Brewer partners with ride ride-sharing company for safer bar hopping experience

KUALA LUMPUR: In conjunction with Global Beer Responsible Day this year, Carlsberg Malaysia partnered with BuddyDriver by Trevo to offer discounted rides for consumers, making bar hopping safer at 50 bars and pubs in Kuala Lumpur.

The offer ends Oct 20, and is active from 8pm to 11pm, at KL’s drinking hotspots, including Changkat, Cheras, Solaris, Mont Kiara, Publika, Plaza Arakadia, Sri Petaling, Hartamas, and Old Klang Road.

During this time, consumers are encouraged to look out for the #CelebrateResponsibly employee ambassadors and their BuddyDriver partners.

By using the promotional code CELEBRATERESPONSIBLY, first-time users can claim a one-hour free BuddyDriver ride, with up to RM53 off, or they can use the code CELEBRATERESPONSIBLY10 for a 10% discount on subsequent rides, capped at RM30.

Carlsberg Malaysia rolled out its #CelebrateResponsibly campaign for the eighth consecutive year, in line with the brewer’s commitment to delivering on its Zero Irresponsible Drinking programme.

The campaign aimed to raise awareness among consumers on the permitted national blood alcohol content (BAC) limit of 0.05% and to provide convenient alternatives for consumers to get home after drinking.

Carlsberg Malaysia's Corporate Affairs and Sustainability director Pearl Lai said, "Consumers have the power to create change around drinking and driving by embracing the responsible habit of opting for e-hailing or chauffeur-on-call services.

"Through our #CelebrateResponsibly campaign, we provided consumers with an avenue to measure their BAC levels and share the knowledge on one’s alcohol tolerance.”

She said that they collaborated with 50 entertainment outlets to reach out to about 800 consumers over the past four weeks, aiming to help consumers choose how to travel home once their BAC exceeded 0/05%, and to help them curb drink-driving.

Thirty-three employees supported the campaign by volunteering to be #CelebrateResponsibly employee ambassadors.

Carlsberg Malaysia Corporate and Marketing Activation senior executive Nicholas Tan said, “It is incredible to see so many co-workers volunteer as employee ambassadors to raise awareness around responsible drinking.

"We are also happy to see that more and more people are opting for a safer way to get home and to avoid drink-driving as this encourages us to get out there and reach out to even more consumers.”

Socar Mobility Malaysia chief executive officer Shylendra Nathan said they were proud to join Carlsberg Malaysia in the #CelebrateResponsibly campaign.

“With road incidents rising, and road safety being a concern, we are committed to offering a safe, reliable service that makes it affordable to pre-book a professional driver on the Trevo app for the short term.

"Promoting responsible drinking is also part of our objectives and we are happy to be in partnership with a brand that shares that same purpose,” she said. Nathan oversees the overall operations of the group which includes Socar and Trevo.

Carlsberg Malaysia reached 5,397 consumers through its various #CelebrateResponsibly activations and brewery visits since the beginning of the year.

With a mission to achieve Zero Irresponsible Drinking, which also supports the UNSDG Goal #3 – Ensure healthy lives and promote well-being for all at all ages – the brewer deployed 41 employee ambassadors across five activations and three large-scale music festivals nationwide.

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