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Carlsberg Special-edition cans hope to evoke sense of pride in Sabahans
Published on: Thursday, May 19, 2022
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Stefano (centre) and the celebrants at Carlsberg’s pre-Kaamatan showcase as part of the “Raikan Kebanggaan Sabah & Sarawak” campaign.
Kota Kinabalu: With the widely-anticipated Kaamatan festival approaching, Carlsberg has brought Sabahans together to celebrate the pride of the State’s heritage, traditions and natural wonders through its “Raikan Kebanggaan Sabah & Sarawak” campaign. 

Held at Riverson, The Walk from May 12 to 15, Carlsberg threw a culture-rich social fair decked with interactive game stations, an iconic atap bar that served Carlsberg cocktails fused with Tapai (local rice wine) as well as native dance performances.

Carlsberg leadership team in Sabah

 The Carlsberg Smooth Draught special-edition cans for Gawai and Kaamatan, featuring icons such as Sabah’s Orangutan, Mount Kinabalu, and Rafflesia flower, were widely spotted around the venue and in the hands of celebrants. 

Carlsberg Malaysia Managing Director Stefano Clini hoped that the special-edition packaging tailored for locals could evoke a sense of pride among Sabahans. 

“I want Sabahans to feel proud of the State’s natural beauty, their arts and fantastic surroundings, and also feel happy that there is a brand that celebrates this. We want to be part of this journey of Sabah pride and belonging,” he told Daily Express during the event. With contraband beer being a prevalent issue, Stefano said Carlsberg is looking to position itself as a brand that is close to the heart of the locals to gain a competitive advantage and overcome the challenge. 

“There is a big beer market in this part of Malaysia. Unfortunately a big part is owned by illegal and smuggled beers.

Carlsberg Sabah and Sarawak limited edition cans. 

 “But we believe that having a beer that can really speak to the pride of the locals can help us more than just enforcement and policies to take over the market share. 

“For the foreseeable future, we are always going to have dedicated packaging (for Sabah and Sarawak) because we want to be the beer for locals. 

“People like something which has been done for them, and they are going to feel much more proud drinking Carlberg’s Smooth Draught for Sabah and Sarawak,” he said.

Guests celebrating Raikan Kebanggaan Sabah & Sarawak.

At the event, visitors were treated to dance and musical performances of traditional and modern harmonies by Kumpulan Budayawan and Bolos Ru Bulur while enjoying traditional Sabah cuisine for dinner. “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.

Carlsberg launches Raikan Kebanggaan Sabah & Sarawak

In April, Carlsberg Smooth Draught launched six artistically designed special-edition cans and bottles to celebrate the pride of Borneo. 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.

Guests capturing their proud moments at Carlsberg's Dinding Kebanggaan. 

Limited-edition t-shirts, which comes in two collectible designs, is redeemable at local coffee shops 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. For those purchasing a carton, they can redeem RM10 GrabPay Credit.

Musical tunes from Jesselton Project kept guests moving to the beat at the Carlsberg Raikan Kebanggaan Sabah celebration 

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. 

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