Upgrade any beer into craft beer via Belgo & Happiness Saigon’s beer-currency promotion
![Upgrade any beer into craft beer via Belgo & Happiness Saigon’s beer-currency promotion](https://asset-cdn.campaignbrief.com/wp-content/uploads/sites/2/2022/11/23151326/Belgo-Beer-Upgrade-Machine-Leo.jpg)
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 with Happiness Saigon, 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 honors 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.
Nick Stillittano, Creative/Production Director, Happiness Saigon, said: “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.”
![Upgrade any beer into craft beer via Belgo & Happiness Saigon’s beer-currency promotion](https://asset-cdn.campaignbrief.com/wp-content/uploads/sites/2/2022/11/23151329/Belgo-Upgrade-Machine-Bia333.jpg)
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.
Jazz Tonna, Partner & Creative Director, Happiness Saigon, said: “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. ”
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.
![Upgrade any beer into craft beer via Belgo & Happiness Saigon’s beer-currency promotion](https://asset-cdn.campaignbrief.com/wp-content/uploads/sites/2/2022/11/23151333/Belgo-Upgrade-Machine-Phu-My-Hung.jpg)
![Upgrade any beer into craft beer via Belgo & Happiness Saigon’s beer-currency promotion](https://asset-cdn.campaignbrief.com/wp-content/uploads/sites/2/2022/11/23151331/Belgo-Upgrade-Machine-Heinekin.jpg)