Larue – the brand of HEINEKEN Vietnam – has been officially announced by the Department of Culture, Sports and Tourism (DoCST) of Da Nang as a strategic partner of the Da Nang Food Tour Festival 2026. As part of the event, Larue signed a Memorandum of Understanding (MoU) with the DoCST under the theme “Larue – Proudly Embodying The Taste of Da Nang’s Culinary Culture“, marking the brand’s first-time partnership with the Festival.
The announcement ceremony was attended by senior leaders of the Da Nang People’s Committee; representatives of the Department of Culture, Sports and Tourism, relevant departments and agencies, media representatives, HEINEKEN Vietnam leadership, and the broader business community.
This milestone marks a new chapter in the collaboration between HEINEKEN Vietnam and the city of Da Nang, contributing to local economic – cultural – social development, while reaffirming the company’s long-term commitment and Larue’s enduring connection to Da Nang’s culinary culture.
The Da Nang Food Tour is one of the key initiatives under the city’s tourism development orientation to 2030, with a vision to 2045, aiming to position Da Nang’s cuisine in particular, and Vietnamese cuisine in general, as distinctive tourism offerings. The 2026 Festival, themed “The Quintessence of Quang Cuisine” brings together culinary experiences, festivities, and lifestyle elements, designed to create a distinctive highlight and elevate the city’s tourism appeal.
2026 also marks the first time Larue joins the Da Nang Food Tour, introducing a dedicated Larue beer experience space and the Beer Fest Night event at East Sea Park (Cong vien Bien Dong), closely connected to local culinary culture. Here, visitors will have the opportunity to enjoy Larue beer paired with Da Nang’s signature dishes, while exploring the brand’s journey of over a century of formation and development.
Rooted in Da Nang since 1909, Larue is not only a familiar beverage but has become part of the memory and rhythm of life for people in Da Nang and the Central region. For more than a century now, Larue has been present in countless moments of togetherness – from dining spaces and family gatherings to major cultural events that shape the city’s identity. From the Enjoy Da Nang Festival, Tam Thanh Beach Festival, and the 50th Anniversary of the Liberation of Da Nang – Quang Nam, to the annual Larue Countdown, the brand has served as a unifying element, contributing to a vibrant atmosphere where cuisine, people, and experiences naturally become true togetherness. Larue proudly stands as the taste of Da Nang’s culinary culture.
Ms. Nguyen Thi Anh Thi, Deputy Chairwoman of the Da Nang People’s Committee: “Da Nang Food Tour Festival 2026 is one of our key initiatives to honor local culinary values and enhance the city’s tourism appeal. We highly appreciate the partnership of HEINEKEN Vietnam and the Larue brand as a strategic partner, contributing to new experiences and distinctive culinary cultural stories for visitors, while making meaningful contributions to local economic development and promoting socialization in the culture and tourism sectors.”
Da Nang is a special place for HEINEKEN Vietnam. It is home to one of the company’s most strategic breweries in the country, with approximately 95% of its workforce being local residents, while generating thousands of jobs across the value chain in the Central region.
HEINEKEN Vietnam continues to strengthen its investments, expand operations, and act as a strategic partner in the city’s development, particularly as Da Nang accelerates its transformation into a dynamic economic, tourism, and cultural hub. In 2025 alone, HEINEKEN Vietnam ranked second in budget contribution to Da Nang, marking a 10% year-on-year increase, reaffirming its strong and long-term commitment to the locality.
Mr. James Crampton – Corporate Affairs Director of HEINEKEN Vietnam: “HEINEKEN Vietnam values the opportunity to partner with Da Nang through initiatives such as the Da Nang Food Tour Festival 2026. This is not only an event, but a platform to celebrate connection and the unique values of local culture and cuisine – a spirit that Larue has proudly accompanied for over a century. Larue has long been a familiar part of life for people in Da Nang and the Central region. For Larue, cuisine goes beyond taste; it is about culture, people, and community connection. Through this festival, Larue aims to create meaningful moments where cuisine becomes a bridge to spread Da Nang pride, the spirit of sharing, and the strong sense of connection among Central people.”
Amid the ongoing preparations for the Festival, Ms. Nguyen Thi Hoai An – Deputy Director of the Department of Culture, Sports and Tourism shared: “Larue’s partnership goes beyond a collaboration between the local government and a business; it reflects a joint effort to honor local culinary culture, amplifying the unique stories of Da Nang cuisine, and enhancing experiences for both residents and visitors. We believe that with the support of responsible and reputable enterprises, the Da Nang Food Tour Festival will gradually become an annual event, positioning Da Nang as an attractive culinary destination both regionally and internationally.”
Throughout its journey in the Central region, HEINEKEN Vietnam, through the Larue brand, has consistently pursued its commitment to sustainable development with meaningful community initiatives such as “Joining hands with Da Nang against the floods in 2025” and “Celebrating a joyful Tet with the community 2025–2026.” These timely support programs reflect a spirit of sharing when it matters most, demonstrating how the brand chooses to build long-term bonds with the community, remaining present in both vibrant moments and times when the city calls for collective support.
About HEINEKEN Vietnam
HEINEKEN Vietnam is a successful joint venture between HEINEKEN and Saigon Trading Group (SATRA). The company has a proud history of over 30 years – growing from the first brewery in Ho Chi Minh City in 1991 to 5 nationwide with nearly 3,000 employees today.
We take Vietnamese people on our growth journey in the country. We are currently creating over 170,000 jobs across the value chain, contributing an equivalent of 0.5% of Vietnam’s total GDP to the local economy and are among the country’s top taxpayers.
A relentlessly innovative company, we combine international expertise with the local know-how, and have been delighting Vietnamese consumers with a wide product portfolio for a variety of local tastes and drinking occasions, including Heineken®, Tiger, Larue, BIVINA, Bia Viet, Strongbow and Edelweiss. Many of our beers are innovations made exclusively for Vietnam and by Vietnamese brew masters. Sustainability and responsibility are the way we do business at HEINEKEN Vietnam. From day one, we have been committed to “Brewing a Better Vietnam”, and for 8 consecutive years 2016 – 2023, we have been recognized by the Vietnam Chamber of Commerce and Industry (VCCI) among the top 3 most sustainable companies in the manufacturing sector.
We have achieved the goal of sending zero waste to landfill – a goal achieved ahead of time as we have maximized circularity in production, 100% Water Balance in the Tien River Basin, home to one of our breweries.
We are also passionate about advocating responsible consumption and addressing drink driving in Vietnam, and have been investing behind Heineken® 0.0 since 2020 to support the Government’s efforts in this area.
DANANG TOURISM PROMOTION CENTER
