CARLSBERG celebrated the Kaamatan festival in advance by throwing a big bash steeped in Sabahan heritage and tradition in the state capital.
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 festival to bring to life its “Celebrate the pride of Sabah and Sarawak” campaign, exclusively for its consumers in Borneo.
Held at Store-y Artisan Market in Kota Kinabalu from May 12 to 15, the brewer threw a culture-rich fair at the venue decked with interactive game stations and an Atap bar that served quality brews.
There were also traditional cocktails, tasty local delicacies and native dance performances.
“Apart from launching the beautiful six special-edition cans in recognition of Sabah and Sarawak, we invite our consumers to fully immerse in the traditions of the natives through indigenous arts and culture, as we celebrate the abundance of the Harvest Festival,” said Carlsberg Malaysia managing director Stefano Clini in a statement.
“It has been two years since everyone has been able to enjoy a good night out with family and friends.
“We are extremely excited to throw a pre-harvest showcase for Sabahans as we usher in their biggest festival of the year.
“Thanks to our customers’ support, Carlsberg Smooth Draught has grown significantly in Sabah and Sarawak over the past five years,” he added.
Clini said the support they received inspired the company to highlight Sabah and Sarawak’s beautiful heritage with bigger and better promotions.
“This is to reward beer lovers here with even more memorable drinking experiences,” he said.
At the event, visitors moved along to the traditional and modern harmonies of Kumpulan Budayawan and Bolos Ru Bulur while enjoying a range of delectable local cuisine.
Some put their skills to the test by taking part in the traditional bamboo dance challenge and tapai-drinking game, with winners walking away with exclusive Carlsberg prizes.
An artistic “pride wall” featuring local cultural icons and Sabah and Sarawak’s natural wonders gave visitors a chance to capture their 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 packaging showcases a masterpiece of contemporary art and beer.
The creative artworks feature icons such as the orang utan, majestic mountains and Sabah’s iconic Rafflesia flower as well as the longhouse, hornbill and sape of Sarawak.
Carlsberg is also holding a campaign until the end of this month to reward its customers with prizes for purchasing its products.