Lâm Du An, Deputy General Director in charge of Technology and Production at SABECO, was honoured with the Commemorative Medal from the Ministry of Industry and Trade at the Gala celebrating 15 years of the campaign encouraging Vietnamese people to prioritize using Vietnamese goods. Photo baocongthuong.vn

HÀ NỘI — Saigon Beer - Alcohol - Beverage Corporation (SABECO) was honoured for its longstanding commitment to supporting this national initiative at the Gala marking 15 years of the Ministry of Industry and Trade’s campaign to encourage Vietnamese people to prioritise using locally made goods.

The company’s involvement in the campaign exemplifies its dedication to both local industry and community development.

For years, SABECO, through its iconic Saigon Beer brand, has been a key partner in the ministry's annual “Pride in Vietnamese Goods – Quintessence of Vietnamese Goods” festival. This festival serves as a vibrant celebration of the campaign, “Vietnamese People Prioritise Using Vietnamese Goods,” a directive from the Politburo aimed at strengthening the nation's economic self-reliance and pride in homegrown products.

As one of Việt Nam’s leading and most respected enterprises, SABECO has consistently been at the forefront of championing the promotion of Vietnamese goods. Its contributions go beyond business success, focusing on creating positive value for its stakeholders, fostering community development, and aligning its operations with Environmental, Social, and Governance (ESG) principles. Through these efforts, SABECO has been instrumental in responding to the campaign while supporting national economic and social progress.

One of the company’s notable contributions came in 2021 when the COVID-19 pandemic disrupted the global supply chain. During this challenging period, SABECO played a pivotal role in ensuring the continuity of the supply chain for Vietnamese goods.

At the conference “Maintaining the link to ensure the supply chain of Vietnamese goods,” SABECO shared its best practices in supply chain recovery, which included stringent health measures, leveraging technology, and maintaining an experienced and resilient workforce. Despite the difficulties, SABECO ensured that none of its 13,000 employees faced job cuts or salary reductions, with even bonuses being maintained. This commitment enabled the company to continue delivering products to consumers while safeguarding the health and welfare of its workforce.

SABECO introduces Bia Saigon products at the Pride of Vietnamese Products Festival - Quintessence of Vietnamese Products 2022. Photo baocongthuong.vn

SABECO’s contribution to the promotion of Vietnamese goods has extended beyond its core business activities. At the 2022 Pride of Vietnamese Products Festival, SABECO introduced an eye-catching display featuring the word “VIETNAM,” designed entirely from a collection of beer cans representing the 63 provinces and cities of Việt Nam. This creative installation, which set a Vietnamese record, celebrated the diverse culture, landscapes, and traditions of each region. Tourists, both domestic and international, flocked to the display to admire the artwork and capture memorable photos, further embedding SABECO’s role in celebrating the rich heritage of the country.

In 2023, SABECO continued to engage with the public by participating in a mass running event around Hoàn Kiếm Lake, alongside over 1,000 athletes, to promote the spirit of “Vietnamese People Prioritise Using Vietnamese Products.” The event, which was a part of the Pride of Vietnamese Products Festival, served as a powerful reminder of the importance of supporting local enterprises. SABECO also showcased its latest beer offerings, including new versions of Saigon Beer, which featured modern, youthful packaging and exceptional quality. These products have received international recognition, including Gold medals at prestigious beer competitions, underscoring SABECO’s commitment to both local pride and global standards.

In addition to its festival participation, SABECO was a key partner in the “National concentrated promotion month 2023 – Việt Nam Grand Sale” initiative, organised by the ministry’s Department of Trade Promotion. Through this programme, SABECO supported the ministry’s efforts to provide consumers with special offers on high-quality Vietnamese products, further encouraging local consumption.

In 2024, SABECO’s unwavering support for the campaign was formally recognised during the Gala celebrating the 15th anniversary of the "Vietnamese People Prioritise Using Vietnamese Goods" initiative. At this prestigious event, SABECO was awarded the Commemorative Medal by Deputy Prime Minister Lê Thành Long and Minister of Industry and Trade Nguyễn Hồng Diên. This honour reflects the company’s dedication to advancing the campaign’s goals and its ongoing role in fostering the growth of Vietnamese businesses.

SABECO’s journey as a proud advocate for local goods, combined with its strategic contributions to national campaigns and social development, showcases its integral role in Việt Nam’s economic landscape. As it continues to innovate and grow, SABECO remains a steadfast partner in promoting Vietnamese pride and supporting the nation’s future prosperity. — VNS