To mark its 150-year journey alongside the Vietnamese beer industry (1875-2025), Saigon Beer-Alcohol-Beverage Corporation (Sabeco) launched the "150 Years of Soaring Heritage" campaign. One of the campaign's highlights is the "Heritage Night" event series, held from 12/9 to 19/11 in five provinces and cities: TP HCM, Vinh Long, Khanh Hoa, Dak Lak, and Hanoi.
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Attendees interact at the "Iconic Stone" collection display. Photo: Sabeco |
Attendees interact at the "Iconic Stone" collection display. Photo: Sabeco
The first event in TP HCM on 12/9 attracted thousands of participants. Attendees explored five experiential zones showcasing Sabeco's heritage and inspiring stories from its development.
The "150 Years of Heritage Milestones" zone recounted Sabeco's history, from a small ice factory in Saigon through various transformations to become a leading Vietnamese beverage company.
The "Soaring Heritage" zone featured three iconic beer brands. 333 Beer showcased a giant brewing tank and offered tastings of its original and smooth Pilsner flavors. Saigon Beer impressed with its "Connecting and Soaring" exhibition wall and the "Iconic Stone" collection, representing achievements in areas like sustainable environmental development, community development, and cultural arts and sports for the community. These are also pillars of Sabeco's sustainable development efforts. Lac Viet Beer represented a spirit of optimism and modernity, highlighting its status with three international gold awards.
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Attendees interact and explore the "Heritage Preservation and Responsibility" zone. Photo: Sabeco |
Attendees interact and explore the "Heritage Preservation and Responsibility" zone. Photo: Sabeco
The "Heritage Preservation and Responsibility" zone presented Sabeco's ongoing sustainable development activities for the environment and community. An automatic can and bottle recycling machine provided a hands-on recycling experience. The "Brewmaster's Essence" zone honored the people behind the product quality and displayed Sabeco's international certifications and awards.
Finally, the "Connecting with the Community" zone offered a festive atmosphere with games, local cuisine, and musical performances by singer Minh Hang, the Chillies band, rapper Lil Wuyn, and DJ Amy.
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Attendees explore and interact with the automatic can and bottle recycling machine. Photo: Sabeco |
Attendees explore and interact with the automatic can and bottle recycling machine. Photo: Sabeco
Sabeco's General Director, Lester Tan, shared that "Heritage Night" is not just a cultural and entertainment event, but also an opportunity to reflect on and celebrate the growth of a Vietnamese-made brand.
"Through this event series, we aim to create a space for community connection, where people can celebrate heritage, share pride, and build a prosperous future together," he emphasized.
Alongside affirming its brand value, Sabeco is implementing an ESG (Environmental, Social, and Governance) strategy by focusing on training and capacity building, product diversification, and investing in the Beer Research & Development Center. The company also prioritizes user experience, green technology applications, energy saving, packaging recycling, and community initiatives aligned with national development goals. These directions are integrated into the "Heritage Night" experience, reflecting Sabeco's commitment to preserving tradition while pursuing sustainable development.
Founded in 1875, Saigon Beer-Alcohol-Beverage Corporation (Sabeco) is one of Vietnam's oldest and largest beer companies. Over 150 years, Sabeco has become not only integral to consumers' lives but also a cultural icon with familiar brands like 333 Beer, Saigon Beer, and Lac Viet Beer.
Hai My
