Shah Alam, 14 September 2017 – Carlsberg Malaysia, for the 3rd consecutive years, pledged support towards the Global Be(er) Responsibility Day (GBRD) on 15 September 2017, a worldwide effort to promote the responsible consumption of beer. Themed #CelebrateResponsibly, the brewer aimed to raise awareness of responsible drinking and advocate no drink driving should one’s Breath Alcohol Content (BAC) exceeds legal limit of 0.08%. This effort is in support of the brewer’s new sustainability strategy, Together Towards ZERO, where it sets bold ambition for a society with zero irresponsible drinking.

"Beer should be enjoyed in moderation. We believed in targeted interventions, organised collectively in a multi-stakeholder set-up to drive mindset and behavior change. With that in mind, we celebrate GBRD this year by collaborating with our trade partners to activate #CelebrateResponsibly efforts in conjunction with the upcoming Oktoberfest campaign," Pearl Lai, Corporate Communications and CSR Director commented.

"In addition, we are also in the process of incorporating the message – ‘Meminum arak boleh membahayakan kesihatan’ (Excessive alcohol consumption is harmful) on label of all products’ packaging in compliance with the amendment to Food Regulations 1985 by the Ministry of Health," Lai added.

Part of the Carlsberg Group, Carlsberg Malaysia is one of the 20 Carlsberg markets globally namely Denmark, France, Finland, Russia, China, India, just to name a few, to celebrate GBRD this year. At the global level, Carlsberg Group aims to reach over 20 million beer consumers through various localised activation in collaboration with partners including restaurants, bars, authorities and NGOs.

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 Organisations (WHO) objective to reduce harmful use of alcohol, and Sustainable Development Goal 3 – to ensure healthy lives and promote well-being for all ages.

Cees t’ Hart, CEO of the Carlsberg Group, said: "On Global Be(er) Responsibility Day, we celebrate the positive role of beer in society and our year-round efforts to promote responsible drinking. It is a strong example of how we are working towards our vision for a society with ZERO irresponsible drinking, as part of our new sustainability strategy, Together Towards ZERO. I am particular pleased to see so many of our business partners and stakeholders joining us in this effort and work on collective solutions to address a societal challenge."

On GBRD, the Group will run a variety of programmes aimed at reducing the harmful use of alcohol – including the prevention of drink driving and underage drinking, server and seller training efforts and consumer education programmes. Some of the selected local markets will promote a high-quality range of alcohol free products to give consumers a broader set of choice at different drinking occasions.