Carlsberg Malaysia pledged its support towards the inaugural Global Beer Responsible Day on September 18, a global initiative that promotes the responsible enjoyment of beer.
Through a 2-day activation themed #CheersResponsibly, the brewer engaged with beer consumers on the importance of responsible drinking and the dangers of drunk driving.
Carlsberg Malaysia is one of the nine Carlsberg Group markets globally, and the only brewer in Malaysia that celebrates Global Beer Responsible Day with employees, consumers and customers.
Check out the activation here:
Together, Carlsberg Group globally enrolled more than 5,500 employees, involved over 100,000 retailers and reached some 1.5 million consumers to support this annual worldwide effort initiated by three of the world’s largest brewers – Carlsberg Group, Anheuser-Busch InBev, and HEINEKEN.
Held in conjunction with the Pavilion KL’s month-long ‘Journey of Taste’ gastronomic event, the #CheersResponsibly activation attracted almost 1,000 consumers. Employee ambassadors of Carlsberg Malaysia spread the awareness on the national legal limit of 0.08 w/v (percent mass/volume) meaning a person is considered to be driving under the influence of alcohol if his/her blood alcohol concentration (BAC) is higher than 0.08%.
In such circumstances, alternatives of getting home safely such as appointing a designated driver, calling a cab or taking public transport should be considered.
“At Carlsberg Malaysia, we respect the local beer drinking culture and adhere to every restriction on the sales and marketing of our products. We are committed to inculcate the importance of responsible consumption as beers should be enjoyed in moderation and have positive associations with celebration, friendship and enjoyment of life,” said Pearl Lai, corporate communications & CSR director, Carlsberg Malaysia, said.
Activating the global initiative for the first time in Malaysia, the brewer invited its employees as #CheersResponsibly ambassadors to disseminate information on responsible drinking, explain the legal limit of 0.08% BAC, give out personal breathalyzers and Uber free-ride vouchers to consumers, who intent to have a fun night out over that weekend.
Global Beer Responsible Day is just one part of Carlsberg Group’s year-round commitment, both locally and globally, to promote responsible consumption of its products. In Malaysia, the brewer had conducted numerous responsible drinking activations in conjunction with Oktoberfest events, football viewing parties, music and cultural festivals and many other marketing events in Peninsula and East Malaysia.