Asia Brewers Network

Carlsberg Gets Inked

5th May 2023

Carlsberg Smooth Draught has launched its special-edition packaging featuring traditional tattoo designs of six beautiful icons from the Borneo islands.

The designs have been curated by two renowned tattoo artists Sarawakian Ernesto Kalum and Sabahan Carlos Benny Majakil.

The special-edition packaging aims to celebrate the beautiful and extraordinary Bornean wildlife and natural wonders. It features the quintessential Hornbill, Longhouse, Sape of Sarawak, Rafflesia, Orangutan, and majestic Mount Kinabalu of Sabah in a traditional yet contemporary tattoo aesthetic.

6 Carlsberg cans with Borneo tattoo art designs

(PHOTO: Carlsberg)

Exclusive to consumers in Sabah and Sarawak, the six Carlsberg Smooth Draught special-edition designs will be introduced over three phases through consumer promotions. The first two designs were revealed in April, followed by the release of another two beginning July through September, with the final two designs to be showcased in the last quarter of the year.

“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 theming the six designs, with the art style of Bornean tattooing” said Olga Pulyaeva, Marketing Director of Carlsberg, hoping that the company’s efforts to promote “by locals for locals” will further boost the celebration of Sabah and Sarawakian culture.

Ernesto Kalum, one of the tattoo artists who curated the designs, said that his inspiration for the designs is quite literally everything around us “Right outside our window there is nature like the trees, animals, and beings we can or cannot see. The aim of every design is to show how we are all connected and told through a story”.

Carlos Benny Majakil, the other tattoo artist involved in the project, hoped that this collaboration will open up doors for more people around the world to appreciate East Malaysia tattoo art culture.

With the introduction of the visually striking Borneo icons in traditional yet contemporary tattoo aesthetic Carlsberg Smooth Draught special-edition packaging presents a unique opportunity for locals and tourists alike to appreciate the art of the stunning Borneo islands.

These special edition designs are exclusive to consumers in Sabah and Sarawak and available in 320ml cans and 580ml bottles.

Article by:

Charles Guerrier

Charles Guerrier

Charles founded SEA Brew in 2015 and is now responsible for the running of the Asia Brewers Network and associated activities. He travels extensively throughout the region putting his Beer Sommelier accreditation to good use.

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