Enjoy happy hour with peace of mind this Global Beer Responsible Day as Carlsberg Malaysia’s employee ambassadors ramps up action
Celebrating Global Beer Responsible Day this year, Carlsberg Malaysia partnered with BuddyDriver by TREVO to offer discounted rides for consumers, making bar hopping safer at 50 bars and pubs in Kuala Lumpur. Thirty-three employees supported the campaign by volunteering to be a #CELEBRATERESPONSIBLY employee ambassador, spreading the importance of responsible consumption and advocating against drink-driving.
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| Nicholas Tan, Corporate & Marketing Activation Senior Executive, Carlsberg Malaysia |
In line with the brewer’s commitment to delivering on its ZERO Irresponsible Drinking programme, Carlsberg Malaysia has rolled out its #CELEBRATERESPONSIBLY campaign for the eighth consecutive year. The campaign aims to raise awareness amongst consumers on the permitted national blood alcohol content (BAC) limit of 0.05% and to provide convenient alternatives for consumers to get home after drinking, empowering them to make responsible choices while enjoying their favourite brew.
Over the course of four Fridays – on 22 September, 6 October, 13 October, and 20 October 2023, from 8.00pm to 11.00pm, at KL’s drinking hotspots including Changkat, Cheras, Solaris, Mont Kiara, Publika, Plaza Arakadia, Sri Petaling, Hartamas, and Old Klang Road, consumers are encouraged to look out for the #CELEBRATERESPONSIBLY employee ambassadors along with their BuddyDriver partners. By using the promotional code CELEBRATERESPONSIBLY, first-time users can claim a one-hour free BuddyDriver ride, with up to RM53 off, or they can use the code CELEBRATERESPONSIBLY10 for a 10% discount on subsequent rides, capped at RM30.
Carlsberg Malaysia's Corporate Affairs & Sustainability Director Pearl Lai, said, "Consumers have the power to create change around drinking and driving by embracing responsible habits of opting for e- hailing or chauffeur-on-call services. Through our #CELEBRATERESPONSIBLY campaign, we provided consumers with an avenue to measure their BAC levels and share the knowledge on one’s alcohol tolerance.”
“This year, we ramped up our efforts to collaborate with 50 entertainment outlets aiming to reach out to some 800 consumers over four weeks of activations. Consumers will be able to make informed choices on their preferred ways to travel home if their BAC level exceeds 0.05% and to make conscious efforts to curb drink-driving. Our goal is to enable beer lovers to enjoy their favourite brews at their usual bars with peace of mind,” Lai added.
“It is incredible to see so many co-workers volunteer as employee ambassadors to raise awareness around responsible drinking. We are also happy to see that more and more people are opting for a safer way to get home and to avoid drink-driving as this encourages us to get out there and reach out to even more consumers. It has definitely been a meaningful mission for us and I take great pride in leading this volunteering programme,” mentioned Nicholas Tan, Corporate & Marketing Activation Senior Executive, Carlsberg Malaysia.
“We are extremely proud to join Carlsberg Malaysia in its #CELEBRATERESPONSIBLY campaign. With road incidents rising, and road safety being a concern, we are committed to offer a safe, reliable service that makes it affordable to pre-book a professional driver on the TREVO app for the short term. Promoting responsible drinking is also part of our objectives and we are happy to be in partnership with a brand that shares that same purpose,” commented Shylendra Nathan, Chief Executive Officer of SOCAR Mobility Malaysia, who oversees the overall operations of the group that includes SOCAR and TREVO.
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| Pearl Lai, Carlsberg Malaysia's Corporate Affairs & Sustainability Director |
Carlsberg Malaysia has reached 5,397 consumers through its various #CELEBRATERESPONSIBLY activations and brewery visits since the beginning of the year. With a mission to achieve ‘ZERO Irresponsible Drinking’, which also supports the UNSDG Goal #3 – Ensure healthy lives and promote well-being for all at all ages, the brewer increased its efforts and resources with the deployment of 41 employee ambassadors across five activations and three large-scale music festivals nationwide.
Always remember, #CELEBRATERESPONSIBLY – if you drink, don’t drive!
