Carlsberg Asia launches digital acceleration program with Meituan, Grab, and Delivery Hero to redefine beer experiences 

ASIA – Carlsberg Asia has unveiled a new digital roadmap through its Digital Acceleration Program, partnering with leading digital platforms Meituan, Grab, and Delivery Hero. 

The initiative covers eight Asian markets and is designed to embed artificial intelligence and data-driven solutions into Carlsberg’s operations. The program aims to reshape beer consumption experiences while reinforcing the company’s long-term commercial resilience. 

Arindam Varanasi, Vice President, Commercial Asia at Carlsberg, highlighted: “We see our digital partners not just as platforms, but as strategic growth engines. 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.” 

In partnership with Meituan, Carlsberg will co-develop next-generation beer experiences across cross-border markets.  

Leveraging Meituan’s advanced technology and consumer behavior insights, the collaboration will deliver real-time, occasion-based activations — from quick commerce deliveries within 30 minutes to tailored promotions and curated product assortments. 

In Southeast Asia, the brewer is expanding its collaboration with Grab to strengthen online-to-offline product distribution. The partnership also supports responsible drinking initiatives and brand engagement, connecting with consumers through football events, music festivals, and other shared passion points via Grab’s platform. 

Additionally, Carlsberg and Grab plan to enrich on-trade dining by introducing reservation-linked promotions and bundled offers in partner restaurants. 

With Delivery Hero, Carlsberg will fully integrate its premium beer range into the delivery giant’s ecosystem. Through foodpanda and pandamart grocery stores in Asia, the partnership bridges on-trade and off-trade channels to create a seamless home-dining experience, with chilled beer delivered directly to consumers’ homes. 

João Abecasis, Executive Vice President, Asia at Carlsberg, noted: “As we move forward with our Digital Acceleration Program, 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.” 

Looking ahead, Carlsberg and its partners aim to expand this collaborative model globally, bringing digitally enhanced beer experiences to more markets. 

The announcement follows Carlsberg Group’s latest financial update, which reported a 1.7% decline in volumes but an 18% rise in sales to DKK 45.9 billion (US$7.16 billion), driven largely by the acquisition of Britvic. 

The brewer also adjusted its full-year operating profit growth forecast to 3%–5%, compared with an earlier estimate of 1%–5%. 

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