Ha Noi Beer-Alcohol-Beverage Joint Stock Corporation (Habeco) will launch a new look for Truc Bach Beer as part of its brand strategy to renew the image of its products.
The decision comes as the company has suffered a decline in sales and its loyal customers have called for a renovation.
“This [new identity] is in line with our brand development strategy. Our customers are young people who are dynamic and creative, thus we have to constantly refresh our products,” said Bui Truong Thang, Habeco’s deputy general director, at the press conference introducing the series of events celebrating its 60th anniversary on July 31.
This is the second time Habeco has decided to change the look of Truc Bach Beer after the first change in 2014.
Habeco’s most popular brand is Hanoi Beer which targets middle-income earners while Truc Bach Beer is high-end product line.
Based on the company’s current business and production as well as changes in customer demand, Habeco will not only improve the beer quality but also refurbish its look to become more modern, youthful and creative, Thang said.
The new look will officially be launched on August 9 in Ha Noi when the company celebrates its 60th anniversary.
60th anniversary events
Habeco’s predecessor was the French-built Hommel Brewery, opened in 1890. In 1958, the brewery factory was restored and the first bottle with the brand name Truc Bach was produced on August 15, marking a turning point in the brewing industry in Viet Nam.
It now has become the third-largest beer producer in Viet Nam after Sabeco and Heineken.
On the occasion of its 60th anniversary, Habeco will organise the “Truc Bach Concert – Emotional Sound” to show appreciation to its customers, partners and employees.
The concert will have the presence of famous artists including singers Tung Duong, Thanh Lam and Uyen Linh, band Phuong Dong and saxophonist Quyen Van Minh.
Other events will also be organised such as an exhibition of the history of Ha Noi’s beer, outdoor music activities, and an impressive 3D Mapping performance with giant balloon lantern.
The events will take place at Friendship Cultural Palace on August 9. — VNS