Carlsberg Malaysia Invests RM3.5mil in Coffee Shop Operators for Smoother Business Recovery

[Corporate Social Responsibility]

As MHB Digital ( and handle digital and content marketing, social media management, and influencer marketing for a number of top dining establishments and restaurants in Kuala Lumpur, we are certainly aware of the horrendous impact of Covid-19 and the ensuing Movement Control Order in Malaysia (now currently in the CMCO phase) has on the industry.

As such, we have been actively supporting our F&B clients, as well as strategic partners in the F&B industry such as hotels and restaurants with digital and social media publicity/ services firstly to assist businesses to survive during this MCO/ CMCO, and subsequently rebuild and regain their share of market after the MCO ends.

The situation faced by F&B operators is very dire, due to both external and internal factors, such as consumer sentiment and low demand, as well as having to deal with overheads which includes rental, staff salary, utilities, loan repayments, etc. etc. Therefore, it is nice to see that Carlsberg Malaysia is doing its part to assist their trade partners through this time of crisis.

Carlsberg Malaysia launched an initiative on 8 May 2020 with Carlsberg Smooth Draught taking center-stage offering smoother business resumptions for their coffee shop operator trade partners in Malaysia with a RM3.5 million subsidy and promotion to smoothen traditional eateries’ business recovery following the impact from Covid-19.

The fund is Carlsberg’s pledge of solidarity and support towards the Malaysia Singapore Coffee Shop Proprietors General Association (MSCSPGA) by subsidising the utilities payment, up to three months, of 1,000 small and medium-sized coffee shop operators nationwide. In addition, Carlsberg Malaysia will also run a price-off promotion that enables participating coffee shops to make higher profitability with every bottle of Carlsberg Smooth Draught sold.

From May to July 2020, consumers can enjoy RM1 off on big bottles of Carlsberg Smooth Draught (580ml) at participating coffee shops, where Carlsberg will donate an additional RM0.50 per bottle sold to operators in hopes of increasing their profit margin for a smoother recovery towards the gradual lifting of the Movement Control Order (MCO).

Stefano Clini, Managing Director of Carlsberg Malaysia, said, “Coffee shops are integral to the local F&B market by serving thousands of Malaysians daily in their neighbourhoods and we are grateful for their support of our brands. This initiative is the result of collaboration and endorsement by the Malaysia Singapore Coffee Shop Proprietors’ General Association (MSCSPGA) on how Carlsberg can help provide relief to low-income coffee shop operators who have been financially impacted by the Covid-19 outbreak.”

“Taking a cue from Carlsberg Smooth Draught’s ‘smooth’ brand identity, our investment of RM3.5 million intends to smoothen their recovery as business picks up by defraying their burden of fixed operating costs. Beer lovers can also play a part in supporting their local coffee shop or food court simply by enjoying RM1 off Probably The Smoothest Beer, where we pledge an additional RM0.50 to the operator for every big bottle of Carlsberg Smooth Draught sold,” Clini added.

MSCSPGA president Datuk Ho Su Mong commented, “Following the Covid-19 pandemic and the MCO in Malaysia, coffee shop operators have suffered daily losses up to 30% as business has been more than sluggish. With Carlsberg Smooth Draught’s efforts, we hope to see that this programme will help low-income operators to survive these difficult times. In fact, I’m glad that Carlsberg has also helped to promote the list of participating F&B operators open for delivery and takeaway during the MCO period on social media.”

To support participating F&B outlets near you, head over here for the full list of eateries available for takeout or delivery:



[18 May 2020]

Carlsberg Malaysia’s “Adopt a Keg” 2020 Initiative

Stefano Clini, Managing Director of Carlsberg Malaysia with a beer keg adopt a beer 2020
Stefano Clini, Managing Director of Carlsberg Malaysia


Carlsberg Malaysia announced a new initiative on 18 May 2020 to help F&B businesses recover after the MCO by rewarding consumers with 20,000 complimentary glasses at their local bars.

To get consumers back into their favourite hangouts and help businesses get back on their feet, Carlsberg Malaysia has introduced “Adopt a Keg” – an initiative that rewards consumers who have purchased Carlsberg for home consumption with free draught beer they can redeem at local F&B outlets when the MCO restrictions are lifted.

Adopt a Keg allows beer lovers to fill their own virtual beer keg at by simply 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 rewarded with 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.

Stefano Clini, Managing Director of Carlsberg Malaysia, said, “Our customers are pivotal to the growth we’ve achieved over the years and we are proud to introduce initiatives aimed at kickstarting their recovery, especially for on-trade customers which have been the most badly affected in this time. Banking on the momentum of our beer sales via e-commerce and off-trade consumption during the MCO, Adopt a Keg aims to reward our consumers with free draught beer on us while supporting their local F&B outlets.”

“Our customers 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. We call on beer lovers nationwide to help Malaysian F&B businesses come back stronger after the MCO simply by enjoying Carlsberg Danish Pilsner and Carlsberg Smooth Draught they buy from stores,” Clini added.



Redemptions for Adopt a Keg are limited to the first 10,000 consumers, with a total of 20,000 free glasses of Carlsberg beer to be given away. Consumers can redeem their complimentary beer at participating outlets of their choice from 1 June until 31 August or while stocks last.

You can also adopt a whole keg as Carlsberg Malaysia is offering you the chance to adopt a full keg of beer with a special promotion price of RM500 for 100 glasses of beer. The offer will be available from 1 June 2020 and is limited to the first 1,000 consumers, who can redeem it when participating outlets reopen with the option to share beer from their virtual keg to other registered users on


Carlsberg Malaysia beer keg and 2 glasses of Carlsberg on top of a counter


Visuals courtesy of Carlsberg Malaysia.


0 comments on “Carlsberg Malaysia Invests RM3.5mil in Coffee Shop Operators for Smoother Business Recovery

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

%d bloggers like this: