Carlsberg Asia signs MoU with Grab to transform how consumers enjoy beer

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Carlsberg Asia has signed a Memorandum of Understanding (MoU) with Grab for a strategic partnership to raise awareness and promotional campaigns to build brand equity through the app's advertising arm, GrabAds.

The partnership will kick off in the second quarter of 2024 across four key markets in Southeast Asia (SEA) - Cambodia, Malaysia, Myanmar and Singapore.

The partnership aims to elevate consumers' experiences through an exciting campaign that will be launched during the upcoming UEFA Euro 2024 football championship, where Carlsberg will aim to leverage Grab's online-to-offline (O2O) channels to transform the way consumers enjoy beer, said Carlsberg in a statement.

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Carlsberg is also a long-standing partner of Liverpool Football Club, who will feature in the football campaign brought about by the partnership.

Additionally, the partnership includes the setting up of a virtual store for Carlsberg on the Grab app in Singapore, making it easier for consumers to order and have their favourite Carlsberg beers delivered.

Special offers, dine-in deals, and rewards for consumers of legal drinking age will also be made accessible through the Grab app, which Carlsberg and GrabAds, will emphasise through a responsible drinking campaign that promotes responsible alcohol consumption and that will prioritise safety by encouraging GrabCar rides.

Both Carlsberg and Grab have a strong presence in Southeast Asia, noting a significant overlap in their consumers bases.

"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," said Arid Varanasi, vice-president, commercial, Carlsberg Asia. "This will also be a strong initiative to Carlsberg’s continuous efforts in driving responsibility drinking.”

An internal survey from Grab indicated that 61% of Grab’s user base across the region identify as alcohol consumers, with over 90% of users motivated to use Grab's ride-hailing services to abide for responsible drinking and safety reasons. Carlsberg aims to tap into Grab's extensive ecosystem and hyperlocal insights of the region to expand its digital footprint and improve the accessibility of its products.

“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,” added Varanasi.

"It’s truly an honour that Carlsberg, one of the world’s leading brewery brands, chose Grab’s advertising arm, GrabAds, to strengthen their brand equity through purposeful consumer campaigns – the LFC partnership and the responsible drinking campaign,” said Ken Mandel, regional head, GrabAds and brand insights.

Mandel added that this partnership will allow GrabAds’ to showcase its extensive and impactful reach of O2O touchpoints and its effective engagement with everyday, high-value consumers who use Grab to engage or transact with brands and merchants.

Earlier this year, Carlsberg Hong Kong hosted a series of events featuring collaborations with former Liverpool Football Club players to promote the Cathay/HSBC Hong Kong Sevens, which also saw a collaboration with digital artist Isaac Spellman to co-create exclusive can art for the brand.

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