LARUE presents a new look to ignite a cheerful Tet

Ho Chi Minh, 10th January 2023 - Larue, one of HEINEKEN Vietnam's most popular beer brands, officially presents a new look to "ignite a cheerful Tet" with consumers. Thanks to its constant high quality, the brand has prospered to become the epitome of optimism and joy.

Larue takes pride in supporting Vietnamese consumers for over a century while also making an unwaveringly positive contribution to the nation’s growth. Outstanding activities in 2022 included: national anniversary and Tet charity gifting throughout the nation; over 10 billion VND donation to social activities, pandemic relief, and natural disaster relief in severely affected areas like Da Nang and Quang Nam; a series of incredible year-end "Cheerful Tet music festival" events to stir up the festive and positive energy for locals in the Central Highlands and Mekong Delta; and, most recently, the first Asian record for Recycled Art at Da Nang to promote tourism.

By launching the new distinctive design in 2023, Larue strives to keep its uplifting, upbeat attitude, rewarding its loyal customers, cultivating outstanding brand experiences, and celebrating Vietnam's progress.

Larue's new look carries the brand-renowned iconic colors, yellow of the sun and blue of the smooth waves, and the silver-green color of the mountainous highlands. This new aesthetic exudes a positive inspiration with a powerful yet contemporary appearance, symbolizing the superior quality and inspiration of every Larue product. In particular, three medals imprinted on the front label reaffirm Larue's commitment to sustaining its core values since 1909. These premium qualities, that are constantly upheld in every product, have earned Larue the loyalty and trust of customers across Vietnam over the years.

Sharing more about this new look, Ms. Cao Vu Hong Nhung, Mainstream Beer Marketing Manager, on behalf of Larue, said: "Ever since the first day, the Larue team has made tremendous effort to maintain the premium quality in each product. This time, in order to show our appreciation for our loyal customers' continued support, we have decided to offer a new distinctive, premium, and dynamic identity after completing numerous surveys and research on consumer needs. This appearance incorporates both the positive outlook for the future and the joyous wishes for the coming year 2023.”