Pernod Ricard Malaysia on 30 September launched its corporate social responsibility (CSR) programme, ‘Be In Control. If You Drink, Don’t Drive’, in a move to encourage consumers to adopt a more responsible drinking habit by making them aware of the risks associated with inappropriate drinking, particularly, driving while under influence. The said CSR programme, launched as part of Pernod Ricard’s global Responsible Drinking campaign, seeks to encourage consumers to take the pledge to stay in control and to not drive under the influence.

Managing Director of Pernod Ricard Malaysia, CK Tan said, “Before embarking on a consumer campaign, we went to ground to gain insights into the psyche of our consumers. We found that often we tend to down play the abuse of alcohol such that it affects our ability to act responsibly, more so when it comes to driving under the influence.”

“’Be In Control. If You Drink, Don’t Drive’ campaign aims to instill the realisation of the risk and danger associated with inappropriate drinking. To this end, Pernod Ricard Malaysia is calling out to all consumers to take the pledge to drink responsibly; enjoy the conviviality that our products bring, but at the same time always stay in control and if you drink, don’t drive”, Tan continued.

Globally, Pernod Ricard has been promoting responsible drinking with the key message to drink responsibly so that alcohol consumption remains a pleasurable experience. Pernod Ricard started with their group employees, to adopt exemplary conduct and become true ambassadors for responsible drinking. Then educating young people as well as pregnant women of the risks of inappropriate drinking habits through prevention and education initiatives. To fight against drunk driving, Pernod Ricard globally, supports the policies and initiatives initiated by road safety authorities.

“This global CSR activation by Pernod Ricard stems from our own realisation that while our products can form an enjoyable part of our lifestyle when we choose to consume them, we also know that excessive or inappropriate consumption can cause harm. Our approach to responsible drinking is based on the premise that with any consumer, whether a regular or infrequent drinker, living anywhere in the world should have access to information on treating alcohol responsibly.”

This campaign intends to create a sense of appreciation for responsible drinking by changing consumers’ mindsets to be more sentient towards responsible drinking thereby triggering an overall culture change. Hence Pernod Ricard Malaysia is calling out to all Malaysians to be part of the movement to drink responsibly by pledging to not drink and drive and also to look out for their friends and loved ones in that same vein.

A series of on-ground activation of this campaign branded as Code Friday will be rolled out every Friday over the next few months to engage with consumers, given that Fridays is when drinking and conviviality is at peak. “This on-ground activation will see our Brand Ambassadors engaging with our consumers to encourage each one to take the pledge to ‘Be In Control. If You Drink, Don’t Drive’. We will activate this programme at all partner outlets, beginning with those that have pledged in support of our campaign,” Tan added.

Pernod Ricard Malaysia is further working in tandem with their key business outlets to implement responsible drinking programmes within their respective outlets in support of the campaign.

Looking to engage target audience of 18 – 35 year olds who are tech-savvy and always on-the-go, Pernod Ricard Malaysia adopted the Quick Response (QR) code in its campaign communication channels whereby consumers with a smartphone just need to scan the QR code and it will direct them to the website – www.beincontrol.org.my to make the pledge.

The campaign also takes on an emotional approach by sharing a compilation of short videos based on true-life encounters called Wish You Were Here to convey its core message. Stories from people who have been affected by drinking and driving can be viewed at the official website of the campaign www.beincontrol.org.my.

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Damansara’s gastronomic open-secret, Craft Brews, tonight expanded beer-lovers’ taste horizons by introducing a unique range of imported craft beer, Rogue. With a myriad of flavor from a more traditional Mom Hefeweizen to some quite spicy numbers such as Brutal IPA or OREgasmic Ale, this range of beer will extend the palate of any enthusiast.

Launched tonight was a selection of eight fine beers from the Rogue range – four available on tap, four available by the bottle. Even with such a selection, themes were evident with the Chocolate Stout, Mocha Porter, and Hazelnut Brown Nectar, along with some more traditional-styled beers like Mom Hefeweizen. Quite unique on the range is Juniper Pale Ale, which may be considered the beer-lover’s equivalent to a gin and tonic; and Dead Guy Ale, the drink of the ‘living and the dead’, as featured recently on Supernatural, a popular American television series.

Whilst tonight launched eight of the Rogue range, it is only the beginning for Craft Brews as they plan to introduce more of the range over time. Already in the pipeline for introduction to their menu later in the year are Somer Orange Honey Ale, Chipotle Ale, and Morimoto Black Obi Soba. Rogue’s diverse and intriguing range is definitely something the Craft Brews team plan on sharing with their customers. Craft Brews remains committed to bringing the finest quality and most exciting range of beers to its customers.
Emcee’d by popular radio personality Linora Low, the evening had a great party atmosphere. High in energy, with lots of amber gold flowing, accompanied by specialty dishes the Craft Brews kitchen has become famous for, the crowd had plenty of opportunity for additional fun, with beer-inspired games getting them worked up. Spin-the-bottle, a risque game from our teenage years, offered torturous chili’s and ginger as punishments, some more mild options, a few Rogue rewards, and of course, bottles of Rogue for all those who spun. Traditional ‘keg weightlifting’, along with other games also consumed the crowd and got people looking, if not drinking.

Craft Brews focuses on what its name suggests – serving craft beer. A craft beer is one that avoids using fillers, thickeners and artificial flavors, and generally results in a beer drinking experience that embraces natural flavor with a myriad of ingredients to create outstanding taste sensations. Craft beers simply show how beer can be extended in flavor, and how what we perceive as a traditional beer can be transformed into a new world of flavor. Since their opening, Craft Brews has fast gained a reputation for excellent beer, great food, and a really fun environment.

“Our mission is to continually extend the beer drinking experience for Malaysians, to let our customers try the best of what is available in the world of beer, and to show that beer is not just the drink we used to think it was – there are so many flavors that we can enjoy. Beer is the new wine, as we look at helping people further appreciate taste explosions, and the subtleties of new flavors and fresh ingredients. Tonight is simply the beginning of our journey with Rogue; there is definitely more to come” explained Paul Khong, Business Owner of Craft Brews.

Rogue originated in the United States, and has fast been viewed as a sought-after beverage worldwide. Rogue ales are made with the finest hops and barley malt, free range coastal water and Pacman top fermenting proprietary yeast. Preservative, additives, chemicals are never added, leaving every Rogue Ale a true craft beer. Rogue is bottled using an oxygen absorbing cap, brown glass for better shelf life, and plenty of malted barley and hops to provide stability.

Rogue continues to enjoy the recognition of its professional peers for quality, innovation, and dedication to the perfection of the craft of brewing. Having won numerous awards internationally since its inception in the late 1980’s, Rogue continues to be at the forefront of craft beer production, and in sharing the love of beer with the world. A great parallel to Craft Brews, who seek to share their love of fine beer, ‘one pint at a time’.

The Rogue range is exclusively available in Malaysia at Craft Brews. To sample for yourself, come on down to Craft Brews and experience their special brand of hospitality, expand your drinking horizons, and truly enjoy going Rogue with Craft Brews.
Craft Brews is located at G3 Podium, Ground Floor, Menara KLK, 1 Jalan PJU 7/6, Mutiara Damansara, 47810 Petaling Jaya, Selangor. Craft Brews is open daily from 12:00 noon until late. For reservations please telephone 03-7722-3000. You can find Craft Brews on Facebook www.facebook.com/CraftBrews and on Twitter @CraftBrews.

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Wheat beer connoisseurs are about to be delighted as the No. 1 premium beer brand in France, Kronenbourg is set to introduce Kronenbourg 1664 Blanc in July 2011. Dressed in a modernized bright blue profile bottle, the Kronenbourg 1664 Blanc is served in an eye-catching design and promises a refreshing premium beer suited for the taste of affluent beer drinkers in Malaysia.

The launch of the new range comes on the back of a successful introduction of the Kronenbourg brand in Malaysia. Its flagship brew, the Kronenbourg 1664 launched in December 2010 is enjoying tremendous growth and serving fans exclusively in more than 70 outlets nationwide, including 7 flagship Kronenbourg 1664 outlets.

“We are very delighted by how Malaysians have embraced this French brew since its recent introduction. Encouraged by our fans, we are pleased to introduce the Kronenbourg 1664 Blanc to add to the choice consumers have for premium beers,” said Soren Ravn, Managing Director of Carlsberg Malaysia. “Standing apart from other beers with its fruity style and original blue bottle, Kronenbourg 1664 Blanc is a palatable wheat beer intended for the modern women and men, who appreciate a refreshing taste delivered in a stylish design.”

Crafted from a century-old recipe, spices and brewed with 13th Cervoise brewing style, Kronenbourg 1664 Blanc has been described as having an underlying notes of coriander and cloves balanced with subtle citrus and fruity flavours.

Kronenbourg 1664 Blanc pours a greyish, murky, homemade lemonade colour – the palest of pale, watery yellows. It brings out traces of fruits with hardly any hint of spiciness, which one would expect from a wheat beer. The taste follows along in much the same vein and finishes clean with a touch of dryness.

“Wheat beers have become increasingly popular among consumers. By launching Kronenbourg 1664 Blanc, it will be an excellent addition to our premium portfolio of beer brands, which is in line with our portfolio brand strategy,” explains Ravn. “The Kronenbourg 1664 Blanc is enjoying amazing growth in both Europe and Asia. In Singapore, this beer has on average been growing by more than 70% annually for the past 2 years. We believe that by its introduction, we can continue to grow our premium beer segment further, which is currently enjoying an average annual growth rate of more than 60%.”

Kronenbourg 1664 Blanc will be available in both draught and pint bottles in July at GTower, the Library (Puchong, Mid Valley, The Curve, Avenue K), La Bodega Pavilion, Ecoba, Bakita, and The Hill. It will be introduced nationwide from August 2011 onwards.

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Bunnahabhain whisky tasting was held at Leonardo’s Dining room and wine loft organized by Single Malt Whisky and Available. Established in 1881, Bunnahabhain, meaning ‘mouth of the river’ from Scots Gaelic, looks out to the Sound of Islay, a vast stretch of sea traveled by many seafarer, just like the Bunnahabhain helmsman illustrated proudly on the pack.

This is the home to the gentle taste of Islay, true to the claim, it was the very gentle whisky compared to the other Islay whisky of Laphroaig, Ardbeg or Lagavulin which have smoky character derived from peat, a central characteristic of Islay malts, whilst, Bunnahabhain whisky is lightly peated, and easy to appreciate it.

The whisky tasting even start around 8pm, and booklet introducing the Bunnahabhain whisky is neatly placed in the seating table. Some finger ‘licking good’ food going their rounds, to keep the taster appetite going. Tasting glass was all ready with 4 variant of Bunnahabhain whisky for taster, first with 12 year old, then the 16 year old limited edition, the 18 year old and the 25 year old.

Mr Steve Campbell, the guest speaker introduced the Bunnahabhain whisky and it’s rich history behind the distillery. One interesting note about why scottish stills are so remotely located, one of reasons are the water source, and not to pay excise tax to the crown. Bunnahabhain distillery was remotely located too, close to Margadale river, and the only malt from Islay to use a natural spring water source.

Taster was first given the tasting glass to nose the whisky. Taster can take it neat if they want to, but we could add on just a little cold water to bring out more interesting nose to the senses. We take a gulp, swirl in our mouth to feel the body of the whisky, and slowly savoring it down, enjoying every drop of each 4 different variant Bunnahabhain, each to their own character, with the caramel fruity nuts sweetness more apparent on the 16~18 year old.

The nosing of the character of the Bunnahabhain whisky can go on for the whole nights, and I still loving it to the core. The price of Bunnahabhain whisky is on the upper range, even for the 12 year old, you can guess for the 25 year old.

On the whole, the event was fantastic, with good serving finger food, with plenty of whisky to taste, and a nice cozy place to enjoy the Bunnahabhain whisky on friday night!

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Shah Alam, 6 April 2021 – Today is a big day for Carlsberg. Today is the relaunch of the Carlsberg brand. After more than two years in the making, Carlsberg unveils a new global initiative that will see its brand undergo a major transformation and the introduction of a new slogan “That Calls for a Carlsberg!”.

The global transformation will occur simultaneously across more than 140
markets Carlsberg operates in and aims to leverage its vast history and legacy of beer brewing to chart a future for the brand that many around the world value and enjoy.

“Carlsberg is the name above the door. We are proud of our Carlsberg brand – for the pleasure it gives to so many, and for how the brand and its founding story and values still inspire us, ” says Jørgen Buhl Rasmussen, Carlsberg’s CEO.

“People are familiar with Carlsberg but do not necessarily know what it represents. This global campaign is our way of getting our story out there to both our mature markets and our newer markets. We want people to know that Carlsberg beer stands for something – It stands for our unique heritage and our founders’ passion and innovative spirit. It stands for quality and for great taste.”

For the first time, Carlsberg will share the same core visual identity for the brand worldwide, giving the brand the same look and feel in terms of packaging and bottle across all markets. Carlsberg will start using the same selling line, “That calls for a Carlsberg,” and will also launch a new campaign including new advertising materials at the same time around the world.

In Malaysia, Carlsberg has enjoyed tremendous success, winning in both brand recognition and brand preference. Carlsberg has been continuously voted as the #1 beer brand in Malaysia by bodies such as Putra Brand Awards and Reader’s Digest Most Trust Brand Awards.

“Carlsberg’s famous green logo is very well known in Malaysia, with 1 out of 2 beer drinkers preferring the brand compared to any other brand,” says Soren Ravn, Managing Director of Carlsberg Malaysia. “With this new global initiative, we are out to bring the other 1 out of 2 beer drinkers into the fold, that Carlsberg may be raised in every occasion.”

Carlsberg will invest significantly in the Carlsberg brand, widening distribution channels and making every effort to get closer to customers and consumers. “We are confident that these initiatives will significantly drive sales growth in Carlsberg in the years to come and support our overall ambition to be the dominant player in Malaysia.”

New Positioning
The Carlsberg’s founder – J.C. Jacobsen, stepped out from the comfort zone to discover the perfect beer brewing methods inspired the new positioning of Carlsberg. With the new re-launch campaign, Carlsberg hopes to inspire people across the world to step up “do the right thing”. Doing the right thing is about striving to be better even though the road to success is paved with obstacles, but do not stop trying to achieve what the consumers dream off.

Bold New Look, Same Great Taste
The new positioning calls for a brand that is vibrant, contemporary, young, ‘cool’, inspirational, bold and modern and is anchored on the rich heritage of Carlsberg as well as the same good quality and great taste of Carlsberg. With this initiative, consumers will see a refresh across every channel, market and touch points.

A completely refresh of the iconic Carlsberg Crown will be revealed to the public for the very first time. The new Crown, which continues to tell the story of its rich Carlsberg heritage, has been made more simple and distinctive and will feature a refined and more modern look. This new look is a product of taking the current times and the fresh and younger audience into consideration.

Carlsberg packaging will also be receiving a fresher and modern look. The new packaging on its Quart and Profile bottles will see the Carlsberg brand embossed on the bottle, with a new neck-shape label, all of which presents Carlsberg in a very appealing manner. While the content size and Carlsberg’s great taste will remain untouched, the new packaging is expected to be more appealing to a wider, more modern audience while at the same time delivering a far more iconic and consistent look and feel to all Carlsberg’s packaging.

On the same day, teams of Carlsberg staff will be visiting outlets across the
country to initiate a refresh across all trade outlets. Trade outlets will be receiving a refreshing new look with new Carlsberg displays and trade loaders. In line with this, some outlets will feature a limited edition frame of miniature Carlsberg bottles dated back to 1904.

Carlsberg’s modes of transportation like delivery trucks and sales cars will also be receiving a new look. Carlsberg hopes that the trucks and sale cars will appeal to the masses and be as iconic as the Carlsberg crown whenever they are spotted on the roads of Malaysia.

“We hope that the Carlsberg’s great taste that consumers have come to love will find new fans among consumers,” adds Soren. “With this global re-launch, we are confident more consumers will become loyal fans of the refreshing taste enjoyed by so many for decades.”

Consumer activities
The launch of the new positioning will see Carlsberg venture into a revised and more specific target audience. While not alienating its core drinkers, Carlsberg will step up efforts to woo today’s active, adventurous generation of young people as research shows that across multiple markets; premium beer consumption is highest among them.

To appeal to the younger audiences, Carlsberg Malaysia will be organizing and featuring a variety of activities aimed at getting closer to these consumers.
Highlights include:

• From now until May 2011, Carlsberg will showcase 6 internationally renowned female DJs as part of its consumer launch. These DJs are well known in their own genre of music and they will be showcasing their talents at Carlsberg outlets around the country.
• During these events, Carlsberg will be giving out free magnet bottle openers to consumers with the purchase of a Carlsberg. At the supermarkets and hypermarkets, there will be a contest where consumers who participate will stand a chance to win a personal or home makeover worth a total of RM250,000 (RM10,000 x 25 grand prizes).

“This is the most ambitious re-launch in the Carlsberg Group history. We have high expectations to the outcome. We have a strong belief that the brand has the potential to grow to a lot more than what it is today,” adds Soren. “With this, we are charting the future of Carlsberg and it begins today.”

SIDEBAR STORY:
Carlsberg is definitely the brand to watch
Since 1847, the founder of Carlsberg, J.C. Jacobsen has committed himself to bringing science to the art of brewing. With the never-ending quest in search of the latest developments in the world of beer and most importantly cultivated a pure yeast strain that ensured each beer tasted as good as the last.

Since then, the Carlsberg brand has enjoyed global brand distribution, has become a brand of high awareness, and is the ‘name above the door.’

All of which still links back to its founders, whose deep heritage of passion, innovation and entrepreneurship still connects with today’s young consumers. A sign that their spirit is still a part of what makes Carlsberg special.

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