Iconic Bia Saigon Special reborn with an extraordinary taste in a new look

After more than 20 years in the market, Bia Saigon Special is recognized by many Vietnamese generations from its special taste and iconic packaging. Now, Bia Saigon Special has reborn with new taste, packaging and positioning to better fit the needs of the current consumers. While retaining unparalleled quality, Bia Saigon Special improved its taste by using carefully selected Yakima hops for a long-lasting refreshing taste. These Yakima hops are imported high quality, which is grown in the Yakima Valley of Washington, the largest and oldest hop-growing region in the world. In addition, Bia Saigon Special applies a special brewing technique called “dry hopping” - hops are added one more time to the fermentation - to achieve characteristic taste profile with special light fresh aroma which enhances the overall extra ordinary yet refreshing taste.

Da LAB band - Bia Saigon's brand ambassador, and Mr. Bennett Neo - General Director of SABECO (middle)

Mr. Bennett Neo, General Director of Saigon Beer - Alcohol - Beverage Corporation (SABECO) shared: "The beer category in Vietnam and around the world have been growing rapidly and consumers’ tastes are evolving over the years, it is imperative for SABECO to keep up with time and to continue to stay relevant with the changing consumer needs and preferences. SABECO has been improving the quality and production technology over the last few years to put ‘made in Vietnam’ products on the world map. This rebirth of Bia Saigon Special is our first effort in 2022, setting the ground for more practical and breakthrough initiatives to create greater value and experience for consumers and the community."

Since 1999, Bia Saigon Special has not only quenched the thirst of multiple Vietnamese generations, but also made a name for itself on the international stage by winning numerous prestigious awards and contributing to the globalization of Vietnamese beer products. The reborn Bia Saigon Special affirms SABECO's more than 147 years of quality and brewing expertise with a deep understanding of the preferences and needs of Vietnamese people.

Ms. Venus Teoh, Deputy General Director of Marketing of SABECO said: “Consumer tastes and preferences have changed dramatically since Bia Saigon Special was first launched in 1999. Today, consumers are looking for beers that are not only refreshing but also has distinctive fresh flavor that suit their current taste palates.

The launch of Bia Saigon Special Reborn took place at an exclusive luxurious “Secret Lounge”, which was constructed from an empty, abandoned F&B outlet near Bui Vien Street. This welcoming event for the rebirth of Bia Saigon Special was rich in emotional musical performances as well as many other interesting and engaging activities. Invited guests not only experienced the reborn Bia Saigon Special, but also had the opportunity to experience the unexpected sensory experience of the new variant. At the event, Bia Saigon Special has also introduced its brand ambassador - Da LAB band, who has topped the charts for 15 years with hits like Mot Nha, Thanh Xuan and Gac Lai Au Lo. Da LAB band will join Bia Saigon Special in its first ever series of engagement activities and being part of the rebirth to ignite all senses for extraordinary experience and enjoyment.

The “Secret Lounge” will be open exclusively for invited guests and consumers every Saturday from April 2nd to 16th. At the “Secret Lounge”, invited guests and lucky consumers can enjoy Bia Saigon Special with delicious food, extraordinary music and fashion show and DJ performances. In particular, Bia Saigon Special will pick and select the luckiest Beertaster with a prize of up to VND100 million.