Heineken has partnered with Grab as the preferred delivery and digital service partner to bridge the “last mile” gap.
At the moment, Heineken operates an e-commerce site called Drinkies in selected markets including in Malaysia, the Philippines and Vietnam where consumers can order Heineken products for delivery within 60-90 minutes. In Singapore, Drinkies is on the Lazada platform.
The latest collaboration with Grab will bring make Heineken products more accessible, tapping into the growing popularity of GrabFood in the Southeast Asia region. GrabFood is either number one (Vietnam, Thailand and the Philippines) or close number two in other markets, said Grabfood head Tomaso Rodriguez.
The partnership will see Heineken using Grab not just as the delivery partner but also as the payment partner (Grab Pay). Consumers of the legal drinking age can purchase Heineken drinks through the GrabFood service and use GrabPay as the preferred payment method.
Dolf van den Brink, president, Heineken APAC, said: “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.”
The partnership will be launched in Singapore and Vietnam at the end of September 2019, followed by the Philippines, Myanmar, Cambodia and Thailand. The geographical reach of GrabFood means Heineken can leverage on GrabFood to reach more markets and consumers.
