SABECO initiatives shine a light on community values

Along with investment and business activities, Saigon Beer-Alcohol-Beverage Corporation regularly carries out community engagement activities to spread humanistic values in Vietnam.

The company has delivered gift sets to workers, border guards, and other groups

In January, the company, better known as SABECO, launched a national community programme aimed at celebrating traditional values of unity and sharing. The “63 Reunion – A Tet Together” initiative underscores SABECO’s commitment to social responsibility and the sustainable development of local communities.

As part of the scheme, the company handed out gifts worth over $244,000 in January. In recognition of their dedication and contribution to the national economy and sovereignty, this includes over 7,000 gift sets for local labourers, fishermen, and border guards.

Every gift set comes with necessities worth $22 and a lucky envelope. Additionally, SABECO and local officials will deliver blessings and gifts to border guard stations in the provinces of Dak Nong, Phu Yen, Khanh Hoa, and Ca Mau.

In several provinces, the company will work with local government representatives to organise Tet-themed community activities. There is also a “Touch of Abundance” station, where attendees can touch a screen to win instant prizes like merchandise.

According to CEO Lester Tan, SABECO is a proud Vietnamese company with a workforce of 8,000 employees and a network of 26 breweries across the country, and the festive season is a vital time to contribute.

“For us, Tet matters strongly, and it’s a time when we celebrate our shared heritage and the strong bonds that connect us to the communities we serve,” he said. “Our national network, and the deep connections our employees have fostered within their communities, allow us to understand and appreciate the diverse cultural expressions of Tet across all 63 cities and provinces, ensuring our programme is inclusive and resonates deeply with each community.”

Improved communities

SABECO’s Lunar New Year initiatives are a crucial component of its environmental, social, and governance strategy, which supports community development while bringing positive values to the company and its stakeholders.

Over the years, the company has started programmes like Together We Make Tet in 2023, which focused on helping workers and fishermen, and Tet – One Home in 2022, which honoured pandemic frontline workers.

Since 2020, SABECO has invested over $1.7 million to support labourers across all 63 cities and provinces, ensuring they can enjoy a meaningful holiday despite economic challenges and uncertainties. The company’s ceaseless efforts have elevated its role as a reliable partner in Vietnam’s development story.

It has also been actively supporting community projects and sustainable development initiatives for many years in addition to its commercial endeavours, with the goal of promoting positive values for the Vietnamese people. Beyond its primary business operations, the company’s dedication demonstrates a strong commitment to the resilience and advancement of the country.

Through initiatives like Light Up the Rural and Light Up the Border, which have installed over 100km of solar street lights across all cities and provinces, SABECO continues to create long-lasting impact even after Lunar New Year. In a similar vein, the SABECO Sports Hub 2024 promoted unity through sports and cultural events in 36 cities and provinces, while the Fostering Sports initiative has improved 30 community playgrounds.

The brewer also demonstrated its support during the pandemic through schemes such as Collecting A Million Stars, which provided $120,000 to support 600 small businesses in Ho Chi Minh City; the Community Care programme, which provided $356,000 to support over 200 hospitals and frontline forces; and the SABECO Cares drive, which was started to ensure the health and safety of employees.

Value being built up

Consumer tastes are gradually changing. In addition to the strong beer segment, consumers are gradually diversifying their beer offerings with a variety of flavours. Therefore, to meet consumer tastes, SABECO is constantly diversifying its product lines.

At the end of 2024, SABECO opened its own beer research and development centre, marking a new step forward for the enterprise in its journey towards the goal of completely mastering technology and creating many new high-quality products, contributing to boosting the value of Vietnamese brands in the international arena.

The centre is an important milestone in SABECO’s strategy to increase production capacity, and create world-class beer products for consumers, thereby expanding the brand’s footprint in the international market.

In 2024, SABECO also launched the 333 Pilsner beer line – a lighter and smoother version of the legendary 333 brand.

The company’s recent efforts have been recognised through domestic and international awards such as Top 100 Sustainable Development Enterprises in Vietnam by the Vietnam Council for Sustainable Development; Companion Enterprise for Sustainable Development award by VIR; and Customer Experience Initiative of the Year for Vietnam at the FMCG Asia Awards 2024, organised by Retail Asia.

With constant efforts to maintain a strong brand, SABECO strives to continue its contributions to the economic development of the country. For years it has nurtured Vietnamese brewers to gain a deep understanding of the culture and tastes of domestic consumers, and who have been extensively trained in Germany with renowned raw materials and advanced technology.

Thanks to that, SABECO has continuously received quality honours such as eight gold and silver medals from the US Beverage Testing Institute in 2023, gold at the 2019 International Beer Awards; gold, silver, and bronze awards at the 2019 International Beer Cup; gold and silver at the 2020 Australian International Beer Awards; and gold and silver medals at the 2021 Monde Selection Awards.

SABECO exudes pride in the homeland In the context of climate change increasingly negatively affecting the planet, environmental issues are becoming more urgent, and that is why groups like Saigon Beer-Alcohol-Beverage Corporation have applied many green initiatives in their activities.

SABECO prepares a solid foundation for 2025 Saigon Beer-Alcohol-Beverage Corporation is not only maintaining a strong financial foundation moving into 2025, but is also expanding its socioeconomic activities to boost social circles and the environment.

SABECO's journey continues to bring enriching Vietnamese New Year traditions Saigon Beer – Alcohol – Beverage Corporation (SABECO) has proudly launched a national community programme aimed at celebrating traditional values ​​of unity and sharing during the Lunar New Year.