‘Zero’ as concept is very much on the agenda for Corporate Affairs & Sustainability Director Pearl Lai and the entire nine-man strong corporate and sustainability communications team within Carlsberg Malaysia. ZERO carbon footprint, ZERO water waste, ZERO packaging waste, ZERO accident culture, and also ZERO Irresponsible Drinking – are all embedded within the operations covering Malaysia and Singapore markets. In 2024, Pearl, who also became the new Chairperson of Dancham (the Danish Chamber of Commerce Malaysia), had clocked twenty years of employment for the Danish brewery. She reflects on this time and looks ahead to the future – connecting to recent, large investments by the employer and the thirty+ years Carlsberg legacy in the country.
“Carlsberg Malaysia is described as my ‘second home’; more than just a workplace, it’s a place where I find genuine camaraderie and fulfilment,” Pearl Lai begins. “My journey has been about learning, unlearning, and relearning, with a strong sense of pride in personal and collective growth.”
And not only has this been challenging but rewarding – “not because it’s been easy, but because it’s been worth every learnings that lead to growth. The people – mentors, teammates, and supportive leaders – have been a key reason to where I am today,” the Malaysian reflects.
Joining Carlsberg Malaysia in 2005 as Manager, Corporate Communications & CSR (Corporate Social Responsibility) she was hired as a graduate with a Communication Studies degree at UniMas, Sarawak, without any formal education or specific skills directly related to the beverage industry.
Carlsberg Brewery Malaysia was established in 1969, part of the Danish business Carlsberg Group.
“Like many young graduates, I wanted to join a globally recognised FMCG (Fast-Moving Consumer Goods) that offered stability and learning opportunities. And what better way than to join a Main Board public listed company like Carlsberg Malaysia! I admired its purpose of ‘Brewing for a Better Today and Tomorrow’ and saw opportunities for both personal and professional growth in such a purpose-driven organisation.”
Eventually, it was about the 4Ps – People (fostering talent, teamwork, a growth culture, and a positive workplace environment), Product (Committing to high-quality beverages and brand excellence) and Planet (in addition to Purpose) – the latter with integration of sustainability and responsible environmental practices – that convinced her.
“My growth in beverage sector knowledge has come largely from hands-on experience and continuous learning on the job,” thinks Pearl. “And of course, I brought my ‘gung-ho spirit’ and a ‘bring-it-on’ attitude to every challenge,” she adds.
“Full of curiosity and commitment with a focus on reputation profiling and stakeholder engagement, I have honed my skills and adapted to the evolving needs of the industry – especially since sustainability and regulatory affairs became key business priorities.”
Sustainability and ESG at the core of the business
From a two-man band the corporate communications team she is part of now has grown to nine staff members, also working in collaboration with leaders from the Carlsberg Singapore subsidiary. Twenty years on, Pearl’s role is now as Corporate Affairs & Sustainability Director.
This team safeguards the corporate reputation and license to operate, as well as navigate regulatory landscapes, building the ESG framework, and engaging stakeholders with purpose.
“My role evolved to include sustainability and regulatory affairs, aligning closely with business and climate-related operational sustainability. I function as the Chief Sustainability Officer,” explains Pearl and continues: “While CSR is an important element of our efforts, sustainability takes a broader view – integrating environmental, social, and governance (ESG) values throughout our business.”
Her focus is on weaving those principles into their strategy and daily operations, helping to create lasting positive impact for both the company and the communities they serve. And as a public listed company on Bursa Malaysia, Carlsberg Malaysia is subject to ESG disclosure requirements.
“In fact, our annual Integrated Annual Report is aligned with the Global Reporting Initiative (GRI) standards, Bursa’s Sustainability Reporting Guide and various international frameworks which include IFRS S1 & S2, UN Global Compact Index and SASB reporting frameworks.”
This is based on Carlsberg’s global ESG programme ‘Together Towards ZERO and Beyond,’ with the a forementioned focus areas, including to improve water efficiency and recycling, and eliminating packaging waste through circular solutions. In 2024, the production plant identified and implemented multiple water-saving opportunities, and the second major investment was to replace the 30-year-old canning line with a high-speed and efficient system.
Aspiring to deliver ZERO Packaging Waste, Carlsberg Malaysia expanded its returnable bottle scheme across Peninsular Malaysia to include ‘1664’ (the French premium brand) bottles, building on its existing Carlsberg bottle collection system via distributor incentives to increase bottle collection rates. 95% collection and recycling rate was reached of returnable bottles in Peninsular Malaysia and Singapore thanks to a robust Deposit Return Scheme. The brewery also supports Singapore’s upcoming Beverage Container Return Scheme expected to commence in 2026.
“At the brewery, we are also committed to Zero Waste to Landfill, with production waste reused or recycled to futureproof our operations,” adds Pearl.
Carlsberg Malaysia is also involved in community engagement through education, environmental conservation, and disaster relief initiatives (i.e. Top Ten Charity Campaign, Carlsberg Huazong Education Fund): “ESG is not just philanthropy – it’s integrated into our business strategy to create long-term value for stakeholders. And it’s our priority to embed circularity into every aspect of our operations,” comments Pearl.
Introducing zero alcohol alternatives
As for ZERO Irresponsible Drinking, Carlsberg Malaysia promotes responsible consumption as well as meets the consumer demands also for zero alcohol alternatives; through Somersby Apple 0.0 introduced in 2022, and the limited-edition ‘Somersby Mandarin Orange 0.0’ launched during beginning of 2024.
Here, the communications efforts also “tie in” with the marketing through a close collaboration; “Both functions work hand-in-hand to strengthen brand reputation and consumer trust. Corporate Communications amplifies marketing campaigns through PR, storytelling, and stakeholder engagement, while ensuring compliance with regulatory requirements, especially operating in a high regulated semi-dark industry where alcohol brands are subject to strict advertising limitations,” Pearl explains.
Meanwhile competition on the consumer market is fierce, including from a growing cocktail bar scene.
“Competition is more dynamic than ever, driven by evolving consumer preferences and new beverage occasions. We’ve embraced these trends by introducing Alcohol-Free Brews (AFB) into our portfolio since 2022, catering to health-conscious and lifestyle-driven consumers, while offering inclusive choices for all preferences and occasions.”
Riding with the innovation trends, she also explains that Carlsberg Malaysia’s brand activations feature cocktails infused with its products, creating new occasions and elevating brand experiences.
For instance, the portfolio includes the Danish cider ’Somersby’ – a distinct brand with its own identity and marketing strategy.
“Each brand under Carlsberg Malaysia is tailored to different consumer segments and occasions, ensuring relevance and choice. This multi-brand approach allows us to capture diverse trends – from cider lovers to beer and stout enthusiasts as well as zero-alcohol consumers. While separate in branding, all share the same commitment to quality and sustainability.”
Household brand in Malaysia
And on this note, one can still see lots of large Carlsberg signs at F&B outlet entrances throughout especially Malaysia – pointing to strong recognition and market share.
“Carlsberg Malaysia is a household brand in Malaysia, and probably the most well-known beer brand among beer consumers. Over the years, the brand has solidified its relevance through innovative, locally inspired campaigns that authentically reflect the tastes and values of Malaysian beer consumers. Our commitment to quality, heritage, and responsible enjoyment continues to define Carlsberg Malaysia’s reputation in the local market. Visible presence in F&B outlets across the country is a testament to the brand’s strong legacy and trusted standing,” responds Pearl.
Looking ahead she says that their priority is the commitment to futureproofing the operations in Selangor, where ‘smart factory’ and automation play their parts. The brewery has undergone a major transformation, after 30 years. Investments in low-carbon technologies, renewable energy
and responsible waste management practices aim to ensure operations are resilient, adaptable, and positioned for long-term leadership in the region.
“Automation and AI aside, quality is never compromised – and technology helps our experts fine-tune processes to ensure efficiency. We are committed to delivering shareholder value, and hence, our ‘Accelerate SAIL’ strategy focuses on investing in core priorities – brands, people, and equipment – to drive excellence.”
Pearl’s milestones
Among her personal milestones from the past twenty years, Pearl mentions to have represented Carlsberg Malaysia on the Council of CMBB (Confederation of Malaysian Brewers Berhad), Board of EUROCHAM Malaysia, and as Chairperson of the Danish Chamber of Commerce Malaysia.
“I’m honoured to serve as Chairperson of DanCham. The role focuses on advocacy, partnerships, and networking to build a stronger Danish-Malaysian business community. DanCham acts as a platform for knowledge sharing, sustainability dialogues, and government engagement, benefiting both Danish and Malaysian businesses. And with the reopening of the Danish Embassy in Malaysia, we aim to strengthen bilateral ties and create more opportunities for collaboration.”
Pearl says that the Chamber is seeing a positive momentum in membership growth, as more Danish companies are coming to Malaysia: “With the Board and team’s support, we are actively recruiting more Danish businesses operating in Malaysia. Also, in 2025 we revised the membership fee structure to make it more attractive and accessible. I’m proud to share that we now have approximately 33 active members, reflecting inclusive, progressive and strong engagement.”
DanCham is also of importance to Carlsberg Malaysia: “We actively leverage the Danish Embassy and DanCham’s initiatives like the Green Transition Alliance (GTA). This alliance is a collaborative platform driving sustainability and green innovation among Danish businesses in Malaysia and Carlsberg Malaysia, is one of the co-founders of the GTA. Through these entities we engage policymakers, share best practices, and advocate for sustainable business frameworks.”
