Carlsberg boosts presence in China with restaurant guide tie-up
Carlsberg Asia is taking its partnership with the quick-commerce platform Meituan to new heights through a collaboration with Meituan’s Black Pearl Restaurant Guide.
Collaborating with the guide, which is known to be “China’s premier dining authority”, is part of Carlsberg’s wider digital innovation and online-to-offline strategy with the hopes that it will assist in boosting the premium status of Carlsberg’s brands..
As part of the collaboration, Carlsberg and Meituan have also released the Carlsberg Drinking Roadmap, featured under Dianping’s Must-Eat List 2025 – a leading restaurant review and discovery platform in China.
This curated list of restaurants is anticipated to additionally offer Carlsberg’s beer portfolio via on-trade dining and on-demand delivery..
Using Meituan’s technology, quick-commerce capabilities, and behavioural insights, the collaboration will make it easier for consumers to get access to Carlsberg products.
A more personalised experience
The move is set to assist in making occasion-based food-and-beer experiences, ranging from delivery to personalised promotions, as well as curated product selections much more closely tailored to different consumer preferences in real time.
Carlsberg Asia commercial vice president Arindam Varanasi said: “Our collaboration with Black Pearl and Meituan is more than a campaign; it is a clear statement of building unique bonds that draw on each other’s brand values and ethos. It showcases the power of partnership – where our brewing heritage and research and development excellence meets China’s most prestigious dining guides and its largest lifestyle platform.”
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Varanasi explained: “Together, we are setting a new premium standard and creating unmatched value for consumers across the ecosystem.”
‘Redefining modern beer occasions’
Varanasi added: “With the inception of the partnership with Meituan’s Black Pearl Restaurant Guide, Carlsberg is redefining modern beer occasions through curated culinary experiences in key Chinese Mainland cities, including Beijing, Shenzhen and Guangzhou, with regional expansion planned across Hong Kong, Singapore, Macau, and Malaysia.”
To mark the launch, Carlsberg’s master brewer, Zoran Gojkovic has already travelled to China to host a series of food and beer pairing events in collaboration with chefs.
From modern Cantonese cuisine Yue Restaurant, Yun Jing at Raffles Shenzhen, to 1996 Sichuan Cuisine, Beijing, each partnership is set to showcase innovative dishes paired with Carlsberg’s portfolio.
The pairings are designed to complement the heritage found in Black Pearl-selected restaurants and will feature beers from Carlsberg’s Alchemy collection, including its wheat lager and vinous beer. and The Rubedo.
To complement Black Pearl dining, Carlsberg and Meituan will also be extending premium beer experiences to everyday tables through Dianping’s Must-Eat List 2025. The company has said that this initiative partners with China’s most popular and highly recommended eateries in Foshan and Beijing to create diverse beer occasions, from casual dining to celebratory gatherings.
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