Carlsberg Asia and Grab, Southeast Asia’s leading superapp, celebrated the second year of their strategic partnership on September 18, coinciding with Global Beer Responsible Day — an alliance that continues to reshape how consumers experience beer across the region. Launched in Q4 2024, the collaboration brings together digital innovation, premium beer experiences and enhanced consumer reach. In addition, both companies reinforced their shared commitment to promoting safe and responsible consumption across the region.
Rooted in a shared vision to champion moderation and zero irresponsible drinking, the partnership kicked off during the football season. It has since enabled Carlsberg Asia to own two key online-to-offline (O2O) occasions: football and responsible drinking, creating meaningful moments that connect purpose with enjoyment.
This strategic partnership has already yielded significant results. From January to August 2025, there has been a 37% increase in average new Carlsberg consumers per month within the Grab ecosystem (vs. same period in 2024), 22% year-on-year growth in user numbers and average uplift of 49% in Carlsberg sales, marking a 35% year-on-year increase in overall sales.
Arindam Varanasi, commercial vice president, Carlsberg Asia, commented, “Our partnership with Grab is a powerful expression of Carlsberg Group’s Accelerate SAIL strategy in action, a key enabler of our commercial ambition in accelerating our presence in Asia. We believe that responsible drinking and enjoyment can coexist, and by leveraging the combined influence of our brands and Carlsberg’s iconic partnership with Liverpool Football Club, we have amplified the crucial message of ‘Celebrate Responsibly’ to millions across the region. Through our joint efforts, we are not just building a brand but shaping a culture where enjoyment and mindful consumption go hand in hand.”
Expanding responsible drinking initiatives
Building on the success of their strategic partnership, Carlsberg Asia and Grab are set to deepen their collaboration with a continued focus on promoting responsible drinking across Southeast Asia. The partnership remains anchored in key online-to-offline (O2O) activations—ensuring that the message of moderation and mindful consumption reaches consumers whether they’re watching a football match at home, celebrating a special occasion, or enjoying a casual night out.
By leveraging Grab’s extensive ecosystem including GrabFood, GrabMart, Dine Out, and mobility services, Carlsberg can connect with consumers in more meaningful ways. For example, dine-out deals are paired with mobility promos to encourage safe and responsible drinking.
Jerry Lim, group managing director, regional head of commercial and support added, “This partnership with Carlsberg is a great example of how digital platforms can deliver both business and social impact. By combining Carlsberg’s strong brand presence with Grab’s ecosystem, we have shown how brands can connect with audiences at scale in meaningful and effective ways. This collaboration underscores the role platforms like Grab can play in helping brands achieve both commercial objectives and broader community outcomes.”
Celebrating responsible drinking at key football moments
A cornerstone of this collaboration is Carlsberg Asia’s strategic activation of its landmark partnership with Liverpool F.C.—the longest-running in Premier League history, dating back to 1992. By integrating this iconic relationship into its digital partnership with Grab, Carlsberg is leveraging football’s universal appeal to promote responsible drinking across Southeast Asia.
In Singapore, the collaboration came to life through the ‘Champion EPL Season with Carlsberg’ campaign, culminating in a marquee event on 18 September 2025, when Liverpool legend Robbie Fowler visited for a day of fan engagement. Fowler toured Grab’s headquarters, rode through Orchard Road and the Civic District on an open-top bus, and hosted a meet-and-greet with fans, media, and VIP guests—celebrating the success of the partnership and reinforcing the message of responsible enjoyment.
The campaign has been successfully activated on Grab’s eCommerce platform in Malaysia, Myanmar, Singapore, and Cambodia, with further rollouts plans in Q4 2025. This partnership has thrived regionally across Malaysia, Cambodia, and Singapore, with plans to roll out in Vietnam later in 2025. The campaign’s extension to the Grab app offered customers attractive prizes, such as tickets to watch overseas football games, retro Liverpool F.C. jerseys, free Carlsberg products, and discounted rides via Grab promo codes.
Fans across the region can look forward to more exciting activities from Carlsberg and Liverpool F.C., as the partnership continues to grow. Together, Carlsberg Asia and Grab are not only redefining how beer is enjoyed—they’re shaping a culture of celebration rooted in safety, moderation, and shared passion.
IndiFoodBev — authentic, impactful and influential
An English-language food and beverage processing and packaging industry B2B platform in print and web, IndiFoodBev is in its third year of publication. It is said that the Indian food and beverage industries represent approximately US$ 900 billion in revenues which implies more than 20% of the country’s GDP. Eliminating the wastage on the farmside can help to deliver more protein to a higher number of the population apart from generating sizable exports. The savings in soil, seeds, water, fertilizer, energy and ultimately food and nutrition could be the most immense contribution that country is poised to make to the moderation of climate change.
To improve your marketing and grow sales to the food and beverage processing and packaging industry, talk to us. Our research and consulting company IppStar [www.ippstar.org] can assess your potential and addressable markets in light of the competition. We can discuss marketing, communication, and sales strategies for market entry and growth.
Suppliers and service providers with a strategy and budget for targeted marketing can discuss using our hybrid print, web, video, and social media channels to create brand recognition linked to market relevance. Our technical writers are ready to meet you and your customers for content.
The second largest producer of fruit and vegetables in the world is continuously expanding processing capacities and delivery systems with appropriate innovative technologies. We cover product and consumer trends, nutrition, processing, research, equipment and packaging from farm to thali. Get our 2025 media kit and recalibrate your role in this dynamic market. Enhance your visibility and relevance to existing markets and turn potential customers into conversations. Ask for a sample copy of our bi-monthly in print or our weekly IndiFoodBev eZine each Wednesday.
For editorial info@ippgroup.in — for advertisement ads1@ippgroup.in and for subscriptions subscription@ippgroup.in
Naresh Khanna – 10 February 2025
Subscribe Now
