Belgo's Beer Currency Machine Upgrades Cheap Beers into Craft Beer

When most beer is as cheap as water, it’s hard to convince people to take a chance on a specialty brew with fresh ingredients and a price to match. So Belgo, a Belgian craft beer brewed in Vietnam, launched the beer-currency promotion, allowing beer lovers to exchange any mass market beer for the higher end Belgo and taste the difference.

Belgo, brewed in-house with fresh ingredients - some shipped straight from Belgium - the unique brews are priced higher than any regular beer on the market. Every beer honours the rich history and tradition of Belgian beers. 

So, how can you convince a country with access to some of the cheapest beer in the world to take a chance on a more expensive brew? 

Taste the difference. 

“With a product like Belgo accessibility is a challenge - no one wants to take a chance on a beer that’s 8x the price of what they already know they enjoy. Turning the accessibility of those mass market brands to our advantage, we think there’s something fun in there.” - Nick Stillittano, creative/production director, Happiness Saigon

Beer-lovers from all across the city grabbed whatever mass market beer they could from local convenience stores and bars and flocked to the vending machine to finally try a quality Belgo without having to really pay for it. 

“This vending machine is the first of a larger platform for Belgo that aims to take it from a relatively unknown craft beer in Vietnam to a household name. Hopefully we can prove that smaller brands can stand up to bigger budgets with a little faith in creative ideas. ” - Jazz Tonna, partner, creative director, Happiness Saigon

The promotion is also available at all Belgo pubs, where you can exchange a can of any beer at the counter for a fresh pulled craft Belgian beer.