Carlsberg Malaysia ‘Rides’ into Oktoberfest with “Bier Bike”

As the largest annual Bavarian beer festival begins in Munich and around the world, over in our corner, Carlsberg Malaysia has once again brought Oktoberfest to local beer enthusiasts in a uniquely Carlsberg fashion. It will undoubtedly be a feast for the senses. Prost!

Time-honoured traditions will be celebrated at pubs and bars across the country in the true spirit of Oktoberfest, known as one of the most convivial beer festivals, with hearty steins of German brews Erdinger, Franziskaner and Lowenbrau complemented by the country’s most loved beer, Carlsberg.

Carlsberg Malaysia launched the authentically Bavarian Oktoberfest today, as more than 500 revellers gathered for a fun evening of beer, with male guests dressing up in lederhosen or breeches, charming dirndl clad beer promoters and Oom-pah music provided by an authentic band flown in from Germany.

Each year, Carlsberg fans look forward to the specially-designed stein, and this year’s creation is making its appearance in a larger size of 1 litre in capacity with embossed Oktoberfest icons in its design. The brand also revealed the country’s first ever “Oktoberfest Bier Bike” following the ceremonial “keg tapping” to signify the official start of Oktoberfest at Saujana RP.

YBhg Tan Sri Danny Ooi [left], Founder of the Malaysia Book of Records, presented Carlsberg Malaysia’s Chairman of the Board Dato’ Lim Say Chong [middle] and Managing Director Henrik Juel Andersen [right] with the award for Malaysia’s “First 6 Pedalist Beverage Cart”.

In keeping with tradition, festivities started with the tapping of a fresh keg of beer. Carlsberg Malaysia’s Managing Director Henrik Juel Andersen [second from left] is joined by [from left to right] Kai Schlickum, Vice President of Sales & Marketing of Mercedes Benz Malaysia; Kenneth Soh, General Manager of Luen Heng Sdn Bhd; Peter Hourigan, General Manager and Vice President of Saujana Resort Kuala Lumpur; and Philip Tan, Area Manager of Anheuser Busch InBev International.

Malaysia’s first-of-its-kind Oktoberfest Bier Bike was given a spin by [from left to right] Henrik Juel Andersen, Managing Director of Carlsberg Malaysia; Kai Schlickum, Vice President of Sales & Marketing of Mercedes Benz Malaysia; Kristian Dahl, Supply Chain Director of Carlsberg Malaysia; Seah Kok Leong, Chief Marketing Officer and General Manager of Magnum 4D Berhad; Peter Hourigan, General Manager and Vice President of Saujana Resort Kuala Lumpur; and Kenneth Soh, General Manager of Luen Heng Sdn Bhd.

The ever-popular chicken dance led by charming Dirndl girls.

Members of the German Oom-pah band [wearing Dirndl dress and lederhosen] serenaded the crowd with rousing Oktoberfest jingles throughout the night.

“This year, Carlsberg Malaysia will be bringing Oktoberfest cheer to more consumers than ever. Our celebrations will be bigger in every way, with more big-scale parties in key market squares in Klang Valley, Penang and Johor, more interactive activities both on-ground and online, and more chances to make new friends or bond with old ones over our beers, food, music and fun,” said Carlsberg Malaysia Managing Director Henrik Juel Andersen at the launch.

Andersen was joined for the tapping of the first keg by Peter J Hourigan, General Manager and Vice President of Saujana Resort Kuala Lumpur; Kenneth Soh, General Manager of Luen Heng F&B Sdn Bhd and Kai Schlickum, Vice President of Sales and Marketing of Mercedes-Benz Malaysia. The media and public also got their turn on the ‘Oktoberfest Bier Bike’, but not before the key partners of Carlsberg Malaysia Oktoberfest campaign took the lead to ride Malaysia’s one-of-its-kind bike.

The ‘Oktoberfest Bier Bike’ was also recognised as the country’s “First 6 Pedalist Beverage Cart” by the Malaysia Book of Records. Its founder, YBhg Tan Sri Danny Ooi, presented Carlsberg Malaysia with the official award at the campaign launch. The locally made party vehicle will be rolling to various locations across Peninsular Malaysia for the duration of the brewer’s Oktoberfest campaign.

Beer lovers can anticipate lots of excitement at the Oktoberfest party this year. Consumers can bring home the limited edition 2014 Carlsberg Malaysia Oktoberfest steins, enjoy attractive beer promotions at affiliated restaurants and pubs, as well as stand a chance to win cash prizes from the “Million Ringgit Draw” promotions sponsored by Magnum 4D.

To be in the running for complimentary Carlsberg Malaysia Oktoberfest’s steins and beer bike express lane passes, all one needs to do is to tell the organiser why he/she and his/her friends want to be part of the Carlsberg Malaysia Oktoberfest party by using the hashtag #CarlsbergMalaysiaOktoberfest on the Carlsberg Malaysia Oktoberfest Facebook wall and provide names of the three friends who will be joining them at the party.

The highlight of the 2014 Carlsberg Malaysia Oktoberfest season will be the grand finale at One Utama shopping centre, taking place from 10-12 October. The three-day Oktoberfest finale has become probably the most anticipated Oktoberfest party in the party calendar of beer consumers, and expects to see more than 12,000 beer lovers this year.

The first 50 consumers at the event to show organisers a selfie with any Carlsberg Malaysia product, tag the photo with #CarlsbergMalaysiaOktoberfest and upload it to Instagram and Twitter will receive this year’s limited edition Carlsberg Oktoberfest Stein to add to their collection.

Find out more about Carlsberg Malaysia’s 2014 Oktoberfest campaign, venues and promotions at www.facebook.com/CarlsbergMalaysiaOktoberfest