Carlsberg Asia, facing fierce competition in the region’s beer market, unveiled what it called its “boldest partnership yet,” launching a Digital Acceleration Program with the region’s three delivery giants – Meituan, Grab and Delivery Hero – to drive growth in on-demand retail.
“We see our digital partners not just as platforms, but as growth engines,” said Arindam Varanasi, Vice President, Commercial Asia at 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 hope to deepen cooperation and unlock mutual growth opportunities.”
João Abecasis, Executive Vice President of Carlsberg Asia, added that the company’s goal is to make its brand portfolio more relevant through digitalisation while building a connected ecosystem that spans the entire consumer journey. “From discovery to delivery, we want to make the experience more convenient and closer to everyday life, while reinforcing our commitment to responsible drinking,” he said.
To cement the collaboration, Carlsberg Asia recently held a three-day closed-door forum at its Copenhagen headquarters, attended by senior executives from all three platforms. The meeting showcased Carlsberg’s brand heritage and brewing philosophy, while discussions focused on optimising distribution through on-demand channels, using platform data to enhance insights, and exploring how Asia’s digital expertise could be applied to global markets.
Analysts said such exchanges serve not only as brand showcases but also as experiments in future collaboration models. With consumer behaviour increasingly fragmented, beer brands need responsive supply chains and direct-to-consumer marketing systems built on digital platforms to stay competitive.
The Big Three
On-demand retail in Asia is dominated by Meituan, Grab and Delivery Hero.
Meituan is China’s largest on-demand platform, covering food delivery, local services and travel, and has launched a liquor-focused vertical, “Waimai Alcohol Delivery.” In 2024, it reported revenue of RMB 337.6 billion (US$47.1 billion), up 22% year-on-year.
Grab, which started as a ride-hailing app, has grown into Southeast Asia’s leading “super app,” offering transport, dining, retail delivery, payments and financial services across eight countries. It posted revenue of US$2.8 billion in 2024, up 19%.
Delivery Hero, founded in 2010 and headquartered in Berlin, is a global leader in on-demand delivery and operates Foodpanda and Panda Mart across the Asia-Pacific region.
In China, Carlsberg’s partnership with Meituan will focus on enhancing consumer experiences through scenario-based offerings, leveraging big data and delivery networks to provide 30-minute delivery, personalised recommendations and tailored promotions.
In Southeast Asia, collaboration with Grab will integrate online and offline channels, combining distribution networks with responsible drinking campaigns, and expanding brand exposure through football, music festivals and other events. Carlsberg also plans to partner with restaurants to launch bundled promotions and reservations to stimulate dine-in consumption.
With Delivery Hero, Carlsberg is targeting the home-drinking segment. Through Foodpanda and its online supermarket Panda Mart, consumers can order chilled beer along with meals, creating a complete at-home dining experience. The companies plan to expand this model to other global markets.
Digitalisation Driving Performance
The initiative builds on Carlsberg’s 2024 growth momentum. The company reported revenue of DKK 75.01 billion (US$11.7 billion), up 1.9% year-on-year; EBITDA of DKK 15.78 billion (US$2.46 billion), up 4%; and net profit of DKK 9.12 billion (US$1.42 billion), swinging back into the black from a loss the previous year.
Analysts said Carlsberg’s stronger online presence was a key factor in its improved results. Over the past year, the company has signed multiple digital partnerships and enhanced brand impact through diversified marketing campaigns.
Whether its deeper push into on-demand retail will deliver the same success in Asia’s fiercely competitive beer market remains to be seen.
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