SHAH ALAM, 8 October 2019 – Raise your glasses with a loud cheer of “Prost!”  at Carlsberg’s Oktoberfest celebrations this year with nationwide promotions, limited-edition merchandise, and free rides to exclusive events and participating outlets throughout October!

This month, Carlsberg is partnering with almost 350 bars and restaurants throughout the country for the Oktoberfest celebrations, offering the seasonal 500ml Oktoberfest beer stein which consumers can redeem when they enjoy beer at participating outlets while stocks last.

The biggest Carlsberg Oktoberfest parties will be at six locations, kicking off with the Starlight Carnival at Century Lake Park, SkyAvenue, Resorts World Genting every Thursday to Saturday from 10 October until 2 November, followed by Beach Club in KL on 11 October, LED Modern Bar in Johor Bahru on 18 October, Vangohh Eminent Hotel & Spa in Bukit Mertajam on 24 October, and TGG Publika in KL and the Malaysian German Society in Penang on 25 & 26 October.

These flagship celebrations will offer fun games, live music performances, German folk dances, and a range of quality beers, stouts and ciders served by the Carlsberg brand ambassadors in traditional dirndl dresses for patrons to get in on the Oktoberfest revelry.

Carlsberg’s Oktoberfest promotions extend even beyond the parties. At participating supermarkets and hypermarkets in October, get an exclusive Oktoberfest hat for purchases of Carlsberg Malaysia’s beers, stouts and ciders RM80 and above, or the limited-edition Oktoberfest beer stein for purchases above RM130!

To encourage Malaysians to celebrate responsibly by not drinking and driving, Carlsberg is also activating its #CelebrateResponsibly campaign in partnership with e-hailing providers Grab and Riding Pink, a women-only ride service, to offer free rides to and from participating Carlsberg outlets throughout Malaysia hosting Oktoberfest celebrations and promotions. Consumers can enjoy up to RM20 off each ride when they use the promo code CELEBRATERESPONSIBLY, which can be redeemed between 5pm and 1am daily until 2 November 2019 or while rides last.

“At Carlsberg, we believe that our full range of probably the best beers, stouts and ciders stands at the heart of special occasions that bring people together, but we also firmly advocate moderate and responsible consumption to keep celebrations such as Oktoberfest full of cheer and not regret. Through consumer engagement in previous #CelebrateResponsibly activations, more than half were unaware of the legal blood alcohol content (BAC) limit in Malaysia of 0.08%, which if exceeded can lead to serious legal and life-threatening consequences of driving while drunk,” enthused Pearl Lai, Corporate Communications and CSR Director of Carlsberg Malaysia.

“Due to overwhelming response last year where more than 650 free rides were redeemed, we are renewing our commitment to 1,000 free rides this year to Carlsberg’s Oktoberfest promotions and celebrations hosted by our trade partners nationwide,” added Lai.

This year, Carlsberg’s #CelebrateResponsibly employee ambassadors will visit the flagship celebrations to encourage revellers to drink responsibly. Consumers can test their BAC levels on portable breathalysers throughout the event and stand a chance to win their own breathalyser by signing up as a #CelebrateResponsibly ambassador themselves at bitly.com/GBRD2019!

#CelebrateResponsibly is in support of Carlsberg’s sustainability strategy, Together Towards ZERO, where it sets a bold ambition for a society with zero irresponsible drinking in line with its global purpose of Brewing for a Better Today and Tomorrow. This initiative represents Carlsberg Malaysia’s 5th consecutive year of support towards the Global Be(er) Responsibility Day (GBRD) – a worldwide initiative to promote the responsible consumption of beer – and has reached more than 31,000 consumers during Oktoberfest activations over the past four years.

Carlsberg Group has set a bold vision for a society without irresponsible drinking. By 2030, it aims to see a continuous reduction of key responsible drinking statistics in all of its markets in support of the World Health Organisation’s (WHO) objective to reduce harmful use of alcohol, as well as the WHO’s Sustainable Development Goal 3 to ensure healthy lives and promote well-being for all ages.

For the full list of participating outlets and Oktoberfest party dates, visit the brand Facebook page at CarlsbergMY or check out www.probablythebest.com.my. To know more about free rides from Carlsberg with Grab and Riding Pink, visit the Carlsberg Malaysia website at www.carlsbergmalaysia.com.my/GBRD2019 or on Facebook at CarlsbergMalaysia.

Remember to #CelebrateResponsibly – don’t drink and drive!