A product innovation by Carlsberg that is brewed longer for a smoother beer with an easy finish

Shah Alam, April 27, 2016 – Do you enjoy the smooth sensation of a freshly tapped beer? Ever wished you could indulge in draught beer wherever you are? Carlsberg hears you! Carlsberg, or better known as probably the best beer in the world, invented a brew that delivers the smooth, easyto-drink experience, the same as you would enjoy from a freshly tapped beer. Only difference is it’s in a bottle. Introducing the all-new Carlsberg Smooth Draught that offers consumers a chance to enjoy the smooth sensation of freshly tapped beer anytime, anywhere at an affordable price.

Carlsberg Smooth Draught, available in a big bottle of 580ml, is a must-have on every beer lovers’ bucket, or quart list. Brewed longer for its signature smoothness with an easy finish, the beautiful golden-hued beer is packaged in an easy to grip bottle with smooth contour lines appearing subtly in the background reinforcing the brew’s uniquely smooth taste. The iconic Carlsberg hop leaf motif embossed on the bottle tastefully accentuates the innovative cold hopping process. It is truly a beauty!

“We are privileged that Malaysia is the pioneer amongst the 140 Carlsberg markets in the world to launch Carlsberg Smooth Draught, a line extension of Carlsberg brand. It is indeed a clever innovation that offers the signature smoothness and easy to drink profile with nice carbonation, just like a freshly tapped beer,” Henrik Juel Andersen, Managing Director of Carlsberg Malaysia commented the launch event.

“Very often, consumers yearn for the smooth sensation of a draught beer but this is not readily available in eateries, food courts and coffee shops that they frequent. Carlsberg Smooth Draught is the answer to many beer lovers’ quest and caters to a consumer preference for the smoothness in a draught beer. It captures the smooth sensation of freshly tapped beer in a bottle, so consumers can now enjoy a smooth brew anytime anywhere at an affordable price,” Andersen added.

Carlsberg uncovered consumers’ deeper insights with the introduction of Carlsberg Smooth Draught as special edition at hundreds of traditional on-trade outlets in March. Unanimity in consumer response is unmistakable; the brew consistently drew positive feedback and recorded overwhelming repeat orders from the trade. Because consumers love it, Carlsberg will keep it! Carlsberg Smooth Draught is now made a permanent offering under the portfolio brands of Carlsberg Malaysia.

At the media and trade launch held at the visitor’s lounge of the brewery, trade partners, distributors and members of the media were amused by the transformation of the office space into an outdoor eatery and a beer garden, and quenched their thirst with freshly brewed Carlsberg Smooth Draught. Spoilt by the choice of local hawker fare, it was a food roulette paired perfectly with the smooth brew. Stars in the dark sky, sitting in an airy relaxing atmosphere, the guests truly enjoyed sampling Carlsberg Smooth Draught making the launch a smooth head start.

For more information on Carlsberg Smooth Draught’s product, please visit www.smoothdraught.com . Keen to participate in the consumer promotion and on-ground activation, do check out www.facebook.com/CarlsbergMY.