SOUTHLAND International Inc., a subsidiary of the Pereira Group of Companies and Carlsberg Beer yesterday formed an alliance with the Guyana Motor Racing and Sports Club (GMR&SC) to sponsor the November 16 Caribbean Motor Racing Championship (CMRC) at the South Dakota Circuit.
“Southland International and Carlsberg Beer are looking to foster and continue a strong growth of the motor racing sport in Guyana wherever it is represented locally and regionally and as you know, as a new company, we bring a new injection into motor racing and into the club in participating in the diverse and energetic event,” said Southland International Chief Executive Officer (CEO) Irzad Zamal.
Speaking at the simple presentation at the GRM&SC’s Thomas Land headquarters, Zamal added “This company is happy to ride along and just as our brand is also an elite sponsor of the Barclay Premier League which is known globally and Southland, like Carlsberg Brewery, we’re happy to be a part of such a growing sport in the region,”
Carlsberg is the flagship beer brand in Carlsberg Group’s portfolio of more than 500 beer and beverage brands ranging from alcoholic to non-alcoholic products including MOUSSY & SOMERSBY Apple Cider which have been on the Guyanese market for the past year.
Headquartered in Copenhagen Denmark, Carlsberg Breweries operates over 100 breweries around the world with more than 165 years of brewing expertise making them the 4th largest brewery in the world – behind Anhueser Busch, SABMiller and Heineken.
Handel Singh, treasurer of the GMR&SC believes the partnership with Carlsberg will not only enhance the sport of motor racing in Guyana but will also add a familiar brand to the sport in the Caribbean.
According to Singh, “The company itself brings a lot of other products that I think Guyanese people themselves are slowly gravitating to and I think Carlsberg itself as a beer is a very reputable company that is known worldwide and we would be very happy to affiliate ourselves with them.”
Meanwhile, Zamal also said that on race day, patrons will be treated to special giveaways, compliments of Carlsberg Beer and while he did not disclose the magnitude of the sponsorship, he said, “it’s substantial and we’ll be here for a long time”.
Guyana will play host to the third and final leg of the CMRC after runs in Barbados and Trinidad and Tobago, with the event bringing the region’s top drivers and their cars to the South Dakota for what is already gearing up to be a memorable event.
Carlsberg beer was founded in 1847 by J. Carl Jacobsen in Denmark. The Carlsberg founder famously demanded quality above all else and in 1883, Carlsberg succeeded in overcoming the biggest challenge of time – low yeast quality – by discovering the first clean yeast to guarantee the great taste of our beer.
This yeast, scientifically named ‘Saccharomyces Carlsbergensis’ in honour of the Carlsberg discovery was freely offered to other breweries and still forms the basis of many modern lager beers today.
Carlsberg beer is locally known when it was last here in 2006 and now bold to be back with an even more attractive and modern packaging, synonymous with its rich heritage and authentic appeal to inspire and be relevant to people’s lives today. Take for instance the new catch phrase of the beer which allows for persons 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.
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 England and Ireland, Carlsberg also sponsors Liverpool FC and Arsenal FC at club level. Carlsberg is also the longest-standing sponsor of the European Football Championships. The 2016 tournament will be Carlsberg’s eighth consecutive tournament since 1988.
(By Rawle Toney)
