Yeonjun to headline Somersby Light launch event in Kuala Lumpur

Danish cider brand Somersby has introduced a new low-sugar variant, Somersby Light, in Malaysia, positioning it as a beverage tailored for more relaxed and uncomplicated social occasions. The launch reflects shifting consumer preferences towards lighter drink options, with the product containing 44% less sugar and 42% fewer calories, alongside an alcohol by volume (ABV) of 3.5%.

Packaged in 320ml cans and recommended to be served over ice, the new cider is aimed at casual gatherings and spontaneous meet-ups. The company maintains that the product aligns with its “No-Nonsense” brand identity, offering a straightforward drinking experience without compromising on taste.

“Consumer preferences are evolving, and we’re seeing growing interest in lower-sugar options across everyday choices, including beverages,” said Olga Pulyaeva, Marketing Director of Carlsberg Malaysia. “Innovation has always been at the heart of Somersby, and Somersby Light reflects just that. It is about giving consumers more choices – a lighter option that still delivers the refreshing experience the brand is known for, in a way that fits today’s preferences.”

Experiential launch at Pavilion KL

To mark the introduction, Somersby is hosting a four-day activation at Pavilion Kuala Lumpur, specifically at the Connection precinct, from April 30 to May 3, 2026. Visitors will be able to sample the new drink while participating in themed activities such as “Meet Your Pickleball Avatar,” alongside other interactive games.

The event also offers attendees the opportunity to receive exclusive merchandise with purchases, reinforcing the brand’s focus on lifestyle engagement and experiential marketing.

Yeonjun appearance draws regional attention

A key highlight of the campaign is the scheduled appearance by Yeonjun of Tomorrow X Together, who serves as Somersby’s regional ambassador. The K-pop artist is set to attend the event on May 3, a move expected to draw significant crowds and boost regional visibility for the brand.

Somersby Light is currently available at selected supermarkets, hypermarkets, and online platforms nationwide. The company noted that all promotional activities are restricted to non-Muslims aged 21 and above, in line with Malaysian regulations.

Carlsberg Malaysia also reiterated its stance on responsible consumption, urging consumers to observe moderation and avoid drinking and driving under its #CELEBRATERESPONSIBLY campaign.