SABECO 333 Pilsner: legend after legend

August 07, 2024 | 12:08

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With its relentless pursuit of customer satisfaction and sustainable growth, the beverage giant Saigon Beer-Alcohol-Beverage Corporation (SABECO) is poised to make significant progress in the area of product innovation.

In an ever-changing economic and cultural environment for drinkers, SABECO has officially unveiled 333 Pilsner, a smoother, lighter version of its classic brand. This new offering reflects SABECO's commitment to continuous innovation by offering a high-quality product to meet Vietnamese consumers’ evolving preferences.

“Our Vietnamese brewmasters, who have a deep understanding of local tastes, have used European technology and high-quality imported ingredients to develop a new beer that has outstanding aroma and flavour, and is extremely easy to drink. 333 Pilsner is set to deliver a unique and extra-smooth experience to Vietnamese consumers,” said SABECO.

Patsy Lim, deputy general director of marketing at SABECO

Patsy Lim, deputy general director of marketing at SABECO, said, "We are always thrilled to see long-standing brands rejuvenating themselves to cater to the new generation of consumers. Crafted by Vietnamese brewmasters, 333 Pilsner is brewed using the enhanced extended cold fermentation technique from Europe to deliver a truly distinctive, extra-smooth taste.This is perfect for Vietnamese consumers who prefer an extra smooth seasonable beer when enjoying their social gatherings with their family and friends.”

True taste

SABECO owns two of Vietnam’s oldest beer brands, Bia Saigon and Bia 333, and has nearly 150 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 deep-rooted heritage and is loved by many generations of Vietnamese people. Its unique taste is inspiring, 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 recognised as the national brand of Vietnam.

One of the key features of Bia 333 Pilsner is the use of hops from the Hallertau region of Bavaria, Germany - the world’s largest hop-growing area. These hops form one of the key quality ingredients in Bia 333 Pilsner, enhancing its refined flavour profile with mild bitterness as part of its well-balanced taste.

Combining its quality key ingredients with European extended cold fermentation technology, 333 Pilsner delivers a lighter and smoother taste, distinguishing itself from other beers on the market and elevating its taste experience. The innovative process involves fermenting the beer at low temperatures, followed by ageing at even colder temperatures for an extended period. This method enhances the beer's natural aroma, achieves a smooth taste, and gives it a bright, clear colour.

With the finishing touch, harmonising the exceptional ingredients and technology, lies the expertise of SABECO’s Vietnamese brewmasters. Having received specialised training in Berlin and possessing a deep understanding of Vietnamese culture and preferences, they are the masters behind 333 Pilsner - a quality made-in-Vietnam product that truly fits local tastes.

New, extra smooth 333 Pilsner comes with an alcohol content of 4.3 per cent and is available in two elegant versions: a high-necked green bottle (330ml) and a tall sleek can, both featuring a modern, premium design that reflects a refreshing character.

Reinforced position

As a leading corporation in Vietnam, SABECO strives for success by having a positive impact and contributing to the country’s development through strong and healthy business performance, best industry practices, and talent nurturing. The launch of Bia 333 Pilsner is part of SABECO’s efforts to meet the high expectations of Vietnamese consumers by delivering high-quality products and embracing the company’s commitment to excellence.

Lester Tan, CEO of SABECO, shared, “The introduction of 333 Pilsner reinforces our position as one of the leading beer brewers in Vietnam. With the talent and spirit of SABECO's Vietnamese brewmasters, we will continue to deliver our commitment to offer high-quality products to the market, apply world-class innovation in our operations, and prioritise ethics in the way we conduct our business. By doing all this, we want to reflect our effort towards sustainable growth while contributing to the progress of the country and embodying the spirit of modern Vietnam.”

SABECO has been concentrating on making sure its brands embody the essence and heart of the Vietnamese people, particularly their optimism and elevated standards for quality in the modern world.

SABECO has 26 breweries and 11 trading subsidiaries, and a distribution network consisting of hundreds of thousands of 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 Saigon Lager, Bia Saigon Chill, Bia Saigon Special, Bia Saigon Export, Bia Saigon Gold, and 333.

Our flagship brands Bia Saigon and 333 have been consistently recognised for their outstanding quality by prestigious local and international organisations, such as “National Brand” of Vietnam for several years. Remarkably, 333 has garnered international acclaim with a Silver Medal at the 2023 World Beer Championship in the US, a Gold Medal at the 2022 World Beer Awards in the UK, and a Silver Medal at the 60th World Selection of Beers, Waters, and Soft Drinks in 2021. It was also recognised as a Silver Medallist in the "International Style Pilsner" category at The International Beer Cup 2019 and won a Gold Medal at the Australian International Beer Awards in 2015.

With a commitment to investing in business development along with sustainable development, SABECO is always striving to create positive changes to enhance the position of the Vietnamese brand, while promoting positive development for the community and country. Accordingly, our sustainable development strategy focuses on four pillars: Consumption, Conservation, Country, and Culture.