Heineken NV and Singapore-based ride-hailing company GrabTaxi Holdings Pte Ltd. on Sept. 18 announced a strategic partnership to grow the Dutch brewer's business in Southeast Asia.
Under the arrangement, Heineken will be able to use Grab's mobility, food, delivery and payment services to drive demand for its beer and cider products and to boost its offers to customers and distributors. It also expects to launch a Heineken online specialty store on the Grab app and access anonymized data and insights from the platform to identify bestsellers and locations where most orders come from.
In addition, Grab will also become the preferred transport company for Heineken employees across Southeast Asia.
"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," Heineken APAC President Dolf van den Brink said in a statement.
The partnership will roll out in Singapore and Vietnam in September and will later be launched in the Philippines, Thailand, Myanmar and Cambodia.
