Carlsberg and Grab Cambodia announced on Friday, September 27, a partnership to empower Cambodian consumers to enjoy beer responsibly through a series of initiatives as part of Carlsberg’s regional #CelebrateResponsibly campaign.
By leveraging their combined brand voice and touchpoints, the partnership aims to discourage drunk driving and promote safe and enjoyable drinking experiences on all occasions. This year-long collaboration will also reinforce Carlsberg’s position as the official beer sponsor of Liverpool Football Club (LFC), a partnership that has been ongoing since 1992.
.jpg)
Leveraging Grab’s multiple online to offline touchpoints, Carlsberg will encourage consumers and football fans to book Grab rides to prioritise safety and responsible alcohol consumption. As part of this initiative, consumers can enjoy discounted rides to the well-known Carlsberg outlets in Phnom Penh.
“The launch of the campaign today is a new step in raising public awareness on the impact and prevention of alcohol consumption. This is the ongoing commitment from all stakeholders to safeguard consumers’ health and well-being, which is an important part of achieving social welfare and a sustainable alcohol industry in Cambodia,” said His Excellency Neth Pheaktra, Minister of Information and Chairman of the Alcohol Product Advertising Management Working Group.
“This partnership marks another significant milestone in our commitment to ZERO Irresponsible Drinking and IARD”, said Vladimir Vava, Managing Director of Cambrew Ltd (Carlsberg Cambodia).
“Partnership is a key approach to responsible and moderate consumption. A ride-hailing and eCommerce company along with our on-trade outlets are a key partner in demonstrating how we can collectively encourage responsible behaviour, particularly when it comes to drunk driving, pregnant women and those under the drinking age.
Furthermore, we are committed to supporting the establishment of a legal drinking age in Cambodia and have collaborated with the alcohol coalition to establish a self-regulation code for responsible alcohol marketing for Cambodia,” he added.
Beyond the partnership with Grab and key on-trade outlet partner, Vladimir also shared about Carlsberg’s new marketing communication direction, which aligns with its commitment to consumer protection through innovation and sustainability.
Carlsberg aims to make all its beer brands leading examples of responsible drinking communication across the market. Instead of encouraging excessive consumption, Carlsberg focuses on promoting moderate consumption behaviours. The new Carlsberg campaign in September is exemplifies how to promote responsible behaviours, emphasizing the value of quality over quantity.
“We are excited to announce our partnership with Carlsberg to promote responsible drinking and thereby reduce drunk driving accidents in our country. We believe that every celebration should end safely, and with our combined efforts, we aim to make 'Don't drink and drive, instead, Grab a ride!' a mantra for everyone”. - Mr. Kang Sovannarot "Mike", Acting Country Head, Grab Cambodia.
#CelebrateResponsibly is a regional responsible consumption campaign led by Carlsberg Asia to generate awareness of its ‘responsible drinking’ message. Targeting key Southeast Asian markets including Singapore, Cambodia and Myanmar, Carlsberg is tapping into the extensive ecosystem to widely deliver the important message of responsible drinking through in-app features, e-commerce platforms and in-store promotions at key Carlsberg on-trade outlets. Cambodia has been selected to launch this regional campaign officially.
The campaign is expected to reach and engage consumers as well as delivery drivers, retailers, on-trade owners, educators, parents, law enforcement agencies and role models across the region.
About Cambrew Ltd (Carlsberg Cambodia):
Cambrew Ltd is the first brewery in the kingdom & one of the largest brewers in Southeast Asia with European standards & technology, operating since the early 1960s as commissioned by the Cambodian Government. The company is a proud member of the Carlsberg Group based in Copenhagen, Denmark which integrates standard procedure, culture and brewing excellence.
The company offers a wide range of beers portfolio both international premium brands and local brands – the iconic Angkor Premium Beer with the well-known tagline ‟My Country, My Beer″ – is a popular brand among Cambodian consumers. Since 1992, Cambrew has been in partnership with Pepsi Co. for bottling and distribution of soft drinks in Cambodia including Pepsi, Mirinda, 7-Up, & Sting.
For more information about Cambrew Ltd (Carlsberg Cambodia) please visit: website/facebook. About this initiative please reach out to [email protected] or (+855) 98 38 57 92.
About Grab:
Grab is a leading superapp in Southeast Asia, operating across the deliveries, mobility and digital financial services sectors. Serving over 700 cities in eight Southeast Asian countries - Cambodia, Indonesia, Malaysia, Myanmar, the Philippines, Singapore, Thailand and Vietnam - Grab enables millions of people everyday to order food or groceries, send packages, hail a ride or taxi, pay for online purchases or access services such as lending and insurance, all through a single app.
Grab was founded in 2012 with the mission to drive Southeast Asia forward by creating economic empowerment for everyone and strives to serve a triple bottom line: to simultaneously deliver financial sustainability and have a positive social and environmental impact in Southeast Asia.
For more information about Grab’s expansion plans and the firm’s ongoing commitment to Cambodia, please visit: www.grab.com/kh or www.facebook.com/GrabKH .
