Carlsberg Malaysia introduces locally brewed ChongQing beer, bringing authentic Chinese brewing heritage and social dining culture nationwide.
Carlsberg Malaysia has introduced ChongQing beer to the Malaysian market, marking the local debut of a Chinese lager rooted in nearly 70 years of brewing heritage and inspired by Chongqing’s vibrant communal dining culture.
Born in the Chinese city of Chongqing and brewed since 1958, the beer is now being locally produced in Shah Alam and will be made available nationwide beginning June 2026 through 99 Speedmart outlets. The launch reflects Carlsberg Malaysia’s efforts to diversify its portfolio amid growing consumer interest in authentic Chinese brands and cultural experiences.
Crafted as an easy-drinking lager with 3.8% alcohol by volume (ABV), ChongQing beer is positioned as a beverage suited for long meals and casual social gatherings. Packaged in 490ml cans, the beer is designed to offer an affordable option for consumers seeking a lighter and more approachable lager.
The product’s branding draws heavily from its Chinese roots, featuring a hotpot-inspired logo and a red-and-gold colour scheme associated with warmth, togetherness and celebration. The brand identity also reflects Chongqing’s reputation for bold flavours, spicy cuisine and communal dining traditions.
Carlsberg Malaysia Managing Director Stefano Clini said the introduction of ChongQing beer comes at a time when Malaysian consumers are showing increased appreciation for Chinese food, culture and lifestyle.
“As Malaysian beer consumers show growing interest in authentic Chinese brands, this shift reflects more than a passing trend. The increasing appreciation for Chinese food, culture, and lifestyle points to a broader evolution in consumer behaviour,” he said.
“We are confident in making the brand affordable and accessible to meet the evolving consumer needs,” he added.
Local brewing expansion anchored on authenticity and tradition
Carlsberg Malaysia said maintaining the beer’s original taste profile remained a priority despite the move to local production.
Brewmaster Roger Li, who began his brewing career with ChongQing beer in China and is currently the first Asian Supply Chain Director of Carlsberg Malaysia, said the company aimed to preserve the beer’s familiar characteristics for consumers.
“Having started my brewing journey with ChongQing beer in its home city, I am incredibly proud to now brew this iconic beer here in Shah Alam, Malaysia,” he said.
“What matters most to us is staying true to its original character – refreshing, smooth, and easy-drinking, so the flavours remain familiar to those who know ChongQing,” he added.
The launch also highlights the growing influence of cross-cultural food and beverage trends in Malaysia’s consumer market, particularly among younger urban consumers seeking new dining and social experiences.
Carlsberg Malaysia reminded consumers to celebrate responsibly and reiterated that the product is intended only for non-Muslims aged 21 and above.