Carlsberg Asia which operates in eight countries has outlined a future-facing digital roadmap, anchored in strategic collaborations with three of Asia’s major O2O (online to offline) and quick commerce platforms such as Meituan, Grab and Delivery Hero. The Digital Acceleration Programme aims to future-proof its commercial model, infuse artificial intelligence (AI) and data into core operations, and redefine beer experiences for the next generation of consumers across the eight key Asia markets, and further expanding beyond.
The eight key markets are Cambodia, China, Hong Kong S.A.R, Laos, Malaysia, Myanmar, Singapore, and Vietnam. Building on a strong year of digital sales growth in 2024, underpinned by strategic MoU signings and multiple brand activations, the programme is designed to empower and integrate with digital partners while cementing Carlsberg’s position as a leader in the beer industry. Carlsberg Asia aims to drive deeper use of data and insight from digital platforms to unlock beer consumption occasions in order to understand each target market’s consumer behaviours, to broaden regional wide partnerships and enhance cross-markets synergy, and to accelerate online-to-offline commerce and further support brand’s local penetration.
“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.”
“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.” says João Abecasis, Executive Vice President, Asia, Carlsberg.
Taking beer moments to exciting new heights
At the core of the partnership is to expand on series of initiatives that integrate with Meituan’s ecosystem of advanced technology and consumer behavioural data that will deliver real-time, occasion-based beer experiences, such as 30-minute quick commerce delivery to personalised promotions and curated product selections.
Meanwhile in Southeast Asia markets, Carlsberg and Grab strengthen the partnership with a focus on online to offline product distribution, always-on responsible drinking initiatives and driving brand awareness through direct consumer engagement with shared passion points such as football matches and music festivals via Grab’s platform. The partnership aims to elevate on-trade experiences with partner restaurants by introducing dine-in reservation promotions and bundled deals.
Carlsberg and Delivery Hero are teaming up to fully integrate Carlsberg’s premium beer offering into Delivery Hero’s dynamic delivery ecosystem. Through foodpanda and its pandamart grocery stores in Asia, this partnership bridges on-trade and off-trade channels to create a unified home-dining experience, complete with a chilled beer delivered to consumers’ doorsteps. Looking ahead, the brands are committed to expanding this innovative partnership globally, bringing an elevated beer experience to consumers around the world.