Overcoming hundreds of entries from across the globe,Vietnam's largest brewer SABECO has showed up strong at the Australian International Beer Awards, bringing the local brand into consumers’ minds across the globe.

With a gold medal for Bia Saigon Gold, two silver medals for Bia Saigon Chill, Bia Saigon Lager. SABECO had a landslide victory at the largest annual beer competition in the world assessing both draught and packaged beer. In the 2021 edition, judges tasted 2,500 entries from over 400 exhibitors.

Royal Agricultural Society of Victoria (RASV) CEO Brad Jenkins said, “As the world’s largest annual beer competition judging both draught and packaged beer, the Australian International Beer Awards conducted by RASV is the pinnacle benchmarking opportunity for brewers from Australia and abroad.”

The awards has been filled with a joyous, heart-warming atmosphere with many in the industry not just reunited but fighting fit too – little more than a year after many had feared for the industry’s future due to the unexpected pandemic.

The willingness to accept tough trials while sticking to a long term-vision are the main causes for success amid unprecedented hurdles thrown in the way of the beer industry by the COVID-19 pandemic. SABECO passed the challenge with flying colours to launch Bia Lac Viet and Bia Saigon Chill that went on to win these awards, along with its other traditional well-known products.

This is not the first time the company has been honoured and recognised at international awards. In 2019, it won the gold medal for the International Smallpack Lager Competition, won the Class 1 (Lager 2.9-4.4 per cent ABV) category at the International Brewing Awards (IBA), and the gold medal in the German Heritage category at the International Beer Cup (IBC). SABECO has been on a journey of transformation to strengthen its operational capabilities and modernise its governance system over the past year, including its brand pillar strategy

With its current marketing strategy, SABECO remains the beer of the Vietnamese people while also becoming a leading brand in the beer industry.

Brands’ value depends on the mind of the customer and is a direct result of the quality of the product and the emotional value consumers attach to it. People like Saigon beer because it is the embodiment of Vietnamese taste and spirit, true to the company slogan of "Saigon Beer – the pride of Vietnam".

In today’s modern and constantly developing economy, a brand’s international stature is a direct contributor of the country’s strength. Especially as Vietnam dives deeper into the global economy through new-generation free trade agreements, branding becomes more meaningful and important.

According to a Brand Finance report, in 2020, Vietnam was one of the countries recording the fastest growth in national brand value, increasing 29 per cent on-year to $319 billion. As a result, Vietnam’s national brand value has increased nine ranks, reaching 33rd among the Top 100 most valuable national brands in the world.

Awards in 2019

IBC gold medals:

BSG Special: International-style pilsener

BSG Lager: light lager (German Heritage)

IBA:

BSG lager: International Smallpack Lager competition - Class 1 (2.9% - 4.4% ABV)

Awards in 2021