Dutch brewer Heineken ties up with SG’s Grab to broaden beverage distribution

Consumers in Southeast Asia will soon be able to grab their Heineken drinks as the Dutch brewer clinches a partnership with Singapore-based “super app” Grab to bring its products on the latter’s platform.

The service will start in Singapore and Vietnam by the end of this month and will be later launched in the Philippines, Thailand, Myanmar and Cambodia, Grab said in a statement.

The partnership offers a win-win situation for both Heineken and Grab. The former will be able to offer consumers a choice of its beer and cider brands through its virtual store on Grab app, and use anonymised data and insights to identify popular locations from which most orders come from and ascertain the best sellers accordingly.

Meanwhile, the tie-up will also create an opportunity for Grab to promote GrabPay as the preferred mode of mobile payment for Heineken events, thereby becoming the preferred transport provider for Heineken employees across Southeast Asia.

“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,” said Grab’s CEO Anthony Tan. “We believe this will empower merchants to unlock even more opportunities to outserve customers.”

Dolf van den Brink, president of Heineken Asia Pacific, added: “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.”

In an effort to become Southeast Asia’s super app, Grab has expanded its offerings from mobility to groceries and hotel booking. While its path to a super app has not proven for profitability, the company has bagged huge funding from investors such as SoftBank Vision Fund, Central Group, Hyundai Motor, Invesco and Experian. In its ongoing Series H round, the company has raised about $4.5 billion, with the final target being $6 billion.