Carlsberg gets Malaysians to adopt a keg to aid F&B outlets

Carlsberg Malaysia has unveiled an initiative "Adopt a Keg", which aims to help F&B outlets that are unable to operate business as usual during this period. The initiative rewards consumers who have purchased Carlsberg for home consumption with free draught beer they can redeem at local F&B outlets when the Movement Control Order (MCO) restrictions are lifted.

Consumers can fill a virtual beer keg at Carlsberg Malaysia's dedicated website, adoptakeg.carlsberg.com.my, by 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 given two free beers from Carlsberg Malaysia which can be redeemed via a QR code at participating F&B outlets when they reopen. Outlets offering redemptions will be reimbursed by Carlsberg Malaysia, helping with their operating expenses while building up customer patronage.

Besides its website, the initiative is also promoted on Carlsberg Malaysia's Facebook and Instagram pages. The initiative runs from 1 June and redemption will be slated for after MCO is lifted,  limited to the first 10,000 consumers, with a total of 20,000 free glasses of Carlsberg beer to be given away. Carlsberg Malaysia is also offering the chance to adopt a full keg of beer with a special promotion of RM500 for 100 glasses of beer. A+M has reached out for additional information.

Stefano Clini, managing director of Carlsberg Malaysia, said its F&B partners are pivotal to its growth and the initiative is aimed to kickstart their recovery. He added that this initiative banks on the company's momentum of its beer sales via eCommerce and off-trade consumption during the MCO. “Our [F&B partners] have also innovated with food and beer packages during the MCO including bottling draught beer for delivery, and we in turn want to help them regain consumer footfall and lost earnings through this initiative," Clini added. Clini was named MD last October to manage Carlsberg's operations in Malaysia and Singapore.

This initiative comes two weeks after Carlsberg Malaysia launched a RM3.5 million subsidy and promotion to offer smoother business resumptions for coffee shop operators. Carlsberg will be using the fund to subsidise the utilities payment of up to three months, for 1,000 small and medium-sized coffee shop operators in Malaysia. The fund aims to smoothen traditional eateries’ business recovery following the impact from COVID-19, and is done in support of the Malaysia Singapore Coffee Shop Proprietors General Association.

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