FB : Carlsberg Malaysia
Thanks for the wonderful invitation, I recently went to Marimbar at Petaling Jaya for Carlsberg’s grand launch event to officially unveiled its 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.
Ted Akiskalos, Managing Director of Carlsberg Malaysia, commented, “At Carlsberg, we care about how our beer is made and enjoyed, a constant ‘pursuit of better’ inspired by our founder J.C. Jacobsen throughout our history of more than 170 years. From our yeast and barley to our packaging and glassware, we believe it must always be possible to do things better, and this new look and feel for Carlsberg represents our ongoing commitment to do so.”
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.
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 contribute toward its quality ingredients and improved brewing processes in its operations throughout the world.
“This year, we celebrate the 50th anniversary of our establishment in Malaysia and are proud to brew Carlsberg to the same international standards in our Shah Alam brewery. While the brand looks modern and new today, our beer is still brewed with the same natural ingredients and same attention to quality and gives Carlsberg that same great taste. Carlsberg just keeps getting better with its new look, but same great brew!” added Akiskalos.
The brand’s new look and feel is most visible on its packaging, coupled with 3 practical improvements that sees a new Fresh Cap on Carlsberg bottles, the same great brew served in premium-looking stem glasses, and cans that come in Easy-to-Open packs. These “betterments” are a result of Carlsberg’s efforts and belief in constant improvement and refinement in progressive pursuit of better beer.
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 5-time longer in Carlsberg’s bottled beer.
The new Carlsberg’s stem 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 it 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, thus it helps retain the aroma of the beer and delivering a better drinking experience.
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 the beer with ease and convenience without the need for a sharp object or worrying about sore fingers to pry open the pack.
Carlsberg is going greener with its switch to Cradle to Cradle Certified silver ink that is produced using renewable energy across its bottle labels. The ink helps improve the recyclability of packaging.
Carlsberg Malaysia is also the 1st 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.
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More photos at FOOD Malaysia facebook page, a Malaysian food and lifestyle blogger since 2010