Brand introduces easy-to-open bottles for draught beer


Models showing the innovative ring-pull POP Cap on Carlsberg Smooth Draught bottles.

Models showing the innovative ring-pull POP Cap on Carlsberg Smooth Draught bottles.

IT CAN be a real killjoy rummaging through your kitchen drawer for a bottle opener when you want to enjoy a chilled beer.

By the time you find one, half the excitement of chugging down a cold one would have disappeared.

Now, fans of Carlsberg Smooth Draught need not go through the hassle anymore as a new easy-to-open bottle with an innovative ring-pull cap has finally arrived.

Just simply lift the ring and pull!

Replacing the pry-off cap, the 580ml and 325ml bottles with the new caps offer a hassle-free experience.

What makes it all the more enjoyable is the satisfying “POP” sound when you pull off the cap, which aptly delivers the brand promise of “Now You Can Pop a Draught Anywhere”.

(From second left) Carlsberg Malaysia chief financial officer Lim Chee Keat, sales director Gary Tan, corporate communications and CSR director Pearl Lai, Lehmann, independent non-executive chairman Datuk Lim Say Chong, independent non-executive director Datuk William Toh Ah Wah, human resources director Felicia Teh, marketing director Charles Wong and supply chain director Piotr Zajac at the unveiling of the innovative POP Cap.
(From second left) Carlsberg Malaysia chief financial officer Lim Chee Keat, sales director Gary Tan, corporate communications and CS R director Pearl Lai, Lehmann, independent non-executive chairman Datuk Lim Say Chong, independent non-executive director Datuk William Toh Ah Wah, human resources director Felicia Teh, marketing director Charles Wong and supply chain director Piotr Zajac at the unveiling of the innovative POP Cap.

The innovative “POP Cap” was unveiled at Jenerator, KL Citywalk, with more than 400 guests popping the tops of the new Carlsberg Smooth Draught bottles as part of the launch gambit.

Excitement was evident as they tried to make a collective “pop” sound of more than 120dB, which was successfully achieved.

Carlsberg Malaysia managing director Lars Lehmann, who surprised guests with his special flying drum performance by lifting off and drumming mid-air, said the latest innovation would make Carlsberg Smooth Draught easier and more fun to consume.

“The beer has been an enormous success since its launch two years ago, with record sales growth and encouraging brand equity.

“Beer drinkers love the smooth sensation available in a bottle or can, allowing them to enjoy draught beer anytime, anywhere.

Lehmann (elevated) surprising guests with a special flying drum performance. — Photos: CHAN TAK KONG/The Star
Lehmann (elevated) surprising guests with a special flying drum performance. —Photos: CHAN TAK KONG/The Star

“Building on its increased popularity, we believe this innovative POP Cap will revolutionise the draught beer drinking experience,” he said.

The party continued through the night with performances, food and a free flow of Carlsberg Smooth Draught as guests mingled and brought out their inner child by popping the bottles.

Guests also had the opportunity to learn about the evolution of draught beer and beer bottle caps displayed on an interactive edutainment wall, and put their skills to the test when they were challenged to open bottles with pry-off caps using anything but a bottle opener. Their ingenuity ranged from a screwdriver, spoon, key and even a stiletto, mostly to no avail!

Leveraging on the “POP” sound as a mnemonic, the brand challenges beer drinkers to make the loudest “POP” sound when popping a Carlsberg Smooth Draught bottle for more fun or when competing with their drinking buddies.

Consumers can download the Sound Meter app on their smartphones to measure the loudness of the “POP” sound in decibels.

The smoothness, combined with the “POP” sensation of Carlsberg Smooth Draught is probably the biggest innovation of the brand this year.