AMPANG, 9 January 2013 - With one of the most enigmatic symbols in the Chinese zodiac set to make its entrance for the Lunar New Year, Carlsberg scaled new heights by unveiling a one-of-a-kind 16 feet high ‘Tree of Abundance’ at the launch of its Chinese New Year (CNY) national campaign at the Nine Emperor Gods Temple here today.

Inspired by the money tree plant which is said to bring good fortune to all who receive it, the towering, golden-hued Carlsberg ‘Tree of Abundance’ aptly symbolizes the brand's bountiful 2013 CNY theme 'May your prosperity reach new heights this Chinese New Year'.

Building on its past successes in creating culturally significant icons, Carlsberg, the country's most preferred beer brand, has again created a majestic symbol that holds the promise of good fortune for the year ahead, particularly for businesses, families and those with careers. The generously proportioned Carlsberg ‘Tree of Abundance’ is an inspiration for consumers to strive for more and aim high during the year.

Soren Ravn, Managing Director of Carlsberg Malaysia, commented, "In Malaysia, it has become Carlsberg's tradition to show how much we value our consumers by commemorating this important occasion in an auspicious and interactive manner. The Nine Emperor Gods Temple was selected as the venue to mark the start of our Lunar New Year celebrations as it is a highly venerated landmark for the Chinese community, whilst the ‘Tree of Abundance’ abundantly adorned with mock gold Chinese coins is set to bring a bounty of wealth and good fortune to our consumers.”

Ravn said, "By welcoming the Year of the Snake with the Carlsberg 'Tree of Abundance' and our most rewarding consumer promotion ever worth RM6.8 million in cash and other giveaways, we encourage our consumers to adopt the positive virtues of the snake which include intelligence, determination and being highly intuitive so they can harvest an abundance of prosperity and good fortune throughout the year. Our whole-hearted wish is for consumers to unleash their positivity and good fortune.”

The Carlsberg 'Tree of Abundance' will soon embark on a road show across Peninsular Malaysia to spread prosperity and positivity to consumers in the brand's inimitable way, as part of the RM6.8 million Carlsberg CNY consumer campaign. This massive giveaway makes it the biggest ever campaign of its kind where lucky consumers can receive either RM11,888 or RM1,188 in ang pows besides other prizes in kind. Carlsberg has increased the value of giveaways by close to RM2 million compared to the year before. The consumer campaign will end on February 24 or while stocks last.

Ravn added, "As the Lunar New Year draws near, it is also important that we celebrate new beginnings and reaffirm bonds with family and friends, near and far. Carlsberg takes great pride in being a part of the gatherings and reunions each year, be it at home or elsewhere, as we bring people closer and strengthen relationships. After all, nothing makes a cold Carlsberg taste better than when shared in the spirit of togetherness!"

At the event, the dramatic unveiling of the Carlsberg 'Tree of Abundance' was received with much enthusiasm as it appeared from behind an elaborate ancient Chinese door. For added pomp and festivity, the unveiling was followed by the entrance of eight Fook Gods (Gods of Prosperity) and culminated with a riveting lion dance by multiple world-champion troupe, Kun Seng Keng Dragon Lion Dance Association.

Guests were also treated to a 24-festive drums performance, face mask-changing performance and plenty of CNY tidbits that went well with the ice cold Carlsberg beers. For more information on the Carlsberg 'Tree of Abundance' road show and CNY consumer promotion, please visit www.carlsberg.com.my.