Carlsberg Asia and Meituan Elevate Strategic Partnership with First-Time Black Pearl Collaboration

With the inception of the partnership with Meituan's Black Pearl Restaurant Guide, Carlsberg is redefining modern beer occasions through curated culinary experiences in key Chinese Mainland cities, including Beijing, Shenzhen and Guangzhou, with regional expansion planned across Hong Kong, Singapore, Macau, and Malaysia.

 

To mark the launch, Carlsberg's Master Brewer, Zoran Gojkovic, travelled to China to lead a series of exclusive food and beer pairing events in collaboration with star chefs. From modern Cantonese cuisine Yue Restaurant, Yun Jing at Raffles Shenzhen, to 1996 Sichuan Cuisine, Beijing, each partnership showcased innovative dishes meticulously paired with Carlsberg's wide beverage portfolio, giving consumers a new perspective on beer tasting.

 

The pairings are designed to complement the artistry and heritage found in Black Pearl-selected restaurants. At the heart of these dining experiences is the Carlsberg premium portfolio featuring the signature Alchemy line – curated by the Carlsberg Brew Master. This exclusive collection showcases three of its most distinctive varieties: the Wheat Lager, the Vinous Beer and The Rubedo. Developed and perfected at the Carlsberg Research Laboratory, the Alchemy brews embody the incredible diversity of what beer can be. The Laboratory – home to more than 100 scientists – has long been a hub of innovation, dedicated not only to brewing better beer but to 'brewing' a better world. From inventing the pH scale in 1909, and winning a Nobel Prize for click chemistry in 2022, to pioneering climate-tolerant plant types for future generations, Carlsberg continues to push the boundaries of science and sustainability.

 

Making Every Meal a Beer Occasion: The Must-Eat Connection

 

To complement the prestige of Black Pearl dining, Carlsberg and Meituan will be extending premium beer experiences to everyday tables through Dianping's Must-Eat List 2025. This initiative partners with China's most popular and highly recommended eateries in Foshan and Beijing to create diverse beer occasions, from casual dining to celebratory gatherings, where Carlsberg's full portfolio takes centre stage.

 

By integrating the complete range of brews into these trending venues, the partnership positions beer as a natural part of authentic food culture. From classic Carlsberg and refreshing lagers to the Alchemy line, consumers can explore the breadth of Carlsberg's craftsmanship in settings that fit with their lifestyle. This approach bridges aspiration and accessibility, driving trial across categories and reinforcing Carlsberg's presence in every occasion, turning everyday meals into memorable beer moments.

 

Co-Creating the Next Wave of Beer Occasions Through Digital Innovation

 

Carlsberg's expanded partnership with Meituan goes beyond distribution, it's about creating smarter, data-driven beer occasions for consumers. By tapping into Meituan's powerful ecosystem, including quick-commerce capabilities and curated beer-led experiences, Carlsberg is unlocking new ways to connect with consumers both online and offline.

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