SABECO (SAB) drives sustainable growth through product innovation

SABECO (SAB) drives sustainable growth through product innovation

Saigon Beer – Alcohol – Beverage Corporation (SABECO) has unveiled a revitalised look for its award-winning Bia Lac Viet, aligning with the company’s long-term strategy to drive sustainable growth through continuous innovation across its product portfolio.

Patsy Lim, deputy general director of marketing and communications at SABECO

This strategic relaunch marks a significant step in SABECO’s journey to elevate its competitive edge with premium, differentiated offerings, further consolidating its leading position in Vietnam’s beer market.

The new look of Bia Lac Viet follows its global recognition as the “World’s Best Light Lager 2024” at the World Beer Awards, a prestigious title that reaffirms the international calibre of Vietnamese brewing expertise. But beyond accolades, this relaunch reflects a deeper strategic vision: the continuous enhancement of SABECO’s brand portfolio as a core engine of sustainable and profitable growth.

As Vietnamese consumers increasingly seek products that blend local identity with international quality, SABECO is positioning itself to meet these evolving expectations through innovation rooted in tradition. The redesigned Bia Lạc Việt packaging seamlessly blends cultural heritage with contemporary aesthetics. Iconic national symbols such as the red star, Lac bird, and Dong Son drum motifs are incorporated into the new design, while the modernised typography and premium visual cues signal progress, renewal, and world-class craftsmanship.

According to the company, this design evolution is not just a marketing refresh, it is a tangible outcome of its strategic commitment to build a more innovative, resilient, and sustainable brand ecosystem. By continuously investing in the development and differentiation of its product lines, SABECO aims to not only stay ahead in a highly competitive market but also shape consumer tastes and reinforce brand loyalty.

“The launch of Bia Lac Viet refreshed packaging is a testament to SABECO’s commitment to innovation and excellence, driven by the craftsmanship of our talented Vietnamese brewmasters.,” said Patsy Lim, deputy general director of marketing and communications at SABECO. “With a sustainable approach, we are not only solidifying Bia Lac Viet’s position in Vietnam but also expanding our beer portfolio’s presence locally, reinforcing SABECO’s and its brand’s reputation for world-class quality and long-term growth.”

This product innovation aligns with SABECO’s three-pronged strategy focused on commercial excellence, supply chain efficiency, and ESG principles

This product innovation aligns with SABECO’s three-pronged strategy focused on commercial excellence, supply chain efficiency, and environmental, social, and governance principles. Together, these pillars support a sustainable business model that creates long-term value for consumers, partners, and stakeholders alike.

As part of the Bia Lac Viet relaunch, SABECO is also ramping up distribution and strengthening partnerships with retailers across Vietnam to ensure greater accessibility and visibility of the refreshed product. These efforts are designed to deepen consumer engagement and create a stronger presence in key markets, particularly as competition intensifies both from local players and international brands.

By leveraging its cultural legacy and brewing expertise, while committing to ongoing innovation in its product portfolio, SABECO is well-positioned to lead the next chapter of growth in Vietnam’s beverage industry. With Bia Lac Viet as a flagship example, the company is redefining what it means to be a modern, world-class beer brand with deep local roots.

VIR