Grab, Heineken announce strategic partnership in Southeast Asia

Grab and international brewing company Heineken announced a strategic collaboration that would see the latter accelerate its digital business and extend its reach to customers in Southeast Asia.

Photo credit: Heineken

Acording to a statement, Heineken will leverage on Grab’s mobility, food, delivery, and payment services to meet its last-mile logistics needs, boost its offerings to both customers and distributors, drive demand for its beers and ciders, as well as ramp up its sales and distribution channels in the region.

With the partnership, customers of legal drinking age will be able to have Heineken products delivered to their doorsteps via the GrabFood service. They will also get to sample new drinks from the brewing company through promotional campaigns and use GrabPay as a preferred payment method at Heineken events.

The new service will kick off in Singapore and Vietnam at the end of September, and then to other regional markets such as the Philippines, Thailand, Myanmar, and Cambodia.

In addition, Heineken will be able to launch its online specialty store on the Grab app. It will also implement Grab For Business solutions and make the ride-hailer a preferred transport option for its employees in Southeast Asia.

“This initiative […] 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,” said Dolf van den Brink, president of Heineken Asia Pacific.

Heineken said it currently employs over 85,000 employees and operates breweries, malteries, cider plants, and other production facilities in more than 70 countries.