Beer brand Heineken has partnered Grab to grow its digital business and extend its reach to more consumers in Southeast Asia. The partnership will see Heineken tapping on Grab’s mobility, food, delivery and payment services.
The collaboration kicks off in Singapore and Vietnam at the end of September, and will be followed by additional offerings in the Philippines, Thailand, Myanmar and Cambodia. It will help Heineken to better meet its last-mile logistics needs, boost its offerings to customers and distributors, and drive demand for its beers and ciders in the region, said a press statement.
Through GrabFood and the launch of Heineken Online Specialty Store on the Grab App, Heineken has broadened its distribution of beers and ciders. It plans to leverage this during promotional campaigns to enable customers to sample new beers and ciders. Heineken will also use Grab's anonymised data and insights to identify popular locations from which most orders come from and ascertain the best sellers.
Meanwhile, Heineken will also use GrabPay as the preferred mobile payment method for its events and Grab as the preferred transport provider for its employees across Southeast Asia. Additionally, it will be implementing Grab For Business solutions to Heineken employees in the region to enhance workplace efficiency and productivity.
Heineken APAC president Dolf van den Brink said: "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.”
Grab CEO Anthony Tan said the partnership aims to delight consumers with first-to-market innovations and redefines the customer journey via tech.
"This partnership is truly a differentiator in Southeast Asia, by uniting Heineken products with Grab’s multiple touch points onto one single platform. We believe this will empower merchants to unlock even more opportunities to out-serve customers," he added.
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