Vien Dong Brewery

Although Vien Dong Brewery is in a different sector to Hospitality, I decided to join the company as I believe there are many things I can do to bring this brewery to where it should be in the market. By the time I joined, the company is still doing relatively well despite the pandemic situation as their focus was on local customers rather than western-oriented approaches of their counterparts like Pasteur Street Brewing, Hoprizon Brewing Co., East West Brewing Co., etc. The first of many changes I implemented for the company was establishing a customer service division to bring better satisfaction for their guests and clients. The biggest difference to their customer service team to many others is that we implemented a log on the system so all the executives can always perform a random check to ensure the quality of the calls and chats. Vien Dong Brewery heavily relied on their wholesalers and they couldn't keep track of the overall performance of the market, especially feedbacks from retailers like restaurants, bars, resorts and hotels. Therefore, I set up a Sales department with recruits from ABinV and a logistics team to handle distribution on our own. Such has increased the distribution efficiency, profit-per-unit and also allow the company to gain better insights into the market as they now have a direct channel to receive feedbacks and quickly adapt to any changes in the market. The most prominent outcome was in April 2021 before the lockdown, the company gathered enough intel in March 2021 to reduce their production in time. Many other breweries hadn't had the chance to cut down their production ended up dumping a lot of their products after the 6-month lockdown.

In December 2020, I also launched the home delivery service to enter retail segment. The revenue is relatively small but it's increasing gradually. Due to the 6-month lockdown, we couldn't evaluate the full picture of the demand for the home delivery. However, comparing the numbers of Q1-2022 to Q1-2021, we are seeing a 17.5% increase on revenue and 14.2% increase on profit from this segment. It's expected to grow more this year after our recently launch of Home Tap Service where we set up a tap machine at home or at a venue of their choices. In terms of branding, the company did not have a marketing department and has never thought of having one. Thus, I started to work on a re-branding for their craft beers line to give them a better look, a better brand that can reflect their culture and the ability to capture foreign audiences. The Joker Collection was introduced in early 2021 as a result. There are different layers of meaning to the brand and its visual that I will introduce later on one of my write-ups.

For more information about this brewery, please visit

BIA VIỄN ĐÔNG - VIEN DONG BREWERY

W: www.biaviendong.com

T: (+84)-(0)-9-6869-9593

https://biaviendong.com