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Towards ZERO Irresponsible Drinking

Celebrate Responsibly

Our commitment to ZERO irresponsible drinking reflects who we are as a brewer, underpins our efforts to collaborate with partners and enables us to support consumers in making informed and healthy choices.

We believe that every occasion should be celebrated with probably the best brews in moderation and responsibly. We advocate responsible consumption, sales and marketing of our brews, in support of the World Health Organisation’s (WHO) objective of reducing the harmful use of alcohol.

This objective also lines up with the United Nation’s Sustainable Development Goal 3: Ensuring Healthy Lives and Promoting Well-Being for All Ages. We recognise that increasingly more consumers in Malaysia and Singapore are embracing healthy, balanced lifestyles and this trend was accelerated during the pandemic. Beer is relatively low in alcohol compared with alternatives such as wine and spirits, and we are pleased to see more consumers opting for our alcohol-free brews in Singapore and a growing interest in the category in Malaysia.

To cultivate and instil the practice of drinking responsibly and in moderation, we have set goals for ZERO Irresponsible Drinking. For many years, we have dedicated ourselves to the craft of brewing the finest beers, stouts and ciders with the utmost care, pride and quality. We want to share with our consumers the exemplary taste, quality and natural ingredients used in our products, not the intoxicating effects and negative consequences of drinking alcohol excessively.

In 2021, we continued to invest in our priorities to mitigate irresponsible drinking as the COVID-19 pandemic changed some occasions and behaviours of alcohol consumption. Although COVID-19 restrictions hindered the scale of our annual consumer-facing #CelebrateResponsibly campaigns, we stepped up our efforts in tackling the challenges in promoting responsible sales and marketing through the implementation of rigorous global alcohol marketing standards in online sales (e-commerce) and advertising by influencers set out by the International Alliance for Responsible Drinking (IARD) and the World Federation of Advertisers’ (WFA) Planet Pledge.

We encourage positive drinking behaviour and cultures everywhere we sell beer. In our bid to promote responsible consumption via the #CelebrateResponsibly campaign, we have partnerships with relevant stakeholders for targeted interventions, be they at point-of-sale, during consumption or across all our marketing communications. Our stakeholders are made aware that we are taking measures to eradicate drink-driving and underage drinking as we fully support the local government’s efforts to reduce their prevalence.

Our Targets

Our approach consists of enabling, informing and encouraging responsible choices.

As a category, beer itself is a low-alcohol choice for responsible enjoyment. Consumers are also increasingly seeking low-and zero-alcohol options for a growing variety of occasions. Our target remains to provide quality alcohol-free brews (AFBs) as part of our portfolio by 2022 that will give additional choices, whether consumers enjoy our brews in pubs, bistros and restaurants or at home by themselves or in the company of friends.

All our packaging and online platforms contain responsible drinking messages. In addition, we also collaborate with relevant stakeholders for targeted interventions, whether it is at point-of-sale, during consumption or across all our marketing communications.

In Malaysia, we have always prioritised the eradication of drink-driving. As such we fully support the government’s efforts to reduce its prevalence, including the passing of stricter laws, as it is aligned with our own ambitions and stance on this all-important issue.

Whilst we are unable to ultimately control how, when and to what extent people consume our products, we remain cognisant of the important and influential role we play in the sales and marketing of our brands to both customers and consumers.



#CelebrateResponsibly is our Malaysian operations’ annual campaign, advocating responsible consumption in conjunction with Global Be(er) Responsible Day (GBRD). In 2021, the campaign continued for its seventh consecutive year as our nationwide initiative to encourage the responsible enjoyment of beer.

Based on its singular, straightforward call to action of “If you drink, don't drive!”, last year’s campaign was launched in tandem with the reopening of economic and social activities amid the COVID-19 pandemic as we also encouraged dine-in consumption and drove footfall to food and beverage (F&B) outlets.

The campaign ran from 13 November 2021 to 2 January 2022, opportune time as it coincided with year-end festivities such as Christmas and New Year’s celebrations – festive events that are commonly celebrated with alcohol.

In addition, increasing numbers of road users were seen on the interstate roads during these festive events as travelling restrictions were relaxed. Through our campaign, consumers were advised to plan ahead before a night out drinking to avoid drinking and driving and to opt for safer alternatives like e-hailing, chauffeur-on-call services and designated drivers. For consumers, one incentive for behavioural change regarding drinking and driving is the availability of subsidised and discounted rides.

With this in mind, we continued our partnerships with e-hailing providers such as Grab, Riding Pink and Airasia ride – not forgetting chauffeur on-call service providers Lailah and Buddy Driver. By simply using the promotional code CELEBRATERESPONSIBLY, 1,566 discounted rides were redeemed throughout the 1.5-monthlong campaign, in collaboration with over 3,000 Carlsberg Malaysia-affiliated bars, bistros and restaurants.

Alternatively, by using the same promo code, consumers were entitled to one hour free with Buddy Driver on the TREVO app or 10% off on Lailah’s chauffeur-on-call services. Through a series of digital content and videos, we drove awareness and education on the consequences of driving under the influence, as well as advocated ridesharing and chauffeur on-call services. Our collaboration with media and content creators helped us to reach more than 1.1 million viewers digitally.


Carlsberg Malaysia Group practices strict consequence management and a zero-tolerance policy towards excessive alcohol consumption. Conviction of drink-driving of any employee, regardless of whether an accident occurred, leads to immediate dismissal. At no point are our employees required or obliged to consume alcohol excessively during the course of their work.

We installed dashcams in all our company vehicles at the start of 2020. The rear-facing camera is mounted internally, and drivers are mandated to use their company-provided breathalyser and show the results to the camera as a record before starting every drive, in case of an accident or for random security checks. This has proven effective in accident investigations as a proof of sobriety before operating the vehicle while also acting as a psychological deterrent for no drinking and driving.

All customer and consumer-facing employees, such as our sales and marketing colleagues, are equipped with breathalysers to use following market visits or work-related occasions where they may consume alcoholic beverages. Employees are strongly encouraged to make alternative arrangements such as taxis or e-hailing services which can be reimbursed.


Apart from government-mandated labelling on primary packaging, we continued to drive responsible drinking reminders in new and visible ways. #CelebrateResponsibly, the collective name of our efforts to promote responsible consumption, appear in the primary packaging of our products in Malaysia and Singapore, our ads and point-of-sale materials such as banners, buntings, posters and counter-top standees, as well as our marketing communications materials. We intend to increase total visibility to 100% by 2024 via primary packaging and online presence.

Public access to our consumer promotions and activities and our trade and media partners, including our marketing activations, website and social media assets, is also limited to non-Muslims for the age of 21 and above only.

Moving forward, the Carlsberg Group has committed to an additional measure to provide an age-restriction logo on primary packaging by 2024 in accordance with our global commitment to the IARD (International Alliance for Responsible Drinking).

In October 2020, the Government passed the Road Transport Act (Amendment) 2020 and the national legal limit of Blood Alcohol Content (BAC) permitted was reduced from 0.08% to 0.05%, or 50mg of alcohol in 100ml of blood.

Transport Minister Datuk Seri Wee Ka Siong stated that these changes were made to be more aligned with the World Health Organization (WHO) standards.