-brewed and imported from Europe

WITH the yuletide season fast approaching, many breweries around the world will be targeting markets, both local and foreign, with the aim of having their products sold to those customers who will be in need of same.

As such, last Friday,October 17, 704 Sports Bar located on Lamaha Street was buzzing with activity, following the re-introduction of the globally recognised Carlsberg Beer to the local market at a Media Meet & Greet function.
Speaking to the media was the company’s Chief Executive Officer (CEO), Irzad Zamal along with Executive Director, Mrs. Arianna Pereira and Chief Financial Officer (CFO) Mr. Gavin Ramsoondar.
Zamal welcomed the media and gave his opening remarks, saying the “Day marks a historic occasion for many avid beer drinkers across the length and breadth of our beautiful country, as our company embarks on bringing to you a beer of uncompromising quality, the continuation of a rich legacy spanning for more than 160 years and a message of being bold and modern.
“Carlsberg’s vision is to inspire the world to live more courageously. The privilege of a lifetime is to be who you are. To accomplish this, one must have the courage to be.
“Carlsberg through its never- ending quest for the perfect liquid stands as a testament that courage pushes us to be a better and better version of ourselves,’’ summarised by the company’s CEO whils giving an insight into plans to infiltrate the competitive beer market with re-invigorated and aggressive marketing campaigns rolling out soon.
The idea behind this concept is the belief that courage brews in each of us and Carlsberg is the reward for our daily acts of courage. Southland International’s style is quite similar to the Carlsberg vision as we step forth, boldly and courageously, seeking “TO BE.”
Southland International Inc, a subsidiary of the Pereira Group of Companies, opens a new chapter in our local beer industry, as we add another prestigious brand to our ever growing portfolio that includes Moussy, Somersby Cider, Blue Waters regular and Cran- flavoured water and Royce Energy.
It is the fourth largest brew in the world, which will now be bottled in Europe under new franchise distributor arrangements inked with Carlsberg Breweries A/S, Denmark.
About Carlsberg Breweries A/S
Headquartered in Copenhagen, Denmark, Carlsberg Breweries operate over 100 breweries around the world with more than 165 years of brewing expertise, making them the fourth largest brewery in the world – behind Anhueser Busch, SABMiller and Heineken!
Carlsberg beer was founded in 1847 by J.Carl Jacobsen in Denmark. A refreshing lager beer with a clean, crisp taste, satisfying depth of flavour and a rich, golden colour with an alcohol by volume (abv) of 5% packaged in 250ml modern attractive now available in Guyana through an exclusive franchise distributor relationship with Southland International Inc.
“There are great expectations of this attractively packaged product on the local market,” was the main message of Executive Director, Arianna Pereira. She disclosed that having the beer in Guyana was a wonderful achievement to add to the already growing list of products the company has including Somersby Apple Cider, Moussy Malt, Blue Waters regular, Cran plus water and Royce energy drink.
The director also mentioned through its healthy business relationship with Carlsberg Breweries A/S the beer is freshly brewed in Europe then delivered to Guyana, so that consumers can enjoy an original beer without compromising on quality and taste.
Carlsberg beer is locally known when it was last here in 2006, manufactured by regional breweries, but failed to hit the market. Now, bold to be back with an even more attractive and modern packaging similar to its rich heritage and refreshing appeal to inspire and be relevant to people’s lives today.
It boasts a new catch phrase which allows for one to celebrate their finest moments with the finest beer, “That calls for a Carlsberg”! replacing its previous tagline, “Probably the best beer in the world” in 2011.
Ramsoondar mentioned the beer’s pre-existence on the market and how impactful the beer is on the international arena, mentioning the beer’s link to football, being the official sponsor of the Barclays Premier League (BPL), home to an audience of 4.5 billion, and also the European Champions league.
Carlsberg’s partnership with the renowned Barclay’s Premier League (BPL) is the latest global sponsorship and has been associated with football since the 1970s.
In addition to having “Official Beer” status of national football teams in England and Ireland, Carlsberg also sponsors Liverpool Football Club with current star player Steven Gerrard and Arsenal Football Club and is also the longest-standing sponsor of the European Football Championships, with the 2016 tournament being their eighth consecutive tournament since 1988.
In Guyana, the brand’s first sponsorship announcement was made teaming up with Golden-boy Entertainment, where they will be the Official Beer of the Stage Front Area for the upcoming November concert, “Boombastic,” featuring Grammy award -winning artiste Shaggy, along with reggae superstars Baby Cham, Chris Martin and others.
They also plan to participate in many upcoming events during the last quarter of this year, spreading their wings to all parts of the country in order that consumers may have the opportunity to be courageous and reward themselves with a Carlsberg.
Southland International Inc is proud to be the sole and official distributor in Guyana. Consumers who are eager to try this quality brew can now find it at major supermarkets, gas stations and outlets countrywide or visit our office at 23 Brickdam, Stabroek ,Georgetown (ground floor of the Buddy’s Building), telephone 223-1040, 223-1490, 223-1496.
The CEO announced the retail price will be $360 per 250ml size bottle and will be made available countrywide.