Heineken partners with Grab’s delivery service

Singapore | Consumers in Southeast Asia will soon be able to grab their Heineken drinks via the Grab app. On 17 September 2019 the Dutch brewer signed a partnership with Singapore-based “super app” Grab to bring its products on the latter’s platform.

Heineken will be able to offer consumers – first in Singapore and Vietnam and later in the Philippines, Thailand, Myanmar and Cambodia – its beer and cider brands through its virtual store on Grab app. Moreover, Heineken can use anonymised data and insights to identify popular locations, where most orders come from.

Media report that the tie-up will also create an opportunity for Grab to promote GrabPay as the preferred mode of mobile payment for Heineken events. As part of its services, Grab will become the preferred transport provider for Heineken’s employees across Southeast Asia.

Heineken Asia-Pacific President Dolf van den Brink said that the partnership will assist the brewer’s digital transformation. “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,” Mr van den Brink was quoted as saying.

In an effort to become Southeast Asia’s super app, Grab has expanded its services from mobility to groceries and hotel booking, says the website dealstreetasia.com. While its path to a super app has not proven a boon for its profitability, the company has bagged huge funding from various investors. In its ongoing Series H round, the company has raised about USD 4.5 billion, with the final target being USD 6 billion, according to dealstreatasia.com.