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Carlsberg wishes Sabahans Probably The Most Victorious Year Celebration this CNY

Ringing in CNY cheer in Sabah with RM6 million worth of prizes up for grabs

Kota Kinabalu, 20th January 2018 – Carlsberg Malaysia ushers in this Chinese New Year (CNY) celebrations with “Probably The Most Victorious Year” campaign, inspired by the Chinese saying Qí Kāi Dé Shèng (齊開得勝) symbolising the brewer “flagging off to successful ventures” or “together, we shall succeed” with the Malaysian Chinese community.

Held in conjunction with the Mah Sing’s Qube night market at the Sutera Avenue, Probably The Best Beer in the World – Carlsberg and Probably the Smoothest Beer in the World – Carlsberg Smooth Draught greeted over 300 guests and shoppers of the 3-day night market “Probably The Most Victorious Year’” this CNY. The campaign was brought to life by a magnificent stage set-up in auspicious red and festive green, a riveting lion dance with acrobatic pole jumping, dragon dance, as well as a sumptuous Chinese buffet spread.

“Keeping to our traditions, we usher in CNY by rewarding our consumers for their support and loyalty and this year is no exception. We are glad to flag off this CNY with a resounding victory wishing all Malaysians “Be Jolly Together”, “Abundance of Happiness”, “A Simply Satisfying Year” and “Cheers!” or “Yum Seng!” Managing Director Lars Lehmann said as he unveiled the Chinese greeting messages when striking the four giant red bottle caps replica on-stage. When combined, the four key Chinese characters on the auspicious bottle caps read “Probably The Most Victorious Year”, wishing all Malaysians a victorious and successful year ahead.

To hype the celebrations further, the brewer also celebrated the record-breaking of half a billion (or RM500,000,000) school-building funds the Top Ten Charity Campaign (Top Ten) accumulated over the last 30 years for approximately 650 schools. Top Ten, a flagship Chinese community project of Carlsberg Malaysia has been championing the fund-raising for the development of the Chinese education and schools in West and East Malaysia. To mark the milestone, Top Ten artistes comprising Justin Lan, Jie Ying, Adrian Lee and Summer Grace (Yan Yan) also made a special appearance and performed a medley of CNY songs.

Mah Sing’s Chief Project Officer William Ow shared “We are delighted to be the official venue of this event. It is #ProbablyTheBest tie-up because Carlsberg Malaysia, a brewer that drives quality and innovation, shares the same vision as Mah Sing, a developer who aims to invent future living that enhances the quality of life.  We are confident that by having Carlsberg’s CNY launch event here will further add vibrancy to the recently completed development and its 2-storey Festive Avenue retail shops featuring boutique shops, gourmet restaurants and other retails when operations begin.”

Celebrating “Probably The Most Victorious Year” this CNY, RM6 million worth of prizes are up for grabs from Jan 1 to Feb 28 as part of Carlsberg’s “Everyone Is A Winner” promotion, Carlsberg’s red pull-ring can promotion as well as other related consumer promotions at participating F&B outlets, supermarkets and hypermarkets.

In the “Everyone Is A Winner” promotion, consumers who purchase any 3 big bottles of Carlsberg or Carlsberg Smooth Draught, will get a deck of Carlsberg Smooth Draught CNY playing cards and stand a chance to win special bonus prizes. Those who uncover the image of ‘88’ underneath the red bottle caps of the mentioned beers, stand a chance to win a cash prize of ang pau of RM88 each, with 8,000 prizes up for grabs! If you spot the Carlsberg Smooth Draught or Somersby Apple Cider logos, you can redeem one carton each of the respective brands, with a total of 2,000 prizes available across participating restaurants, coffee shops and food courts.

Great prizes await those who purchase a 24-can Carlsberg or Carlsberg Smooth Draught CNY festive promo pack at participating super- and hypermarkets, as they have a chance to win one-year’s complimentary supply of free beer, totalling 12 cartons. Winners just need to spot the promo code ‘CS’ printed underneath the red pull-rings for the special prize. For those who spot the promo code ‘SA’, he or she will walk home with 4 cans of Somersby Apple Cider.

Additionally, shoppers who purchase one or more cartons or combo deals of 4 sets of 4-can packs from the brewer’s premium brews such as Somersby Apple and/or Blackberry Cider, Kronenbourg 1664 Blanc and Asahi Super Dry will stand to redeem one #ProbablyTheBest reusable bag on a first-come, first-served basis from over 500 participating super- and hypermarkets during the promotion period.

Find out more about Carlsberg’s promotions, events and activities during this festive season at www.probablythebest.com.my or www.facebook.com/CarlsbergMY

Press

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

Corporate Communications and CSR Senior Executive

May Ng

Tel 03-5522 6404 Email may.yk.ng@carlsberg.asia

Carlsberg Malaysia spreads the CNY festive cheer to East Malaysia by launching its Chinese New Year campaign, Probably The Most Victorious Year with a bang, wishing Malaysians a victorious and successful year ahead at Sutera Avenue, Kota Kinabalu.

Carlsberg Malaysia’s Probably The Most Victorious Year campaign is inspired by the Chinese saying Qí Kāi Dé Shèng (齊開得勝) symbolising the brewer “flagging off to successful ventures” or “together, we succeed” with the Malaysian Chinese community.

Managing Director of Carlsberg Malaysia Lars Lehmann unveiled Probably The Most Victorious Year’s Chinese greeting messages by striking the four giant red bottle caps replica on-stage.

The Probably The Most Victorious Year campaign runs till 28 Feb with ongoing consumer promotions at participating supermarkets, hypermarkets, coffee shops, food courts and F&B outlets offering RM6 million worth of prizes up for grabs!

Carlsberg Malaysia also celebrated the record-breaking of half a billion school building funds the Top Ten Charity Campaign (Top Ten) – its longest running fund raising charity campaign - accumulated over the last 30 years for approximately 650 schools. Marking this milestone, four Top Ten artistes made a special appearance and performed a CNY medley at the launch.

Invited guests enjoyed Probably The Best Beer In The World and Probably The Smoothest Beer In The World – Carlsberg and Carlsberg Smooth Draught as well as other products under the portfolio of Carlsberg Malaysia.