Carlsberg Asia partners with Meituan, Grab and Delivery Hero
Carlsberg Asia has announced a collaboration with three of Asia’s biggest quick commerce platforms – Meituan, Grab and Delivery Hero – as part of its new Digital Acceleration Programme.
The Danish multinational brewer has said its core operations in Asia will more heavily rely on AI and data in the future.
João Abecasis, executive vice president, Asia, Carlsberg, commented: “As we move forward with our Digital Acceleration Programme, we are looking forward to continuously making our Carlsberg brands portfolio more relevant, to build a digitally connected ecosystem that enhances every touchpoint of the consumer journey from discovery to delivery, also to elevate consumer experiences through convenience and relevance while reinforcing our commitment to celebrating responsibly.”
Carlsberg is launching the new programme across eight key markets in Asia, and will utilise technology, data and consumer insights from each of its partner platforms.
Partner Content
The brewing giant is partnering in China with Meituan, a platform offering services including food delivery, restaurant reviews, travel bookings, and retail services. The two plan to collaborate on a series of initiatives, including 30-minute quick commerce delivery and personalised promotions, as part of the collaboration.
In Southeast Asian markets, Carlsberg and Grab, a delivery and transport app, plan to focus on online to offline product distribution. The two will target on-trade experiences with partner restaurants by introducing dine-in reservation promotions and bundled deals, and will target football matches and music festivals via Grab’s platform to engage consumers.
Carlsberg will also utilise Delivery Hero’s foodpanda and pandamart grocery stores in Asia to make Carlsberg’s products more accessible for at-home dining.
“We see our digital partners not just as platforms, but as strategic growth engines,” says Arindam Varanasi, Vice President, Commercial Asia, Carlsberg. “This is the boldest partnership at Carlsberg Asia to date. The success of our digital sales on e-commerce platforms last year is a testament to the power of collaboration and innovation. By joining forces with Meituan, Grab and Delivery Hero, we are eager to deepen these partnerships to unlock mutual growth opportunities.”
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