HÀ NỘI — Hà Nội Beer-Alcohol-Beverage Joint Stock Corporation (Habeco) will launch a new look for Trúc Bạch Beer as part of its brand strategy to renew the image of its products.

The decision comes as the company has suffered a decline in sales and its loyal customers have called for a renovation.

“This [new identity] is in line with our brand development strategy. Our customers are young people who are dynamic and creative, thus we have to constantly refresh our products,” said Bùi Trường Thắng, Habeco’s deputy general director, at the press conference introducing the series of events celebrating its 60th anniversary on July 31.

This is the second time Habeco has decided to change the look of Trúc Bạch Beer after the first change in 2014.

Habeco’s most popular brand is Hanoi Beer which targets middle-income earners while Trúc Bạch Beer is high-end product line.

Based on the company’s current business and production as well as changes in customer demand, Habeco will not only improve the beer quality but also refurbish its look to become more modern, youthful and creative, Thắng said.

The new look will officially be launched on August 9 in Hà Nội when the company celebrates its 60th anniversary.

Habeco’s predecessor was the French-built Hommel Brewery, opened in 1890. In 1958, the brewery factory was restored and the first bottle with the brand name Trúc Bạch was produced on August 15, marking a turning point in the brewing industry in Việt Nam.

It now has developed to the third-largest beer producer in Việt Nam after Sabeco and Heineken.

On the occasion of its 60th anniversary, Habeco will organise the “Trúc Bạch Concert – Emotional Sound” to show appreciation to its customers, partners and employees.

The concert will have the presence of famous artists including singers Tùng Dương, Thanh Lam and Uyên Linh, band Phương Đông and saxophonist Quyền Văn Minh.

Other events will also be organised such as an exhibition of the history of Hà Nội’s beer, outdoor music activities, and an impressive 3D Mapping performance with giant balloon lantern.

The events will take place at Friendship Cultural Palace on August 9. — VNS