Connor’s breaks records with Malaysia’s longest non-stop techno event, blending music, culture, and stout

Connor’s Stout Porter turned up the volume with its latest campaign, "Connor’s collective", a 13-hour techno festival that made headlines as Malaysia’s longest non-stop techno music event, earning a spot in the Malaysia Book of Records.

Held at Heritage Valley KL, the festival attracted over 3,700 attendees and brought together more than 20 acts, culminating in a headline set by Brazilian DJ Liu.

Designed as a bold celebration of creativity, culture, and community, the event exemplified the brand’s “Made to be different” ethos. From immersive brand storytelling in "The great blend of four malts" installation to Connor’s-infused cocktails, streetwear drops, and hands-on creative zones, the experience was a full-bodied expression of Connor’s unconventional identity.

Don't miss: Connor’s Stout Porter breaks the mould with refreshed brand platform

The event also marked the peak of a nationwide campaign, featuring a limited-edition Connor’s x Doubleback Duffleback backpack giveaway (valued at RM900 each), with over RM1.3 million in prizes up for grabs across on-ground and digital channels. The campaign extends into over 120 "Shake & sip" activation spots nationwide, with exclusive vending machine rollouts and merchandise rewards tied to product purchases.

“Connor’s was born to break conventions and prove that stout can be 'made to be different',” said Olga Pulyaeva, marketing director at Carlsberg Malaysia. “Connor’s collective wasn’t just about music, it was about building a community that embraces fearless self-expression.”

The campaign also teased an upcoming videocast collaboration, From Zero to CEO, featuring SneakerLAH founder Bryan Chin and hosted by MrMoneyTV’s Peter Yong, spotlighting entrepreneurial stories aligned with Connor’s trailblazing DNA.

A few weeks ago, Connor’s Stout Porter launched 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.

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.

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