Celebrating the Pride of Sabah this Kaamatan with Carlsberg Smooth Draught Limited-Edition

Carlsberg presents Sabahans with special-edition packaging in appreciation of Sabah’s natural wonders and harvest festival

KOTA KINABALU, 14 May 2022 – With the gathering and celebration hiatus finally coming to an end, Carlsberg brings people together to celebrate the pride of Sabah’s heritage, traditions and natural wonders in conjunction with the exuberant Kaamatan Festival. Building on the success of Carlsberg’s Harvest packaging and promotions last year, Carlsberg Smooth Draught stepped-up its game this year with a four-day Keaamatan festival to bring to life its ‘Raikan Kebanggaan Sabah & Sarawak’ campaign, which is exclusively for its consumers in the beautiful Borneo island.

Held at the Store-y Artisan Market, Kota Kinabalu, Carlsberg Smooth Draught threw a culture-rich social fair at the venue decked with interactive game stations, iconic atap bar that served quality brews and Carlsberg infused traditional cocktails, tasty local delicacies and native dance performances to revel with locals from 12 May to 15 May 2022. The Carlsberg Smooth Draught special-edition cans were widely spotted around the venue and in the hands of celebrants engaging in the action.  

“Apart from launching the beautiful six special-edition cans in recognition of Sabah & Sarawak, we invite our consumers to fully immerse in the traditions of the natives by glorifying indigenous arts and culture, as we celebrate the abundance of the Harvest Festival. It’s been two years since everyone has been able to enjoy a good night out with their families and friends. We are extremely excited that we are able to throw Sabahans a pre-Kaamatan showcase as we usher in the biggest festival of the year,” said Stefano Clini, Managing Director of Carlsberg Malaysia

“Thanks to the love and support of our consumers here, Carlsberg Smooth Draught has grown significantly in Sabah and Sarawak over the last five years. This has inspired us to promote the beautiful heritage and celebrate the pride of Sabah and Sarawak with bigger and better consumer promotions to reward beer lovers here with even more memorable drinking experiences” Clini elaborated.           

At the event, visitors were able to move along to the traditional and modern harmonies of Kumpulan Budayawan and Bolos Ru Bulur while enjoying a delectable range of local cuisine. Those who put their skills to test took part in the Magunatip Dance Challenge and Tapai Bomb Game and walked away with exclusive Carlsberg prizes.

An artistic ‘Dinding Kebanggaan’ featuring local cultural icons and the natural wonders of Sabah & Sarawak was also constructed so that visitors were able to capture their proud heritage and favourite moments at the event.

In April, Carlsberg Smooth Draught launched six artistically designed special-edition cans and bottles to celebrate the pride of Borneo. Sporting unique icons in vibrant colours, the ‘Raikan Kebanggaan Sabah & Sarawak’ packaging showcases a masterpiece of contemporary art and beer. The creative artworks feature icons such as the Orangutan, majestic mountains and Rafflesia of Sabah and the Longhouse, Hornbill and Sape of Sarawak.

Running from now until the end of May, consumers stand a chance to win a brand-new Samsung A22 worth RM899 when they enjoy RM90 worth of Carlsberg beers at participating bars and pubs in a single receipt. Limited-edition t-shirts, which comes in two collectible designs is redeemable at local coffeeshops and food courts with any purchase of 12 big bottles of Carlsberg Danish Pilsner or Carlsberg Smooth Draught.

Customers who purchase any two 6-can pack of Carlsberg Danish Pilsner or Carlsberg Smooth Draught from super and hypermarkets can redeem RM5 GrabPay Credit or if beer lovers prefer purchasing a carton instead, they will then be able to redeem RM10 GrabPay Credit! Buying any two cans of Carlsberg Danish Pilsner or Carlsberg Smooth Draught in participating convenience stores will also give customers a chance to be in the running to get up to RM88 GrabPay credit.

Visit to find out more about promotions in-store. ‘Like’ and ‘Follow’ @CarlsbergMY on Facebook and Instagram for Carlsberg’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]
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Carlsberg Malaysia's Leadership Team in Sabah (from left): Gary Tan, Carlsberg Malaysia's Sales Director; Caroline Moreau, Carlsberg Malaysia's Marketing Director; Stefano Clini, Carlsberg Malaysia's Managing Director; Pearl Lai, Carlsberg Malaysia's Corporate Affairs & Sustainability Director; and Vivian Gun, Carlsberg Malaysia's Chief Financial Officer.