Brewery’s free drinks redemption aims to help F&B outlets


  • Metro News
  • Friday, 29 May 2020

To GET consumers back into their favourite hangouts and help businesses get back on their feet, Carlsberg Malaysia has introduced Adopt a Keg — an initiative that rewards consumers who have purchased Carlsberg for home consumption with free draught beer they can redeem at local food and beverage outlets when the movement control order is lifted.

Adopt a Keg allows beer lovers to fill their own virtual beer keg at adoptakeg.carlsberg.com.my by simply scanning the receipt and barcodes from their purchases of Carlsberg Danish Pilsner and Carlsberg Smooth Draught cans and bottles whether from convenience stores, online retailers, supermarkets or hypermarkets.

Once the keg is full, consumers will be rewarded with two free beers which can be redeemed via a QR code at participating food and beverage outlets when they reopen.

Outlets offering redemptions will be reimbursed by the beer company, helping with their operating expenses while building up customer patronage.

Carlsberg Malaysia managing director Stefano Clini said, “Our customers are pivotal to the growth we have achieved over the years and we are proud to introduce initiatives aimed at kickstarting their recovery, especially for on-trade customers which have been the most badly affected in this time.

“Banking on the momentum of our beer sales via e-commerce and off-trade consumption during the MCO, Adopt a Keg aims to reward our consumers with free draught beer on us while supporting their local food and beverage outlets.”

Clini said its customers had also innovated with food and beer packages during the MCO, including bottling draught beer for delivery.

“We in turn want to help them regain consumer footfall and lost earnings through this initiative.

“We call on beer lovers nationwide to help Malaysian food and beverage businesses come back stronger after the MCO, simply by enjoying Carlsberg Danish Pilsner and Carlsberg Smooth Draught they buy from stores,” Clini added.

Redemptions for Adopt a Keg are limited to the first 10,000 consumers, with a total of 20,000 free glasses of beer to be given away.

Consumers can redeem their complimentary beer at participating outlets of their choice from June 1 until Aug 31 or while stocks last.

As an added bonus, the company is offering the chance to adopt a full keg of beer with a special promotion of RM500 for 100 glasses of beer.

The offer will be available from June 1 and is limited to the first 1,000 consumers, who can redeem it when participating outlets reopen with the option to share beer from their virtual keg with other registered users.

Carlsberg Malaysia encourages consumers to celebrate responsibly by not drinking and driving, besides practising social distancing when enjoying their Adopt a Keg redemptions.

Adopt a Keg follows another initiative by Carlsberg Malaysia in support of local coffeeshops, in collaboration with the Malaysia Singapore Coffee Shop Proprietors General Association, where Carlsberg will help defray their utility bills and contribute to their bottomline via a consumer promotion for Carlsberg Smooth Draught.

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