ZERO Irresponsible Drinking

PREVENTING HARMFUL USE OF ALCOHOL

               3.5                      17.16, 17.17

Stakeholder Groups Most Concerned:

Consumers; NGOs, Industry Groups and Local Communities; Government Agencies and Regulators

Why It Is Important

Our commitment to preventing harmful alcohol use fulfils our corporate accountability and commitment to a safer drinking culture. Our mission extends beyond brewing great beer, as we are committed to promoting responsible consumption.

We continue to champion this important cause through our #CELEBRATERESPONSIBLY campaign, the flagship initiative of our ZERO Irresponsible Drinking programme. Our collaborations with the International Alliance for Responsible Drinking (IARD) and the Singapore Alliance for Responsible Drinking (SARD) enable us to create progress in responsible drinking advocacy.

Carlsberg Singapore is a founding member of the Singapore Beer Industry Association (SBIA), a non-profit organisation that represents and advocates for the beer industry in Singapore. As part of its commitment to responsible drinking and industry growth, we contributed to SBIA’s 2024 whitepaper, which explores the beer industry’s impact on economic growth, social progress and environmental sustainability. The whitepaper provides insights for policymakers to support a balanced and thriving beer industry.

As part of our long-term commitment to offering alternatives, we maintain a diverse portfolio of Alcohol-Free Brews (AFBs) across Malaysia and Singapore. Our range of Carlsberg 0.0 Pilsner, Carlsberg 0.0 Wheat, Somersby Apple 0.0 and the limited-edition Somersby Mandarin Orange 0.0 continues to provide consumers with positive and liberating choices whenever they prefer non-alcoholic options. Our AFBs also provide us with the opportunity to generate new revenue streams. 

We have developed standardised communication guidelines across all our touchpoints. These include clear advisories about
drinking and driving prevention, #CELEBRATERESPONSIBLY messaging and age restrictions for alcohol consumption (21 years and above in Malaysia, 18 years and above in Singapore).

Our Approach

Our Responsible Drinking Policy sets the foundation for our commitments, establishing clear guidelines for alcohol consumption in the workplace while defining specific responsibilities for our employees. The policy includes detailed guidelines and disciplinary measures, which may extend to dismissal for gross misconduct, all within the framework of applicable labour laws. 

Progress/Achievements
For Carlsberg Malaysia, 2024 has been a year of notable progress for responsible drinking advocacy through our employee ambassador programme and the extension of the #CELEBRATERESPONSIBLY campaign to our distributors' workforce nationwide.