Carlsberg and Grab Forge Strategic Partnership to Revolutionise Brand Engagement Across Southeast Asia

By The Malketeer

Carlsberg Asia and Grab recently inked a Memorandum of Understanding (MoU) to establish a strategic partnership aimed at boosting brand awareness and engagement through GrabAds, the advertising arm of the Grab app.

Set to launch in the second quarter of 2024, this partnership will roll out across four key Southeast Asian markets: Cambodia, Malaysia, Myanmar, and Singapore. It will focus on enhancing brand equity through a series of awareness and promotional campaigns leveraging Grab’s extensive reach.

The collaboration seeks to enhance consumer experiences with an exciting campaign slated for the upcoming UEFA Euro 2024 football championship. Carlsberg plans to utilise Grab’s online-to-offline (O2O) channels to revolutionisehow consumers enjoy their favourite brews, as stated in Carlsberg’s official statement.

Building on their longstanding partnership with Liverpool Football Club, Carlsberg will integrate the football campaign into this partnership. Additionally, the collaboration entails the establishment of a virtual Carlsberg store within the Grab app in Singapore and Malaysia, simplifying beer orders and deliveries for consumers.

Special offers, dine-in promotions, and rewards will be accessible through the Grab app, with a focus on responsible drinking initiatives. This will include promoting responsible alcohol consumption and prioritising safety through GrabCar rides.

Both Carlsberg and Grab boast significant presence in Southeast Asia, with a considerable overlap in their consumer bases. Arid Varanasi, Vice President of Commercial at Carlsberg Asia, expressed enthusiasm about the partnership’s potential to introduce more drinking occasions while promoting responsible consumption.

Internal data from Grab reveals that a substantial portion of its user base identifies as alcohol consumers, with a strong inclination toward responsible drinking and safety. Carlsberg aims to leverage Grab’s deep insights and extensive network to expand its digital footprint and enhance product accessibility.

As part of Carlsberg Group’s Accelerate SAIL strategy, this partnership aligns with their vision for digital transformation and regional growth beyond traditional retail channels, Varanasi said.

Ken Mandel, Regional Head of GrabAds and Brand Insights, expressed pride in Carlsberg’s choice to strengthen their brand equity through GrabAds, emphasisingthe partnership’s potential for impactful consumer engagement.

Earlier this year, Carlsberg Hong Kong collaborated with former Liverpool Football Club players to promote the Cathay/HSBC Hong Kong Sevens. The partnership also included a collaboration with digital artist Isaac Spellman to create exclusive can art for the brand.


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