White Lion Beer (Bia Sư Tử Trắng) is a premium Vietnamese lager developed and launched by Masan Consumer Holdings, one of Vietnam’s leading FMCG conglomerates. Introduced in 2013, White Lion Beer was created with the ambition to become the first truly national Vietnamese beer brand, aiming to challenge established players such as Sabeco, Habeco, and Heineken. The brand features three main variants: Premium Lager, Lager, and King, all crafted with German brewing technology and a double fermentation process to deliver a smooth, golden beer with a refined taste and distinctive aroma. White Lion Beer targeted the mid-range market, especially in the Mekong Delta and southern provinces, leveraging competitive pricing and aggressive marketing campaigns to gain rapid market penetration