Both initiatives are built around the core message: “Uniting to Rise Higher” – a long-term commitment by SABECO to connect people, preserve heritage, and grow alongside the nation.
Connecting Past, Present, and Future
Originating from a stone workshop in 1875, SABECO has accompanied Vietnam’s innovation and growth, becoming a symbol of the Vietnamese beer industry. Throughout this journey, heritage is not just about brewing recipes but also cultural values, community spirit, and deep connections across the S-shaped land.
With the message “Uniting to Rise Higher,” SABECO aims to strengthen the bond between heritage and the present, between the brand and the people, and between economic development and social responsibility.
Heritage Journey: Tracing Roots, Extending Value
Starting from Ho Chi Minh City, the “Heritage Journey” is a cross-country expedition spanning 9 provinces, from Can Tho and Vung Tau to Dak Lak, Khanh Hoa, Nghe An, and culminating in Hanoi. At each stop, SABECO not only recounts its 150-year story of growth but also engages in community activities, notably showcasing a collection of 15 “Symbolic Stones” crafted from Saigon Beer, inspired by Vietnamese beer culture and national heritage milestones.
“All activities in this campaign reflect the enduring vitality of the heritage SABECO has built. It not only honors the past but also envisions a prosperous future, embodying the Vietnamese spirit and our relentless ambition to rise higher with Vietnam,” shared Mrs. Lim Pei Chi Patsy, Deputy Marketing Director.
Heritage Bus Tour: Bringing Heritage to Life on Every Route
As a special activity within SABECO’s Heritage Journey, the Heritage Bus Tour offers a creative and engaging heritage exploration experience. Designed as a mobile museum combined with a city tour, the bus takes passengers through local cultural landmarks while showcasing SABECO’s 150-year heritage through exhibits, images, iconic products, and traditional art performances. It serves as both a brand storytelling vehicle and a bridge between past and present.
Heritage Night: Heritage Comes Alive in Every Experience
Additionally, the Heritage Night events are more than entertainment; they are vibrant storytelling spaces offering immersive cultural experiences.
A highlight is the 150 Years of Heritage Imprints exhibit, showcasing SABECO’s evolution through historical phases. The Rising Higher Heritage space highlights innovation through iconic beers like Saigon Beer, 333 Beer, and Lac Viet Beer, each representing a timeless brand story.
The Uniting to Rise Higher wall, crafted from recycled beer cans, stands as a unique artistic symbol of SABECO’s sustainability commitment.
Heritage Night also integrates ESG initiatives (environmental, social, governance), featuring smart recycling zones, community information corners, and activities encouraging sustainable actions for a greener future.
Uniting to Rise Higher with the Nation
Beyond events, SABECO collaborates with Dai Doan Ket Newspaper and the Vietnam Fatherland Front Central Committee to launch the Flame Bearer Awards, honoring individuals who inspire and embody community spirit nationwide.
According to SABECO leadership, the 150 Years of Rising Higher Heritage campaign is not just a reflection on the past but a declaration of future commitment. SABECO continues to accompany Vietnam with the spirit of “Uniting to Rise Higher,” sustainably and ambitiously.
SABECO Celebrates 150 Years of Legacy in Vietnam’s Beer Industry
In 2025, Saigon Beer-Alcohol-Beverage Corporation (SABECO) celebrates a monumental milestone: 150 years of shaping Vietnam’s brewing legacy. This anniversary honors SABECO’s enduring legacy as a cornerstone of the nation’s beer industry, marking a century and a half of innovation, tradition, and unwavering commitment to quality.
Vietnam Airlines Surges to Top Position in SCIC’s $9 Billion Investment Portfolio
Since early September, HVN shares have surged 23%, closing the September 16th trading session at a record high of 38,250 VND.
“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.
