Carlsberg Asia and Grab partner to elevate beer consumption experience

The strategic partnership will initiate awareness and promotional campaigns in Cambodia, Malaysia, Myanmar, and Singapore.

Carlsberg Asia and Grab have signed a memorandum of understanding to enhance the beer consumption experience for consumers.

The strategic partnership will initiate awareness and promotional campaigns through GrabAds in Cambodia, Malaysia, Myanmar, and Singapore.

The collaboration will also kick off with an exciting football season campaign featuring Liverpool Football Club (LFC) and a joint initiative promoting responsible drinking and safety.

Carlsberg will establish a virtual store on the Grab app in Singapore, facilitating easier beer orders and deliveries for consumers. Both Carlsberg and Grab have robust presences in Southeast Asia, with significant overlaps in their consumer bases. 

According to a Grab internal survey, 61% of Grab's user base across the region identify as alcohol consumers. Moreover, over 90% of Grab users prioritise responsible drinking and safety, choosing Grab's ride-hailing services over driving.

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"As part of Carlsberg Group's Accelerate SAIL strategy, this exciting partnership will help us drive digital transformation and growth in the region by going beyond traditional retail channels," said Arindam Varanasi, vice president of Commercial Asia at Carlsberg. 

"With our joint forces, we will be able to introduce more drinking moments to consumers and make it easier and safer for them to access Carlsberg's portfolio of local and international beers and Beyond Beer brands at their doorstep,” he added.

Starting in the second quarter of 2024, consumers can expect special offers and rewards on the Grab app. 

Additionally, Carlsberg will also engage LFC fans during the UEFA Euro 2024 season and promote responsible drinking through GrabAds later in the year.