KUCHING: The entertainment business arguably cannot be taken for granted as this sector has contributed quite significantly to the country’s economy.
Like the tourism and travel industry which is very closely intertwined to the entertainment industry, all the pubs and bars, bistros and karaoke outlets are hoping that the inflation will not leave them in dire straits.
Many such outlets closed throughout the country last year due to the pandemic and they are hoping business can resume this year now that it is in the endemic stage and their customers can return to patronise their outlets.
“The price rise is inevitable. On our part, we are doing our best to provide affordable beer that is accessible to our consumers by providing more drinking promotions,” said Pearl Lai, Carlsberg Malaysia’s Director, Corporate Affairs & Sustainability.
Pearl was met at Carlsberg’s launching of its new progressive variant, its second product innovation this year – the alcohol free Somersby Apple 0.0 on Friday night at ZOZO Beans and Booze here.
“We are doing more events and this is helping them to sell. Carlsberg is a 50 year old brewery and just recently, we did our part by promoting the local harvest festivals in Sabah and Sarawak.
“So we are not only focusing on our international markets but here domestically as well with the introduction of our new product innovation,” Lai said.
She added that the price hike is just not affecting one category of products.
“All the products in the global chain are affected due to the price rise and further affected by the Ukraine-Russia war.
“And due to this inevitable reason, we have to adjust our product pricing. We took the conscious effort to make sure it is within the means of our consumers.
“Beer should be made affordable to consumers be it during the good times or the bad times,” she said.
Lai also said it is difficult to tell and to isolate if the price hike will affect their business.
“It is still too premature to mention. One of our initiatives is to roll out more consumer promotions and to reward our drinkers with something which money can’t buy, “she said.
Meanwhile, in her introduction speech at the event attended by guests and members of the press, Lai said the company’s emphasis on innovation and quality goes beyond just producing great beer.
“This is because the Somersby 0.0 alcohol-free beverage gives us the opportunity to deliver new revenue by venturing into an untapped market.
“It also enables us to be a committed brewer in advocating responsible consumption,” she added.
