I think during the pyruvate dehydrogenase complex pyruvate is being oxidized because NAD+ is being reduced to NADH along with the release of CO2 and attachment to CoA-SH. Maybe somebody can clarify on this.
During fermentation, the goal is to regenerate NAD+ from NADH. Since you're going from NADH to NAD+ (oxidation), pyruvate should be reduced to lactate or ethanol.