Many products of Saigon Beer - Alcohol - Beverage Corporation (SABECO) continue to be honored at international playgrounds, showing that the company's strategy of upgrading quality and diversifying its product portfolio is effective.
This is also a new step forward for the Vietnamese beer brand in its 150-year journey of development and market expansion.
On November 18, Brussels Beer Challenge 2025 announced the annual assessment results. Accordingly, Bia 333 Pilsner won the Gold Medal in the light Lager category, while Bia Saigon Chill won the Gold Medal in the cold Lager category. In the same category, Saigon Export Premium Beer received a Silver Medal.
Brussels Beer Challenge is a prestigious competition in Europe, gathering thousands of products from global beer producers. The jury is industry experts from many major markets, conducting assessments according to international standards. The fact that three SABECO product lines have won awards at the same time shows that the quality of the enterprise's products has approached the strict standards of the world market.
Immediately after the award in Belgium, Saigon Export Premium continued to be awarded the Silver Medal at the 2025 Japan International Beer Cup - one of the biggest competitions in Asia, with a scoring system according to Japanese industrial standards. A representative of SABECO said that this result shows the competitiveness of Vietnamese products in markets with high demand for the quality of alcoholic beverages.
The 2025 awards are all for new product lines or products that have been improved during the period when SABECO promotes portfolio restructuring. 333 Pilsner, Saigon Chill and Saigon Export Premium aim at young customers, focusing on modern flavor experiences, packaging and stable production quality. This is also a segment that is forecast to grow strongly in the context of consumers increasingly paying attention to the value and difference of each beer brand.
Mr. Lester Tan - General Director of SABECO, said: "We are persistently implementing the product portfolio development strategy towards diversification and quality improvement, to meet the rapidly changing needs of consumers. Each product, whether it belongs to a heritage brand or a lower segment, plays a role in the development structure of the enterprise".
Speaking at the event summarizing the campaign "150 years of heritage rising up", Mr. Tan emphasized that SABECO is orienting development in conjunction with the goal of increasing national competitiveness. When Vietnam sets a goal of rising in the region, SABECO also sets a goal of rising high with the country and contributing to economic progress, he said.
In recent years, SABECO has stepped up technology investment and operational optimization. The company said it is implementing solutions to improve production efficiency, standardize management systems and increase the application of technology throughout the supply chain. This is one of the three main pillars of the development strategy, in addition to developing human resources and standardizing operations to achieve sustainable efficiency.
According to data provided by the enterprise, SABECO has received more than 50 international awards for quality in the past few years. Being continuously honored at major awards is considered a positive signal, reflecting the results of product improvement and investment in R&D.
Beverage experts say that the profit margin of the premium beer segment is increasing faster than the popular segment. SABECO's promotion of new high-quality product lines, modern packaging and clear positioning can help businesses expand their market share in large cities, where consumption demand is shifting strongly to higher-end products.
The growing presence of Vietnamese beer in international competitions also shows that the competitiveness of the domestic beverage industry is improving, especially in the context of the global beer market entering a screening cycle, prioritizing products with stable quality and unique identity. With a long-term investment strategy, SABECO expects to maintain growth momentum and expand the influence of Vietnamese brands on the world beer industry map.
