CARLSBERG MALAYSIA OFFICIALLY LAUNCH NEW CARLSBERG PACKAGING, ASAHI SUPER DRY AND KOTA KINABALU JAZZ FESTIVAL

Kota Kinabalu, 31 May 2012 – Malaysia’s most preferred beer brand, Carlsberg continue to excite consumers in East Malaysia by introducing a new, modern, contemporary packaging of Carlsberg big bottle in line with its global brand revamp. The No.1 Japanese beer around the world, Asahi Super Dry was also unveiled at the launch event where invited guests got their first sips of the Asahi Super Dry which is locally produced in Shah Alam. Adding excitement to the festive month, Carlsberg also announced its 3rd consecutive sponsorship in the KK Jazz Festival.

“The global brand re-launch of Carlsberg took place across 140 markets worldwide in April last year. After a year of proven success amongst consumers in Peninsula Malaysia, we extend the production of the new Carlsberg big bottle packaging to East Malaysia aligned with the brand direction of Carlsberg. Embracing the new brand tagline of ‘That Calls for a Carlsberg’, the new look and feel of Carlsberg is well-accepted by consumers of all ages, and boost sales to the big bottle packaging significantly,” said Soren Ravn, Managing Director of Carlsberg Malaysia in his opening remark.

“Carlsberg’s crown and logo is very iconic to consumers in Malaysia., And with the nationwide roll-out of Carlsberg big bottle in East Malaysia, we are confident that Carlsberg may be raised in every occasion, especially the beer of choice during the EURO 2012TM Football Championship season,” Ravn added.

“I am very proud to share that Carlsberg won four awards in just the last 2 months. On 24 April, Carlsberg won Gold at the Putra Brand Award for 3 consecutive years; on 8 May, Carlsberg was named winner of the Best Brand in the F&B category of the Brand Laureate Awards 2011/12; at the recent Carlsberg Leadership Conference Gala Dinner in Rome held on 24 May, Carlsberg Malaysia was presented with the prestigious JBR’s 2011 brand re-launch award; and in just 2 days ago, Carlsberg, was for the 14th consecutive years, voted as the Most Trusted Brand Award by the Reader’s Digest award,” Ravn shared.

In line with the brewer’s growth in premium beer segment, Carlsberg Malaysia added Asahi Super Dry, the No.1 Japanese beer around the world to its growing portfolio credentials. Brewed in a unique Karakuchi style, Asahi Super Dry gives a clean, crisp and refreshing taste with no bitterness.

This is following a recent agreement signing with Asahi Breweries Ltd. (ABL), Carlsberg Malaysia has been awarded the rights to locally manufacture, sell and distribute Asahi Super Dry locally at Carlsberg Malaysia’s brewery in Shah Alam.

Soren said that “Given the high Japanese population, expatriate communities and discerning drinkers here in Kota Kinabalu, we are delighted to offer Asahi Super Dry draught here as product freshness is always assured and so is competitive pricing in the premium beer segment.”

Carlsberg also announced its continued partnership with the highly anticipated Kota Kinabalu Jazz Festival (KKJF) as the official beer sponsor for the 3rd consecutive years. The KKJF President, Mr Jack Ong was present to mark the launch of the music festival together with MD Soren.

At the launch, guests were treated to a mix of fun ranging from the Carlsberg Ice Sculpture to reveal the quart bottle to the Asahi Super Dry electrifying dance performance. In addition to that, they also were given an exclusive opportunity to snap photographs with the newly launched Carlsberg and Asahi Super Dry Wall of Fame while enjoying the melodic tunes of jazz performances by ELIXIR.