Drink Carlsberg, adopt a keg to help bars and restaurants


Carlsberg launches an “Adopt A Keg” initiative to help support its on-trade channels and reward consumers at the same time.

It seems that we’re starting to see a glimpse of the proverbial daylight after a rather rough year. As Singapore moves into the second phase of the reopening process, restaurants will return to some degree of familiarity. However, bars will have to wait a little longer; hopefully, that will change soon.

Carlsberg will be doing their part to support on-trade partners with the new Adopt-A-Keg initiative. Carlsberg will reward consumers with free draught beer for every can of Carlsberg that they buy and these rewards are redeemable at participating F&B outlets when they reopen. These outlets will then be reimbursed by Carlsberg as a means of helping out with operational expenses and hopefully, this promotion may help them to build customer patronage too.

So, if Carlsberg is part of your casual drinking routine with friends then you might want to sign up for a virtual keg here. You fill your virtual keg by scanning your receipts and (can) barcodes; every S$10 that you spend on Carlsberg Danish Pilsner or Carlsberg Smooth Draught cans entitles you to one scan, which fills up one-quarter of your virtual keg. One fully filled keg gets you a complimentary 0.5-litre pint of Carlsberg draught beer while three fully-filled virtual kegs can be traded for a Carlsberg beer tower.

Mr Olivier Dubost, General Manager of Carlsberg Singapore, explained, “Over the years, our on-trade partners have contributed greatly to the growth Carlsberg has achieved, and during this difficult climate, we have to look out for each other. With the Adopt a Keg initiative, we hope to show our support for local F&B outlets amid tough times and extend a helping hand. Through this initiative, not only will Carlsberg be providing complimentary redemptions for beer lovers, we are also able to help our partners regain consumer footfall and lost earnings when they reopen”

“We call on all beer lovers in Singapore to join us as we help our businesses come back stronger.”

While it may not seem like much, every little bit of help does go a long way, so don’t forget to take part if you’re stocking up on those cartons. And on that note, here are a couple of newly opened restaurants that are worth your time and would really appreciate little a bit of love too.