The Saigon Beer-Alcohol-Beverage Corporation (SABECO) | APEA - Asia Pacific Enterprise Awards Asia Pacific Enterprise Awards
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INSPIRATIONAL BRAND CATEGORY

The Saigon Beer-Alcohol-Beverage Corporation (SABECO)

Information about the Company & Brand
The Saigon Beer-Alcohol-Beverage Corporation (SABECO) owns two of Vietnam’s oldest beer brands, Bia Saigon and Bia 333, with 147 years of history that has paralleled the changes of the nation and its people. With the slogan “The pride of Vietnam,” Bia Saigon is a household name with a deeply rooted heritage and is loved by many generations of Vietnamese people. Its unique taste is inspiring taste combining the spirit of Saigonese generosity and the richness of the Southern land, making it an indispensable part of everyday life. For many years, Bia Saigon has been the leading brand in the beer industry and recognized as the national brand of Vietnam.

Brand Elements
With over 147 years of establishment and development, with many difficulties and challenges; up to now, although the market has appeared with many famous beer brands in the world, Bia Saigon is still leading the beer market in Vietnam while conquering foreign markets such as Germany, the US, Japan, and the Netherlands. The brand grows as Vietnam grows, proactively contributing and embracing the uniqueness of the country and spreading domestic brands to the world.

With over 26 breweries across Vietnam, SABECO consistently ensures the production quality in every can of beer, committing to bringing the consumers the Vietnamese authentic beer taste. The brewing ingredients are imported from America, Australia, and Europe. In addition, close coordination with suppliers of raw materials, packaging, and production is emphasized to ensure the input materials are of the highest quality to serve the sophisticated taste of the consumers. SABECO also applies modern manufacturing technology and equipment imported from leading European manufacturers such as Krones AG and KHS. The production line is closed, automated, and supervised by experienced brew masters who were trained in Germany.
Inspiring Identity
As beer is an indispensable part of Vietnamese cuisine, parties and gatherings are not complete without Bia Saigon whose history has spanned over 147 years. The brand has been making improvements to meet the beer industry’s fast growth and consumers’ changing behavior and taste.

Early in 2022, in a campaign to relaunch its much-loved Bia Saigon Special, SABECO announced the application of a special brewing technique called “dry-hopping” and used carefully selected Yakima hops for a long-lasting refreshing taste.

5 months later, the brand announced another innovation to further enhance the meaningful experience of the consumers. Combining the two ingredients that Vietnamese love most: beer and coffee, Bia Saigon officially launched Bia Saigon Coffee-infused, adding to the strong product portfolio of the brand. After the addition of Bia Saigon coffee-infused, the brand has a total of 7 product lines, including Bia Saigon Lager, Bia Saigon Export, Bia Saigon Special, Bia 333, Bia Saigon Chill, Bia Lac Viet, serving a variety of consumers’ taste.

As a national brand of Vietnam with constant innovations, strong commitments to sustainability, and responsible drinking, Bia Saigon possesses a great advantage in sustaining brand loyalty and maintaining a reputable brand image. Bia Saigon has done great as a legendary brand that is loved by Vietnamese and is bringing more value beyond that.

Achievements & Impact
Bia Saigon is recognized by many Vietnamese generations for its special taste and iconic packaging.

Besides being the National brand for many years, recently, the brand also received credible awards on an international scale. Bia Saigon is also honored to be the 351st member of Berlin Beer Academy – one of the cradles of global beer culture.

The prestigious awards that the brand received reaffirm SABECO’s almost 150 years of quality and brewing expertise with a deep understanding of the preferences and needs of the Vietnamese people. The success of Bia Saigon is due to the innovations of the overall long-term development strategy in the fields of finance and the development of production capacity.

Future Direction
In addition to its efforts in continuous market expansion both domestically and internationally, SABECO will continue to build a stronger product portfolio in line with the trend of consumption. By uplifting the meaningful experiences and sophisticated tastes of the consumers, SABECO and Bia Saigon will be able to help shape the development of the beer industry to keep pace with the world, improve the quality of life by providing high quality, safe and healthy beverages and promote the culinary culture of Vietnam.

INSPIRATIONAL BRAND CATEGORY

The Saigon Beer-Alcohol-Beverage Corporation (SABECO)

Information about the Company & Brand
The Saigon Beer-Alcohol-Beverage Corporation (SABECO) owns two of Vietnam’s oldest beer brands, Bia Saigon and Bia 333, with 147 years of history that has paralleled the changes of the nation and its people. With the slogan “The pride of Vietnam,” Bia Saigon is a household name with a deeply rooted heritage and is loved by many generations of Vietnamese people. Its unique taste is inspiring taste combining the spirit of Saigonese generosity and the richness of the Southern land, making it an indispensable part of everyday life. For many years, Bia Saigon has been the leading brand in the beer industry and recognized as the national brand of Vietnam.

Brand Elements
With over 147 years of establishment and development, with many difficulties and challenges; up to now, although the market has appeared with many famous beer brands in the world, Bia Saigon is still leading the beer market in Vietnam while conquering foreign markets such as Germany, the US, Japan, and the Netherlands. The brand grows as Vietnam grows, proactively contributing and embracing the uniqueness of the country and spreading domestic brands to the world.

With over 26 breweries across Vietnam, SABECO consistently ensures the production quality in every can of beer, committing to bringing the consumers the Vietnamese authentic beer taste. The brewing ingredients are imported from America, Australia, and Europe. In addition, close coordination with suppliers of raw materials, packaging, and production is emphasized to ensure the input materials are of the highest quality to serve the sophisticated taste of the consumers. SABECO also applies modern manufacturing technology and equipment imported from leading European manufacturers such as Krones AG and KHS. The production line is closed, automated, and supervised by experienced brew masters who were trained in Germany.
Inspiring Identity
As beer is an indispensable part of Vietnamese cuisine, parties and gatherings are not complete without Bia Saigon whose history has spanned over 147 years. The brand has been making improvements to meet the beer industry’s fast growth and consumers’ changing behavior and taste.

Early in 2022, in a campaign to relaunch its much-loved Bia Saigon Special, SABECO announced the application of a special brewing technique called “dry-hopping” and used carefully selected Yakima hops for a long-lasting refreshing taste.

5 months later, the brand announced another innovation to further enhance the meaningful experience of the consumers. Combining the two ingredients that Vietnamese love most: beer and coffee, Bia Saigon officially launched Bia Saigon Coffee-infused, adding to the strong product portfolio of the brand. After the addition of Bia Saigon coffee-infused, the brand has a total of 7 product lines, including Bia Saigon Lager, Bia Saigon Export, Bia Saigon Special, Bia 333, Bia Saigon Chill, Bia Lac Viet, serving a variety of consumers’ taste.

As a national brand of Vietnam with constant innovations, strong commitments to sustainability, and responsible drinking, Bia Saigon possesses a great advantage in sustaining brand loyalty and maintaining a reputable brand image. Bia Saigon has done great as a legendary brand that is loved by Vietnamese and is bringing more value beyond that.

Achievements & Impact
Bia Saigon is recognized by many Vietnamese generations for its special taste and iconic packaging.

Besides being the National brand for many years, recently, the brand also received credible awards on an international scale. Bia Saigon is also honored to be the 351st member of Berlin Beer Academy – one of the cradles of global beer culture.

The prestigious awards that the brand received reaffirm SABECO’s almost 150 years of quality and brewing expertise with a deep understanding of the preferences and needs of the Vietnamese people. The success of Bia Saigon is due to the innovations of the overall long-term development strategy in the fields of finance and the development of production capacity.

Future Direction
In addition to its efforts in continuous market expansion both domestically and internationally, SABECO will continue to build a stronger product portfolio in line with the trend of consumption. By uplifting the meaningful experiences and sophisticated tastes of the consumers, SABECO and Bia Saigon will be able to help shape the development of the beer industry to keep pace with the world, improve the quality of life by providing high quality, safe and healthy beverages and promote the culinary culture of Vietnam.