BEL Coffee Wine: Vietnam’s First Hybrid Coffee-Shop Wine Bar Based in Saigon

Source: Mervin Lee

What do you get when a coffee expert, Michelin-trained sommelier and marketing maven step into an underserved space situated on the ground floor of a serviced apartment?

The answer is BEL Coffee Wine, Vietnam’s first hybrid coffee-shop wine bar. And, if the concept itself is not enough to intrigue you, perhaps its talented team of industry heavyweights including Will Frith, Kel Norman and Dan Sousanis, will.

From left to right: Will Frith, Kel Norman and Dan Sousanis (Source: Mervin Lee)

Come for the coffee in the morning, stay for the wine at night.

Source: Mervin Lee

Coffee-to-cocktail concepts are not new. When Starbucks launched its Starbucks Reserve Roastery concept in 2019, many took notice of the emerging ‘dual-concept space’ segment. The rise in this segment, also known as ‘twin’ restaurants are becoming increasingly common as a way of reimagining a challenging restaurant space, or for introducing multiple concepts with less financial risk. For a battered food and drink industry, such financial benefits are very much welcomed (and needed). Last but not least, dual-concept spaces also cater to the growing consumer demand for food and drink experiences rather than the typical restaurants. 

Today, coffee shops play a huge role in a society’s social fabric, serving as spaces for people to not only grab a cup of coffee but also to work and socialise. Now that you can grab a glass of vino that’s as good as the specialty coffee in a space that’s atmospheric, dimly lit and grooving, there’s really not much reason to leave. 

A sleek and chic space designed for day-to-night experiences

Source: Mervin Lee

Sleek, chic and vibrant, BEL’s interiors are perfectly designed for day-to-night experiences. From its floor-to-ceiling windows that filter in rays of natural light to its adjustable mood lighting and illuminating wine shelves, the space boasts white walls, accents of nude pink interspersed with recycled plastic terrazzo tabletops and light oak wood.

My favourite design element is the ‘low’ bar counter, which lends itself to the perfect setting for a morning coffee or evening glass of wine. All this is coupled with unobstructed views of colourful houses and lush greenery courtesy of the cozy neighbourhood that BEL sits in.

In the morning, the music is quiet and displays of fresh bread and breakfast toast fill the counter but it’s not till the evening when the bread displays are replaced with cheeseboards and the music is turned up and more trendy and lively. The light is dimmed and the wines come out.

BEL staff make the transition from coffee bar to evening wine bar smooth and slow starting at about 4/5 pm as the sun gradually starts to set, with the lights slowly dimming, the music becoming louder and more upbeat, and pastry cases moving off the counter to create space for a cheeseboard. It’s subtle and you don’t really know that it’s happening but at the same time, you can’t help but feel a change in the air. All of a sudden, I’m sat on the counter thinking, ‘Yeah, I can definitely do a glass of wine’. 

Compared to a bar, BEL’s got a chill vibe and a fantastic drinks - both coffee and wine - menu in a beautiful corner space sans the shouting, smoke also loud music.

This is the new breed of coffee shop and I’m all here for it.

BEL is building coffee’s - Saigon’s co-roasting and community space - first B2C retail venture in Vietnam.

Will Frith, Coffee expert and founder of BEL Coffee Wine (Source: Mervin Lee)

The espresso drinks are exceptional and that goes without saying seeing BEL is the brainchild of Will Frith and Kel Norman, coffee experts and founders of building coffee. After giving birth to and grooming some of Vietnam’s most prolific specialty coffee shops, building coffee is finally making its debut in Vietnam’s coming-of-age coffee consumer market after 4 years.

BEL’s foray into the retail market is a testament to the potential that Vietnam’s coffee market has as well as a sign of maturity that the market has achieved. According to Kel and Will, these were key reasons that justified the launch of BEL and building coffee’s pivot from a B2B to a B2C product-driven strategy.

Source: Mervin Lee

BEL’s foray into the retail market is a testament to the potential that Vietnam’s coffee market has as well as a sign of maturity that the market has achieved.

At BEL, you can get your usual coffee classics (espresso, latte, americano) as well as more playful concoctions such as espresso tonics, pandan latte, hybrid coffees (70% decaf and 30% caff). You can also pick up a bag of freshly-roasted coffee beans made from building coffee, which features varieties from Vietnam, Africa and Central America.

And if you’re a non-dairy consumer like myself, you’ll also be interested to know BEL carries plant-based milk options such as Oatly and almond milk. Yay!

Source: Mervin Lee

BEL’s Wine list is put together by hospitality veteran and Michelin-trained 2nd Certified Sommelier Dan Sousanis

Like its coffee, BEL’s wine list is thoughtfully curated by 2nd certified sommelier (Court of Master Sommeliers) Dan Sousanis. Currently, BEL’s wine list comprises 23 wines by the glass but according to Sousanis, this list will grow in time. The wine list features wines from famous wineries like Joseph Drouhin and Domaine Weinbach from France, Selbach-Oster from Germany, Doña Paula Argentina and BR Cohn from California and starts from only 150,000 VND per glass. Besides wine, BEL also offers beer (Belgo Belgian beer) and champagne.

Now that you can grab a drink that’s as good as the specialty coffee you’re drinking, there’s not much reason to leave. Good thing BEL is open daily from 7 am till late.

*Alcohol will not be served to minors under 18 years old. BEL only allows fully-vaccinated individuals to dine in. Single-vaccinated individuals will need to show proof of negative Covid-19 test taken in the last 72 hours.

Address: 40/8 Phạm Viết Chánh, Phường 19, Bình Thạnh, Thành phố Hồ Chí Minh.
Operating Hours: 7am to 11pm (weekdays) | 8am to midnight (weekends)
Facebook: https://www.facebook.com/bel.coffee.wine/

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