Carlsberg Asia has signed a Memorandum of Understanding (MoU) with Southeast Asia’s everyday superapp, Grab, marking the beginning of a strategic partnership that will revolutionize how consumers enjoy their beer. This collaboration will encompass awareness and promotional campaigns on GrabAds across four key countries in Southeast Asia (SEA) – Cambodia, Malaysia, Myanmar, and Singapore. It will commence with the launch of an exciting football season campaign featuring Liverpool Football Club and a joint Responsible Drinking campaign. Additionally, the partnership will see the establishment of a virtual store for Carlsberg on the Grab app in Singapore and Malaysia, streamlining the process for consumers to order and receive their favorite Carlsberg beers.
Both Carlsberg and Grab wield considerable influence in Southeast Asia, boasting substantial consumer overlap. According to an internal survey by Grab, 61% of its user base across the region partake in alcohol consumption. Moreover, over 90% of users opt for Grab’s ride-hailing services due to motivations related to responsible drinking and safety concerns rather than driving their own vehicles. Leveraging Grab’s expansive ecosystem and localized insights, Carlsberg endeavors to broaden its digital presence in the region, extending accessibility of its product range to a wider audience.
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Arindam Varanasi, Vice President, Commercial Asia at Carlsberg, expressed, “As part of Carlsberg Group’s Accelerate SAIL strategy, this dynamic partnership is poised to propel digital transformation and foster growth in the region, transcending traditional retail channels. Together, we aim to amplify drinking occasions for consumers, offering seamless access to Carlsberg’s diverse portfolio of local and international beers and Beyond Beer brands, all delivered conveniently and safely to their doorstep. This collaboration underscores Carlsberg’s steadfast commitment to promoting responsible drinking.”
The partnership is set to commence in the second quarter of 2024, offering exclusive promotions, dine-in specials, and rewards accessible to legal drinking-age consumers through the Grab app. To kickstart this endeavor, Carlsberg and Grab will roll out an engaging campaign coinciding with the UEFA Euro 2024 season in the summer. With a longstanding partnership of over three decades, Carlsberg has been a key sponsor of Liverpool Football Club (LFC) since 2010, and this football season, it aims to amplify the excitement for LFC fans across the Southeast Asia (SEA) region by utilizing Grab’s extensive online and offline platforms. Furthermore, Carlsberg will collaborate with GrabAds, Grab’s advertising division, on a Responsible Drinking campaign later in the year, promoting responsible alcohol consumption and prioritizing safety by encouraging the use of GrabCar services.
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Ken Mandel, Regional Head of GrabAds and Brand Insights, expressed, “We are truly honored that Carlsberg, a renowned global brewery brand, has selected GrabAds, Grab’s advertising division, to enhance their brand presence through meaningful consumer campaigns – the LFC partnership and the Responsible Drinking Campaign. This collaboration highlights not only the extensive and impactful reach of GrabAds’ online-to-offline touchpoints but also underscores GrabAds’ ability to effectively engage with valuable consumers who utilize Grab for daily interactions and transactions with brands and merchants.”