Consumers in Southeast Asian countries, most of whom are already familiar with the Grab platform, will soon be able to order their Heineken beers just using the ride-hailing app, as part of the two companies strategic deal announced on Tuesday.
The collaboration aims to boost Heineken presence in the region, while it is also a signal of Grab’s intentions to transform itself into an all-in-one platform for merchants and brand partners to tap into the Southeast Asian market.
With this partnership, Heineken will have its own online specialty store on the Grab app, and users will be able to order Heineken products to be delivered to their chosen address. On the other hand, Grab will be able to promote its GrabPay as the preferred mobile payment method for all Heineken events in the region.
Grab will also become the main transport provider for Heineken employees across the region, while the beer company will be able to utilize anonymized data to identify main locations from which most purchases come from, according to both companies.
The service will be available from the end of this month in Singapore and Vietnam, followed by the Philippines, Thailand, Myanmar and Cambodia.
Grab has recently announced a series of investment into its strategic markets in Southeast Asia, specifically Indonesia and Vietnam.