The Development of Social Life and the Rise of Fresh Beer Culture in Khanh Hoa

As social life progresses, fresh beer is gradually becoming a part of daily life for people in Khanh Hoa. The characteristic barrels of beer are brought to the table, and the conversation among friends becomes more lively, accompanied by the sound of clinking glasses. The enjoyment of fresh beer is no longer limited to a few small-scale breweries, but rather has opened up a new way of enjoying beer for the successful youth. A fresh beer drinking culture is gradually spreading...

The Drinking Style

The people of Khanh Hoa have long been familiar with fresh beer – a delightful beverage often found in luxury restaurants serving Czech or German-style beer. For those used to the traditional bottled beer, they might not notice the "artistic" way of enjoying the golden, malt-scented beer that easily captures the hearts of drinkers.

Not just a thirst quencher, a mood lifter, or a reason to gather with friends, the enjoyment of fresh beer has now been elevated to a "drinking culture" in Phu Yen, with a clear understanding of the technique involved. For those with a refined taste, such strict requirements are necessary to fully appreciate the services compared to the value they have paid.

In a recent meeting with us, Mr. Hirofumi Kishi, CEO of Sapporo Vietnam Co., Ltd., shared the "meticulous" process of producing perfect batches of fresh beer and the "expert way of drinking" it. The extremely strict quality control process based on Japanese standards has enabled Sapporo to produce the highest quality and most consistent batches of beer in the world.

As the oldest beer company in Japan, Sapporo entered the Vietnamese market with a long-term vision, focusing on quality as the key factor to win over consumers. Additionally, their exclusive "Fresh keep" technology (minimizing the exposure of beer to oxygen during production) and investment in a dedicated Barley and Hop Research & Development Center, along with their microbiological filtration technology exclusive to fresh beer production, have helped Sapporo's fresh beer maintain its quality, enhance its taste, and preserve its original delicate flavor.

The Expert Drinking Style

The lively gathering of friends sometimes leads them to forget the correct way to enjoy fresh beer. Emphasizing this point, Mr. Hirofumi Kishi explained that "Sapporo's friends" are very discerning because, for beer connoisseurs, even the smallest technical details can have a huge impact on the overall experience.

For example, true fresh beer aficionados only use one glass per pour. Before pouring, the beer glass must be thoroughly cleaned with a specialized glass cleaning solution, dried naturally, and chilled before use. This is because even the slightest temperature change can greatly affect the enjoyment of a perfectly brewed fresh beer. After each drink, the server must provide a new glass to maintain the ideal temperature (2–4°C) when the beer is poured, allowing "Sapporo's friends" to fully appreciate the refined taste that the company has meticulously crafted.

The temperature and the place where the beer is consumed also influence the quality of the beer. Balancing the temperature between the drinking environment, the beer glass, and the drinker is crucial and directly impacts the quality of the beer enjoyed. According to Mr. Kishi, the optimal ratio when pouring beer into a glass is 7 parts beer to 3 parts smooth foam. This foam not only helps prevent CO2 gas from escaping too quickly, which would diminish the beer's flavor, but it also makes the glass of beer look more visually appealing.

With thoughtful consideration, Mr. Kishi told me, "People in Khanh Hoa seem even busier during the World Cup season. Watching the football matches while holding a glass of fresh beer in hand is truly a fantastic experience."