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Stakeholder Engagement & Advocacy

Why It Is Important

At Carlsberg Malaysia Group, meaningful engagement with our stakeholders is key to delivering value and building a more resilient and sustainable business. Our interactions provide crucial insights into their priorities, enabling us to respond effectively while reinforcing trust. Open and transparent engagement is the foundation of these relationships, ensuring we remain responsive to stakeholder expectations..

We engage with eight key stakeholder groups through structured dialogues and proactive initiatives. These engagements help shape our business and sustainability agenda while reinforcing our commitment to responsible business practices. Our stakeholder engagements provide us the opportunity to communicate our strategic decisions and enable us to anticipate risks and opportunities in an evolving business landscape. By actively listening and responding to feedback, we enhance product innovation, strengthen responsible business practices and drive collective action to advance our sustainability journey — Together towards ZERO and Beyond.

The Group manages our stakeholders responsibly and effectively through proactive engagement with our consumers, customers, employees, investors and communities as we recognise the importance of consistently strengthening trust and demonstrating our appreciation for their support. We also communicate closely with our suppliers to ensure that their operating standards are aligned with ours.

As we continue brewing transformation for a better today and tomorrow, we are committed to evolving our engagement strategies to be more inclusive, insightful and impactful. By listening, understanding and acting on stakeholder feedback, we strengthen trust, create value and contribute meaningfully to a sustainable future.

Ipsos Corporate Reputation Tracker

In 2023, the Carlsberg Group embarked on a Corporate Reputation Tracker, working with Ipsos. Carlsberg Malaysia was one of the four markets in Asia invited to participate in the survey which involved monthly online interviews with the general population.

Ipsos measures corporate reputation based on their Reputation Model and looks at four pillars – Familiarity, Favourability, Trust and Advocacy.

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These scores represent the percentage of sampled respondents who provided positive responses on these four key reputation metrics.

The survey, which took place between May and December 2023, revealed that Carlsberg Malaysia has a strong and robust reputation, underpinned by innovation as a key driver of trust within the company. Notably, we have won the trust of 58% of survey respondents in Malaysia, placing it ahead in the key reputation metrics of favourability and advocacy compared to other competitors.

Carlsberg Malaysia's reputation benefits from a blend of emotional and rational trust drivers. Emotionally, the company resonates with consumers through shared values and a commitment to environmental stewardship. Rationally, we are perceived as innovative, with a clear vision for the future, and a sound investment choice, reflecting our financial management acumen.

Moreover, Carlsberg’s products emerge as the strongest drivers of advocacy behaviour, suggesting that its offerings resonate well and encourage recommendations among consumers.

NOTEWORTHY STAKEHOLDER ENGAGEMENT ACTIVITIES OF 2023

2023 was a year of reconnecting with our key stakeholders face-to-face post-pandemic. We would not have made it this far without the support of our stakeholders, thus we organised various initiatives so that they could join us in our engagement activities, and forge even closer ties with us.

RESUMPTION OF BREWERY VISITS

 March 2023 onwards

Significance of event and what was achieved:

We resumed Brewery Visits to Probably the Best Lounge in March 2023, welcoming key stakeholders such as our customers, trade partners, consumers, members of the business fraternity, industry groups and institutions of higher learning. We also received 289 of our shareholders, who enjoyed learning about the company through a tour of the brewery and by engaging with our colleagues. In 2023 alone, we received 7,801 visitors to the brewery.

‘RAIKAN KEBANGGAAN SABAH & SARAWAK’ CONSUMER CAMPAIGN

 

April - June 2023

Significance of event and what was achieved:

The ‘Raikan Kebanggaan Sabah & Sarawak’ campaign connected with beer lovers in East Malaysia during the Harvest and Kaamatan Festivals. Our East Malaysian consumers stood a chance to win cool gadgets including the iPad Air, iPhone and AirPods with purchase of Carlsberg Danish Pilsner or Carlsberg Smooth Draught. This campaign was well received by our consumers. Bars, pubs, food courts, coffee shops, super and hypermarkets and other retail outlets participated in the campaign.