ZERO IRRESPONSIBLE DRINKING

Our commitment to preventing harmful alcohol use fulfils our corporate accountability and commitment to a safer drinking culture. 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.

PREVENTING HARMFUL USE OF ALCOHOL

Our mission extends beyond brewing great beer, as we are committed to promoting responsible consumption.

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.

As part of our long-term commitment to offering alternatives, we maintain a diverse portfolio of Alcohol-Free Brews (AFBs) across Malaysia and Singapore to provide consumers with positive and liberating choices whenever they prefer non-alcoholic options.

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 and disciplinary measures for our employees. 

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).

PROGRESS/ACHIEVEMENTS

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.

GOING FORWARD

Our commitment to promoting responsible drinking will continue to grow stronger. We are expanding our focus on low-alcohol options and AFBs, strengthening partnerships and enhancing our consumer education initiatives, particularly around BAC awareness and anti-drink-driving campaigns.

Our journey towards ZERO Irresponsible Drinking continues, driven by innovation in our approach, dedication to our message and commitment to our community's well-being. Through education, engagement and empowerment, we will continue our long-term commitment to responsible drinking.