SABECO RELATES LAC VIET BEER: HONORING VIETNAMESE SPIRIT, REACHING WORLD LEVEL

This innovation demonstrates SABECO ’s goal in sustainable development strategy through efforts to improve the product portfolio. This will be a strong driving force for the company to strengthen its competitiveness with world-class beer products that are still different and outstanding, thereby affirming the company’s leading position in the Vietnamese market.

Vietnamese spirit shines in world -class beer

Launched in 2020 with the message "Optimistic Vietnam" in the difficult context of the COVID-19 pandemic, Lac Viet Beer carries 100% of the Vietnamese spirit - optimistic, resilient and full of life - along with a smooth, refreshing taste and rich aftertaste. More than just a beer product, Lac Viet Beer also honors the way millions of Vietnamese people enjoy life - where joy, laughter and solidarity are always an important part of cultural life. That spirit is also conveyed by Lac Viet Beer throughout cultural activities to connect users such as the contest "Star of all joys" inspired by the popular karaoke hobby of Vietnamese people.

2024 marks an important milestone when Lac Viet Beer was awarded the title of “World’s Best Light Lager” at the World Beer Awards, along with a gold medal and title in the national beer category. This recognition once again affirms the excellent quality of Vietnamese beer products created by experienced and passionate Vietnamese brewers, along with a deep understanding of local culture and cuisine .

Following that success, Lac Viet Beer will relaunch in 2025 with a completely new look that skillfully combines traditional and modern cultural values. The new look also clearly reflects the Vietnamese roots in the brand's identity, along with world-class quality, and a design that meets modern aesthetic standards.

The new design affirms the position and heritage of Lac Viet Beer by taking inspiration from iconic images of Vietnam, combined with a modern, dynamic design style.

Accordingly, the new design revolves around the image of a red star - a powerful symbol of national pride and superior quality. The three iconic images of three prestigious international awards in the beer industry, demonstrate SABECO's commitment to the continuous pursuit of superior quality. Surrounding the star are motifs inspired by Vietnam's rich cultural heritage, including the image of the Lac bird and the Dong Son bronze drum - two familiar images in traditional Vietnamese art and culture. Thereby, expressing gratitude for the cultural values, history and enduring spirit of the nation.

The font used for the name “Lac Viet Beer” has also been refined to be sharper and more modern with upward strokes on the letters, expressing a forward-looking vision towards innovation and development. Meanwhile, the prominent yellow color of the word “Bia” honors the skillful craftsmanship of Vietnamese brewers who have perfected the recipe for authentic Vietnamese beer.

Ms. Patsy Lim, Deputy General Director of Marketing & Communications of SABECO , said: "The relaunch of Lac Viet Beer is a testament to SABECO's commitment to innovation and maintaining superior quality backed by the craftsmanship of talented brewers. With the foundation of the company's proud heritage, SABECO is constantly accelerating its innovation and breakthrough strategies, ensuring that SABECO products will always be at the forefront of a constantly changing market. With a focus on sustainable development, we not only strengthen Lac Viet Beer's position in Vietnam but also expand the presence of SABECO's product portfolio in the domestic market, enhancing SABECO's reputation for world-class quality and sustainable development."

Strengthen market position and enhance connection with consumers

As part of its commitment to Business Excellence, SABECO is driving sustainable growth through three pillars: Commercial Excellence, Supply Chain Efficiency, and ESG (Environmental, Social, and Governance) initiatives. These efforts ensure positive and long-term economic value for both the business and its partners.

The relaunch of Lac Viet Beer is one of the important and necessary steps in this journey. In fact, along with the relaunch of the product, SABECO is also expanding Lac Viet Beer’s presence in the market, focusing on strengthening the distribution network and increasing support for distribution partners and retailers. Through this, consumers can easily access Lac Viet Beer, helping to expand the product’s presence across the country.

Through the relaunch of Lac Viet Beer, SABECO will continue its journey of innovation, heritage preservation and sustainable development, to enhance engagement with consumers and consolidate the position of Vietnamese brands in domestic and international markets.

*According to World Beer Awards 2024: https://www.worldbeerawards.com/winner-beer/worlds-best-light-lager-54040-world-beer-awards-2024

Source: http://www.sabeco.com.vn/truyen-thong/tin-tuc-su-kien/sabeco-tai-ra-mat-bia-lac-viet-ton-vinh-tinh-than-viet-vuon-tam-the-gioi