KUCHING: Carlsberg Smooth Draught has released a special-edition packaging in celebrating Sabah and Sarawak for the third consecutive year.
According to a press release issued April 25 by Carlsberg Malaysia, the packaging features six traditional tattooing designs curated by Sarawakian Ernesto Kalum and Sabahan Carlos Benny Majakil that accentuate the most iconic elements of the Borneo states.
“We believe that celebrations are always best with Carlsberg. Over the past three years, we have been paying homage to the people, arts and celebrations of Sabah and Sarawak through our special-edition packaging.
“This year, we take a step further in the six designs, with the art style of Bornean tattooing.
“Having had very encouraging responses and reviews from our consumers over the past two years, we believe that our efforts to promote “by locals for locals” this year will further boost the celebrations in Sabah and Sarawak,” said Marketing Director of Carlsberg Malaysia Olga Pulyaeva.
Meanwhile Kalum said that his inspiration for the designs is quite literally everything around people.
“Right outside our window there is nature like the trees, animals, and beings we can or cannot see and the aim of every design is to show how we are all connected and told through a story,” said Ernesto.
Furthermore, Majakil added, the collaboration will definitely open up doors for more people around the world to appreciate East Malaysian tattoo art culture.
“I’m very happy that Carlsberg not only recognises our culture but celebrates it together with us,” said Majakil
The designs include the Hornbill, Longhouse, Sape of Sarawak, Rafflesia, Orangutan, and Mount Kinabalu of Sabah, and are presented in a traditional yet contemporary tattoo aesthetic.
It will be introduced over three phases through consumer promotions and will be exclusively available to consumers in Sabah and Sarawak in 320ml cans and 580ml bottles.
The promotion will also give collectors and beer lovers in Sabah and Sarawak a chance to win gadgets like an iPad Air, iPhone, and AirPods.
