21/03/2012

Carlsberg Gold’s Rich Heritage Now In Association With STC

Double brewed premium beer, Carlsberg Gold makes 2nd debut since 2007

Initially launched in 2007 as the special limited edition brew to celebrate the 160th birthday of Carlsberg, Carlsberg Gold was introduced and brought back by strong demand.

Today, this golden brew is back and about in the market with attractive gift redemption promo from 1st November till 15 December to reward discerning drinkers who loved its smooth, rich flavour. The relaunch of Carlsberg Gold builds on reinforcing awareness among consumers and introducing the new bold and trendy packaging which aims to increase demand for its premium brew.

The launch of the premium 160th golden brew

Carlsberg Gold, a superior brew extension of the Carlsberg brand, on 21st March made its debut in the Malaysian horse racing scene. The brand’s entry into the equestrian sport forges a dynamic synergy with horse racing based on its shared values of stature, traditional heritage and pedigree.

Carlsberg Gold, in collaboration with Selangor Turf Club (STC), will be sponsoring the ‘Carlsberg Gold’ Challenge Series for three years. The series will see a total of RM375,000 being offered as prize money for three ‘Carlsberg Gold’ Series legs to be held in 2012, starting with the first race on April 1, 2012. Subsequent races will take place on August 25, 2012 and October 20, 2012.

MD Soren Ravn, said in his opening speech “Our entry into the Sports of Kings is the result of a new brand direction for ‘Carlsberg Gold’. Those who are passionate about horse racing will certainly find the same depth and richness in ‘Carlsberg Gold’.

This premium beer has a fine lineage, having been inspired by an original European recipe from the 19th century. It is an exceptional beer for connoisseurs, for the crème de la crème in society – a reward for those who have made it in life.”

“Like Carlsberg Gold, horse racing in Malaysia also has a grand tradition, having been brought to the country as a sport by British traders in the 1800s. Today, the sport has become very popular and although horse racing was introduced as a foreign sport, it is now part of the Malaysian culture and is well supported by horse racing enthusiasts. We hope the ‘Carlsberg Gold’ Challenge Series will be a much anticipated race and create further excitement in the racing arena.”

Tan Sri Datuk Richard Cham Hak Lim, Chairman of Selangor Turf Club, said, “The ‘Carlsberg Gold’ Challenge Series will definitely bring good cheer to our local horse owners and trainers. The support of Carlsberg Malaysia will enable us to put up more competitive and quality races, and we look forward to establishing the ‘Carlsberg Gold’ Challenge Series as a premier event in Malaysia.”

As a further value-add for horse racing fans and beer consumers, an existing viewing deck at STC will also be renovated and refurbished, and once completed will be known as the ‘Carlsberg Gold’ Deck. This Deck will be designed to offer comfort for horse racing enthusiasts and beer drinkers to enjoy the races while sipping on a cold, rich, smooth Carlsberg Gold.

CHN COPY