SINGAPORE (Sept 17): Grab has teamed up with Heineken in a collaboration that will see Southeast Asia’s so-called “super app” being the preferred delivery and digital service partner for the popular beer brewer.
Main image: Kenneth Choo, managing director, Heineken APAC (left) and Hidayat Liu, group head of strategy, partnerships and business development, Grab.
In a Tuesday press release, Grab says the first-of-its-kind partnership will enable Heineken to tap on Grab’s mobility, food, delivery and payment services across its platform to better meet its last-mile logistics needs. It is also aimed at boosting Heineken’s offerings to customers and distributors, and drive demand for its beers and ciders in Southeast Asia.
Under the partnership, both companies will enable customers of legal drinking age to have cold beer delivered to their doorsteps through the Grab app, while broadening the distribution of Heineken beers and ciders through Grab’s food delivery service, GrabFood.
Grab customers will also be able to sample beers and ciders through promotional campaigns.
In addition, GrabPay will be the preferred mobile payment for Heineken events, while Grab will be the preferred transport service for Heineken’s employees throughout Southeast Asia.
The collaboration kicks off in Singapore and Vietnam at the end of this month, followed by additional offerings in the Philippines, Thailand, Myanmar and Cambodia.
“We are excited to be the preferred strategic partner for Heineken, to raise the bar with first-to-market innovations aimed at delighting consumers, while redefining the customer journey via tech. This partnership is truly a differentiator in Southeast Asia, by uniting Heineken products with Grab’s multiple touchpoints onto one single platform,” says Grab CEO Anthony Tan. “We believe this will empower merchants to unlock even more opportunities to outserve customers, allowing both Heineken and Grab to win the hearts and minds of even more customers in the region.”
Dolf van den Brink, president of Heineken Asia Pacific, adds: “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.”
