Carlsberg Asia Continues Its Expansion With a New Partnership With Grab

Danish multinational brewer Carlsberg Asia and ride-hailing service app Grab have recently signed a Memorandum of Understanding (MoU), securing a strategic partnership with the goal of changing the way people consume their beer in Asia.

Carlsberg Asia specialises in crafting beer and alcohol-free brews, while Grab serves as a one-stop app for all your everyday needs in Asia. Both companies have shown a strong presence in Asia.

Carlsberg will be utilising the Grab ecosystem with promotional campaigns through GrabAds and a football season campaign featuring the Liverpool Football Club, all while promoting safe alcohol consumption.

In this partnership, Grab aims to leverage its platform with hyperlocal insights and an enhanced digital footprint to give more access to its portfolio and product offerings.

The partnership is set to take effect by the second quarter of the year with the exclusive football season campaign, which will be followed by more collaborative campaigns later this year.

“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, Commercial Asia, Carlsberg in a press release.

“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. This will also be a strong initiative to Carlsberg’s continuous efforts in driving responsibility drinking.”