Carlsberg Asia rolls out Digital Acceleration Program

Carlsberg Asia has launched its Digital Acceleration Program, a new initiative designed to embed AI and data into operations, reshape beer consumption experiences, and build a future-ready commercial model across eight Asian markets. The program is being launched in partnership with leading platforms Meituan, Grab, and Delivery Hero.

“This is the boldest partnership at Carlsberg Asia to date,” said Arindam Varanasi, Vice President, Commercial Asia, Carlsberg. “By joining forces with Meituan, Grab, and Delivery Hero, we are eager to unlock new growth opportunities and deliver greater value to consumers.”

The company recently hosted a three-day strategic forum at its global headquarters in Copenhagen, where executives from the three digital giants joined Carlsberg’s leadership for top-level discussions. The sessions focused on harnessing partner platforms’ technology and data to co-create consumer-centric experiences and strengthen O2O distribution models.

In China, Carlsberg and Meituan plan to co-develop next-generation beer experiences using real-time behavioral insights, ranging from 30-minute quick-commerce delivery to personalized promotions. In Southeast Asia, the partnership with Grab will focus on driving awareness through football and music collaborations, while also supporting responsible drinking and restaurant-based promotions. Meanwhile, Delivery Hero will integrate Carlsberg’s premium portfolio into its foodpanda ecosystem, combining on-trade and off-trade channels to enhance home-dining occasions with chilled beer delivery.

“This program is about creating a digitally connected ecosystem that elevates convenience, relevance, and responsibility across every touchpoint of the consumer journey,” said João Abecasis, Executive Vice President, Asia, Carlsberg.

Looking ahead, Carlsberg said the partnerships will serve as a blueprint for expanding its digital innovation globally.