With music festivals roaring back to life after the pandemic hiatus, Carlsberg Malaysia has stepped up in advocating the importance of responsible drinking by rolling-out a month-long #CelebrateResponsibly campaign, in conjunction with the Global Beer Responsible Day on Sept 18.
The campaign at its sponsored music festivals held in Kuching, Miri and Genting Highlands, Pahang saw over 1,200 consumers pledging not to drive under the influence of alcohol and had their blood alcohol content (BAC) tested against the national BAC limit of 0.05% (50mg of alcohol in 100ml of blood).
Now in its 8th year, the annual #CelebrateResponsibly campaign reiterates Carlsberg Malaysia’s commitment towards the worldwide Global Beer Responsible Day to promote the culture of responsible drinking.
It is also in support of the International Alliance for Responsible Drinking (IARD), a non-profit organisation aimed at reducing irresponsible drinking.
The campaign is the brewer’s flagship programme in delivering one of its sustainability priorities – Zero Irresponsible Drinking – which is aligned with the UNSDG Goal #3 – Ensure healthy lives and promote well-being for all at all ages.
Mindful of the massive crowd who consumed alcohol at the Borneo Music Festival Live 2022 in Kuching, the Neon Borneo Festival in Miri, and the Genting Starlight Festival at Genting Highlands, the brewer had 21 of its employees playing the role of #CelebrateResponsibly ambassadors to spread the awareness of the legal purchasing age for alcohol, educate them on the national legal BAC limit of 0.05% and encourage them to get their BAC tested on the spot to change their mindset and behaviours about drink driving.
“With the return of festivals, we took this opportunity to amplify our Zero Irresponsible Drinking sustainability priority by encouraging our consumers to make responsible consumption decisions and change their mindset about irresponsible behaviours on excessive drinking and driving under the influence of alcohol.
“In driving mindset and behavioural change, we equipped consumers with the knowledge on one’s alcohol tolerance, of which factors affecting it are typically one’s body weight, gender and age, as well as the tools to measure one’s BAC after drinking, against the country’s permitted BAC limits,” said Carlsberg Malaysia corporate affairs and sustainability director Pearl Lai.
Lai added, “We want to share with our consumers the exemplary taste, quality and natural ingredients used in our brews, not the intoxicating effects of drinking alcohol excessively or irresponsibly.
“In addition, we also made alcohol-free beverage like Somersby 0.0 available for sampling as we are cognizant of the change in drinking habits as more people opt for non-alcoholic brews.”
This year, Carlsberg beer celebrates its 175th birthday while Carlsberg Malaysia is celebrating 50 years of local production of Carlsberg beer.
In previous years, Carlsberg Malaysia has supported their partners and consumers by offering discounted rides from five e-hailing and chauffeur on-call service providers namely Grab, Riding Pink, AirAsia Ride, Lailah and Buddy Driver, in collaboration with over 3,000 bars, bistros and restaurants to curb drink driving.
To show support towards the campaign, head over to this link https://www.instagram.com/ar/756719375397369 to pledge your support for Zero irresponsible drinking.
