Connor’s Stout Porter breaks the mould with refreshed brand platform

Connor’s Stout Porter is making a bold play to stand out from the pack, launching a nationwide brand takeover anchored in the belief that good times and good stout are made to be different.

The brand, known for its distinctive half Union Jack emblem, is moving beyond its "Taste the good times" tagline with a new platform: "Made to be different". Backed by more than RM1 million worth of prizes, the push challenges young Malaysians to defy expectations and embrace individuality in a society where norms often dictate career paths or appearances.

True to that spirit, Connor’s is teaming up with local streetwear label Doubleback for an exclusive drop: the Connor’s x Doubleback duffleback backpack. Designed as a hybrid that switches from hand-carry to backpack mode, the limited-edition bag is worth RM900 each, with 1,500 units up for grabs. This puts RM1.3 million worth of prizes into the hands of fans who embrace the unconventional.

Don't miss: Carlsberg turns cab shifts into match-day magic in surprise fan stunt

To win, consumers just need to purchase Connor’s on draught or in cans at bars, cafés, supermarkets, convenience stores or via Shopee and Grab. Each pint or can counts towards a chance to score the collab gear.

In addition, the brand is also rolling out Connor’s Collective on 12 July at Heritage Valley KL. Connor's Collective is an all-day gathering for local DJs, bands, entrepreneurs and communities who “ditch the conventional and do their own thing.” The event is pitched as a space for people to connect, create and celebrate living "Made to be different".

Connor’s is further amping up its presence with its signature 'shake & sip' serve at over 120 outlets nationwide, plus limited vending machines popping up at selected locations offering more chances to win exclusive merch.

“Connor’s was born to break conventions and stereotypes of the beer category. That is why we want to help our consumers fuel the courage it takes to defy the expected and carve out their own path,” said Olga Pulyaeva, marketing director at Carlsberg Malaysia.

“We’re not just serving an award-winning stout; we’re building a brand that resonates with the community of challengers to uncover new possibilities. Connor’s stands apart by staying authentic – to our craft, our values, and the drinkers who connect with what we stand for," added Pulyaeva. 

Connor’s isn’t the only stout or beer brand leaning into fresh platforms to win over younger drinkers who crave brands with attitude and local relevance.

One clear parallel is Guinness Malaysia’s pivot in recent years. To keep the Irish stout relevant in Southeast Asia’s younger nightlife scene, Guinness Malaysia shifted from traditional “heritage-heavy” campaigns to more youthful, locally flavoured experiences. Just last month, Guinness Malaysia announced it’s on the hunt for the country’s first-ever chief pint officer (CPO), a brand ambassador role created to champion the perfect pour and elevate how Malaysians experience its draught stout.

Beyond stouts, other alcohol brands have taken similar routes. For instance, Heineken’s “Refresh your music” platform encouraged Gen Z and millennial drinkers to blend genres, mash up cultures and co-create playlists, tying a heritage lager to local music subcultures. Under "Refresh your music", the brand launched experiential pop-up campaigns that swapped conventional music venues for gyms, grocery aisles and bookstores, inviting fans into a new kind of soundscape.

Even Tiger Beer has leaned heavily into “Uncage your Tiger”, a long-running platform about challenging convention and celebrating local trailblazers. The recent "You never roar alone" campaign under the platform links the familiar brew to new subcultures and younger communities who want brands to reflect their hustle and boldness.

The campaign kicked off with a film featuring how a street vendor and his friends transform a humble cart into a growing, neon-lit Tiger Beer pop-up that feeds the city and rallies community support. Together with customers and neighbours, they expand it from a small cart into a multi-level dining hub, complete with lion dances and a towering Tiger Beer sign.

Related articles:  
Carlsberg brews up fan fever with limited-edition Liverpool cans and HK activations  
Carlsberg turns cab shifts into match-day magic in surprise fan stunt 
Heineken creates immersive pop-up music series at unconventional venues