The launching ceremony for the new Bia Saigon logo. — VNS Photo
Saigon Beer-Alcohol-Beverage Corporation (Sabeco) on Tuesday announced the rejuvenation of its flagship Bia Saigon brand as part of its long-term strategy to cement the company’s leadership position in the market.
Accordingly, the new logo of Bia Saigon products has been redesigned with the center as the sacrosanct Dragon and Bia Saigon.
Together with the renewed logo, the family of Bia Saigon - Bia Saigon Special, Bia Saigon Export, and Bia Saigon Lager has been given a new look which reflects their differentiating features while retaining their signature formulae, ingredients and alcohol levels.
The company said the brand rejuvenation campaign is the company’s latest initiative to further develop its business.
Following recent enhancements to its production capabilities, supply chain management, and sales and marketing approach, which have positively affected the company’s performance, this new campaign represents the next step in the company’s growth plans, the company said.
“We are focused on strengthening our capabilities to ensure that we have a good foundation on which we can sustainably grow our business,” said Sabeco General Director, Bennett Neo.
“The Bia Saigon relaunch is the culmination of these preparations and embodies the company’s renewed focus on the Vietnamese market.”
He added: “The introduction of the new look of our flagship brand, Bia Saigon, is part of a holistic campaign to rejuvenate the iconic, beloved brand of the Vietnamese people. This is in line with the continuing transformation of Sabeco as a company.”
With more than 140 years of brewing history, Sabeco has been a leading Vietnamese company. The company has 26 breweries and 10 trading subsidiaries and has a distribution network of 100,000 retailers nationwide. — VNS