Carlsberg Smooth Draught Celebrates Sabah Pride with Tattoo Art by Bornean Local Artists

Carlsberg Smooth Draught raises its special-edition cans and commemorates Sabah’s extraordinary natural wonders with a fun-filled fiesta.

KOTA KINABALU, 19 May 2023 – Building on the robust success of last year’s ‘Raikan Kebanggaan Sabah & Sarawak’ campaign celebrations, Carlsberg Smooth Draught returns to Kota Kinabalu with yet another artful affair to recognise and pay homage to the pride of Sabah’s heritage, traditions and natural wonders. This campaign is aimed at bringing people together in appreciation and celebration of the vibrant art of the stunning Borneo islands with Carlsberg Smooth Draught special-edition cans, designed exclusively for Sabah and Sarawak.

Held at the J Borneo Cultural Village, Kota Kinabalu, Carlsberg Smooth Draught elevated this year’s launch event even further with a culture-rich affair filled with tattoo art featuring the Orangutan, the majestic Kinabalu mountains and Rafflesia of Sabah, as well as the Longhouse, Hornbill and Sape of Sarawak. These six icons are proudly displayed on the ‘Raikan Kebanggaan Sabah & Sarawak’ special-edition cans and bottles.

“Last year, Carlsberg Smooth Draught’s six special-edition cans were a big hit, so we stepped-up our game to enhance the designs this year. Through the uniqueness and authenticity of tattoo art, we celebrate the culture and traditions of the locals, as well as the wonderful offerings of Bornean pride”, said Olga Pulyaeva, Marketing Director of Carlsberg Malaysia.

“Being here, meeting both the famous Sabahan and Sarawakian tattoo artists in person and celebrating with everyone is truly a memorable experience for us. What better way to reciprocate the love and support from our Sabah and Sarawak consumers and make their drinking moments the best with Carlsberg”, Pulyaeva shared in the launch event, which echoed cheers and laughter throughout the evening.  

In line with the objective of ‘designed by locals for locals’, Ernesto Kalum and Carlos Benny, the artists behind the Carlsberg Smooth Draught special-edition cans artwork, showcased live demonstrations of their craft while other guests were getting temporarily inked with their favourite icons.

In addition, an iconic bamboo bar that served Carlsberg Smooth Draught infused Tapai Bombs was spotted alongside tasty local delicacies and guests were awed by the colourful native dance performances. The Canang Borneo band also took the stage with a mix of contemporary and traditional Bornean music while partygoers captured their 360° camera shots at the ‘Dinding Kebanggaan’, which donned the artistic collage of the special-edition cans. Some others were seen busy creating individual tote bags with their favourite icons or crafting their own eco-cutlery.

From April until the end of June, beer lovers in Sabah and Sarawak can stand a chance to win cool gadgets including the iPad Air, iPhone and AirPods with any purchase of at least RM200 of Carlsberg Danish Pilsner or Carlsberg Smooth Draught at participating bars and pubs, 12 big bottles at food courts and coffee shops, or a 24-can carton at super hypermarkets and other retail outlets, respectively, in a single receipt. Consumers can also redeem limited-edition Sabah and Sarawak t-shirts, while stocks last.

Visit to find out more about promotions in-store. ‘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.


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]
Photo 1

Ernesto Kalum (left) and Carlos Benny Majakil (right), the Sarawakian and Sabahan tattoo artists respectively behind the artful traditional tattooing designs of the six beautiful icons from the Borneo islands.

Photo 2

Group Photo (from left): Olga Pulyaeva, Marketing Director; Vivian Gun, Chief Financial Officer; Pauline Lim, Human Resource Director and Koh Poi San, Legal and Compliance Director and Company Secretary.