As the year comes to a close and festive celebrations take centre stage, Heineken Malaysia is reinforcing its commitment to responsible consumption with a series of impactful initiatives. To ensure safer holiday gatherings, the company is giving away over RM10,000 worth of Grab ride vouchers, encouraging Malaysians to opt for alternative transportation and prioritise safety during this joyous period.

From December 20, 2024, to January 5, 2025, partygoers can redeem two RM10 Grab ride vouchers every Friday, Saturday, and Sunday using the promo code ‘ENJOYRESPONSIBLY’—while stocks last. This initiative offers a simple yet effective way to ensure safety remains a priority as Malaysians enjoy the festivities.

“At Heineken Malaysia, we continuously introduce initiatives and collaborations to ensure our beers are enjoyed safely and responsibly,” said Martijn van Keulen, Managing Director of Heineken Malaysia. “Since 2010, we’ve allocated over 10% of Heineken’s media spend annually to advocate for responsible consumption, with a total investment exceeding RM9 million to date. From launching Heineken 0.0 in 2019 to partnering with Grab Malaysia, we’re committed to making responsible choices simpler and more accessible for our consumers.”

Promoting Moderation Through Global and Local Campaigns

In 2024, Heineken Malaysia leveraged high-profile platforms such as Formula 1 to emphasise moderation. The ‘When You Drive, Never Drink’ campaign, featuring Formula 1 champion Max Verstappen, highlighted the message that the best driver is one who doesn’t drink.

On the local front, the company introduced the ‘Player 0.0’ initiative, which engaged over 1,500 participants in a dynamic mobile and sim racing competition. This program further reinforced the importance of staying sober behind the wheel, combining the thrill of racing with a message of safety and responsibility.

Festive Tips for Joyful and Responsible Celebrations

Heineken Malaysia also shared festive tips to help consumers strike a balance between celebration and safety during the holiday season:

• LOW – Let Togetherness Glow: Alternate beverages with water or lighter options to stay refreshed while enjoying the festive mood.
• SLOW – For a Festive Flow: Sip responsibly, savour every drink and stay hydrated. Pairing drinks with food helps maintain the flow of festivities.
• NO – Sometimes It’s Just Plain No: Not every toast requires alcohol. Embrace alternatives like mocktails, sparkling water, or Heineken 0.0 for a festive yet mindful experience.

Encouraging True Togetherness

Heineken Malaysia invites everyone to embrace the spirit of true togetherness this holiday season by making thoughtful and responsible choices. The Grab ride voucher initiative serves as a reminder that enjoying the season doesn’t have to compromise safety.

Consumers are encouraged to use the promo code ‘ENJOYRESPONSIBLY’ to claim their Grab vouchers and ensure a safe journey to and from their celebrations. Terms and conditions apply.

A Commitment to Responsibility

Heineken Malaysia’s brand activities and promotions are designed for non-Muslims aged 21 and above. The company advocates for responsible consumption and emphasises that when you drive, you should never drink. With these initiatives, Heineken Malaysia continues to champion safety, moderation, and togetherness as the cornerstone of every celebration.