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Carlsberg Just Keeps Getting Better!

Probably The Best Beer In The World gets a refreshed identity and practical betterments reflecting more than 170 years of heritage and its constant Pursuit of Better

PETALING JAYA, 23 August 2019 – Carlsberg – Probably The Best Beer In The World  – now comes with a new, modern look and practical betterments to deliver an even better beer enjoyment experience!

At the grand launch at Marimbar, Carlsberg officially unveiled Carlsberg’s refreshed Danish-inspired brand identity, balancing simplicity with contemporary design, applied across its products, packaging, communications, visibilities and amenities to deliver a better experience for all beer lovers.

Ted Akiskalos, Managing Director of Carlsberg Malaysia, commented, “At Carlsberg, we care about how our beer is made and enjoyed, a constant ‘pursuit of better’ inspired by our founder J.C. Jacobsen throughout our history of more than 170 years. From our yeast and barley to our packaging and glassware, we believe it must always be possible to do things better, and this new look and feel for Carlsberg represents our ongoing commitment to do so.”

Carlsberg’s “pursuit of better” has been encapsulated in the brand’s iconic history of 172 years since its establishment in Copenhagen, Denmark. The brand counts numerous ground-breaking milestones in its efforts to elevate the art of brewing, starting most notably with the establishment of the Carlsberg Laboratory in 1875 focusing on perfecting malting, brewing and fermentation.

The Carlsberg Laboratory’s scientific research led to the development of the world’s first pure yeast strain – Saccharomyces carlsbergensis –by Carlsberg Laboratory scientist Emil Christian Hansen in 1883, a discovery which changed the face of modern brewing, as well as the pH scale by S.P.L. Sorensen in 1909 which is still used today. The laboratory continues to further the fields of chemical and genetic research that contribute toward its quality ingredients and improved brewing processes in its operations throughout the world.

“This year, we celebrate the 50th anniversary of our establishment in Malaysia and are proud to brew Carlsberg to the same international standards in our Shah Alam brewery. While the brand looks modern and new today, our beer is still brewed with the same natural ingredients and same attention to quality that gives Carlsberg that same great taste. Carlsberg just keeps getting better with its new look, but same great brew!” added Akiskalos.

The brand’s new look and feel is most visible on its packaging, coupled with three practical improvements that sees a new Fresh Cap on Carlsberg bottles, the same great brew served in premium-looking stem glasses, and cans that come in Easy-to-Open packs. These “betterments” are a result of Carlsberg’s efforts and belief in constant improvement and refinement in progressive pursuit of better beer. Probably The Best Beer In The World just keeps getting better!

Carlsberg’s new Fresh Cap employs a cleverly designed scavenger liner that removes oxygen from the headspace in the bottle, so you get fresher taste up to five-times longer in Carlsberg’s bottled beer.

On the other hand, Carlsberg’s new glass features a bowl-shaped design and tapered head for a smoother pour, coupled with a stemmed chalice design and embossed details that make for a premium feel. What sets Carlsberg’s new stem glass apart from the rest is the laser-etched, hop leaf-shaped nucleation stamp at the bottom of the glass. The nucleation stamp creates many little pits and peaks where bubbles can form, generating more tiny bubbles that rise to the top. Because the bubbles continually replenish the foam (head), the beer maintains its head for significantly longer, which in turn helps retain the aroma of the beer, thus delivering a better beer experience.

For consumers who purchase Carlsberg cans, you can now open a 6-can pack of Carlsberg in next to no time with the Easy-to-Open perforated shrink wrap, allowing you to enjoy Probably The Best Beer In The World with ease and convenience without the need for a sharp object or worrying about sore fingers to pry open the pack.

Besides being able to enjoy a better beer experience, consumers will be delighted to know that they will also be minimising the environmental impact while enjoying Carlsberg products with new sustainable packaging initiatives introduced.

Carlsberg is going greener with its switch to Cradle to Cradle Certified™ silver ink that is produced using renewable energy across its bottle labels. The ink helps improve the recyclability of packaging.

Carlsberg Malaysia is also the first Carlsberg market in the world to pioneer the use of a new wax emulsion coating on its refillable glass bottles which helps to double its lifetime. The coating reduces scuffing which extends the bottles’ longevity, allowing them to look new and scratch-free for longer, reducing the need for bottles to be taken out of circulation for recycling.

To learn more about Carlsberg’s new look and feel, betterments and promotions, visit the brand’s Facebook page at CarlsbergMY or check out www.probablythebest.com.my.

Press

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

Corporate Communications and CSR Manager

Ezra Low

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

Corporate Communications and CSR Director

Pearl Lai

Tel 03-5522 6414 Email pearl.lai@carlsberg.asia
Photo 1

Management of Carlsberg Malaysia (from bottom left) Lim Chee Keat, Chief Financial Officer; Caroline Moreau, Marketing Director; Gary Tan, Sales Director; Ted Akiskalos, Managing Director; Pearl Lai, Corporate Communications & CSR Director; and Piotr Zajac, Supply Chain Director at the launch of Carlsberg - Just Keeps Getting Better!

Photo 2

Carlsberg’s brand refresh and "Pursuit of Better" is inspired by its iconic history of 172 years and numerous ground-breaking milestones in its efforts to elevate the art of brewing - with the same focus on quality and natural ingredients for Carlsberg brewed in Malaysia.

Photo 3

Carlsberg’s new look and feel is most visible on its packaging, coupled with practical improvements it calls "betterments" that sees a new Fresh Cap on Carlsberg bottles, premium-looking stem glasses, and cans that come in Easy-to-Open packs.

Photo 4

Ted Akiskalos, Managing Director of Carlsberg Malaysia: "While the brand looks modern and new today, our beer is still brewed with the same natural ingredients and same attention to quality that gives Carlsberg that same great taste. Carlsberg just keeps getting better with its new look, but same great brew!”

Photo 5a

Guests at the launch got to experience Carlsberg's new betterments first-hand by competing to open a 6-can pack in the fastest time and learning how to pour a fresh, cold Carlsberg perfectly in the new premium, stem glass.

Photo 5b

Guests at the launch got to experience Carlsberg's new betterments first-hand by competing to open a 6-can pack in the fastest time and learning how to pour a fresh, cold Carlsberg perfectly in the new premium, stem glass.

Photo 6

Carlsberg’s refreshed Danish-inspired brand identity is applied across its products, packaging, communications, visibilities and amenities to deliver a better beer experience for all beer lovers.

Photo 7

Carlsberg in bottles now comes with a cleverly-designed Fresh Cap that removes oxygen from the headspace in the bottle, so you get fresher taste up to five-times longer.

Photo 8a

The new Carlsberg stem glasses come engraved with a hop leaf-shaped nucleation stamp at the bottom which continually generates bubbles that replenish the head, helping to retain the aroma for longer and delivering a better beer experience.

Photo 8b

The new Carlsberg stem glasses come engraved with a hop leaf-shaped nucleation stamp at the bottom which continually generates bubbles that replenish the head, helping to retain the aroma for longer and delivering a better beer experience.

Photo 9

Carlsberg in cans now comes with an Easy to Open feature, allowing consumers to open a 6-can pack of Carlsberg in next to no time without the need for a sharp object or worrying about sore fingers to pry open the pack.

Photo 10

Carlsberg Malaysia is also the first Carlsberg market in the world to pioneer the use of a new wax emulsion coating on its refillable glass bottles which helps to double its total lifetime.