Vietnam’s Rooster Beers is in the midst of launching a major taproom network in the brewery’s hometown of Ho Chi Minh City.
The brewery has just opened its fifth taproom in Binh Tan, one of Saigon’s most populous and rapidly growing districts.
Founded in 2015, Rooster has focused its strategy on on-trade presence in mid-market venues appealing to Vietnamese drinkers.
During 2022, the brewery aggressively expanded its venue footprint, opening small-scale taprooms scattered around HCMC’s busiest urban areas including Binh Thanh and District 10.
The taprooms, casual and pocket-sized, form part of Rooster’s positioning of seeking to win over drinkers from larger commercial beer brands like Heineken and Bia Saigon.
“Tiệm Bia Gà are a way for Rooster to bring craft beer to communities that don’t live or commute to inner city areas where most craft brewers have setup taprooms. Tiệm is a classic Vietnamese word used in local communities to identify a small shop,” shares Brand Manager Don Viteri.
“Unlike most taprooms around the world, we don’t have a kitchen. We proudly promote ‘OUR BEER, YOUR FOOD’. When we say we support local, we mean it: Rooster welcomes all neighbours to sell their food at our venues.”
“We’re excited to start running small batch beers that will only be available at the taproom, really bringing the craft beer to the people in the areas outside of the central Ho Chi Minh City area.
“The response to TBG resonates within the communities and has been overwhelming! Rooster plans a 6th location (and many more) to open up post-Tet 2023.”