Opening:

16 -19 June 2011

Venue:

Marina Promenade (F1 tracks behind Singapore Flyer)

16 June – 19 June 2011

• Thursday: 6pm – 2am
• Friday: 6pm – 2am
• Saturday: 6pm – 2am
• Sunday: 12pm – 10pm

Carlsberg’s fans will not be disappointed by Carlsberg’s 3rd year presence at 2011′s Beerfest Asia. With a larger booth, we’ll be featuring 11 international iconic as well as unveiling new brands to tantalise the tipsy taste buds.

Fresh off the waves of a global relaunch, the new, bolder bastion of the Carlsberg family, the Green Label, will be featured in all of its new trappings and catchy new headline, ‘That Calls for a Carlsberg!’ There are beers for all sorts – the No.1 French Beer Brand, Kronenbourg 1664 and Blanc, for the refined, pleasure-seeking drinker, SKOL, No.1 Beer in Brazil to release the spirit of ‘Carnivale’ and fan favourite Corona, which recently also launched its very own ‘Republic of Corona’ campaign in Singapore.

Carlsberg will also be unveiling, perfect for Singapore’s summer temperament, Somersby Cider, the No.1 cider in Denmark at the Beerfest, which will have its own dispensing station at the festival. This ‘apple of the eye’ will be the newest addition to Carlsberg’s premium portfolio, which will also includes Tetley’s, Connors Stout, Grimbergen and Baltika No.7 – Russia’s favourite beer.

Highlights:

• The Somersby Garden featuring the no. 1 Cider in Denmark.
• For the first time, street soccer can be played at the Beerfest. Win great prizes and have a shoot-out competition with your mates. Where? At The Carlsberg Cage, of course.
• Unique beer consumption experience with our 3L and 1.5L Carlsberg Towers and Mr.Big, which is a 1.5L giant PET bottle

Beers you can enjoy

At both locations, our Carlsberg Booth and the Carlsberg Cage, you will be able to enjoy a selection of our best beers, which will be served from the draught or in bottles. Our gorgeous Carlsberg Brand Ambassadors will be happy to help you to choose the right beer for you.

The selection includes the following brands:

Carlsberg
The most loved no.1 Premium Lager beer in Singapore.

Carlsberg Gold
Inspired by an original 19th century recipe and perfected by Carlsberg’s Master Brewer using three different malts.

SKOL
This smooth tasting Lager is the no. 1 best selling beer in Brazil.

Kronenbourg 1664
Brewed with Strisselspalt hop, this slightly bittersweet, refreshing beer is the World’s best French Premium Lager.

Kronenbourg Blanc 1664
Refined pleasure of a refreshingly fruity wheat beer accentuated with a subtle citrus taste.

Baltika No.7
Russia’s most popular Premium brand, this Pilsner is brewed with a mixture of the best varieties of hops.

Somersby Cider
Made of fermented apple juice this Cider is loved as an easy-to-drink alcoholic refreshment.

Corona Extra
World’s no. 1 Mexican Beer with an authenticity for its heritage.

Grimbergen Blonde
This is an aromatic, full-bodied, smooth and rich tasting contemporary abbey beer.

Tetley’s Smooth Flow Ale
This Blonde Ale is claimed to be the smoothest English brew.

Connor’s Stout
This nitrogenated stout, brewed not blended, is rich in flavor, yet smooth and balanced.

“That Calls for a Carlsberg!”

Carlsberg (Singapore) - That calls for a Carlsberg

Opening:

20 April 2011, 4pm.

Venue:

#01-10 The Heeren
260 Orchard Road, The Heeren, Singapore 238855

20 April – 15 May 2011

• Monday to Thursday: 2pm to 1am
• Friday: 2pm to 2am
• Sat: 11am to 1am
• Sun: 11am to 1am

More than just a watering hole, it’s a drinking dive with a difference, an entertainment hot spot with a civic edge. Carlsberg presents the 1847 Bar – great music, great people and greater memories.

Patrons are encouraged to write your very own moral quandary on specially designed Carlsberg Coasters. Share it on FaceBook, post it on our inspirational wall or even print it on a T-Shirt instantly for $15!

Where else can you enjoy a beer while stepping up and doing the right thing?

Bands you will enjoy

Jack & Rai , Clement & Nguak, Dominic Wong

Beers you will enjoy

Carlsberg of course!

Sights you will enjoy

Our gorgeous Carlsberg Brand Ambassadors

Facebook Fans!!! Flash The Carlsberg Singapore Fan Page event on your smart-phone and have your second beer on us! Enjoy a 50% discount on your very own Carlsberg T-Shirt! Terms & conditions apply.

Carlsberg (Singapore) - That calls for a Carlsberg

- A Global Brand Relaunch -

‘That calls for a Carlsberg!’ – is the new epigram that announces the global beer icon’s fresh new brand positioning and personality. Singapore’s Number 1 imported premium beer now sports a novel face and voice, speaking to a much younger, adventurous and explorative market. It marks its global brand ambition to double its gross brand contribution (GBC) by 2015 and in Singapore, to reach out to and connect with 2 million consumers.

“This marks a new era for Carlsberg in Singapore, the region and internationally. We have combined our legacy and rich heritage with a modern look that will connect with a more vibrant crowd of drinkers, a group that constantly looks for challenges to overcome and new possibilities to explore. Carlsberg can now be a part of their lives, a brand that speaks to them, urges them to do more and be the reward for their daily act of courage,” said Mr Soren Ravn, the Managing Director of Carlsberg Brewery Malaysia.

Project Boulder, the code name given to the initiative to re-brand Carlsberg, was started two years ago – spearheaded by the global office in Denmark. It is the brand’s acknowledgement of the changing nature of the beer market, its increased competitiveness and the emergence of a new profile of beer drinkers around the world; a group who is adventurous, explorative and looking for a brand that they can truly connect with. Carlsberg, with its new brand positioning, is targeting a younger more dynamic market, speaking to them in their language, inspiring them to do the right thing and live each day to the fullest.
“This is especially true in Singapore where Carlsberg has been a mainstay among our more established beer drinkers. With Project Boulder, we are looking at building inroads to fresh new markets, a novel age group, and at the same time, still be accessible to our loyal supporters. ‘That calls for a Carlsberg’ will be the banner that announces our bold step forward, our mission to inspire the world to live more courageously, and a beer that will be the symbol, and the reward for ‘a daily act of courage’,” said Mr Bart Lim, General Manager of Carlsberg Singapore.

By showing the courage to embrace change after more than a century in the industry, Carlsberg is leading by example; exemplifying the sort of adventurous mindset that underlines success both in business and in everyday life. The world is witness to its evolution to be a modern and relevant brand that people all over the world can recognise, and rally behind a message that inspires them to step up and do the right thing.

For media queries please contact:
Saud Alattas
Senior Consultant
Communications DNA
Tel: 6327 7123/8571 4781
Email: saud.alattas@commsdna.com

Vernia Lim
Associate
Communications DNA
Tel: 6327 7166/9691 3912
Email: vernia.lim@commsdna.com

Carlsberg (Singapore) - That calls for a Carlsberg