• Skip to main content
  • Skip to primary sidebar

Carlsberg Asia launches #CelebrateResponsibly across APAC in partnership with Grab, foodpanda, and Meituan

Asia Food Journal
Leaderboard of Asia Food Journal
  • Home
  • Latest News
  • Channels
    • Packaging
    • Processing
    • Ingredients
    • Industry
    • Automation
    • Guest Posts
    • Market Trends
  • Subscribe
  • Advertise
  • Event Calendar
  • Contact Us
    • Submit Guest Posts
Share




Carlsberg Asia launches #CelebrateResponsibly across APAC in partnership with Grab, foodpanda, and Meituan

August 6, 2024 by Asia Food Journal

celebrate responsibly

Courtesy of Carlsberg Asia

The partnership will kick off in Q3 of 2024 during the football campaign season, with a series of Responsible Drinking initiatives throughout the year to support responsible consumption.

Carlsberg Asia is pleased to launch a regional responsible drinking campaign, #CelebrateResponsibly, in partnership with three of Asia’s major e-commerce platforms – Grab, foodpanda, and Meituan – transforming how consumers enjoy beer. This partnership is key to realising the brand’s vision of ZERO Irresponsible Drinking by leveraging Carlsberg’s and its partners’ brand voices and touchpoints to create a culture of responsible drinking. The aim is to discourage consumers from driving under the influence of alcohol and encourage them to make drinking occasions and beer moments safe and enjoyable. As the official beer sponsor of Liverpool Football Club (LFC) since 1992, Carlsberg will kick off this campaign during the football season to leverage this significant passion point to invite all drinkers to #CelebrateResponsibly.

Leaderboard of Asia Food Journal

“Carlsberg is delighted to partner with three of Asia’s leading e-commerce apps to deliver quality drinking experiences responsibly,” says Arindam Varanasi, Vice President, Commercial Asia, Carlsberg. “Through these strategic partnerships, we will make Carlsberg’s portfolio of brands easier and safer to access, expanding drinking moments for consumers in key markets across the region by emphasising the importance of celebrating responsibly.”

Expanding consumer experiences through #CelebrateResponsibly

Carlsberg will tap into the extensive ecosystem and hyperlocal insights of these partners who have a strong presence in Carlsberg’s APAC markets, with a significant overlap in consumer bases, to deliver the important message.

Through a promotional campaign with Grab, Carlsberg hopes to generate awareness of its ‘responsible drinking’ message through digital in-app activations targeting key Southeast Asian markets including Singapore, Cambodia, and Myanmar. Leveraging Grab’s multiple online to offline touchpoints, Carlsberg will encourage football fans across the region to book GrabCar rides to prioritise safety and responsible alcohol consumption. As part of this, consumers can enjoy discounted rides to best-known Carlsberg outlets or enjoy attractive offers on GrabMart to have their favourite Carlsberg beers delivered.

In Singapore and Hong Kong, Carlsberg Asia and foodpanda will tap on rider engagement activities and offer the refreshing 0.0% alcohol-free Carlsberg to delivery partners. This initiative not only emphasises Carlsberg’s commitment to providing alcohol-free and low-alcohol alternatives but also encourages responsible consumption. Additionally, Carlsberg will introduce an online sampling campaign, allowing consumers to redeem alcohol-free beer on pandamart, foodpanda’s online grocery store.

Carlsberg, in its partnership with Meituan, a tech-driven retail company in China, will further expand its reach and support other existing responsible drinking related efforts that are already being implemented in the country across a wide portfolio of brands. This collaboration will involve working closely with the destination governments, local districts, and merchants, leveraging the various ‘Meituan Districts’ or key high footfall commercial areas, to drive awareness around responsible drinking practices through public engagement events and activations. Carlsberg will launch a digital activation with Meituan’s food delivery cabinets, where users will have the opportunity to learn about these events by simply scanning a QR code, creating an interactive and convenient experience for consumers.

Stay tuned for future announcements about more exciting campaigns and activations under this partnership. For more information, please visit: https://www.carlsberggroup.com/.

About Carlsberg

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 30.000 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 of 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.

Other Topics: beverages, Carslberg Asia, Foodpanda, Grab, Industry, Meituan

Related Articles

  • Participants of Foodics Folks showing off their certificates.

    Courtesy of Foodics

    Foodics returns with the second edition of “Foodics Folks” summer internship program to train students in restaurant management and operations
  • living income in the Food Agri and Food Retail sectors

    Courtesy of ofi

    ofi recognised as the most advanced company on living income in the Food Agri and Food Retail sectors  
  • Mr Beast Burger

    Courtesy of Xolutions

    Xolutions brings MrBeast Burger to Singapore 
  • agricultural retail

    Courtesy of Elder's

    Elders Rural Services, Toowoomba’s brand new branch by RKL Building, sets new standard for agricultural retail excellence
  • Guests flock at the Private Label Middle East event

    Courtesy of Private Label Middle East

    Private Label Middle East returns as the ultimate launchpad for sourcing and scaling brands
  • QB Food appointed as the official distributor for Lamb Weston

    Courtesy of Lamb Weston

    QB Food appointed as the official distributor for Lamb Weston in Singapore 




Primary Sidebar

Stay Connected

Your browser does not support the video tag. Learn More

Trending News

  • limited edition Pocky durian and Pocky ondeh-ondeh flavoursPocky launches limited edition Pocky durian and… This National Day season, Glico is marking Singapore’s 60th birthday…
  • soft drinks marketSingapore soft drinks market hits SGD12B as health… Singapore’s soft drinks market has reached a value of SGD…
  • Starbucks TaiwanStarbucks Taiwan unveils its largest flagship store… A one-of-a-kind destination blending coffee exploration, culinary innovation, and sustainable…
  • asparagopsis seaweed‘Better Beef’ on Adelaide shelves in world first  A milestone is being celebrated in the emissions reductions race,…
  • Fi Asia Thailand 2025Fi Asia Thailand 2025 registration opens:… Organisers expect a record-breaking showcase of ingredient innovations from 17-19…
  • Kerry Jakarta officeKerry expands innovation footprint in Southeast Asia… Kerry, a global leader in taste and nutrition, officially opened…
  • AgridenceAgridence transitions to founder-led governance,… Additional funding allows Agridence to better deliver its traceability modules…

Subsribe to Our News Letter

Subscribe To
Our Newsletter


By submitting this form, you consent to receive marketing emails from Asia Food Journal. You can revoke your consent to receive emails at any time by using the SafeUnsubscribe® link, found at the bottom of every email.

© 2025 Harvest Information. All rights reserved. Privacy Policy.

Disclaimer: Translations on this website are automated using Google Translate. While we strive for accuracy, please be cautious, as machine translations may contain errors. For critical or sensitive content, consider seeking professional human translation. We are not liable for any reliance on the translated content.

Become an F&B industry insider

Your go-to resource for all the latest trends, innovations, and news about the food and beverage industry!

 

By submitting this form, you consent to receive marketing emails from Asia Food Journal. You can revoke your consent to receive emails at any time by using the SafeUnsubscribe® link, found at the bottom of every email.