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Saturday, December 16, 2017

Carlsberg Premieres Brooklyn Brewery’s Signature Craft Beers

The craft beer culture is rapidly evolving in Malaysia. Keeping up with this emerging trend while keeping to the origins of its brews, Carlsberg Malaysia partnered with New York City’s award-winning craft beer brewhouse, Brooklyn Brewery, to bring in their signature brews Brooklyn Lager and Brooklyn East IPA, for local beer connoisseurs. This joint-venture in Malaysia marks the sixth strategic partnership of the two breweries globally in Sweden, Norway, London, Hong Kong and Lithuania.     

Brooklyn Lager (right) and Brooklyn East IPA (left) are the signature brews of New York City’s award-winning craft beer brewhouse – Brooklyn Brewery.

At a simple yet educational trade and media event held at the MEJA Kitchen and Bar at TREC, guests were feted to an exclusive beer and food pairing where the two craft brews – Brooklyn Lager and Brooklyn East IPA were served in a unique sampling of small bites of local and international flavours.  

At the media and trade launch, a food and beer pairing event held at MEJA Kitchen and Bar @ TREC KL was paired with two craft brews- Brooklyn Lager and Brooklyn East IPA.

Brooklyn Lager, in 5.2% ABV, is amber-gold in colour and displays a firm malt centre supported by a refreshing bitterness and floral hop aroma. The aromatic qualities of the beer are enhanced by “dry-hopping”, the centuries-old practice of steeping beer with fresh hops as it undergoes a long, cold maturation. Its flavourful liquid was accentuated when paired with mini beef pepperoni bruschetta, oven roast leg of lamb with mini yogurt and fried “wu xiang” (Chinese five spice powder) chicken at the tasting.  

The Carlsberg management team at the launch of Brooklyn beer in Malaysia. L-R: (third from left) Piotr Zajac, Supply Chain Director; Charles Wong, Marketing Director; Pearl Lai, Corporate Communications & CSR Director; and Gary Tan, Sales Director (third from right).

Brooklyn East IPA, in 6.9% ABV, is a clean, drinkable pale ale that offers a bold balance, with a bright piney aroma, and the taste of stone fruits yet a firm bitterness from IPA's ancestral British home. It was best paired with spicy food when guests had it with spicy grilled tiger prawn, Vietnamese-style asam laksa and extra spicy, breaded, deep fried, stuffed, cheesy jalapeno poppers.   

Marketing Director of Carlsberg Malaysia Charles Wong at the launch of the Brooklyn beer in Malaysia – introducing signature brews, Brooklyn Lager and Brooklyn East IPA.

Marketing Director of Carlsberg Malaysia Charles Wong said: “Our collaboration with Brooklyn Brewery, ranked No. 11 in the US award-winning craft breweries, reinforces Carlsberg Malaysia’s commitment to expand our portfolio and explore the craft frontiers and, most importantly, satiate the needs of discerning craft beer lovers.”

Guests at the launch of Brooklyn beer in Malaysia were feted to an exclusive beer and food pairing.

Founder of Movida Restaurant & MEJA Felix Yang (center) and Roger Hew (right) at the launch of Brooklyn Brewery with Sales Director of Carlsberg Malaysia Gary Tan (left).

“Consumer habits are changing and the beer-drinking culture demands more diverse flavours. Carlsberg Malaysia, which places great emphasis on quality and innovation, are confident with the renowned New York brewmaster Garrett Oliver, the architect behind Brooklyn Brewery’s finest craft beers, on our team, we can offer more flavourful beers that are original, unpretentious, and downright fun”, Wong added.   

At the launch of Brooklyn Brewery beers in Malaysia, guests got arty and farty while getting their hands on painting by numbers – the Brooklyn way.

Brooklyn Brewery’s Brooklyn Lager and Brooklyn East IPA are available in 355ml bottles at The Brew House @ SS2, MEJA @ TREC, MEJA @ Sunway Velocity, Tavern 13 @ Seksyen 13, PJ, Chequers @ Solaris Mont Kiara, The Merchant @ Hotel Armada, Suzie Wong @ Wisma Lim Foo Yong, and Nicsmann 1940s By Lewré @ The Starling Mall.   

Brooklyn Lager and Brooklyn East IPA are now available in 355ml bottles at selected Carlsberg Malaysia outlets.

Visit Carlsberg Malaysia’s Facebook page to learn more about the new kid of the Carlsberg Malaysia’s dynamic portfolio of brands on https://carlsbergmalaysia.com.my/ or https://www.facebook.com/CarlsbergMalaysia/


.: Peace Out :.