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Carlsberg Kicks Off Probably The Best Football Beer Campaign

Buy Carlsberg and Enjoy The Match. Collect merchandise from your favourite team!

As football fans gear up to the most anticipated football match of the year, Carlsberg – Probably The Best Beer In The World and Carlsberg Smooth Draught – Probably The Smoothest Beer In The World kicked off its biggest football campaign themed “Probably The Best Football Beer” calling beer consumers to buy Carlsberg and enjoy the match. Running from May 14th to July 15th, the campaign offers football fans a chance to collect limited edition merchandise of their favourite national teams featuring six countries, namely England, France, Germany, Brazil, Spain and Portugal.

As patriotic as football fans are, Carlsberg believes one will adopt a second nationality during the season, hence bringing the concept of “FANationality” to life by featuring six most revered nations namely England, France, Germany, Brazil, Spain and Portugal on its bottles and cans packaging. Limited-edition cans and bottles of Carlsberg and Carlsberg Smooth Draught are spotted in vibrant colours with Carlsberg’s signature hop leaf shape featuring each of the six country flags. Football fans can show their “FANationality” as they buy the Carlsberg products to collect country-themed merchandise such as jerseys, can cooler sleeves, jersey-shaped bottle cooler sleeves and invertible umbrellas, of their favourite team as collectibles.


How to collect those cool merchandise? For every purchase of two buckets of 325ml Carlsberg or Carlsberg Smooth Draught bottles at participating modern bars, pubs and restaurants, one can redeem a free country-themed jersey-shaped bottle cooler sleeve.

Fancy the smart looking jersey? One must collect 36 football-themed Carlsberg bottle caps or Carlsberg Smooth Draught POP caps at participating coffee shops or food courts. Collect 24 football-themed Carlsberg bottle caps or POP caps will entitle you to an invertible umbrella, and 12 caps will get you a can of Carlsberg Smooth Draught (320ml).

What’s more? Carlsberg is also offering a free country-themed beer can cooler sleeve as an instant gift reward with every purchase of the limited edition 6-can pack of Carlsberg or Carlsberg Smooth Draught at major super- and hypermarkets as well as convenience stores.


In addition, Carlsberg will be hosting over 3,000 Probably The Best Viewing Parties at Carlsberg’s affiliated outlets nationwide where football fans can win attractive prizes and exclusive merchandise while watching the match live together with other ardent football supporters.

Bringing Probably The Best Football Beer campaign to the digital platform, an interactive online game named Carlsberg’s “FANationality” is developed exclusively for this football tournament. Hosted on Carlsberg’s microsite, the online game is based on a point system which will see the ultimate FAN and his or her buddy win an all-expense paid trip to watch Liverpool match LIVE in the UK!

One can also catch the latest news updates, match schedule, results, ongoing promotions as well as venues of the viewing parties all on this site too. To add to the thrill, there is also a Swipe-and-Win game with loads of prizes to be won.

So, buy Carlsberg and enjoy the most anticipated football event of the year with Carlsberg’s
Probably The Best Football Beer campaign this May to July. Find out more on or

About the Carlsberg brand

Probably the best beer in the world, Carlsberg is the flagship brand in Carlsberg Malaysia, a truly international beer brand available across 140 countries worldwide. The very first Carlsberg beers were
brewed by Carlsberg’s founder J.C. Jacobsen in Copenhagen, Denmark in 1847 whilst the first locally
brewed Carlsberg in Malaysia was in 1972.

Carlsberg, with strong association with football, has been a tournament sponsor of the UEFA EUROs
since 1988, is the official partner of Liverpool FC for the last 25 years and has partnerships with five
major national teams including England.

For further enquiries, please contact:

Koh Kian Mei                                  03 – 5522 6340              
Senior Brand Manager,
Carlsberg brand

May Ng                                             03 – 5522 6404              
Senior Executive, Corporate
Communications & CSR