SHAH ALAM: In Sabah and Sarawak, rice is more than just sustenance; it is the heart of the harvest festival, a symbol of life, gratitude, and unity. It carries the legacy of generations, encapsulating the dedication of farmers and the traditions passed down over time. This forms an unbreakable bond between the land and its people. Carlsberg’s latest artist-edition packaging for Sabah and Sarawak brings this rich heritage to life, showcasing stunning rice art that celebrates cultural pride.
Carlsberg Smooth Draught will feature these intricate rice art designs on its cans and bottles throughout the year. Meanwhile, back by popular demand, Carlsberg Danish Pilsner will join the collection for a limited time in April and May. Returning for the fifth consecutive year, the artist-edition packaging reinforces Carlsberg’s commitment to honouring local traditions through design and craftsmanship. Featuring four mesmeRICEsing designs, “By locals, For locals,” Sabahan artist Nelson Lip and Sarawakian artist T. Bagak have meticulously crafted these stunning pieces, showcasing Borneo’s most symbolic icons. Each variant includes two distinct designs, one inspired by Sabah and the other by Sarawak, inspiring local pride in every sip.
Carlsberg Smooth Draught’s packaging brings Borneo’s essence to life, with Sabah’s design depicting the awe-inspiring Mount Kinabalu, Malaysia’s tallest peak. In contrast, Sarawak’s design features the regal Hornbill perched above a longhouse, a revered symbol of cultural heritage and good luck. Carlsberg Danish Pilsner, on the other hand, embraces the region’s rich heritage, with Sabah’s design highlighting the gentle Orangutan and the mystical Rafflesia, some of the world’s rarest sights. The other design celebrates Sarawak’s cultural traditions with the hypnotic rhythms of the Sape and the welcoming warmth of the traditional longhouse.
“The essence of Gawai and Kaamatan is deeply tied to the harvest and rice. Carlsberg honours that heritage, embracing the unity, gratitude, and celebration at the heart of these festivals. We’re thrilled to once again ‘Raikan Kebanggaan Sabah & Sarawak’ with a stronger focus on local pride as we collaborate with two talented local artists, whose designs beautifully capture the spirit of Sabah and Sarawak, making every celebration #BestWithCarlsberg,” said Olga Pulyaeva, Marketing Director of Carlsberg Malaysia.
From 15 to 18 May 2025 at Farley Kuching, consumers can experience the vibrant fusion of traditional and modern celebrations at the annual Carls Harvest Pesta. This four-day event will showcase the finest brews alongside captivating live performances and traditional music and dance by local artists. Attendees can indulge in Bornean delights and fusion cuisines while immersing themselves in interactive experiences, including crafting rice art bracelets and rice resin art, as well as mixology workshops at the CarlsBar. Free Tuak Bombs will be served every two hours to keep the celebrations going. Adding to the excitement, early birds will receive a free can of Carlsberg to welcome them to the festival.
That’s not all; consumers can also obtain collectable MesmeRICEsing plates—one celebrating the iconic symbols of Sabah and the other highlighting the essence of Sarawak—via in-store promotions, while stocks last. They will also have the chance to win Apple 16 Pros, 11-inch iPad Airs, or Apple Watch Series 10. To learn more, visit https://bestwithcarlsberg.my/harvest, and follow @CarlsbergMY on Facebook and Instagram for updates and stay tuned for Carlsberg’s special Harvest Song Music Video.-pr/BNN
