Carlsberg Malaysia’s Probably the Best Brewery Tour (2017)

[Event]

 

I’ve been attending Carlsberg Malaysia events for the past 10 years and I’ve had some wonderful experiences with the brand. Here are some of my favourite moments:

Attending the very first Carlsberg Where’s the Party? in Malaysia, which was a super VIP experience!

https://timchew.net/2011/06/27/carlsbergs-wheres-the-party-250611/

 

Meeting my Manchester United hero Peter Schmeichel in person.

https://timchew.net/2012/04/13/carlsbergs-euro-2012-campaign-launch-070412/

 

Meeting former world no.1 female tennis player Caroline Wozniacki in person at Marini’s on 57.

https://timchew.net/2013/02/28/carlsbergs-meet-greet-with-caroline-wozniacki/

 

A fine dining dinner with Michelin starred Chef Anton Mosimann.

https://timchew.net/2012/10/07/a-gastronomical-adventure-with-carlsberg-and-chef-anton-mosimann/

 

And some memorable events and parties.

https://timchew.net/2016/01/18/carlsbergs-chinese-new-year-2016-media-launch-gala-dinner/

https://timchew.net/2013/10/15/carlsberg-malaysias-oktoberfest-2013-1-utama/

https://timchew.net/2012/11/24/adv-carlsbergs-wheres-the-party-2012/

 

I’m no stranger to the lounge in the Carlsberg brewery in Shah Alam having had the opportunity to visit and drink the freshest Carlsberg beer in the whole country on multiple occasions over the past 10 years. Well there’s one more reason for me to visit the brewery as Carlsberg turns 170 years old this November, and will be hosting “Probably the Best Brewery Tour” campaign giving 20 lucky beer lovers a chance to visit its homeland in Copenhagen, and another 1,800 beer fans to a VIP brewery tour at the brewery in Shah Alam, Selangor. 

(Post updated with my visit to the brewery for a media preview of the tour in the second half of this post!)

Up for grabs will be ten (10) grand prize contest winners who will receive a 6D5N all-expense paid exclusive trip to explore Carlsberg’s homeland in Copenhagen, Denmark. These winners get to bring along a friend, and will go on an exclusive tour to normally restricted areas of Carlsberg grounds such as the Cellars, the Carlsberg Lab and the Carlsberg Academy. This is a money-can’t-buy opportunity to immerse themselves in the rich heritage of Carlsberg while taking a stroll along the iconic Carlsberg brewhouse, walk in the footsteps of the founder, J.C. Jacobsen, by visiting his family villa, dine at the Carlsberg museum and join the Street Party, which will be held in Carlsberg Byen. 

The winners will also visit the famous Little Mermaid sculpture by the waterside at Langelinie promenade; the Ny Carlsberg Glyptotek art museum; and the Carlsberg Foundation. All the aforementioned landmarks have strong connection with the Carlsberg founder, his family, and his profound interest in arts and science. 

The brand is also giving out 300 first prizes for the contest where winners will get to bring five (5) friends to enjoy the VIP hospitality at “Probably the Best Brewery Tour” at the brewery in Shah Alam. The lucky winners and their friends will have a personal chauffeur to fetch them from their door step to and fro Probably the Best Brewery, which is the first Carlsberg brewing hub in Asia outside Denmark. Winners will get to ride in in a luxury MPV, welcomed by pretty brand ambassadors at Probably the Best Lounge, and participate in the guided tour of Probably the Best Brewhouse where they will indulge in beer sensory, pour their own perfect pint, presented with a personalised gift.

It will also be a fun time with friends with the opportunity to play a few rounds of games and entertainment in the newly upgraded Probably the Best Lounge which is now equipped with iDarts, iPong (electronic beer table tennis) and Karaoke machine. There will be beer related quizzes that comes with fabulous prizes too. Live outside the Klang Valley? Carlsberg will provide accommodation for winners and their friends at a 4-star hotel close to the brewery.

 

 

“The 170th anniversary of Carlsberg is a chance for us to pay tribute to the beer that is ‘always sharing’. It is all about the science that comes from beer knowledge and the art that brews high quality beers from natural ingredients. Through Probably the Best Brewery Tour campaign, we celebrate Probably the Best Beer in the World, Carlsberg,” Lars Lehmann, Managing Director of Carlsberg Malaysia shared.

“We will reward 20 consumers to explore Carlsberg’s 170 years of beer discoveries in its homeland in Copenhagen and another 1,800 consumers to see, touch, smell and taste the quality natural ingredients of our brews through a VIP brewery tour ex-beer-ience in Shah Alam,” Lehmann added.

“Carlsberg – Probably the Best Brewery Tour is an integrated marketing campaign launched in conjunction with Carlsberg’s 170th years of beer discoveries as Probably the Best Beer in the World. As a brand, we want to celebrate this momentous milestone with our loyal consumers. Fans who join this tour will get to see, hear, touch, smell and taste the natural quality ingredients of our brews – whether while enjoying the Probably the Best Brewery Tour in Copenhagen or while partying VIP-style in Shah Alam,” Charles Wong, Marketing Director of Carlsberg Malaysia shared.

So how can you participate in this contest?

Consumers are required to present a bottle cap with “Carlsberg Malaysia 2017” icon printed underneath it, either from Carlsberg 640ml bottle or Carlsberg Smooth Draught 580ml bottle, from any participating coffee shops, food courts, hawker centres and Chinese restaurant will win the first prize of Probably the Best Brewery Tour for six (6) in Shah Alam. Bottle caps with “Copenhagen 2017” icon is the grand prize of Probably the Best Brewery Tour for two (2) to Copenhagen, Denmark.  

Consumers who spend a minimum of RM30 on Carlsberg or Carlsberg Smooth Draught in a single receipt at selected bars, pubs, hypermarkets, supermarkets and convenience chain outlets stand a chance to win by answering a simple question via WhatsApp or WeChat. 

This promotion runs from now up to 31 July 2017. During this promotion period, consumers who collected thirty-six (36) crown corks with “Hop Leaf 2017” icon can redeem a limited edition Carlsberg bath towel while twelve (12) crown corks with the same icon can redeem a 320ml can of Carlsberg Smooth Draught.

For more information, head over to http://www.probablythebest.com.my

  

[Update]

The Carlsberg brand manager invited me over for a preview of the experience, and so over I went with Elaine to their brewery in Shah Alam on 23 June 2017.

 

Always a nice welcome at Carlsberg events

Sweet Carmen at the entrance to the Carlsberg lounge – one of my favourite spots in the whole country!

The welcome drink was not one but four (4) of Carlsberg Malaysia’s brews namely Carlsberg Smooth Draught, Somersby Apple Cider, Kronenbourg 1664 Blanc and Connor’s Stout Porter

 

We quickly settled in to my fav spot in the lounge which is at the bar, primarily to be near the beer taps. Carlsberg Malaysia’s Managing Director gave a welcome address before Marketing Director Charles Wong gave us guests a brief presentation on the brewery and the brews. Guests were then chauffeured in a luxury MPV to Carlsberg’s gallery at the production plant, followed by a guided sensory experience at the Brew House where Supply Chain Director Piotr Zajac shared the art of brewing the Carlsberg beer from natural ingredients – malt, hops, yeast and water.

Carlsberg has a history of 170 years of beer discoveries and innovation, changing the way modern lagers are brewed thanks to founder J.C. Jacobsen’s obsession to brew the best beer in the world and share all his knowledge. He also came up with ways to stabilise Carlsberg’s special yeast called ‘Saccharomyces Carlsbergensis’.

At the Brew House, you get the chance to see, touch, smell and taste beer in the normally restricted area. At the sensory experience room, you will be imparted with some info on the aroma of hops, the taste profile of yeast and the look of beer liquid with and without purification.  

Piotr Zajac, Master Brewer cum Supply Chain Director of Carlsberg Malaysia shared that there are more discerning beer drinkers who care about what makes of a lager or stout these days, “They want to know what are the ingredients used and how it is made. While many knows that wine comes from grapes, very few actually know that Carlsberg beer comes from natural quality ingredients – namely malt/barley, hops, yeast and water. Inviting consumers into our brew house to learn more about the natural quality ingredients and the art of brewing, bottling and packaging is an excellent way to showcase our brews.”

 

After the tour, it was back to the lounge to try our hands at tapping a pint or two. Here’s Elaine doing it under the tutelage of Carlsberg Malaysia’s Sales Director Gary Tan.

Some of the guests played electronic darts or ipong and even made full use of the karaoke machine however my favourite spot was right at the bar, having good conversations over freshly tapped brew – “probably the best” Friday night happy hour in town!

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