Carlsberg Asia and Meituan Elevate Strategic Partnership with First-Time Black Pearl Collaboration
Carlsberg Asia and Meituan elevate strategic partnership with Black Pearl Restaurant Guide for premium dining collaboration--
HONG KONG SAR, Radarseluma.Disway.id - Carlsberg Asia is taking its partnership with Meituan, a globally leading quick-commerce platform, to exciting new heights through a first-of-its-kind collaboration that bridges premium dining and digital accessibility.
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The partnership features a first-time collaboration with Meituan's Black Pearl Restaurant Guide, China's premier dining authority, placing premiumisation at the forefront of Carlsberg's digital innovation and online-to-offline (O2O) strategy. As part of the multi-faceted collaboration, Carlsberg and Meituan rolled out the Carlsberg Drinking Roadmap, featured under Dianping's Must-Eat List 2025. This curated list of restaurants will offer Carlsberg's beer portfolio via on-premise dining and on-demand delivery, seamlessly connecting unique dining experiences with everyday consumer convenience.
Leveraging Meituan's ecosystem of advanced technology, quick-commerce capabilities, and behavioural insights, the partnership makes it effortless for consumers to enjoy Carlsberg products. Together, the partners will jointly deliver real-time, occasion-based food-and-beer experiences, ranging from delivery to personalised promotions, as well as curated product selections tailored to diverse consumer preferences.
Arindam Varanasi, Commercial Vice President, Carlsberg Asia, said, "Our collaboration with Black Pearl and Meituan is more than a campaign; it is a clear statement of building unique bonds that draw on each other's brand values and ethos. It showcases the power of partnership – where our brewing heritage and R&D excellence meets China's most prestigious dining guides and its largest lifestyle platform. Together, we are setting a new premium standard and creating unmatched value for consumers across the ecosystem."
Advancing Premiumisation Through Culinary Excellence
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