SABECO the pride of Vietnam

SABECO and Bia Saigon contribute 5 billion VND to support sports talent, aiming to improve Vietnam's achievements at international tournaments.

It was Frenchman Victor Larue who founded a small brewery in Ho Chi Minh City in 1875. Following national reunification in 1975, the factory was managed by Southern Brewery Company, and it was renamed Bia Saigon Factory in 1977, before becoming Saigon Beer Company in 1993.

The company then grew from a small manufacturing base to a two billion litre output with over 145,000 product consumption outlets nationally following years of expansion.

Its network now includes 26 subsidiaries, 18 associates and joint ventures, and more than 145,000 product consumption outlets spread across the country.

SABECO, with the slogan “The Pride of Vietnam”, is a household name with a deeply entrenched legacy that is beloved by many generations of Vietnamese people. Its distinct flavour combines the spirit of Saigonese hospitality with the richness of the south, making it a vital component of daily life. For many years, Bia Saigon has been the top brand in the beer sector and has been designated Vietnam’s national brand.

For instance, Bia 333 has won the hearts and tastes of Vietnamese beer drinkers with its distinct aroma and well-rounded flavour derived from a French original recipe. Bia 333 has progressively become a vital drink on the Vietnamese dining table through many generations. It is not only popular among indigenous people, but it was also one of the first domestic beer brands to be exported to 18 countries, including competitive markets such as Japan, Australia, Germany, the Netherlands, and the United States.

SABECO is continually striving to improve product quality while launching new initiatives to add value to the community and convey the Vietnamese identity to local and international friends. It announced the use of a novel brewing technology called dry-hopping and carefully selected Yakima hops for a long-lasting refreshing taste in a 2022 campaign to relaunch its much-loved Bia Saigon.

Several months later, the brand unveiled another innovation to further enhance consumers’ meaningful experiences, launching Bia Saigon Coffee-infused, adding to the brand’s robust product portfolio by combining the two components that Vietnamese adore most: beer and coffee.

Following that addition, the brand now has a total of seven product lines – Bia Saigon Lager, Bia Saigon Export, Bia Saigon Special, Bia 333, Bia Saigon Chill, and Bia Lac Viet, to cater to a wide range of consumer tastes.

Along with defeating strong competitors from around the world in international beer competitions in recent years, the group has also strived for higher corporate governance standards and implemented a reasonable, performance-based compensation structure for employees. This comes with the goal of gradually realising its vision of becoming the leading beverage corporation in Vietnam and having a strong presence in international markets.

Furthermore, SABECO’s business model is based on maintaining its brand values and remaining the pride of Vietnam, guided by its four commitments of consumption, conservation, country, and culture – the pillars that represent SABECO’s long-term strategic focus Stronger together

Koh Poh Tiong, chairman of the Board of Directors, said, “Over the past few years, the pandemic has taught us an important lesson of standing together to become stronger together. As a result, we have pulled together to support our employees and the local communities where we live and work, with one intention to help each and every one of us overcome the great challenges together.”

SABECO was the first beverage company to be honoured with the Vietnam Glory Award for its practical contributions to the country’s socioeconomic growth through efforts centred on sustainable development.

The Vietnam Glory programme has been held annually since 2004 and has honoured 245 units and individuals for their outstanding contributions to the renovation and protection of Vietnam.

Meanwhile, throughout its long journey, SABECO has held activities to promote and honour Vietnamese culture and tourism values. The recent signing ceremony of a collaboration agreement between the Vietnam National Administration of Tourism and SABECO, for example, organised long-term actions that helped to the country being a safe and appealing tourism destination.

With this deal, SABECO and Bia Saigon have provided almost $213,000 for training activities and the development of sports talent, while the Vietnamese brand is also a significant partner of the national football team and a major sponsor of different tournaments and other events. The Vietnam Sports Administration, the Vietnam Football Federation, related governmental agencies, the community, and accompanying sponsor support and cooperation have allowed the nation to witness the intense positive impact of football on society and brought Vietnamese sports closer to international achievements.

SABECO and its brands have also implemented many initiatives to support the community, giving Lunar New Year gifts and train tickets to employees returning home to celebrate. In 2022, “Tet together in one house” from the Central Committee of the Ho Chi Minh Communist Youth Union (HCYU) and Bia Saigon gave 1,530 bus tickets, 270 airline tickets, 200 train tickets, and 800 Lunar New Year gifts to union members, young people, and difficult workers in all provinces and cities.

In addition, SABECO and Bia Saigon have accompanied the HCYU to carry out many meaningful activities to contribute positively to the development of the community. The Light Up the Rural initiative, for example, promoted the use of renewable energy by constructing 34km of solar-powered street lights in dozens of rural communities throughout 30 provinces in Vietnam. SABECO and its associated companies contributed a total of $185,000 towards this goal.

Meanwhile, the Luong Dinh Cua award is granted annually by the HCYU to young people from rural areas who have excelled in production, business, science and technology, and environmental preservation. A series of training programmes on innovation power have also been implemented in order to provide information to rural youth and increase economic ability.

SABECO inspires with festive gesture Saigon Beer-Alcohol-Beverage Corporation has rolled out a new programme in the spirit of being stronger together during the festive season.

SABECO leading a positive recovery Manufacturing enterprises such as Saigon Beer-Alcohol-Beverage Corporation are heralding bright spots in Vietnam’s economic picture in 2022 that have created confidence and a foundation for 2023.

SABECO thriving on 2022 results In the context of the economy accelerating post-pandemic recovery, Saigon Beer-Alcohol-Beverage Corporation, known as SABECO, had a successful 2022 after achieving its revenue targets early, with many other successes gained in operational and development activities.