SKOL beer has undergone a brand rejuvenation, now appearing with a refreshed new brand identity and feel to appeal to younger consumers.

Photo: Carlsberg Malaysia

SKOL, brewed by Carlsberg, is hoping the new brand identity will connect with new consumers and encourage them to “unwind and unplug in the company of friends after a hard day’s work”.

The new branding features a soaring eagle as its key motif in vibrant shades of red and yellow. The eagle in full flight represents freedom and confidence, unwinding and unplugging. The vibrant colours were chosen as Carlsberg’s consumer studies indicated these colours stand out among competitors on shelves and appeal to younger consumers.

SKOL maintains the same flavour profile, an easy-to-drink refreshing taste, while the revamped packaging “pays tribute to its drinkers’ desire for freedom and drive for fulfilment”, according to Carlsberg Malaysia.

“We are confident that SKOL’s new label and packaging design will resonate with beer lovers who seek a refreshing and value-for-money beer to unwind after a busy day. Our commitment to delivering high-quality beer products remains unwavering, and the new SKOL packaging is a testament to that,” said Olga Pulyaeva, Carlsberg Malaysia’s Marketing Director.

“We also want to honour and praise earnest hard work of SKOL drinkers and encourage them to unplug and unwind with a great and affordable crisp, quality beer that is synonymous with the word “cheers” itself – SKOL!” added Pulyaeva.

The rebranding is a joint effort by Carlsberg in Malaysia, Hong Kong and Singapore. Various promotions for the new brand image will run across these three countries.