Carlsberg gallops into Year Of Horse celebrations

As the Year of the Horse approaches, Carlsberg Malaysia is marking the Chinese New Year season with a renewed focus on togetherness, smoothness and shared prosperity, anchored by a visually striking limited-edition festive packaging and an extensive line-up of on-ground celebrations and consumer rewards.

True to its long-standing festive platform, the brewer is once again bringing its “Brewing Prosperity Together” message to life, positioning the season as a time where meaningful reunions, optimism and forward momentum come together over a perfectly brewed toast.

Festive design rooted in tradition

Drawing inspiration from the nobility and strength of the Horse, Carlsberg’s Chinese New Year packaging blends cultural symbolism with contemporary design. The limited-edition cans and bottles feature majestic horses emerging from swirling clouds formed by Carlsberg’s signature hop leaf, symbolising an upward journey towards continuous good fortune, smoothness and prosperity.

Rendered in auspicious crimson, radiant gold and Carlsberg’s iconic jade green, the design evokes joy, harmony and confidence for the year ahead. Layered textures, modern detailing and a bold charging horse reflect the spirit of progress and resilience associated with the zodiac sign, while paying homage to the refined elegance of traditional Chinese lacquer art.

“At Carlsberg, we believe celebrations become more meaningful when we bring people together in the spirit of reunion and renewal. This coming CNY, we’re proud to unveil a festive identity that is part of a unified regional rollout across Malaysia, China, Singapore, Hong Kong, and Vietnam — our way of delivering #BestwithCarlsberg moments to consumers across Asia,” said Stefano Clini, Managing Director of Carlsberg Malaysia.

“Everything we do this season is anchored in a clear purpose: Brewing Prosperity Together, as we raise the bar once again and wish everyone a smooth, prosperous, and memorable Year of the Horse with our perfect brews,” he added.

CarlsCrib and on-ground festive experiences

Beyond packaging, Carlsberg is extending the celebration through immersive on-ground experiences designed to bring more “ong” to the festive season. Headlining these efforts is the CarlsCrib: CNY Edition, taking place in Kuala Lumpur from 30 January to 1 February 2026.

The three-day event promises festive thrills, exclusive merchandise, curated food offerings, live house-style vibes and interactive activities, offering consumers a space to gather, celebrate and toast to the new year. Carlsberg has also encouraged consumers to follow its social media platforms @CarlsbergMY for updates on event highlights and surprise activations.

At selected super- and hypermarkets, shoppers can take part in the “Shaking Prosperity Together” experience by spending RM288 on participating Carlsberg brands. Participants can then shake the Shaking Prosperity Tree for instant rewards, including a limited-edition Carlsberg Rummy Set designed for festive family fun. The activation runs daily from 12pm to 5pm at selected outlets, turning routine shopping into a hands-on lucky moment.

Promotions, prizes and nationwide rewards

Carlsberg’s festive campaign is further strengthened by a wide range of purchase-with-purchase promotions and nationwide contests. Shoppers buying three cartons of 1664 at super- and hypermarkets will receive a limited-edition 1664 Rummy Set, while Connor’s fans can redeem a BBQ grill with the purchase of three cartons, ideal for reunion feasts.

In Peninsular Malaysia, consumers purchasing three cartons of Carlsberg Smooth Draught, Sapporo or Somersby, with Sapporo included, can redeem a 20-inch luggage bag. In Sabah and Sarawak, a combination of two cartons of Carlsberg Smooth Draught with either Sapporo or Somersby offers the same reward.

Exclusive to 99 Speedmart, shoppers stand a chance to win from a RM288,888 cash prize pool between 1 January and 28 February 2026, with weekly angpow prizes up for grabs. Additional weekly cash prizes await consumers enjoying Carlsberg products at food courts, restaurants, pubs and bars, while convenience store shoppers spending RM20 can receive RM5 Touch ‘n Go credit and a chance to win an iPhone 17 Pro.

As the Year of the Horse dawns, Carlsberg is inviting consumers to ride forward with confidence, smoothness and shared prosperity, continuing its commitment to Brewing Prosperity Together throughout the festive season.