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Celebrate Responsibly

Advocating responsible drinking and marketing

While our beers and ciders have always been enjoyed in moments of celebration and relaxation, we have always advocated responsible drinking.

Our Ambition

While consumers make their own decisions about how they consume our beers, we can support them in making smart choices.

Our vision: a society with ZERO irresponsible Drinking.

Our Targets

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

While beers provide a quality low-alcohol choice, there are occasions when consumers look for options that do not contain alcohol.

The Carlsberg Group already offers many quality alcohol-free brews that can be alternatives for those who do not wish to consume alcohol, such as those who are driving, are pregnant, or who abstain as part of a lifestyle choice.

Our target is to distribute attractive and refreshing alcohol-free brews by 2022, meaning consumers will be given more opportunities to choose non-alcoholic options, such as when enjoying a brew by themselves or in social occasions.

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.

SDG targets

  • 3.5: Strengthen the prevention and treatment of substance abuse, including harmful use of alcohol.
  • 3.6: By 2020, halve the number of global deaths and injuries from road traffic accidents.

Examples of our actions

  • Disclosure of the natural ingredients of our products on our corporate website.
  • Deploy #CelebrateResponsibly campaign during consumer-facing events to raise awareness of responsible consumption.
  • Collaborate with e-hailing service providers to offer alternative rides to discourage drink driving, when one’s body alcohol content exceeds national legal limits.
  • Implement health warning labelling on the primary and secondary packaging of our products in Malaysia in compliance with local legislation.


Carlsberg Malaysia conducted the #CelebrateResponsibly campaign for the fourth year in 2018 in support of Global Be(er) Responsibility Day (GBRD) – a worldwide initiative to promote the responsible consumption of beer.
Since the campaign kicked off in 2015, it has reached more than 31,000 consumers during Oktoberfest activations.

For 2018, there were six #CelebrateResponsibly activations during the Oktoberfest celebrations, which reached around 6,000 consumers, an improvement from 4,500 consumers over four activations in 2017. A total of 180 consumers signed up as #CelebrateResponsibly ambassadors.

This brought the total to some 17,300 consumers reached via on-ground and social media communications versus an estimated 15,000 consumers in 2017.
We also initiated a new partnership with ride-hailing provider Riding Pink, which provides rides for female passengers by female drivers.

This business model allays potential fears for personal safety and privacy, which may hinder certain consumers to choose ride-hailing after a night out.
The new partnership is on top of our existing partnership with Grab since 2017, where visitors to the Probably The Best Brewery Tour in Shah Alam can redeem up to RM5 off their rides each way to promote no drinking and driving.

In conjunction with the #CelebrateResponsibly campaign in October, Carlsberg Malaysia offered up to 1,000 free rides, subsidising up to RM20 each for rides from Grab and Riding Pink.

Such rides were available to and from 400 participating Carlsberg outlets and trade partner promotions across Malaysia. We had more than 650 rides redeemed compared to 31 rides in 2017.

In addition, visitors to Carlsberg Malaysia’s Probably The Best Brewery Tour in Shah Alam are provided with bottled drinking water throughout the duration of their visit while learning more about our brands, whether viewing the art of brewing or sampling the full range of our beers, ciders and stouts. They are also encouraged to use the breathalysers provided before departing the visitor lounge.