Carlsberg sells nightlife app Crowdit

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Carlsberg has completed the sale of its nightlife app, Crowdit, to London-based entrepreneur Sam Amrani for an undisclosed sum.

Carlsberg will retain a 10% stake in Crowdit

Carlsberg will retain a 10% stake in Crowdit

Amrani has been involved in the project since its inception in 2012 and he intends to make it into a "market-leading, independent service", according to a statement released yesterday. Carlsberg is to retain a 10% stake in new company Crowdit Ltd. According to Crowdit, "a senior member of the Carlsberg team will support from a shareholder and board advisory role, as the company seeks to raise funding in order to expand and develop the service globally".

The Crowdit app, which will launch in October, offers users real-time information about what’s going on in their area, focusing on nearby bars, pubs and clubs. 

The app was created in 2012 as a mobile marketing channel for Carlsberg to promote special offers, deals and events. The app has seen some success in Denmark, with 400,000 downloads, according to the company. Crowdit in Denmark is to continue to grow its domestic activity under the new company, working directly with Carlsberg.

Martin Majlund, group marketing technologist at Carlsberg Group, said: “We are delighted that Sam has taken on the challenge of growing the Crowdit service in an international sense. Crowdit has proved to be a valuable digital channel for Carlsberg in Copenhagen. In order to see the service develop and grow we believe real independence is the only way forward, and we believe it has the potential to be a real global success.”

Amrani, executive chairman of Crowdit, added: “My challenge now is to transform and develop the app to become a truly independent service delivering a unique and consistent experience across all Crowdit markets. We aim to do for social nightlife and on-trade mobile marketing what Priceline did for the hotel industry and make this an indispensable service.

“My job is now to go and finalise our seed investment round so that we can fully launch the business.”

Crowdit is currently available free of charge on iOS and Android.

Back in 2013, Carlsberg partnered Twitter to launch a football app.

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