Carlsberg & Grab: Two Years of Responsible Choices in Asia
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Carlsberg and Grab Extend Premier League Partnership with Focus on Responsible Enjoyment
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Carlsberg, the long-standing official beer partner of Liverpool Football Club since 1992, is deepening its collaboration with Grab, Southeast Asia’s leading superapp, to promote responsible alcohol consumption alongside celebratory football experiences. The partnership aims to integrate mindful drinking into the fabric of social gatherings and sporting events across the region.
The campaign recently culminated in Singapore with the ‘Champion EPL Season with Carlsberg’ event in September, featuring Liverpool legend Robbie Fowler. Fowler engaged with fans through a series of activities, including a tour of Grab’s headquarters, a ride on an open-top bus through Orchard Road and the Civic District, and meetings with fans, media, and VIP guests.These events underscored the partnership’s commitment to celebrating success responsibly.
Regional Expansion and Fan Engagement
Beyond singapore, the campaign extended to Malaysia, Cambodia, and Myanmar, utilizing both online and offline activations to connect with football fans. Grab’s in-app features offered users opportunities to win prizes such as match tickets, retro Liverpool jerseys, and ride discounts, all while promoting safe transportation options.
The partnership is slated to expand further into Vietnam later in 2025, marking the next phase of regional growth. This expansion builds on the success of the initial rollout and aims to replicate the positive impact on responsible drinking habits.
Strategic Alignment and Carlsberg’s SAIL Strategy
According to Arindam Varanasi, Commercial VP of Carlsberg Asia, the grab partnership is a key component of Carlsberg’s Accelerate SAIL (Enduring and Inclusive Long-term) strategy. By combining Carlsberg’s brand strength with Grab’s reach, we’re shaping a culture where enjoyment and mindful consumption go hand in hand,
Varanasi stated.
Carlsberg leverages Grab’s extensive ecosystem – encompassing GrabFood, GrabMart, Dine Out, and mobility services – to reach consumers across diverse occasions, seamlessly linking celebration with safety and convenience. This multi-faceted approach allows Carlsberg to integrate its message of responsible drinking into everyday life.
Looking Ahead
Carlsberg and Grab plan to continue expanding the partnership beyond Vietnam later in 2025,with the ultimate goal of establishing responsible drinking as an integral part of social interactions and celebrations throughout Asia. The companies are committed to building on the current success and creating a lasting positive impact on consumer behavior.