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Carlsberg Smooth Draught Celebrates Bornean Cultural Pride with the 4th Year of #RaikanKebanggaan Sabah & Sarawak campaign

Consumers are in for a vibrant fun-filled celebration this Gawai and Kaamatan as Carlsberg Smooth Draught delivers the best of Sabah and Sarawak’s Bornean culture.

SHAH ALAM, 14 May 2024 – The 'Raikan Kebanggaan Sabah & Sarawak' campaign by Carlsberg Smooth Draught is back by popular demand for its fourth consecutive year, and promises to bring even more artistic vibes to celebrate the pride of Sabah and Sarawak's heritage, culture, and natural wonders.

Continuing the brand’s mission in promoting the people and culture of Sabah and Sarawak through supporting ‘By Local, For Local’, Carlsberg Smooth Draught once again collaborates with local tattoo artist legends Ernesto Kalum and Carlos Benny to relaunch last year’s artist-edition packaging featuring the iconic Hornbill and Orangutan, the traditional Longhouse, the classical Sape, as well as the rare Rafflesia and the magnificent Mount Kota Kinabalu.

That’s not all! The six masterpieces that adorn the Carlsberg Smooth Draught cans and bottles now leap off the canvas as it takes centre stage in a collectible six-coaster gift set. Consumers can collect the miniature portraits, each serving as an individual coaster showcasing a captivating icon. When all six coasters are placed together, they reveal a breathtaking mural celebrating the local pride and beautiful wonders of Sabah and Sarawak, making every drinking occasion in Borneo #BestWithCarlsberg.

“We believe that celebrations are always best with Carlsberg Smooth Draught. This Gawai and Kaamatan, we are raising a glass not just to the stunning culture and nature of Sabah and Sarawak, but also to the incredible spirit of community so warmly felt here. In addition to the relaunch of ‘Raikan Kebangaan Sabah and Sarawak’ artist-edition packaging and promotions, we raised the bar by hosting an immersive experiential event in Kuching and sponsoring several Gawai and Kaamatan festival celebrations for our Sabahan and Sarawakian friends,” said Olga Pulyaeva, Marketing Director of Carlsberg Malaysia.

Currently running, consumers in Sabah and Sarawak can stand a chance to win cool gadgets with the likes of an iPhone 15 Pro, an iPad Air, or an Apple Watch Series 9* with any purchase of RM120 worth of Carlsberg Danish Pilsner or Carlsberg Smooth Draught at any participating bars and pubs; 4 big bottles at food courts and coffee shops; a carton at super/hypermarkets or 2 cans from convenience stores, retail outlets or 99Speedmart respectively. Except for convenience stores, and also 99Speedmart, consumers can also redeem an exclusive artist-edition coaster gift set with their purchase, while stocks last.

Come 22nd to 25th May from 5pm to 11.30pm, the Carlsberg Smooth Draught’s Carls Harvest Pesta takes the spotlight at the Farley Kuching shopping mall. The ‘Raikan Kebangaan Sarawak’ immersive experiential event promises to deliver the best of local delicacies, music, dance, craft and art in celebration of Sarawak’s poetic cultural expression. 

Consumers are invited to an explosion of vibrant energy where they can immerse themselves in the rhythmic pulse of local bands or take in the captivating native dance performances that come alive before their eyes. To quench their thirst, beer lovers can unwind under the glow of the iconic bamboo bar serving a ritualistic adventure of Carlsberg Smooth Draught-infused Tuak Bombs or join an interactive cocktail workshop and tap up a new skill. There is also a selection of delectable local treats to tantalise taste buds.

Looking to take the social media game to the next level? Hop onto the 360° photo booth and capture unforgettable moments with the squad. Partygoers can also unleash their inner fashionista with personalised tote bags, create one-of-a-kind accessories, featuring a host of icons, or even browse and discover homegrown brands. The Carls Harvest Pesta promises an unforgettable experience that blends cultural immersion with artistic expression, so get ready to dive in!

Set to be a #BestWithCarlsberg moment, visit https://carlsbergsabahsarawak.com to find out more about the campaign. ‘Like’ and ‘Follow’ @CarlsbergMY on Facebook and Instagram for Carlsberg Smooth Draught’s latest activities and giveaways.

At Carlsberg Malaysia, we advocate responsible consumption, always remember if you drink, don’t drive – #CELEBRATERESPONSIBLY.

Press

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

Corporate Affairs Assistant Manager

Wong Ee Lin

Tel 03-5522 6414 Email [email protected]