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Carlsberg Offers 1,000 Free Rides to Oktoberfest Celebrations

Brewer offers subsidised and new female-only rides to encourage responsible choices and prevent drunk-driving

Shah Alam, 15 October 2018 – Did you know that it takes as little as two drinks1 to exceed the legal blood alcohol content (BAC) limit of 0.08%in Malaysia? This fact, which also highlights the serious consequences of drunk-driving, is why Carlsberg Malaysia is offering 1,000 free rides for consumers from Grab and Riding Pink in conjunction with its #CelebrateResponsibly
campaign throughout the month of October.

#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.

The campaign represents Carlsberg Malaysia’s 4th 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 some 14,000 consumers during Oktoberfest activations over the past three years.

This year, consumers can enjoy up to RM20 off each ride with Grab and Riding Pink when they use the promo code CELEBRATERESPONSIBLY for bookings to and from more than 400 participating Carlsberg outlets throughout Malaysia. Consumers can claim these free rides between 5pm and 1am daily until 31 October 2018 or while rides last.

“Throughout the course of our #CelebrateResponsibly activations, more than half of consumers approached did not know the legal BAC limit in Malaysia and the serious legal and life-threatening consequences of driving while drunk. We at Carlsberg believe that beer is best enjoyed in moderation but to give Malaysian drinkers the extra incentive to celebrate responsibly by leaving their cars at home, we decided to up the ante this year by increasing our subsidy for ride-sharing services in October, essentially giving free rides to Oktoberfest promotions and celebrations hosted by our trade partners nationwide,” said Pearl Lai, Corporate Communications and CSR Director of Carlsberg Malaysia.

“We have a partnership with Grab since 2017 to offer subsidised rides to our branded events and Probably The Best Brewery Tour at our brewery in Shah Alam. This year, we are doubly excited to sign on Riding Pink as our latest partner, which is the first in Malaysia to offer a women-only ride service. We hope this will benefit female consumers who are hesitant to hail a taxi for a night out due to personal concerns over safety and privacy,” Lai added.

This year, Carlsberg employees volunteering as #CelebrateResponsibly Ambassadors will visit selected outlets featuring promotions with the exclusive Carlsberg Oktoberfest mug to encourage revellers to drink responsibly. Consumers can have their BAC levels tested via portable breathalysers and try their hand at an interactive game that simulates the negative effects of high BAC levels on consumers’ hand-eye coordination when driving.

The #CelebrateResponsibly Ambassadors will next visit Vangohh Eminent in Bukit Mertajam on 18 October, followed by the Malaysian German Society’s Oktoberfest celebrations in Penang on 19 and 20 October as well as the Octoberfest in Kepong on 20 October.

Carlsberg Malaysia also invites consumers to sign up as #CelebrateResponsibly Ambassadors themselves to spread awareness on the dangers of drunk-driving and encourage their friends, families and colleagues to make responsible choices, whether by taking a taxi, carpooling with a designated driver, or by simply watching their alcohol intake. Consumers who sign up as ambassadors will stand chance to win one of five chauffeured VIP rides with their friends to a Carlsberg outlet of their choice, rewarding their commitment not to drink and drive when planning a night out with friends. Winners will be announced after 31 October 2018.

Carlsberg Malaysia is one of the 20 Carlsberg markets globally inclduing Denmark, France, Finland, Russia, China, and India to commit to GBRD this year. 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.

To find out more about redeeming free rides from Grab and Riding Pink, the full list of participating Carlsberg outlets for Oktoberfest, and to sign up as a #CelebrateResponsibly Ambassador to win a chauffeured VIP ride, visit the Carlsberg Malaysia website at www.carlsbergmalaysia.com.my or on Facebook at www.facebook.com/CarlsbergMalaysia.

#CelebrateResponsibly – Don’t Drink and Drive!

Press

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

Corporate Communications and CSR Manager

Ezra Low

Tel 03-5522 6431 Email Ezra.YY.Low@carlsberg.asia

Pearl Lai, Corporate Communications & CSR Director of Carlsberg Malaysia (4th from standing right) and Denise Tan, “Chief Worker” of Riding Pink (3rd from standing right) with #CelebrateResponsibly Ambassadors at the Oktoberfest celebrations at 3 Damansara, Petaling Jaya.

Consumers enjoying Carlsberg Oktoberfest promotions at 3 Damansara had the opportunity to have their BAC levels tested and were offered a free ride home with Grab or Riding Pink if they exceeded the 0.08% legal limit.

Carlsberg’s #CelebrateResponsibly activities also featured an interactive driving game that tested players’ hand-eye coordination under different simulated BAC levels.

Participants in the interactive driving game were rewarded with personal breathalysers if they successfully completed the game.

Consumers signing up as #CelebrateResponsibly Ambassadors were given novelty bottle-opener rings to remind them and their friends to drink responsibly.

Through the breathalyser tests, patrons at the Oktoberfest celebrations got a clearer understanding of their personal limits in order to keep their BAC levels below the legal limit of 0.08% to drive.

Consumers can enjoy 1,000 free rides from Grab and Riding Pink to and from more than 400 participating Carlsberg outlets during the month of October.