The announcement ceremony took place at the Melia Hanoi hotel, with the presence of the brand's leadership, strategic partners, media agencies, and honored guests. A brand representative shared that this is a special milestone, not only affirming 1689 Beckent Bauer's position in the premium craft beer sector but also opening a new chapter in their journey to bring their image and products closer to consumers.

Representatives of 1689 Beckent Bauer and coach Park Hang Seo at the brand ambassador announcement ceremony in Hanoi, on 1/7. Photo: 1689 Beckent Bauer

Representatives of 1689 Beckent Bauer and coach Park Hang Seo at the brand ambassador announcement ceremony in Hanoi, on 1/7. Photo: 1689 Beckent Bauer

During his more than five years with Vietnamese football, coach Park Hang Seo has achieved many feats and left a mark with his bravery, discipline, and perseverance. From leading the Vietnam U23 team to the Asian Cup final for the first time in history, winning the 2018 AFF Cup, to reaching the final round of World Cup 2022 qualifiers in Asia, he has built a generation of players who are more resilient and dare to dream big.

Under his leadership, Vietnamese football has gradually asserted its position in the continental arena. Most notably, he has established a consistent foundation and standards for the players' development. This led 1689 Beckent Bauer, a brand that values sustainability and attention to detail, to invite him to be their brand ambassador.

Speaking at the announcement ceremony, Nguyen Thi Thu Van, general director of Beckent-Bauer Vietnam Beverage Joint Stock Company and representative of 1689 Beckent Bauer, stated, "We weren't looking for the most famous person. We were looking for the most deserving person—someone whose presence doesn't exude ostentation but embodies true value. And for us, coach Park Hang Seo is not just a sports icon but a symbol of a spirit: profound, calm, dedicated, and uncompromising."

Nguyen Thi Thu Van, general director of Beckent-Bauer Vietnam Beverage Joint Stock Company and representative of 1689 Beckent Bauer, speaking at the event. Photo: 1689 Beckent Bauer

Nguyen Thi Thu Van, general director of Beckent-Bauer Vietnam Beverage Joint Stock Company and representative of 1689 Beckent Bauer, speaking at the event. Photo: 1689 Beckent Bauer

Sharing his decision to collaborate with the brand, coach Park Hang Seo said he doesn't view this as a "promotional project" but as a journey to spread the values he believes in. Coach Park stated at the ceremony, "1689 Beckent Bauer isn't simply a craft beer brand; they are building a culture of appreciation—where each product carries a philosophy, a story, a European spirit infused with Vietnamese emotions." He also stated that, as a brand ambassador, he will accompany the brand on its journey to create unique value and spread a distinct beer-appreciation culture.

Coach Park Hang Seo, brand ambassador for 1689 Beckent Bauer, speaking at the event. Photo: 1689 Beckent Bauer

Coach Park Hang Seo, brand ambassador for 1689 Beckent Bauer, speaking at the event. Photo: 1689 Beckent Bauer

Inspired by 17th-century European brewing art and crafted by Vietnamese artisans, 1689 Beckent Bauer positions itself as a premium craft beer brand in Vietnam, creating a beer-drinking experience with cultural depth and unique quality. A company representative shared that from ingredients imported from Germany, Belgium, and Czechia to the brewing and fermentation process following European standards, each product is a crystallization of discipline, aesthetics, and passion.

For both 1689 Beckent Bauer and coach Park Hang Seo, this partnership results from a shared spirit of preserving heritage, valuing origins, and aiming for profound development. It's not just a commercial relationship but a commitment to a journey of preserving and enhancing true value, both in football and the art of brewing. "It's also an affirmation of identity and the desire to create new standards for the market through quality and trust," added the 1689 Beckent Bauer representative.

Diep Chi