In a bid to revolutionize how consumers enjoy their beer, Carlsberg Asia has announced a strategic partnership with Grab, Southeast Asia’s leading superapp. This memorandum of understanding (MoU) sets the stage for a transformative collaboration that will span across key Southeast Asian markets, including Cambodia, Malaysia, Myanmar, and Singapore. The partnership aims to leverage Grab’s extensive ecosystem and hyperlocal insights to enhance Carlsberg’s digital presence in the region and provide consumers with easier access to their favorite beers.
Transforming Beer Consumption with Technology
The partnership, slated to commence in the second quarter of 2024, will kick off with the launch of exclusive campaigns and promotions on GrabAds. These initiatives will include special offers, dine-in deals, and rewards accessible through the Grab app. As part of the collaboration, Carlsberg will introduce an exciting football season campaign featuring Liverpool Football Club during the UEFA Euro 2024 season. Leveraging Grab’s multiple touchpoints, Carlsberg aims to bring football excitement to fans across Southeast Asia.
Promoting Responsible Drinking
In addition to football-centric campaigns, Carlsberg and Grab will collaborate on a Responsible Drinking campaign later in the year. This initiative seeks to promote responsible alcohol consumption and prioritize safety by encouraging GrabCar rides. Through GrabAds, the partnership aims to engage with high-value consumers who utilize Grab’s platform for brand engagement and transactions.
Unlocking Consumer Experiences
The partnership also entails the establishment of a virtual store for Carlsberg on the Grab app in Singapore and Malaysia. This move aims to streamline the ordering process for consumers, allowing them to have their favorite Carlsberg beers delivered directly to their doorsteps.
Driving Digital Transformation and Growth
Arindam Varanasi, Vice President of Commercial Asia at Carlsberg, emphasized the partnership’s role in driving digital transformation and growth in the region. By going beyond traditional retail channels, Carlsberg aims to introduce more drinking moments to consumers and enhance accessibility to its portfolio of local and international beers.
Exciting Developments on the Horizon
As the partnership unfolds, consumers can expect a host of exciting campaigns and activations aimed at enhancing their beer consumption experience. From exclusive offers to football-themed promotions and responsible drinking initiatives, Carlsberg and Grab are poised to redefine how Southeast Asians enjoy their favorite brews.
For more information and updates, visit Carlsberg Group’s official website.