Carlsberg Malaysia has unveiled a Carlsberg Smooth Draught special-edition packaging for the third consecutive year to celebrate the pride of Sabah and Sarawak.
For the 2023 edition, the brand features artful traditional tattooing designs of six icons from the Borneo islands, curated by tattoo artists Sarawakian Ernesto Kalum and Sabahan Carlos Benny Majakil.
The Carlsberg Smooth Draught’s special-edition packaging intrinsically features the quintessential Hornbill, Longhouse, the Sape of Sarawak, Rafflesia flower, Orangutan and the majestic Mount Kinabalu of Sabah in a marriage of local art and beer.
Available in 320ml cans and 580ml bottles, the six Carlsberg Smooth Draught special-edition designs will be introduced over three phases through consumer promotions.
The first two designs were revealed in April, followed by another two beginning July through September and the final two designs to be showcased in the last quarter of the year.
“We believe that celebrations are always best with Carlsberg. Over the past three years, we have been paying homage to the people, arts and celebrations of Sabah and Sarawak through our special-edition packaging.
“This year, we take a step further in theming the six designs, with the art style of Bornean tattooing. Having had very encouraging responses and reviews from our consumers over the past two years, we believe that our efforts to promote “by locals for locals” this year will further boost the celebrations in Sabah and Sarawak,” said Carlsberg Malaysia marketing director Olga Pulyaeva.
From now until the end of June, collectors and beer lovers in Sabah and Sarawak can stand a chance to win cool gadgets, including iPad Air, iPhone and AirPods, when they purchase at least RM200 of Carlsberg Danish Pilsner or Carlsberg Smooth Draught at participating bars and pubs, 12 big bottles at food courts and coffee shops, or a 24-can carton at super hypermarkets and other retail outlets, respectively, in a single receipt.
With these purchases, consumers can also redeem special-edition Sabah and Sarawak t-shirts featuring two collectible designs.
Carlsberg Malaysia advocates responsible consumption, and urges consumers to #CelebrateResponsibly – don’t drink and drive.
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