Carlsberg Malaysia urges 5,000 Oktoberfest party-goers to pledge against drink-driving in support with the 3rd annual Global Be(er) Responsibility Day (GBRD)

Penang, 17 October 2017 – In conjunction with its Probably the Best Oktoberfest Party held in collaboration with Vangohh Eminent in Bukit Mertajam on 12 October 2017 and Malaysian-German Society of Penang in Air Itam on 13 and 14 October 2017, Carlsberg Malaysia rolled-out responsible drinking activation to raise awareness on responsible consumption of alcohol by advocating no drink driving should one’s Blood/Breath Alcohol Content (BAC) exceeds the legal limit of 0.08%[1]. Themed #CELEBRATERESPONSIBLY, the brewer educated consumers on the national’s BAC legal limit, danger of drink-driving and alternatives to party and get home safe. 

In line with the Carlsberg Malaysia’s new sustainability ambition, Together Towards ZERO, where the brewer has set a bold vision for a society without irresponsible drinking in support of the World Health Organization’s (WHO) objective to reduce harmful drinking, and Sustainable Development Goal #3 – to ensure healthy lives and promote well-being for all ages.

“The irresponsible behaviour towards alcohol consumption such as drink driving must be prevented. At Carlsberg Malaysia, we believe that beer should be consumed in moderation, enjoyed in a responsible manner. Beer should never be associated with any safety issues or loss of lives. With that in mind, we thought what better way to advocate ZERO irresponsible drinking than walking the talk during our Probably The Best Oktoberfest Party – to engage our consumers not to drink and drive and encourage responsible choices,” Pearl Lai, Corporate Communications and CSR Director commented.

“This year, we developed a brand-new driving simulation game using Kinect technology to tap on the younger beer consumers, who are more receptive towards responsible drinking messages through a digital platform that is relevant to their lifestyle. Named ‘#CELEBRATERESPONSIBLY – Don’t Drink and Drive’, is an interactive game that puts consumers’ hand-eye coordination to test, which aims to create awareness on no drink driving when one’s BAC level exceeds 0.08%. We are pleased that consumers learned about the legal limit and understand the possible impacts of alcohol to road users in a simulated drink-driving environment,” Lai explained. 

“Our employees also volunteered as #CELEBRATERESPONSIBLY ambassadors to educate consumers about the legal BAC limit, to test their BAC level with mobile breathalyser, as well as to offer them drinking water for hydration and a RM10 off GRAB promo code as their alternative ride home”, Lai added.

Over the last 2 years, Carlsberg Malaysia ran 5 responsible drinking activations across Peninsular Malaysia and reached some 9,000 consumers. This year, Carlsberg Malaysia has successfully reached over 5,000 consumers via #CELEBRATERESPONSIBLY activations at Probably the Best Oktoberfest Parties held in Penang and Selangor.  

Consumers who are interested to participate in the up-coming activations can also sign up as Carlsberg’s #CELEBRATERESPONSIBLY ambassadors via Carlsberg Malaysia’s official Facebook page.

Find out more about Carlsberg Malaysia’s Together Towards ZERO in Irresponsible Drinking in support of Global Beer Responsibility Day, check out

www.facebook.com/CarlsbergMalaysia or www.carlsbergmalaysia.com.my 

[1] As per Road Transport Act 1987 http://www.agc.gov.my/agcportal/uploads/files/Publications/LOM/EN/Act%20333%20-%20Road%20Transport%20Act%201987.pdf