Carlsberg, Meituan launch premium dining and quick-commerce integration across China

China – Carlsberg Asia has taken a major step in linking premium dining with digital accessibility through a first-of-its-kind collaboration with quick-commerce giant Meituan.

The partnership includes Carlsberg’s first collaboration with Meituan’s Black Pearl Restaurant Guide, China’s leading dining authority, placing premiumisation at the centre of its digital and online-to-offline (O2O) strategy.

As part of the initiative, both companies have launched the Carlsberg Drinking Roadmap, listed under Dianping’s Must-Eat List 2025. The curated selection of restaurants will offer Carlsberg’s beer portfolio through on-premise dining and on-demand delivery, aiming to connect elevated dining experiences with everyday convenience.

Backed by Meituan’s technology ecosystem, quick-commerce network, and behavioural insights, the partnership will introduce real-time, occasion-based food-and-beer experiences. These will include personalised promotions and curated product recommendations aligned with consumer preferences.

Carlsberg is also expanding curated culinary experiences across key Mainland China cities such as Beijing, Shenzhen, and Guangzhou, with plans to extend into Hong Kong, Singapore, Macau, and Malaysia. To launch the collaboration, Carlsberg’s Master Brewer, Zoran Gojkovic, led a series of food-and-beer pairing events with chefs from Black Pearl-listed restaurants, including Yue Restaurant, Yun Jing at Raffles Shenzhen, and 1996 Sichuan Cuisine in Beijing.

The events highlighted Carlsberg’s premium portfolio, particularly the Alchemy line featuring Wheat Lager, Vinous Beer, and The Rubedo. Developed at the Carlsberg Research Laboratory, the brews reflect the company’s continued focus on innovation.

Beyond fine dining, Carlsberg and Meituan will extend premium beer experiences to everyday eateries through the Must-Eat List 2025, partnering with popular establishments in Foshan and Beijing. The initiative aims to create diverse beer occasions—ranging from casual meals to celebrations—by integrating Carlsberg’s full product range into high-traffic venues.

The expanded partnership also emphasises data-driven engagement. By tapping Meituan’s analytics and consumer insights, the companies aim to deliver tailored beer experiences across both online and offline touchpoints, matching products from Carlsberg’s portfolio to specific consumer moments.

Positioned as a key part of Carlsberg Asia’s digital acceleration programme, the collaboration seeks to blend brewing expertise with platform innovation. Both partners aim to set new standards for personalisation, convenience, and premiumisation across Asia.

Arindam Varanasi, commercial vice president of 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 meet 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.”