Bia Saigon Special’s new presentation will help increase its already-flourishing fanbase

SABECO’s Bia Saigon Special was reborn with a new taste, packaging, and positioning to better fit the needs of consumers in an ever-changing economic and cultural environment for drinkers last week.

The new look is a standout both in its quality and design. The rejuvenation of Bia Saigon Special does not only aim to demonstrate the strong progressive spirit of Bia Saigon to stay relevant to the changing consumer needs and preferences in Vietnam, but also to stress a superior product quality and a premium image of the legendary beer brand.

Bia Saigon Special has improved its taste by using carefully selected Yakima hops for a long-lasting refreshing taste. These hops are high in quality, grown in the Yakima Valley of Washington – the largest and oldest hop-growing region in the world.

In addition, Bia Saigon Special applies a special brewing technique called dry-hopping. Hops are added one more time to the fermentation to achieve a characteristic taste profile with a special light fresh aroma which enhances the overall extraordinary and refreshing taste.

The new Bia Saigon Special also comes with an enhanced packaging appearance while still retaining its iconic and distinctive identity that has been built over the years. The Bia Saigon Special 330ml can has changed into the modern tall and sleek can format, and both bottle and can now feature the credentials of the beer with elements of Yakima hops as reinforcement of its new proposition.

In a fiercely competitive market like beer, each participating company must constantly offer new and positive strategies, products, and images in order to retain market share.

“Consumer tastes and preferences have changed dramatically since Bia Saigon Special was first launched in 1999. Today, consumers are looking for beers that are not only refreshing but also have a distinctively fresh flavour that suits their current taste palates,” said Venus Teoh, deputy general director of Marketing at SABECO.

“Understanding this need, our brewmasters have carried out extensive research and testing to refine Bia Saigon Special’s recipe and its taste. With a newly-crafted taste and renewed iconic look, the new Bia Saigon Special is a demonstration of our brewmasters’ enthusiasm to provide high-quality products made by Vietnamese, for Vietnamese.”

Bia Saigon Special is placed in the high-end market segment. Since 1999, it has not only quenched the thirst of multiple Vietnamese generations but also made a name for itself on the international stage by winning numerous prestigious awards and contributing to the globalisation of Vietnamese beer products.

The reborn Bia Saigon Special reaffirms SABECO’s almost 150 years of quality and brewing expertise with a deep understanding of the preferences and needs of the Vietnamese people. The success of Bia Saigon Special is due to the innovations of the overall long-term development strategy in the fields of finance and the development of production capacity. After more than 20 years in the market, Bia Saigon Special is recognised by many Vietnamese generations for its special taste and iconic packaging.

However, despite having a strong position in the domestic beer market, with the appearance of capable competitors from home and abroad, the pressure will always increase.

Nguyen Van Viet, chairman of the Vietnam Beer-Alcohol-Beverage Association, said that the ability of beer brands to conquer the market depends largely on factors derived from product quality and enterprise advantages including services, capital, qualifications, and social responsibility.

With 147 years of brewing history, SABECO has established itself as one of Vietnam’s leading companies. It includes 26 breweries and 11 trading subsidiaries and has a distribution network consisting of 100,000 retailers nationwide. SABECO is proud to offer a brand portfolio that consists of some of the most well-loved beer brands in Vietnam including Bia Saigon Chill, Bia 333, Bia Saigon Special, Bia Saigon Export, Bia Saigon Lager, Bia Lac Viet, and Bia Saigon Gold.

Bennett Neo, general director of SABECO shared, “Beer in Vietnam and around the world has been growing rapidly and consumers’ tastes are evolving over the years. It is imperative for SABECO to keep up with the times and continue to stay relevant with the changing consumer needs and preferences. SABECO has been improving the quality and production technology over the last few years to put Vietnamese products on the world map.”

With a commitment to investing in business development along with sustainable development, SABECO strives to create positive changes to enhance the position of the Vietnamese brand, while promoting positive development for the community and the country.