With the much-awaited Barclays Premier League 2014/2015 season finally kicking off in August, what better way to gear up for more great footie moves, legendary players in action and drama both on and off the pitch, than by getting up close with the coveted official BPL trophy.

Fanning the passion of fans, the trophy was brought down by the league’s official beer partner Carlsberg to launch its newest BPL consumer campaign, which is expected to strengthen the bonds of friendship as much as football fans’ love for the brew in Malaysia.

At the launch held at Publika Shopping Gallery, invited guests and the public came together to welcome the ultimate symbol of league domination before it set off on a tour to selected locations across the country.

From August 29-31, the trophy will be making stops throughout the Klang Valley, Penang and Johor on its whirlwind tour. It will be easy to spot as it moves from one location to another in a customised truck cum display platform, the Carlsberg ‘Champions Trophy Truck’.

Football fans will be able to take photos and videos with the Cup at the ‘Champions Trophy Truck’ stops, and even stand to win themselves BPL memorabilia. All consumers need to do is snap a photo of the ‘Champions Trophy Truck’ when they see it on the road, or take a ‘selfie’ with the official BPL trophy, sharing the moment with likeminded friends. Exclusive gifts and merchandise await the most creative photos and poses uploaded to Facebook and Instagram with the hashtag #CarlsbergTrophyTour.

“This BPL season, Carlsberg will focus on three things, beer, football and friendship,” said Henrik Juel Andersen, Managing Director of Carlsberg Malaysia. “Football is as much about the supporters as it is the clubs and it has been said that the sport belongs to the fans who support it week in week out. As the official beer partner of the BPL, we kick started the season by rewarding our consumers with an experience that few in the world can say they’ve had. There will be many more moments of glory and timeless friendship throughout the season and we invite our consumers to enjoy these memorable and unique Carlsberg moments with friends.”

At the launch, Carlsberg also unveiled details of its latest consumer promotion which will run from September 1 to October 31 this year. Taking its second season’s consumer promotion to the next level, Carlsberg is giving each grand prize winner the money-can’t-buy opportunity to attend the ‘Ultimate BPL Retreat’ with three of their closest friends. Hosted by four bona fide BPL legends, the retreat will see the group spending 2 days and 1 night immersed in a football experience like no other while strengthening the bond of friendship over ice-cold Carlsberg. Consumers stand a chance to win the passes when they enjoy Carlsberg Green Label at participating coffee shops, food courts, restaurants, bars and bistros or when they buy the specially packaged 6-can BPL Match Pack.

At select coffee shops, food courts and restaurants, passes for four to the ‘Ultimate BPL Retreat’ and RM388 await each of the twelve lucky consumers who find a trophy icon on the bottle cap of a large (640ml) Carlsberg Geen Label bottle. The 36 lucky consumers who discover a hop leaf icon on their bottle caps will win a limited edition Carlsberg BPL referee jersey and RM188 each while 360 limited edition, Carlsberg BPL referee jerseys will go to consumers who find a jersey icon on their bottle cap.

At select bars and bistros, consumers who spend more than RM100 on Carlsberg in a single receipt can participate in the contest by answering a simple question via text message. Participants will get the chance to draw from a pool which includes 20 grand prizes, each consisting of four passes to the ‘Ultimate BPL Retreat’ as well as 360 consolation prizes of the limited edition Carlsberg BPL referee jersey.

Also, for the duration of the consumer promotion, whenever consumers buy a specially packaged 6-can BPL Match Pack of Carlsberg Green Label from participating hypermarkets and supermarkets, they might just be lucky enough to win a golden ticket for four to the ‘Ultimate BPL Retreat’. Consumers can also look forward to testing their BPL knowledge in the pub quizzes held during viewing parties throughout the season where they will also get a chance to win passes to the ultimate retreat.

For more information on Carlsberg’s Official BPL Trophy Tour and latest consumer promotion, visit www.facebook.com/CarlsbergMY.

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As fans worldwide count down to one of the biggest football events, UEFA EURO 2012™, Carlsberg is set to kick off an exciting and rewarding football campaign for Malaysian football buffs. First up in the Carlsberg UEFA EURO 2012™ campaign is a 2-day UEFA EURO 2012™ Trophy viewing at the Orange Concourse, Sunway Pyramid Shopping Centre, Selangor on April 6 and 7.

Football fanatics-cum-Carlsberg lovers are encouraged to step up and grab the once in a lifetime experience as this will be the first time ever for the coveted sterling silver UEFA EURO 2012™ Trophy in Malaysia, which is being flown in from Europe. Malaysia will be the trophy’s second and only other stop in Asia following its first leg in India in February 2012.

Carlsberg is the official sponsor of UEFA EURO 2012™ and celebrates its seventh consecutive time of sponsoring the European football championships since 1988. The tournament will be held for the first time entirely in Eastern Europe, in the dynamic growth markets for Carlsberg in Poland and Ukraine.

Soren Ravn, Managing Director of Carlsberg Malaysia, said, “Carlsberg will excite our loyal supporters with a series of activities, parties and promotions as we count down to the start of UEFA EURO 2012™.”

“Football and beer go hand in hand and Carlsberg is the beer of choice among football fans worldwide. Having built a strong association with the European football championships over the decades, we are now looking forward to UEFA EURO 2012™ as another great opportunity to connect with our customers and consumers, while making the whole experience one that will be treasured beyond the finals in July.”

The UEFA EURO 2012™ trophy viewing will be held at the Orange Concourse, Sunway Pyramid Shopping Centre on April 6 and 7, from 10am to 10pm. Just bring along a simple proof of purchase in the form of a receipt to gain access. For more info, please visit facebook.com/Carlsberg.MY.

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Champion Large Brewery winner-Leif-Ryan on behalf of Weihenstephan Brewery (Germany)

International breweries took out 11 of the 15 trophies awarded at the 2010 Australian International Beer Awards as well as the major prize, the prestigious Champion Exhibitor Trophy, which was awarded to Norwegian boutique brewery, Nøgne Ø – Det Kompromissløse Bryggeri of Grimstad on Thursday evening, 20 May at a gala presentation dinner at The Palladium, at Crown in Melbourne, Australia.

Cleaning up at the awards, the Norwegian brewery also took home the Champion Small Brewery Award. The international flavour of the event was further emphasised with five trophies awarded to US beers, two to New Zealand, and one each for first time entrant, Denmark and brewing giant, Germany.

Grand Champion Exhibitor winner David Andrews Inspirt Ltd on behalf of Nogne Ø Det Kompromisslose Bryggeri-(Norway)

Australian breweries took out four awards at the event with defending Champion Exhibitor, Feral Brewing, awarded the Champion Ale. The Premier’s Trophy for the Best Victorian Beer was awarded to 2 Brothers Brewery and New South Wales breweries Hunter Beer Company and Redoak Pty Ltd took out the Champion Porter and Champion Reduced / Low Alcohol Beer trophies respectively.

MC-Craig-Willis, Upper House Member for Western Victoria Parliamentary Secretary Regional and Rural Development Victoria with RASV-CEO, Mark O'Sullivan

Heading up the judging panel responsible for tasting more than 1,170 beers over two weeks including 495 international entries and 675 Australian, Australian International Beer Awards Chairman, Peter Manders attests the increase in international winners to a growth in entries from top tier brewers from around the globe.

“We were extremely impressed with the entries received at this year’s Awards. Now recognised on a global stage as the pre-eminent showcase for premium beer and brewing excellence in the Asia Pacific region, the international dominance has not come as a surprise, receiving more and more high calibre international entries each year,” said Mr Manders.

“A panel of 30 judges which included, Professor Paul Hughes of Heriot-Watt University in the UK, Director of Brewing Operations Jaime Jurado of Gambrinus Company in the US and international brewing consultant, Brian Watson of New Zealand, tested the beers over two weeks, experiencing some of the most fantastic beers in the world,” he said.

Premier's Trophy Winners-Andrew and David Ong of 2 Brothers Brewery in Victoria

Trends to emerge from the two-week judging included a 50-50 split in entries from boutique and large scale breweries, a 20 per cent increase in international brewers entering the competition, a 50 per cent increase in gluten free beer entries and the inclusion of three international judges to the panel of beer experts in charge of assessing the beers.

Introducing the Champion Gluten Free Beer Trophy in 2010 in line with industry trends, no Champion was nominated. “Judging the 12 gluten free beers in accordance with international beer standards, the brews that use products such as rice, millet and sorghum to replace wheat, did not stand up in 2010 with the panel unable to nominate a Champion, remaining true to its quality benchmarking standards,” commented Peter Manders.

From the weird to the wonderful, beers tasted during the judging included a smoked chilli beer, wooded cherry ale and a brave Scottish brew, a 32 per cent alcohol based beer fittingly titled the ‘Tactical Nuclear Penguin’.

The Australian International Beer Awards was first held in 1993 recording 94 entries from 30 exhibitors from Australia and New Zealand. It has grown today to host 1170 entries (675 Australian, 495 international) from 243 exhibitors (102 Australian, 140 international).

Conducted annually by the Royal Agricultural Society of Victoria and the University of Ballarat, the 2010 Australian International Beer Awards received entries from 34 countries around the world including first time entries from the lager-loving Danish, Fiji, Belarus and Spain who joined the Czech Republic, Belgium, Chile, New Zealand, Brazil, Canada, Germany, the UK, the USA, and of course Australia.

The winners were announced on Thursday, 20 May 2021 at a gala dinner at The Palladium at Crown in Melbourne, Australia and included:

• Champion Lager – Hoss Rye Lager, Great Divide Brewing Company, Colorado, USA
• Champion Ale – The Runt, Feral Brewing Company, Western Australia, Australia
• Champion Porter – Hunter Chocolate Porter, Hunter Beer Company, New South Wales, Australia
• Champion Stout – Beer Geek Brunch Weasel, Mikkeller, Copenhagen, Denmark
• Champion Reduced & Low Alcohol Beer – Redoak Bitter, Redoak Pty Ltd, New South Wales, Australia
• Champion Wheat Beer – Emerson’s Weizenbock, Emerson’s, Dunedin, New Zealand
• Champion Belgian & French Ale – The Sixth Glass, Boulevard Brewing Company, Missouri, USA
• Champion Scotch & Barley Wines – Samual Adams Longshot Barley Wine, The Boston Beer Company, Massachusetts, USA
• Champion Hybrid Beer – Black Butte XXI, Deschutes Brewing, Oregan USA
• Champion Packaging Award – Scotts Pale Ale – 6 Pack Holder, Scotts Brewing Co, Auckland, New Zealand
• NEW Champion Gluten Free Beer – No trophy awarded
• Premier’s Trophy – Voodoo, 2 Brothers Brewery, Victoria, Australia
• Gary Sheppard Memorial Trophy – Big Sky Brewing Company, Montana, USA
• Champion Large Brewery – Weihenstephan Brewery, Friesing, Germany
• Champion Small Brewery – Nøgne Ø – Det Kompromissløse Bryggeri, Grimstad, Norway
• The prestigious Grand Champion Exhibitor Trophy (awarded to the most successful exhibitor) –
• Nøgne Ø – Det Kompromissløse Bryggeri, Grimstad, Norway

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