Pearl and I headed over to the Carlsberg brewery on 27 April 2016 for the launch of Carlsberg Smooth. As there was limited parking inside the brewery, we had to park nearby then board the shuttle bus over to the brewery. The last time I boarded a shuttle bus to the Carlsberg brewery was during the second Carlsberg Where’s The Party (which you can read here – https://timchew.net/2011/12/26/carlsbergs-wheres-the-party-101211/) and I did reminisce on that party during the brief ride over.
Arriving at the brewery, I was surprised to find that the car park area beside the lounge was turned into…A FOODCOURT! Yes a food court complete with all sorts of delicious hawker fare and even a lok lok truck!
The Carlsberg lounge in the Carlsberg brewery is one of two (2) of my favourite places in Malaysia to get freshly tapped draught beer. Many a time I wished that I could have Carlsberg draught anywhere and I even tried asking Carlsberg to install a tap in my house. Well Carlsberg has addressed that issue by inventing a brew that delivers the smooth, easy-to-drink experience, almost the same as a freshly tapped beer but in a bottle.
Carlsberg quietly introduced the Carlsberg Smooth Draught as special edition at hundreds of traditional on-trade outlets in March 2016 in an effort to get feedback from the market. The consumer response was consistently positive while Carlsberg recorded overwhelming repeat orders from their trade partners.
Hence Carlsberg decided to make their Carlsberg Smooth Draught a permanent offering under the portfolio brands of Carlsberg Malaysia. The all-new Carlsberg Smooth Draught now offers consumers a chance to enjoy the smooth sensation of freshly tapped beer anytime, anywhere at an affordable price. Carlsberg Smooth Draught is available in a big bottle of 580ml and is brewed longer for its signature smoothness with an easy finish. The golden-hued beer is packaged in an easy to grip bottle with smooth contour lines appearing subtly in the background while the iconic Carlsberg hop leaf motif is embossed on the bottle.
In case you were wondering, how is this beer different from Carlsberg Green Label that you’ve probably drank for decades? Well the Carlsberg Smooth Draught is brewed longer for a smoother beer with an easy finish while the Carlsberg Green Label is brewed in classic European style for a perfectly balanced crisp and malty taste.
Carlsberg Smooth Draught is slightly lover in alcohol by volume (ABV) at 4.8% (compared to 5.0% for Carlsberg Green Label), and available in 580ml big bottle during the first phase of the launch. You can purchase it in coffee shops, food courts, hawker centres, Chinese restaurants and selected supermarkets.
The brew undergoes two innovative brewing techniques to capture the smooth sensational taste of a freshly tapped beer in a bottle. To obtain its signature smooth and easy finish. Carlsberg Smooth Draught undergoes a longer maturation cycle – double the duration of the normal process, while its cold hopping technique enhances the brew’s distinctive aromatic flavour.
Truth be told – I love it! So so easy to drink and just slides down the throat so easily instead of giving me the normally gassy sensation. Not to say that it’s flat in any way, but somehow it’s silky smooth and very refreshing indeed. I definitely know which beer I’m stocking up on next Chinese New Year.
“We are privileged that Malaysia is the pioneer amongst the 140 Carlsberg markets in the world to launch Carlsberg Smooth Draught, a line extension of Carlsberg brand. It is indeed a clever innovation that offers the signature smoothness and easy to drink profile with nice carbonation, just like a freshly tapped beer,” Henrik Juel Andersen, Managing Director of Carlsberg Malaysia commented the launch event.
“Very often, consumers yearn for the smooth sensation of a draught beer but this is not readily available in eateries, food courts and coffee shops that they frequent. Carlsberg Smooth Draught is the answer to many beer lovers’ quest and caters to a consumer preference for the smoothness in a draught beer. It captures the smooth sensation of freshly tapped beer in a bottle, so consumers can now enjoy a smooth brew anytime anywhere at an affordable price,” Andersen added.
With pretty Yiwen and Mavis
With pretty Yuki (left) and Kian Mei (right) from the Carlsberg management team