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Probably the Smoothest Beer in the World turns 1

Carlsberg Smooth Draught celebrates its 1st year of success with a nationwide consumer promotion

Shah Alam, May 29, 2017 – Carlsberg Smooth Draught, dubbed Probably The Smoothest Beer In The World marked its first year of success with a rewarding consumer promotion nationwide. This product innovation of Carlsberg is the answer to many beer lovers’ quest for the smooth sensation of freshly tapped beer anytime anywhere.

Consumers’ insights revealed that beer drinkers at eateries like food courts, coffee shops, restaurants, and individuals who enjoy having beers at home yearn for the smooth sensation of a draught beer, which was not readily available then. Tapping on feedback received, Carlsberg Smooth Draught (4.8% ABV) was introduced in 580ml bottle last year. It was launched across big cities and small towns across the Peninsular Malaysia.

Unanimity in consumer response is unmistakable. The brew consistently drew positive feedback. Beer drinkers love the smooth sensation of the Carlsberg Smooth Draught!

“We are privileged that Malaysia is the pioneer among 150 Carlsberg markets in the world to launch Carlsberg Smooth Draught. This is a proud innovation of Carlsberg brand. Carlsberg Smooth Draught offers the signature smoothness and easy to drink profile with nice carbonation, just like a freshly tapped beer,” said Charles Wong, Marketing Director of Carlsberg Malaysia.

“After a year in the Malaysian market as a product extension of Carlsberg, Carlsberg Smooth Draught recorded positive growth momentum with over 160,000 consumers have sampled the brew via massive sampling activations. Building on the brands’ positive momentum, Carlsberg Smooth Draught has launched in 500ml cans and 320ml cans, making it more affordable and easily availability for consumers anytime anywhere,” Wong added.

In celebration of its 1-year anniversary, 16 ‘Smooth Ambassadors’ adorning Carlsberg Smooth Draught bottle 3D structures will make appearance at eateries to engage consumer and promote the consumer promotion from starting from now up to 30 June 2017. Beer lovers who purchase two (2) big bottles of Carlsberg Smooth Draught will stand a chance to win up to 28,000 attractive bonus prizes such as a limited-edition Carlsberg Beer Tower, Carlsberg foldable bag and many more!

For more information on Carlsberg Smooth Draught, please visit www.smoothdraught.com. To participate in this consumer promotion and on-ground activations, please follow us on 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 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