From a small ice factory in the heart of old Saigon, SABECO has transformed through numerous phases to become Vietnam’s leading beer enterprise. Today, it carries the mission of preserving traditional flavors while elevating the quality of Vietnamese beer on the global beverage map.
150 Years of Journey: From Heritage to a National Brand
Founded in 1875 as a small ice production facility, SABECO has undergone significant transformations to achieve its current prominence. Throughout this journey, SABECO has not only preserved the familiar traditional flavors of its iconic brands, 333 Beer and Saigon Beer, but also diversified its product portfolio. This includes the introduction of new brands like Lac Viet Beer, tailored to modern tastes and meeting the increasingly diverse demands of consumers.
Today, SABECO operates a network of 25 breweries nationwide, distributing hundreds of millions of liters of beer annually. The “Golden Dragon” emblem on its packaging has become a symbol cherished by generations of Vietnamese.
Mr. Lester Tan, CEO of Saigon Beer – Alcohol – Beverage Corporation (SABECO), speaks at the event.
“150 years is not just a historical milestone but also SABECO’s commitment to preserving and developing Vietnamese identity, while striving to become an internationally recognized enterprise,” shared Mr. Lester Tan, CEO of SABECO.
The “150 Years of Heritage Rising High” Campaign
To commemorate this significant milestone, SABECO launched the “150 Years of Heritage Rising High” campaign, featuring several meaningful initiatives and activities.
The “150 Years of Heritage Rising High” campaign by SABECO officially launched.
The centerpiece is the “Heritage Journey” series, symbolizing connection and sharing, aimed at spreading SABECO’s heritage story across local communities from South to North. This journey will cover 9 locations, including Ho Chi Minh City, Can Tho, Vinh Long, Vung Tau, Dak Lak, Khanh Hoa, Binh Dinh, Nghe An, and Hanoi.
Following this is the “Heritage Night” community cultural and entertainment event series, held from September 12 to November 19 in 5 provinces: Ho Chi Minh City, Vinh Long, Khanh Hoa, Dak Lak, and Hanoi. The event is organized on a grand scale, combining music, lighting, and historical narratives to create a lasting impression on the public. Through these activities, SABECO aims to honor its brand heritage and its development journey alongside the Vietnamese beer industry, while fostering national pride and the aspiration to rise with the nation.
As part of the campaign, SABECO also initiated the “Honoring the Torchbearers” award in collaboration with Dai Doan Ket Newspaper, under the guidance of the Central Committee of the Vietnam Fatherland Front. The award recognizes 150 outstanding individuals nationwide—ordinary people making significant contributions to the country’s development across various fields.
Exhibition area showcasing the 150-year development journey of Vietnam’s beer heritage.
Sustainable Growth Amid Fierce Competition
In the face of intense competition within Vietnam’s beer industry, SABECO maintains its leading position through a strategy that balances “preserving roots” with “innovation.”
While safeguarding the essence of traditional brewing artistry, the company actively adopts modern technology. This includes establishing the SABECO Beer Research and Development Center, upgrading production lines to international standards, implementing energy-saving technologies, reducing CO₂ emissions, and recycling packaging.
Additionally, SABECO enhances its creative marketing efforts, sponsoring major cultural and sports events, particularly football—a sport deeply ingrained in the Vietnamese lifestyle. As a result, brands like 333 and Saigon Beer have become household names, present in festive gatherings and memorable national celebrations.
Elevating Vietnamese Beer Quality to International Standards
Beyond the domestic market, SABECO is expanding its exports to numerous countries in the region and globally. Products under the “Saigon Beer” brand are now available in the US, Japan, Europe, and Southeast Asia, contributing to the promotion of Vietnamese culinary culture internationally.
The 150-year milestone offers SABECO an opportunity to reflect on its past, express gratitude to its workforce and consumers, and reaffirm its mission for the future.
With its rich historical legacy, modern production foundation, and spirit of collective ambition, SABECO demonstrates its ability to turn challenges into opportunities. More than just a beer brand, SABECO embodies the spirit of unity and the relentless pursuit of a prosperous Vietnam.
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“SABECO: Celebrating National Pride at the Vietnam Achievement Expo 2025”
The Vietnam Achievement Exhibition 2025 commenced in Hanoi amidst joyous celebrations commemorating the nation’s 80th Independence Day. The event witnessed a massive turnout with visitors flocking from far and wide to partake in this momentous occasion.
“Sabeco’s Bold Move: Aiming for a 32% Increase in Cu Chi Brewery’s Capacity to 350 Million Liters Annually, Unfazed by Repeated Denials Since 2019.”
The Sabeco Cu Chi brewery has yet to operate at full capacity; it produced 179.2 million liters in 2023, a number that dipped to 166.7 million liters in 2024. However, there are plans to increase production to 211 million liters in 2025, which is still shy of its full capacity of 264 million liters annually.
“Chairman Van Thanh Liem and Family Liquidate Their Sabibeco Holdings”
Following Sabeco’s public buyout announcement, a string of executives and relatives from Sabibeco, or the Saigon-Binh Tay Beer Joint Stock Company, have registered to offload their entire stock holdings. From November 1st to December 10th, over 22.3 million shares, constituting 25.6% of the company, were slated for sale by insiders.
“Overcoming ‘Breathalyzer’ Challenges, Sabeco, the Beer Industry Giant, Reports Profitable Q3 Growth with 70% of Assets in Cash”
For the first nine months of the year, Sabeco recorded net revenue of VND 22,940 billion and a remarkable after-tax profit of VND 3,504 billion, reflecting a 5% and nearly 7% increase, respectively, compared to the same period last year.
