Carlsberg celebrates Sarawak pride with special edition cans

Carlsberg Smooth Draught artfully has created a campaign that pays homage to the pride of Sarawak’s heritage, traditions and natural wonders with six special-edition cans with tattoo art by Bornean local artists in a statement by the brand.

As part of this year’s "Raikan Kebanggaan Sabah & Sarawak" campaign (Celebrate Sabah and Sarawak pride), these cans will feature The cans feature local icons such as the Orangutan, the majestic Kinabalu mountains and Rafflesia of Sabah, as well as the Longhouse, Hornbill and Sape of Sarawak.

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The campaign follows the success of Carlsberg Smooth Draught’s six special-edition cans last year as shared by Stefano Clini, managing director of Carlsberg Malaysia, during the launch event. He said “Through the uniqueness and authenticity of tattoo art, we celebrate the culture and traditions of the locals, as well as the wonderful offerings of Bornean pride”.

The artists behind the tattoo artwork adorning the Carlsberg Smooth Draught special-edition cans artwork are locals Ernesto Kalum and Carlos Benny. At a launch event, both also showcased live demonstrations of their craft while other guests were getting temporarily inked with their favourite icons.

Last year, Carlsberg Malaysia appointed Olga Pulyaeva as marketing director, replacing Caroline Moreau who is now GM of the Singapore operations. Pulyaeva was most recently brand development director at Baltika Breweries, Carlsberg Group's Russian business which was divested on 28 March. The Russian operations previously had a market share of approximately 27% in the country, according to Carlsberg's website. Carlsberg Brewery Malaysia has reported a net profit of RM317.0 million on the back of a revenue of RM2.4 billion, for the financial year ended 31 December 2022. This set of strong results was mainly driven by its focus on premiumisation and revenue management efforts, said the group. 

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