Helping Penang Coffee Shop and Bar Operators Recover with Carlsberg Malaysia’s ‘Safer Together’ Campaign

Carlsberg and Carlsberg Smooth Draught help F&B businesses to recover during RMCO with subsidy to operators and reward consumers with free beers

PENANG, 25 June 2020 – True to its purpose of Brewing for a Better Today & Tomorrow, Carlsberg Malaysia reached out to Penang consumers and communities through a holistic ‘Safer Together’ campaign calling Penangites to support hundreds of F&B businesses who are affected by the Covid-19 outbreak. The brewer pledged an investment of RM3.5mil on a nationwide Carlsberg Smooth Draught promotion exclusively at coffee shops and launched Carlsberg’s Adopt A Keg campaign to build patronage at local bars.

Aimed at providing a smoother business resumption for coffee shops during recovery movement control order (RMCO) period, the RM3.5 million investments are to fund a Carlsberg Smooth Draught nationwide promotion where coffee shop operators will receive additional profits of RM0.50 for every 580ml bottle sold whilst consumers can enjoy RM1 off on every big bottle purchased at the participating outlets. In addition, Carlsberg Smooth Draught, in partnership with the Malaysia Singapore Coffee Shop Proprietors General Association (MSCSPGA), will also provide utilities subsidy for 1,000 small and medium-sized coffee shop operators nationwide.

In Penang, more than 250 coffee shop operators have been selected to receive a 3-month utilities subsidy payment whilst over 2,000 coffee shops will benefit from the Carlsberg Smooth Draught price-off promotion where they can receive higher profits from the sales of Carlsberg Smooth Draught from now until end July.

In support of Penang government’s gradual recovery strategy on local economy and tourisms, Carlsberg Malaysia also extended the campaign period of ‘Adopt a Keg’ – that rewards consumers who have purchased Carlsberg for home consumption with free draught beers redeemable at local F&B outlets in order to help local bars get back on their feet during RMCO.

The Adopt a Keg campaign allows beer lovers to fill their own virtual beer keg at by simply scanning the receipt and barcodes from their purchases of Carlsberg Danish Pilsner and Carlsberg Smooth Draught cans and bottles whether from convenience stores, online retailers, supermarkets or hypermarkets.

Once the virtual keg is full, consumers will be rewarded with two free beers simply by presenting the unique QR code at participating F&B outlets. In Penang, some 30 outlets have participated in this campaign where beer lovers can enjoy freshly tapped beers at their local bars.

Lim Eng Wah, Northern Regional Sales Manager of Carlsberg Malaysia, said, “The Covid-19 outbreak has caused many F&B operators struggling financially and we want to help them regain footfall during RMCO period. We are pleased to help approximately 300 coffee shop and 30 bar operators in Penang to get back on their feet with the Carlsberg Smooth Draught price-off promotion as well as ‘Adopt A Keg’ campaign. We call on Penangite beer lovers to help these businesses recover smoothly and come back stronger, simply by enjoying their favourite beer.”

Redemptions for Adopt a Keg are limited to the first 10,000 consumers, with a total of 20,000 free glasses of Carlsberg beer to be given away. Consumers can redeem their complimentary beer at participating outlets of their choice now until 31 August or while stocks last.

As an added bonus, consumers can adopt a full keg of beer with a special promotion of RM500 for 100 glasses of beer. The offer is limited to the first 1,000 consumers, who can redeem it at participating outlets or share beers from their virtual keg to other registered users. More info at

To support participating F&B outlets near you, check out the full list of eateries available for takeout or delivery here:


If you represent the media - print, online, radio or tv - please address enquiries concerning Carlsberg Group to:

Corporate Affairs Assistant Manager

Wong Ee Lin

Tel 03-5522 6414 Email [email protected]

Carlsberg Smooth Draught’s investment of up to RM3.5mil in utilities subsidy and price-off promotion will aid thousands of coffee shop operators in Penang for a smoother business recovery.

Carlsberg's Adopt A Keg rewards consumers with free beers for their home purchases while helping local bars recover during RMCO.

Want to know how 'Adopt A Keg' works? Find out more.

Safer Coffee Shops is an initiative by Carlsberg Smooth Draught to help coffee shops recover smoothly during RMCO.

Carlsberg's Adopt A Keg rewards consumers with free beers and helps local bars to get back on their feet.