Saigon Beer-Alcohol-Beverage Corporation (SABECO) celebrates its 145th anniversary through initiatives that reinforces its heritage and core values while outlining the direction for the company’s future.
“We at SABECO are proud of our roots which center on bringing pride to Vietnam by delivering excellent products that captures that evolving taste of the Vietnamese, as well as accompanying the nation in its progress,” shares Bennett Neo, General Director, SABECO. With our 145th anniversary, we hope to usher in a new chapter of our company’s history by doubling down on these commitments while introducing new elements to reflect our evolution.”
Launching Bia Lac Viet: The Real Vietnamese Beer
At the center of this major milestone is the introduction of a new, special edition brand, Bia Lac Viet, which was developed specifically to commemorate SABECO’s 145th anniversary.
Inspired by old recipes from the company’s archives, Bia Lac Viet underscores SABECO’s more than century-old beer-making expertise and its profound understanding of the Vietnamese consumers’ preferences. Developed by local brew masters, it is an authentically Vietnamese brew calibrated for the palates of today.
“It’s a beer that has been developed and brewed for the Vietnamese by the Vietnamese,” shares Mr. Neo. “It has an easy yet full-flavored taste that is both familiar and modern, reflecting Vietnam’s rich history and culture as well as its contemporary spirit and direction.”
Further highlighting its celebration of Vietnamese identity and culture is the packaging design of Bia Lac Viet. Specifically, it features the Lac Bird, Vietnam’s mystical bird which symbolized the flourishing of Viet culture, and which can be found carved on significant artefacts such as the elaborate Dong Son drums. By referencing this nationalistic symbol, Bia Lac Viet reinforces Vietnamese traditions and values while updating it for the future.
“As Vietnam rises to become a dragon economy, Bia Lac Viet aims to capture the contemporary spirit of Vietnam while paying respect to its traditional culture and heritage,” explains Mr. Neo.
“Rising Up With Vietnam” Fund: Making an Impactful Contribution
Apart from extending its product portfolio, SABECO is marking its 145th anniversary by launching the Rising Up With Vietnam Fund, an initiative that focuses on providing timely support to people who are most affected by the recent pandemic.
“Given that the country continues to recover from COVID-19, we wanted our anniversary to be more meaningful by helping address some of the challenges faced by many Vietnamese, especially the most vulnerable among us. This initiative highlights how we at SABECO have always strived to create CSR programs which are relevant and impactful.” says Mr. Neo.
With the introduction the Rise Up With Vietnam Fund, SABECO will organize a cross-country run to raise funds to benefit workers who lost their jobs due to the COVID-19 pandemic. Aiming to rally the whole nation on a journey under this noble cause, 145 runners from different walks of life will cover 1,875 kilometers from north to south Vietnam. The relay is also a special program for SABECO to honor its 145-year history of establishment and development as well as paying tribute to the year that SABECO was founded – the year 1875.
About SABECO
With more than 140 years of brewing history, Saigon Beer – Alcohol – Beverage Corporation (“SABECO”) has established itself as one of Vietnam’s leading companies.
SABECO includes 26 breweries and 10 trading subsidiaries and has a distribution network consisting of 100,000 retailers nationwide. SABECO is proud to offer a brand portfolio that consists of some of the most well-loved beer brands in Vietnam, including Bia 333, Bia Saigon Special, Bia Saigon Export, Bia Saigon Lager and Bia Saigon Gold.
Besides Bia Saigon, Bia 333 has been consistently recognized for its outstanding quality by prestigious local and international organizations. It has previously been honored as the legendary beer of Vietnam for several years. Most recently, Bia 333 has received the Silver Medal at the International Beer Cup 2019 (IBC), the Gold Prize at the Australian International Beer Award (AIBA) 2015.
SABECO follows a sustainable business model centered on upholding our brand values and continuing to be the Pride of Vietnam. We are guided in this by our 4C Commitments whose pillars represent our long-term strategic focus areas: Consumption, Conservation, Country, and Culture.
For more information on SABECO, please visit: www.sabeco.com.vn
Source: SABECO
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