Heineken and Grab announce collaboration in Southeast Asia
By working with Southeast Asian ‘super-app’ Grab, the international beer brand is expected to boost its sales and distribution channels massively in the region.
Heineken has decided to grow its digital business in the region through a partnership with Grab, which started as a ride hailing app in Southeast Asian regions and has now morphed into a leading ‘super-app’.
The first-of-its-kind partnership will enable the beer brand to tap into Grab’s wide array of services, boosting its offerings to customers and distributors, and extending its reach for its beers and ciders in Southeast Asia.
Heineken will broaden the distribution of its beers and ciders through GrabFood; and customers will be able to sample new drinks through promotional campaigns; and the brand will launch an Online Specialty Store on the Grab App.
Heineken will offer Grab For Business solutions to its employees in Southeast Asia to enhance workplace efficiency and productivity; choose Grab as their preferred transport provider for employees across Southeast Asia; and be able to use anonymised data and insights to identify popular locations from which most orders come from and ascertain the best sellers.
Heineken’s president, Dolf van den Brink, said: “We are excited to introduce a new level of customer and consumer convenience by partnering with Grab. This initiative, which is very much aligned with our company’s digital transformation, opens a whole world of opportunities for us – from introducing innovative ways of launching new products to giving consumers new channels to buy our products.”
The collaboration kicks off in Singapore and Vietnam at the end of September 2019. This will be followed by additional offerings in the Philippines, Thailand, Myanmar and Cambodia.