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Connor's Turns Up the Volume on Culture with Record-Breaking Festival

Connor's Stout Porter has made its mark once again, this time as the proud sponsor and inspiration behind Malaysia's longest techno festival. The event, branded Connor's Collective, set a Malaysia Book of Records title for the 'Longest Non-Stop Techno Music Event' with a continuous 13-hour celebration from 11am to midnight at Heritage Valley KL. This high-energy gathering drew more than 3,700 festivalgoers to experience an immersive world where music, creativity, and community came together under the banner of doing things differently. Olga Pulyaeva, Marketing Director at Carlsberg Malaysia, highlighted the festival's role in celebrating trailblazers and non-conformists who resonate with the Connor's brand ethos. She emphasised that Connor's is more than just a stout; it is a community that embraces fearless self-expression and the spirit of being 'Made to Be Different.' After earning a world record last year, Connor's has kept this momentum alive by not only showcasing quality stout but also fostering a space where creativity and daring meet. The music was relentless. With over 20 acts, the techno line-up built momentum throughout the day, culminating in a high-energy set from Brazilian electronic artist Liu. Beats, Brews and Bold Experiences Beyond the beats, festivalgoers explored immersive installations and community-driven experiences that brought Connor's Made to Be Different ethos to life. The Skate Park Stage added a layer of local grit, while the Mixology Bar served up Connor's infused cocktails that kept the crowd refreshed. One of the festival's standout attractions was The Great Blend of Four Malts, a cinematic walkthrough that told the story behind Connor's signature stout. The journey ended at the Connor's Bar, where guests joined in the Shake & Sip ritual — a fun twist on tradition that encouraged participants to shake their cans before pouring for a smoother, creamier experience. Immersive Moments That Celebrate Creative Expression Around the venue, attendees engaged with a host of creative activities, including personalised jagua tattoos by TATTmeNOT, upcycling workshops with Xue, and live graffiti by local artist Yang. The festival also debuted the Connor's x Doubleback streetwear collaboration and teased the upcoming From Zero to CEO videocast series with an exclusive interview featuring Bryan Chin of SneakerLAH, hosted by Peter Yong of MrMoneyTV. The festival capped off a broader campaign aimed at encouraging self-expression through fashion and lifestyle. At the centre of this was the launch of the Connor's x Doubleback Duffleback Backpack — a streetwear hybrid valued at RM900. With over 1,500 bags up for grabs through purchases across various retail and F&B platforms, the campaign puts creative ownership directly into fans' hands. Connor's isn't stopping there. Its Shake & Sip experience is set to roll out to more than 120 locations across Malaysia, while new vending machines offer instant access to exclusive merchandise with every purchase. The brand is extending its bold, flavour-forward vision beyond events and into everyday life. Related