Carlsberg Smooth Draught hosted CarlsCrib – Smooth Edition, attracting around 5,000 guests to Sentul Depot for the World of Smooth 2025 finale, celebrating Malaysia’s spicy food culture by pairing fiery dishes with smooth beer, creating a vibrant atmosphere for enjoyment.
“With World of Smooth 2025, we are levelling up the Spicy Trail journey. Food is at the heart of the Malaysian culture, and our passion for spicy flavours deserves to be celebrated alongside the effortlessly smooth brew that is Carlsberg Smooth Draught. At Carlsberg, it is always about more than just beer, it is about delivering experiences that are unique, cool and right on trend. From spicy food collabs to the coolest tunes, this campaign brings together everything that is made #BestWithCarlsberg,” said Olga Pulyaeva, Marketing Director of Carlsberg Malaysia.
In addition to Smooth Street, guests explored themed areas inspired by Chinese, Indian, and Thai cuisine, enjoying various food vendors. The first 500 guests received a complimentary Spicy Passport, allowing them to pair spicy bites with ice-cold Carlsberg Smooth Draught. Delicacies like Mala Chicken, Bo bo Ji, and Pani Puri delighted visitors with a selection of flavors.
The stage came alive with performances from six acts across genres. Shiga Lin brought Cantopop vibes, while Tydel and YuNoHoo delivered smooth and energetic rhythms. DJ sets from Angemi, Roxy June, and DJ Tick featuring Reeve electrified the crowd, with live band Fang Kong enhancing the evening atmosphere.
Guests enjoyed hands-on cocktail workshops, interactive games like the Spicy Hammer and Claw Machine, and posed at the AI-enhanced photo booth for instant social media content. They explored various spots for capturing #BestWithCarlsberg moments. As part of its #CELEBRATERESPONSIBLY campaign, Carlsberg collaborated with Grab and Buddy Driver to provide ride promotion codes.
The CarlsCrib Smooth Edition wrapped up a nationwide celebration of Malaysia’s food culture and Carlsberg Smooth Draught. The World of Smooth 2025 campaign offered flavour-packed experiences, including food pairing recommendations and the Smoothest Self-Heating Steamboat Set, customizable with Carlsberg Smooth Draught.
Consumers can continue enjoying campaign rewards and contests until 30 November 2025. Purchases of RM90 worth of Carlsberg Smooth Draught at participating venues or two six-can packs at selected stores may win limited-edition mini-Bluetooth speakers.
Visitors to convenience stores can win a full set by purchasing any Carlsberg Smooth Draught can at participating outlets. With spicy flavours and exclusive collectibles available until the end of November, the celebration continues across Malaysia.
For more details, visit https://bestwithcarlsberg.my/wos/. And remember to always #CELEBRATERESPONSIBLY. If you drink, don’t drive. For non-Muslims aged 21 and above only.