Smooth cold one now in a bottle


  • Community
  • Saturday, 30 Apr 2016

(From left) Carlsberg International Brands director (Asia) Andrzej Bialasiewicz, Carlsberg Malaysia independent non-executive director on the board Chew Hoy Ping, Andersen, non-executive director Graham James Fewkes, Carlsberg Group Western Europe Challenger Markets regional chief executive officer Lars Lehmann, marketing director Juliet Yap, human resource director Felicia Teh, chairman Datuk Lim Say Chong, sales director Gary Tan and supply chain director David Bidau toasting to the brand’s latest product.

HOW would you like to enjoy the smooth sensation of freshly tapped beer anytime and anywhere?

Now, with Carlsberg’s latest innovation, Carlsberg Smooth Draught, you can – the only difference being the fact that it’s now in a bottle.

It is now available in a familiar looking green bottle with a white label with hints of silver instead of the brand’s iconic green.

The golden-hued beer is packaged in an easy-to-grip bottle with smooth contour lines appearing subtly in the background, reinforcing the brew’s smooth taste, while the iconic Carlsberg hop leaf motif embossed on the bottle accentuates the innovative cold hopping process.

The draught is brewed longer during the maturation process, which gives it a smooth sensation while the hops are added twice for a distinctive aromatic flavour.

Carlsberg Smooth Draught was first introduced as a special edition at hundreds of traditional on-trade outlets in March.

Andersen tapping the first mug, signifying the launch of Carlsberg Smooth Draught. — Photos: GLENN GUAN/The Star
Andersen tapping the first mug, signifying the launch of Carlsberg Smooth Draught. — Photos: GLENN GUAN/The Star  

The overwhelming response from consumers resulted in Carlsberg making the beer a permanent offering.

At the launch of Carlsberg Smooth Draught, Carlsberg Malaysia managing director Henrik Juel Andersen said that they were extremely proud of the new product innovation.

“We are privileged that Malaysia is the pioneer among the 140 Carlsberg markets in the world to launch Carlsberg Smooth Draught, a line extension of the Carlsberg brand. What you are witnessing tonight is the first step of what could become a global launch,” he commented.

Andersen added that the feedback received during the introduction was encouraging, even from non-Carlsberg drinkers.

“Very often, consumers yearn for the smooth sensation of a draught beer, but this is not readily available at the restaurants, food courts and coffee shops which they frequent.

“Carlsberg Smooth Draught is the answer to many beer lovers’ quest, and caters to a consumer preference for the smoothness of draught beer,” said Andersen.

Media members, trade partners and distributors who witnessed the official launch were treated to a range of local hawker fare, accompanied by a free flow of the new beer.

Carlsberg’s office space was transformed into a “food court” to recreate a hawker-style ambience.

Carlsberg Smooth Draught comes in a 580ml bottle and is available nationwide at Chinese restaurants, food courts and coffee shops.

To find out more about the latest brew, visit www.smoothdraught.com

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