How this Vietnamese craft beer brand is taking on the big boys

In Vietnam where beer is almost as cheap as water (0.80 USD), it can be hard to convince people to trade up for a bottle of artisanal craft beer (priced between $3-6 USD).

So, in an effort to promote trial and highlight the difference in quality and value of craft beer, Belgo - a Belgian craft beer brewed in Vietnam - launched its "beer-currency vending machines allowing beer lovers to exchange any mass market beer for a bottle of its finest.

Photo courtesy of Belgo (via Happiness Saigon)

Since October 22nd, Belgo has launched multiple “beer-exchange” vending machines throughout Ho Chi Minh City including Phu My Hung (District 7), the popular Bui Vien walking street as well as its three taprooms.

According to Belgo’s CEO and Co-Founder Gauthier Lagasse, “the response has been very promising so far and many beer drinkers have been pleasantly surprised with Belgo’s flavour and quality”. To be fair, to pull off a campaign asking droves of people to “taste the difference”, one must be extremely confident in one’s quality.

So, what makes Belgo so confident? Belgo is a Belgian craft beer brewed in Vietnam using fresh ingredients - some shipped straight from Belgium - and traditional brewing methods from Belgium. Of course, they also have a Belgian brewmaster to ensure every bottle of beer holds true to its rich history and high standards.

Photo courtesy of The Cake Collective

Since its inception, Belgo’s ingenious vending machines have been featured in leading international publications such as BrewsNews and Vending Times. For Head of Marketing Magdalena Bialasiewicz, the success of the campaign serves as an important reminder to focus on quality, creativity, and brazenness when competing with companies with bigger pockets.

Photo courtesy of Belgo (via Happiness Saigon)

Following the success of the past few weeks, Belgo’s “beer-currency” vending machines will continue to pop up across the city at different locations so for those looking to “taste the difference” and get your hands on a bottle of Belgo without having to pay the full price - here’s your chance. Plus, if you head down to one of Belgo’s taprooms, you can even enjoy your bottle of ice-cold bevvie with Belgo’s signature Belgian Truffle Fries.

For more information about Belgo Belgian Craft Beer Brewery and its different taproom and vending machine locations, check out its Facebook.

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