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Boost Popularity and Sales of ASAHI Super Dry Through Carlsberg Malaysia’s Strong Distribution Network

Kuala Lumpur, 16 July 2010 – Through its subsidiary Luen Heng F&B Sdn Bhd (LHFB), Carlsberg Malaysia is further strengthening its portfolio of imported premium beers with the sole distributorship of Asahi Super Dry beer starting from July 2010. Partnership with Asahi Breweries Ltd, one of the largest Japanese breweries, Carlsberg Malaysia and LHFB targets to reinvigorate the brand – Asahi Super Dry by increasing its distribution and marketing efforts at hotel, restaurants, café and chain retailers.

At the media launch held at an exclusive club in Solaris Mont Kiara, Managing Director of Carlsberg Malaysia Mr. Soren Ravn commented that Japanese food and culture is widely recognized here in Malaysia and has become part of our lifestyle, particularly for the young adult consumers. “We see potential in Asahi Dry brand and are confident that it will continue to grow, not only limited to Japanese restaurants, but also in trendy F&B outlets, premium hotels, resorts and country clubs. With the strong distribution network of Carlsberg Malaysia, we are confident to boost the sales and popularity of Asahi Super Dry as one of the best beers imported from Japan for its premium image, taste, quality, and reputation throughout the World”, Ravn added.

Introduced in 1987, Asahi Super Dry, packaged in a metallic exterior look, is a lighter flavoured beer that offers beer consumer a discernible refreshing drinking pleasure. ASAHI means Rising Sun, Karakuchi means dry, and the added adjective ‘Super’ is to highlight its crispness.

The sole distributorship of Asahi Super Dry to LHFB is to leverage on the established sales distribution network of Carlsberg Malaysia. “Leveraging on the synergies in sales and marketing of Carlsberg Malaysia, we aim for Asahi Super Dry to be a must-have premium imported beer at some well-known Japanese restaurants, trendy bars, premium hotels and resorts as well as upmarket retail stores nationwide including the duty free islands”, Ravn shared.

In the On-premise outlets, Asahi Super Dry is available in 640-ml and 330-ml bottles and 135-ml can, whilst in 640-ml and 330-ml bottles and 330-ml can in off-trade retail outlets. Invited as guest-of-honour, His Excellency Mr. Masahiko Horie, Ambassador of Japan Embassy, Malaysia graced the event as to show his support towards the positive development of the Japanese beer brand at the ceremony. Representatives from Asahi Breweries Ltd – Executive Officer / Head of International Headquarters Mr. Toshio Kodato, Senior Officer / Senior General Manager of International Headquarters Mr. Tadashi Nakai, Regional Manager Mr. Takumi Yamaguchi flew in from Tokyo, Japan to mark the important milestone of Asahi Super Dry and took the opportunity to promote the brand to the trade customers at the launch event.

Other representatives from Carlsberg Malaysia are as follows:

1. Datuk M.R. Gopala Krishnan – Non Executive Director of Carlsberg Malaysia

2. Dato’ Chin Voon Loong – Deputy Managing Director of Carlsberg Malaysia

3. Mr. Kenneth Soh – General Manager of Luen Heng F&B Sdn. Bhd.

4. Mr. Sean Soh – Commercial Manager of Luen Heng F&B Sdn. Bhd.

Luen Heng F&B Sdn Bhd will have a Asahi Super Dry Street Party for consumer coming soon at the Pavilion Connection Area and Bukit Bintang Entrance. This street party is a weekend fiesta where participating F&B outlets at the Pavilion KL will be offering great deals on Asahi Super Dry beer. There will be interesting games and attractive prizes to be given away, including free vacation, travel voucher and ASAHI gifts.

Press

If you represent the media - print, online, radio or tv - please address enquiries concerning Carlsberg Group to:

Corporate Communications and CSR Director

Pearl Lai

Tel 03-5522 6414 Email pearl.lai@carlsberg.asia

Corporate Communications and CSR Manager

Ezra Low

Tel 03-5522 6431 Email Ezra.YY.Low@carlsberg.asia