The Chinese city of Chongqing is known for two things – one, for its futuristic ‘8D’, multi-layered urban landscape; and two, for its food culture, which includes its famously spicy mala hotpot.
Well, now Malaysians will have another famous Chongqing product to enjoy – ChongQing beer, one of China’s best-known and bestselling brews, now brewed locally by Carlsberg Malaysia.
Set to be launched in June, ChongQing is the first Chinese beer brand to be brewed locally in Malaysia, and spearheading its charge is Carlsberg Malaysia’s brewmaster Roger Li. It is also a full circle moment for Li, who began his brewing career with the brand in China.
“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,” said Li, who is also the company’s first Asian Supply Chain Director.
Born in Chongqing and brewed since 1958, ChongQing beer draws inspiration from its city of origin, an eight‑dimensional city nestled among mountainous terrains and renowned for its bold flavours, fiery cuisine and vibrant social dining culture.
The beer is crafted to be a refreshing and easy‑drinking lager, featuring a balanced taste profile, and designed to pair naturally with Chinese cuisine and hotpot.
The brand’s visual identity reflects its roots, featuring a hotpot inspired logo and a red and gold colour palette that symbolises warmth, passion, and togetherness – values closely associated with Chongqing’s communal dining culture.
According to Li, the decision to bring ChongQing into Malaysia was based on market research that showed growing interest among Malaysians towards authentic Chinese brands, reflecting a broader evolution in lifestyle and dining preferences.
“We found that Malaysian consumers are growing more interested in Chinese brands; and Chinese food in particular, hot pot, is getting very popular in Malaysia and worldwide,” he said.
“Chongqing city is also getting more and more famous globally, and I’ve met many Malaysian friends who have gone there to visit.”
With communal dining also deeply embedded in Malaysian culture, ChongQing beer fits naturally into these sorts of occasions.
According to Li, the light and refreshing taste profile of the beer makes it perfect for shared dining moments, especially over a nice, long, relaxed hotpot meal.
“ChongQing beer is a very, very refreshing, smooth and easy drinking product, because the ABV is 3.8% percent. In Malaysia, most beers are around 5%,” he explained. “So, it is a good beer to have when you are having a gathering or a meal with friends..”
Flavour-wise, Li says it definitely tastes different from other beers in the market, including those from Carlsberg Malaysia’s portfolio.
“It’s very, very smooth, very easy, very clear, and very strong in hop aroma and malty taste,” he said, adding that the beer is also targeted towards a younger generation of drinkers, who are looking for newer brands and experiences.
“The younger generation these days like to enjoy life and social occasions, where they can drink beer and chat with friends. That’s why we brought in a lighter, easier beer – they can drink and enjoy the time with friends and family more in a very relaxed environment.”
The beer will only be available in 490ml cans for now, but there are also plans to make it available in other formats in the future, depending on demand.
“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,” said Stefano Clini, Managing Director of Carlsberg Malaysia, in a press release.
“We are confident in making the brand affordable and accessible to meet the evolving consumer needs,” he added.
ChongQing beer will be available at 99 Speedmart outlets nationwide from June onwards.