Asia-Pacific Enterprise Awards recognise SABECO's outstanding contributions

October 08, 2022 | 14:39
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Defeating countless submissions throughout the world, SABECO has scooped two top honours at the Asia-Pacific Enterprise Awards (APEA), fostering the constituting of sustainable entrepreneurial growth in Vietnam.

The APEA this year took place on October 7 at the Gem Center in Ho Chi Minh City and bestowed awards to a variety of successful companies.

It is a regional recognition programme that awards entrepreneurial excellence, spurs greater innovation and growth, and creates a successful entrepreneurial ecosystem which can help shape Asia to sustainable economic and social growth.

Asia-Pacific Enterprise Awards recognise SABECO's outstanding contributions

SABECO added to its Corporate Excellence award in 2021 by taking home this year's Corporate Excellence award.

Asia-Pacific Enterprise Awards recognise SABECO's outstanding contributions
Koo Liang Kwee, deputy general director of SABECO, received the Corporate Excellence award at the APEA ceremony

This year is also the first year that Bia Saigon won the Inspiring Brand award thanks to its breakthroughs in appearance, and taste such as the rebirth of the legendary Bia Saigon Special and the launching of the Bia Saigon Coffee-infused Beer in Vietnam.

Asia-Pacific Enterprise Awards recognise SABECO's outstanding contributions
Venus Teoh, SABECO’s deputy general director for marketing, received the Inspirational Brand award

In order to take home the Inspirational Brand honour, the winners had to demonstrate a company-wide transformation that sought to promote goodness, wellness or sustainability. Nominees for the award were market-ready brands with measurable metrics in any product or service category.

Meanwhile, the Corporate Excellence award is given to organisations that have demonstrated effective talent mobilisation and organisational capability to deliver consistent business results; while remaining aligned with the organisation’s purpose. In addition, nominees must be in operation for no less than two years.

These two awards recognise SABECO for its outstanding contributions to the development of the country and its people as well as its vital role in shaping Vietnam’s entrepreneurial landscape for the post-pandemic era.

Bennett Neo, CEO of SABECO said, “We were a local brand with local aspirations, but have moved towards being an international brand that can be respected on a wider basis. We have demonstrated through clear strategies and strong management that we are a professional brand that can achieve these wider aspirations.”

"We were a local brand with local aspirations, but have moved towards being an international brand that can be respected on a wider basis. We have demonstrated through clear strategies and strong management that we are a professional brand that can achieve these wider aspirations,” said Bennett Neo, CEO of SABECO.

Neo explained, “We have clearly defined the roles of both the board and management over the past few years and with that, we can be more efficient.”

He added, “The board is focusing on mid- and long-term strategy, whereas management is focused on shop front operations and so forth. Independent auditing is now also a big part of our transformation in recent times.”

Despite these far-reaching expansion hopes, SABECO has embedded the local slant into its corporate sustainability strategy, based on the 4Cs of consumption, conservation, country, and culture.

This support has come in the form of a raft of initiatives during and after the pandemic peak, and includes a youth empowerment programme to assist outstanding entrepreneurs and young people in both rural and urban areas; the Vietnam Wins Gold initiative to develop young athletes; and Collecting A Million Stars, which encouraged the community to rise together during the pandemic’s toughest points.

One of the main reasons why SABECO was able to scoop more APEA awards was through its consistent messaging via brands such as Bia Saigon, something Venus Teoh, SABECO’s deputy general director for marketing, said the company was working hard on.

“It is important to sharpen our brand positioning and that is what we have done. We have also ensured that our communication and marketing have evolved around that positioning. Every time we organise an event, everything fits under the same brand model in order to maintain consistency,” she said

“We have also ensured that our communication and marketing have evolved around that positioning. Every time we organise an event, everything fits under the same brand model in order to maintain consistency,” said Venus Teoh, SABECO’s deputy general director for marketing.

Although Neo acknowledged that it was fortunate Bia Saigon is already at the forefront of beverage drinkers in Vietnam, this is no reason for SABECO to rest on its laurels as it knows the competition is fierce.

As one of the enterprises with impressive recovery in the midst of difficulties, SABECO recorded net revenue of over $391.65 million in the second quarter of 2022, which is SABECO's best sales in a quarter since 2020. It reached 50 per cent of the sales plan and achieved 65 per cent of the profit target at the end of the half-year 2022.

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By Nguyen Thu

What the stars mean:

★ Poor ★ ★ Promising ★★★ Good ★★★★ Very good ★★★★★ Exceptional