As the Year of the Dragon approaches, Carlsberg invites you to raise a toast to joyous reunions with your loved ones. Get ready for a Chinese New Year like never before and dive into a celebration that seamlessly blends art, tradition, and community. 

In the spirit of "家和万事兴" – the belief that family harmony leads to prosperity – Carlsberg encourages you to relish these simple moments of joy with family and friends. Whether it's enjoying a crisp cold brew over a reunion dinner with family or honouring culinary artisans, Carlsberg aims to contribute to the essence of reunion, symbolised by the shared bonds and memories formed over Carlsberg brews.

Caroline Moreau, General Manager of Carlsberg Singapore, says “This Chinese New Year, Carlsberg is going beyond just unveiling a special artist edition packaging; we're presenting an entire celebratory experience. From limited-edition collectibles to engaging roadshows for our consumers and a meaningful tribute to our local hawkers, Carlsberg is here to brew prosperity together this Chinese New Year”.

This year, Carlsberg's iconic green cans undergo a vibrant transformation, featuring the playful Wood Dragon design by award-winning professional designer, Ofen Fu. Carlsberg's annual artist-edition packaging captures the lively spirit of the Year of the Dragon. Fu's contemporary twist incorporates a special ink, turning the dragon pearl on chilled cans from yellow to auspicious orange at the perfect drinking temperature of 6°C. The number 6, symbolising luck in Feng Shui, adds cultural significance, signifying happiness and blessings.

The charming Wood Dragon design, adorning Carlsberg Danish Pilsner, tells a captivating narrative of the dragon awakening in the embrace of Spring. As it gracefully chases its dragon pearl through the clouds, the dragon's scales transform into flowers, symbolising cosmic harmony and bringing luck to all. The dynamic colours express the vitality of the season, embodying revitalization, wealth, and happiness.

The 2024 artist edition Carlsberg Danish Pilsner cans are available at supermarkets, hypermarkets, and e-retailers islandwide.

Drumming for Prosperity

Round up your family and friends for an unforgettable festive celebration with popular content creators Kelvin, Charlene, Royal, Gin, and Shirley from @DoubleUpSG. Join this energetic and engaging bunch for an afternoon packed with fun activities at roadshows at selected Fairprice, Giant and Sheng Siong outlets on 21 January, 27 - 28 January and 3 - 4 February. 

Take part in an exhilarating roadshow-exclusive game, ‘Drumming for Prosperity’, where exciting prizes await you. As you navigate the aisles, keep an eye out for the vibrant green Carlsberg dragon that might make a surprise visit to add an extra layer of excitement to your shopping experience. Don't miss the chance to immerse yourself in the lively atmosphere and make this celebration a memorable one. For the full list of roadshow locations and timings, head over to @CarlsbergSG Instagram page!

Unlock Limited Edition Prizes

To add to the festivities, Carlsberg is rolling out a nationwide celebration that promises not just a toast but a cascade of rewards, premium gifts as well as goodies that spell prosperity.

With every purchase of 48 cans of Carlsberg Smooth Draught, get a sleek Carlsberg Limited Edition Premium Mahjong Set at only $38, while stocks last! This exclusive mahjong set features the iconic hop leaf at the back of the tiles as well as special tiles with Carlsberg specific characters. Head over to the participating supermarkets islandwide until 29 February 2024 and get ready to level up your festivities with this stylish mahjong set that adds a touch of luxury to your gatherings.

Unlock the thrill with Carlsberg bottle caps at coffee shops, food courts, and hawker centres nationwide, offering a chance to win over $388,888 in prizes. Tech enthusiasts can vie for an Apple Watch Series 9 worth $1,049 with a $20 purchase at select Cheers outlets. Fuel your festive spirit at Caltex, Shell, Sinopac, and SPC, where a $45 Carlsberg product purchase gets you a free reversible orange bag worth $18.90. Dive into celebrations with Carlsberg and win big while stocks last!

Hawker’s Appreciation Day

In a commitment to community engagement, Carlsberg is also a proud sponsor for the upcoming local production "King of Hawkers”, a story that honours culinary artisans in hawker centres. Recognizing the importance of supporting local communities, Carlsberg contributes to the vibrancy of hawker culture through this collaboration with a homegrown production as well as their meaningful initiative to bring festive cheer to Singaporean hawkers by celebrating Hawker’s Appreciation Day.

Huat are you waiting for, join in on the fun by keeping up to date with the promotions that are ongoing around the island, simply ‘Like’ and ‘Follow’ @CarlsbergSG on Facebook and Instagram for Carlsberg’s latest activities.