Carlsberg strengthens Asian links

06 April, 2007

Carlsberg UK is sponsoring Asian festival Celebrasian. Events under the festival umbrella will includ e the Asian Business Forum, the Face of Asia competition, Masters Cricket, Asia Cup Polo and Taste of Asia. The partnership deal aims to promote Carlsberg as a beer to drink with Asian food.

Organiser and Celebrasian managing director Neil Sen said: "Carlsberg has a strong heritage working with the Asian community and especially within the Indian restaurant sector. This exemplifies the spirit of Celebrasian where people from all backgrounds are brought together through a love of something Asian - in this case food."

Carlsberg sponsorship and media relations controller Gareth Roberts added: "Celebrasian presents an ideal opportunity for Carlsberg to reinforce its brands with Asian cuisine and also to engage further with the Asian community."

Carlsberg's Jacobsen beers Saaz Blonde and Bramley Wit are also building links with Danish food. Torben Lining, head chef at London's Danish restaurant Lundum's, has created four recipes to match the beers, including Cumberland sausage on baby greens, black tiger prawns and diver scallops marinated in ginger, chilli and coriander, and Angus sirloin steak with goats cheese.

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