The Danish brewing group has announced a Digital Acceleration Programme in which it will work closely with Asian e-commerce giants Meituan, Grab and Delivery Hero in the coming years to accelerate its sales
Carlsberg Asia has launched a Digital Acceleration Programme in partnership with three leading quick-commerce and O2O platforms—Meituan, Grab and Delivery Hero—in a strategic move to adapt to evolving digital consumer behaviours across its eight key Asian markets. The initiative is grounded in embedding artificial intelligence and data insights into its operations to modernise its commercial model; and to reimagine beer-drinking experiences for the next generation of consumers.
Building on last year’s digital sales growth, Carlsberg Asia has signed a series of agreements and brand activations to deepen its integration with digital partners; and to harness platform data to identify consumption trends; enhance cross-market synergies; and accelerate online-to-offline commerce while bolstering local brand penetration.
Carlsberg’s Arindam Varanasi, Vice President, Commercial Asia, described the collaboration as “the boldest partnership at Carlsberg Asia to date,” emphasising the importance of digital platforms as strategic growth engines. João Abecasis, Executive Vice President, Asia, echoed the sentiment, underlining the goal of crafting a digitally connected ecosystem that spans discovery to delivery and reinforces a commitment to responsible consumption.
Recently, Carlsberg Asia hosted a three-day strategic forum at its global headquarters in Copenhagen, bringing together senior executives from Meituan, Grab and Delivery Hero. The event showcased the brewer’s heritage and long-term vision, and hosted closed-door discussions on leveraging partner technology, data and consumer insights to co-create consumer-centric, scalable experiences.
Region-specific initiatives include those with Meituan in China, where Carlsberg will co-develop next-generation beer experiences using real-time, occasion-based activations such as 30-minute delivery, personalised promotions and curated assortments.
In Southeast Asia, the partnership with Grab will deliver online-to-offline distribution; enhance awareness via sporting and music events; drive responsible drinking initiatives; and introduce dine-in reservations and bundle promotions with partner restaurants.
Finally, through Delivery Hero’s ecosystem—particularly Foodpanda and Pandamart—the collaboration aims to unite on-trade and off-trade channels and offer chilled beer in home-dining scenarios, with plans to expand the model globally.
