwide campaign titled World of Smooth 2025, a nationwide celebration of Malaysia’s fiery food that pairs with smooth ice-cold beer, running from Sept to Nov, 2025.
During the period, fans can expect one-of-a-kind experiences, from flavourful food trails to music-fuelled alleyway takeovers that turn everyday hangouts into smooth and unforgettable moments.
The campaign kicks-off with the Smooth & Spicy Food Trail, a flavour-packed journey across Malaysia’s spiciest dishes. From kurau cili garam in Malacca to tongue-tingling mala hotpot in Johor, each location has been selected specifically to deliver fiery flavours that pair perfectly with the signature smoothness of Carlsberg Smooth Draught.
“Food is at the heart of Malaysian culture, and our passion for spicy flavours deserves to be celebrated alongside the smooth brew that is Carlsberg Smooth Draught,” said Carlsberg Malaysia marketing director Olga Pulyaeva.
She added, “At Carlsberg, it’s always been about more than just beer, it’s about delivering experiences that are unique, cool, and right on trend. From spicy food collabs to the coolest tunes, this campaign brings together everything that’s made #BestWithCarlsberg.”
Carlsberg has also teamed up with MiX Store to launch the MiX Self-Heating Steamboat Set – a spicy-smooth collab made to pair perfectly with Carlsberg Smooth Draught.
The portable, fiery-hot feast can be ready in 15-minutes. Just pour in a can of Carlsberg Smooth Draught to boost flavour and tame the heat. The beer’s intensity can be customised, according to your preference, by pouring 100%, 50%, or 30% – for an unforgettable smoothest steamboat experience.
The campaign’s highlight is the CarlsCrib: Smooth Edition – a two-day experiential takeover happening on Nov 14 to 15 at Sentul Depot, Kuala Lumpur, featuring spicy food challenges, international and local acts, live music and DJ sets.
Guests can explore a curated line-up of spicy food flavours from around the region, challenge their taste buds across escalating heat levels, and chill out with an ice-cold Carlsberg Smooth Draught.
The weekend is set to light up with a lineup of international and local acts, headlined by Hong Kong singer and actress Shiga Lin, Tydel and YuNoHoo, turning up the heat with their enthralling performances.
Over at the DJ stage, expect full-throttle energy from DJ Angemi (Italy), DJ Roxy June (Thailand), and local favourite DJ Tick.
For those who prefer something live and loud, Fang Kong will bring the house down with raw, immersive music.
Carlsberg Smooth Draught is also releasing limited-edition mini-Bluetooth speakers in mystery blind boxes featuring five vibrant designs and one secret exclusive version.
Every purchase of Carlsberg Smooth Draught, whether it’s buying RM90 worth of Carlsberg Smooth Draught at the local pub, six big bottles at eateries or two 6-can packs at supermarkets, 99Speedmart or online sites, beer lovers stand a chance to win one of these sonic sidekicks.
To get the full set, purchase any Carlsberg Smooth Draught can at participating convenience stores for a chance to win all speaker designs in an exclusive bundle.
For more information, visit https://bestwithcarlsberg.my/wos/.
Carlsberg and all its activities and promotions are strictly for non-Muslims aged 21 and above. Carlsberg advocates responsible consumption and urges everyone to always #CELEBRATERESPONSIBLY, if you drink, don’t drive.
