Carlsberg’s Refreshed Danish-Inspired Brand Identity
Carlsberg officially unveiled Carlsberg’s refreshed Danish-inspired brand identity at the grand launch at Marimbar in Petaling Jaya on 23 August 2019. The new, modern look balances 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.
The brand’s new look and feel is most visible on its packaging, coupled with three 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. Probably The Best Beer In The World just keeps getting better!
Carlsberg’s new Fresh Cap employs a specially designed scavenger liner that removes oxygen from the headspace in the bottle, so consumers will get a 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, it is now faster and easier to open a 6-can pack of Carlsberg with the Easy-to-Open perforated shrink wrap. The new sustainable packaging initiatives introduced will also minimise the environmental impact.
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 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.
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Ted Akiskalos steps down from Carlsberg Brewery Malaysia Berhad
Carlsberg Brewery Malaysia Berhad (the Company) announced on 26 August 2019 that its Managing Director Theodoros (Ted) Akiskalos, has tendered his resignation to relocate to Europe for family reasons.
Ted will step down from his role as Managing Director of the Company on 25th October 2019 and will support the transition. He will pursue a career opportunity outside the Carlsberg Group and will join a private equity investment firm based in London, UK.
Chairman of the Company Datuk William Toh said: “On behalf of the Board, I would like to convey my sincere thanks to Ted for his contributions here in Malaysia and Singapore. We wish Ted and his family all the very best of luck and success in their future endeavours”.
Prior to his current role, Ted was the Managing Director of Carlsberg Sweden for 3 years since June 2016, Managing Director of Carlsberg Hong Kong for 2 years since January 2014 and Vice President, Group Strategy of the Carlsberg Group for 4 years since March 2010. Prior to joining the Carlsberg Group in Copenhagen, he was an Associate Principal of McKinsey & Company based in Boston, USA.
Carlsberg Brewery Malaysia Berhad is in the process of finalising Ted’s successor and this will be announced in due course.
During the transition period, Ted will continue to manage the business affairs of the Company to ensure the company’s SAIL’22 strategic initiatives are executed effectively.
All photos are by Carlsberg Malaysia.