HEINEKEN advocates festive safety with Grab ride vouchers

As the festive season approaches, HEINEKEN Malaysia is taking the lead in promoting responsible celebrations. The brewery giant is introducing a thoughtful initiative to ensure safety during year-end gatherings: RM10,000 worth of Grab ride vouchers. This move underscores the company’s commitment to advocating for responsible consumption and safe holiday practices.

Grab Vouchers

From 20 December 2024 to 5 January 2025, HEINEKEN Malaysia is offering consumers the chance to redeem two RM10 Grab ride vouchers every Friday, Saturday, and Sunday using the promo code ‘ENJOYRESPONSIBLY.’ The vouchers aim to encourage partygoers to opt for alternative transportation, prioritizing safety after festive celebrations.

“At HEINEKEN Malaysia, we continuously introduce new initiatives and collaborations to ensure our beers are enjoyed safely and responsibly,” said Martijn van Keulen, Managing Director of HEINEKEN Malaysia. He added, “Since 2010, we’ve allocated over 10% of Heineken®’s media spend annually to advocate for responsible consumption, with a total investment of over RM9 million to date.”

This initiative aligns with the company’s broader mission, which includes the introduction of Heineken® 0.0 in 2019 and ongoing partnerships with Grab Malaysia to simplify responsible choices for consumers.

Amplifying the Moderation Message

HEINEKEN Malaysia has employed creative campaigns to reinforce its message of moderation. One of its highlights this year was the ‘When You Drive, Never Drink’ campaign, featuring Formula 1 champion Max Verstappen. The campaign promoted safe driving through global and local engagements, including Malaysia’s ‘Player 0.0’ initiative.

Locally, the campaign engaged over 1,500 participants in a mobile and simulation racing competition, promoting the importance of staying sober behind the wheel. These efforts exemplify how HEINEKEN Malaysia leverages global platforms to deliver impactful messages on responsible drinking.

Festive Tips for Enjoying Responsibly

In conjunction with its Grab voucher initiative, HEINEKEN Malaysia shared festive tips under the theme “LOW. SLOW. NO.” to encourage mindful celebrations:

• LOW: Alternate between lighter beverages and water to maintain balance.
• SLOW: Sip responsibly and pair drinks with food to enhance the festive experience.
• NO: Opt for alcohol-free alternatives like Heineken® 0.0 when necessary.

The company emphasizes that celebrations should embody true togetherness while ensuring safety. “The holiday season is an opportunity to stay mindful and make smart choices,” noted the HEINEKEN Malaysia team.

HEINEKEN Malaysia’s activities are targeted at non-Muslims aged 21 and above, highlighting its dedication to promoting safety and moderation. “When you drive, never drink,” remains a core message as the company advocates for responsible celebrations throughout Malaysia.

For more details about HEINEKEN Malaysia’s initiatives, visit their official website at www.heinekenmalaysia.com.