In 2022, Carlsberg Malaysia advocates the importance of responsible drinking by rolling-out a month-long #CelebrateResponsibly campaign at its sponsored music festivals throughout the country. The campaign saw over 1,200 consumers pledging to no driving under the influence of alcohol and had their blood alcohol content (BAC) tested against the national BAC limit of 0.05%.
Having run for eight consecutive years, the annual #CelebrateResponsibly campaign reiterates Carlsberg Malaysia’s commitment towards the worldwide Global Beer Responsible Day to promote the culture of responsible drinking, as well as in support of the International Alliance for Responsible Drinking (IARD), a non-profit organisation aimed at reducing irresponsible drinking.
The campaign is a flagship programme for Carlsberg Malaysia in delivering on our Together Towards ZERO commitments, including the ambition to achieve ZERO Irresponsible Drinking.
“In driving mindset and behavioural change, we equipped consumers with the knowledge on one’s alcohol tolerance, of which factors affecting it are typically one’s body weight, gender and age, as well as the tools to measure one’s BAC after drinking, against the country’s permitted BAC limits. In addition, we also made alcohol-free beverage like Somersby 0.0 available for sampling as we are cognizant of the change in drinking habits as more people opt for non-alcoholic brews,” said Pearl Lai, Carlsberg Malaysia’s Corporate Affairs & Sustainability Director.
People are increasingly looking for great-tasting alcohol-free brews (AFB) as a positive choice. In 2020, we saw a 11% volume growth of our AFBs. And all of our international premium brands have an alcohol-free line extension.
To remind Swedes to abstain from alcohol when sailing, Carlsberg Sweden has created an underwater bar at the bottom of the sea.
Carlsberg Malaysia encourages no drink-driving with increased awareness and discounted rides through more partnerships in its annual responsible drinking campaign