Carlsberg Asia is strengthening its partnership with Meituan, a major global quick-commerce platform, through a unique collaboration that connects premium dining with easy digital access.
The partnership includes a first-ever collaboration with Meituan’s Black Pearl Restaurant Guide, one of China’s top dining authorities. This move highlights Carlsberg’s focus on premium experiences as part of its digital and online-to-offline (O2O) strategy.
As part of the collaboration, Carlsberg and Meituan launched the Carlsberg Drinking Roadmap, featured in Dianping’s Must-Eat List 2025. This curated list of restaurants will serve Carlsberg’s beer both for dining in and for on-demand delivery, creating a smooth connection between special dining experiences and everyday convenience for consumers.
By using Meituan’s strong tech ecosystem, fast delivery services, and consumer insights, the partnership makes it easy for people to enjoy Carlsberg products anytime.
Both companies will work together to offer real-time, occasion-based food-and-beer experiences — including delivery options, personalised promotions, and curated product choices designed to match different consumer tastes.
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.”
Carlsberg has partnered with Meituan’s Black Pearl Restaurant Guide to create new, modern beer experiences. Through this collaboration, they aim to pair Carlsberg beer with specially curated food experiences.
These events will first take place in major cities in Mainland China such as Beijing, Shenzhen, and Guangzhou. Carlsberg also plans to expand the programme to Hong Kong, Singapore, Macau, and Malaysia soon.
To celebrate the launch, Carlsberg’s Master Brewer, Zoran Gojkovic, visited China. He led special events where food and beer were paired together, working with top chefs.
These events took place at famous restaurants like Yue Restaurant (modern Cantonese cuisine), Yun Jing at Raffles Shenzhen, and 1996 Sichuan Cuisine in Beijing. Each chef created unique dishes that matched perfectly with Carlsberg’s beers, giving people a fresh way to enjoy beer tasting.
Carlsberg’s partnership with Meituan is more than just selling beer. It focuses on creating smarter, data-driven experiences for consumers. Using Meituan’s technology and fast delivery services, Carlsberg can connect with people both online and offline in new ways.
The collaboration helps Carlsberg stand out in a digital marketplace. At the same time, Meituan can offer its users more lifestyle experiences, sharing beer knowledge and premium tasting events.
By using real-time data and understanding consumer behaviour, both Carlsberg and Meituan can provide the right beer from Carlsberg’s wide range—whether premium lagers or specialty brews—at the right time, creating personalised beer experiences that make everyday moments more enjoyable.
The Carlsberg Group was founded in 1847 by brewer J.C. Jacobsen. Today, it is one of the world’s leading brewery groups, with a wide range of beer and other beverage brands. The company has over 37,000 employees and operates in more than 125 markets worldwide.
Carlsberg’s goal is to “brew for a better today and tomorrow.” The company focuses on responsible and sustainable business practices, creating value not just for shareholders but also for society.
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