Carlsberg Just Keeps Getting Better

Probably The Best Beer In The World, Carlsberg now comes with a new, modern look and practical betterments to deliver an even better beer enjoyment experience! Their refreshed Danish-inspired brand identity, balancing simplicity with contemporary design, applied across its products, packaging, communications, visibilities and amenities to deliver a better experience for all beer lovers was officially unveiled at a grand launch event held at Marimbar recently. 


Carlsberg’s “pursuit of better” has been encapsulated in the brand’s iconic history of 172 years since
its establishment in Copenhagen, Denmark. The brand counts numerous ground-breaking milestones
in its efforts to elevate the art of brewing, starting most notably with the establishment of the
Carlsberg Laboratory in 1875 focusing on perfecting malting, brewing and fermentation.

Management of  Carlsberg Malaysia (from bottom left) Lim Chee Keat, Chief Financial Officer, Caroline Moreau, Marketing Director, Gary Tan, Sales Director, Ted Akiskalos, Managing Director, Pearl Lai, Corporate Communications & CSR Director and Piotr Zajac, Supply Chain Director at the launch event.

The Carlsberg Laboratory’s scientific research led to the development of the world’s first pure yeast
strain – Saccharomyces carlsbergensis –by Carlsberg Laboratory scientist Emil Christian Hansen in
1883, a discovery which changed the face of modern brewing, as well as the pH scale by S.P.L.
Sorensen in 1909 which is still used today. The laboratory continues to further the fields of chemical
and genetic research that contributes toward its quality ingredients and improved brewing processes
in its operations throughout the world.

The brand’s new look and feel is most visible on its packaging, coupled with three practical
improvements : 

• Fresh Cap on Carlsberg bottles
• Premium-looking stem glasses
• Cans that come in Easy-to-Open packs 

Carlsberg’s new Fresh Cap employs a cleverly designed scavenger liner that removes oxygen from
the headspace in the bottle, so you get fresher taste up to five-times longer in Carlsberg’s bottled
beer. 

On the other hand, Carlsberg’s new glass features a bowl-shaped design and tapered head for a
smoother pour, coupled with a stemmed chalice design and embossed details that make for a premium feel. What sets Carlsberg’s new stem glass apart from the rest is the laser-etched, hop leaf-
shaped nucleation stamp at the bottom of the glass. The nucleation stamp creates many little pits and peaks where bubbles can form, generating more tiny bubbles that rise to the top. Because the
bubbles continually replenish the foam (head), the beer maintains its head for significantly longer,
which in turn helps retain the aroma of the beer, thus delivering a better beer experience.

For consumers who purchase Carlsberg cans, you can now open a 6-can pack of Carlsberg in next to
no time with the Easy-to-Open perforated shrink wrap, allowing you to enjoy Probably The Best Beer
In The World with ease and convenience without the need for a sharp object or worrying about sore
fingers to pry open the pack.

Besides providing a better beer experience for consumers, Carlsberg also supports sustainable packaging intiatives by switching to Cradle to Cradle CertifiedTM silver ink that is produced using renewable energy across its bottle labels. The ink helps improve the recyclability of the packaging. Carlsberg Malaysia is also the first Carlsberg market in the world to pioneer the use of a new wax emulsion coating on its refillable glass bottles, which helps to double its lifetime. The coating reduces scuffing which extends the bottles’ longevity, allowing them to look new and scratch-free for longer, reducing the need for bottles to be taken out of circulation for recycling.

To learn more about Carlsberg’s new look and feel, betterments and promotions, visit the brand’s
Facebook page at CarlsbergMY or check out www.probablythebest.com.my.