SINGAPORE, Oct. 13, 2025 /PRNewswire/ — 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 e-commerce 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.
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About Carlsberg Asia
Established in 1847 by brewer J.C. Jacobsen, the Carlsberg Group is one of the leading brewery groups in the world, with an attractive portfolio of beer and other beverage brands. With over 37,000 employees, and with a presence in more than 125 markets, the Group has a purpose of brewing for a better today and tomorrow. Doing business responsibly and sustainably supports that purpose – and drives the efforts to deliver value for shareholders and society.
Carlsberg Asia is a dynamic and diverse region comprising 8 operating markets: Cambodia, China, Hong Kong S.A.R., Laos, Malaysia, Myanmar, Singapore and Vietnam. Altogether we have 34 breweries and some 12,000 employees spreading across the Asian markets. The Asia Regional Office is based in Hong Kong.
About Grab
Grab is a leading superapp in Southeast Asia, operating across the deliveries, mobility and digital financial services sectors. Serving over 800 cities in eight Southeast Asian countries – Cambodia, Indonesia, Malaysia, Myanmar, the Philippines, Singapore, Thailand and Vietnam – Grab enables millions of people everyday to order food or groceries, send packages, hail a ride or taxi, pay for online purchases or access services such as lending and insurance, all through a single app. We operate supermarkets in Malaysia under Jaya Grocer and Everrise, which enables us to bring the convenience of on-demand grocery delivery to more consumers in the country. As part of our financial services offerings, we also provide digital banking services through GXS Bank in Singapore and GXBank in Malaysia. Grab was founded in 2012 with the mission to drive Southeast Asia forward by creating economic empowerment for everyone. Grab strives to serve a triple bottom line – we aim to simultaneously deliver financial performance for our shareholders and have a positive social impact, which includes economic empowerment for millions of people in the region, while mitigating our environmental footprint.
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SOURCE Carlsberg Asia
