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About Us


Company Overview

Headquartered in Ho Chi Minh City and Irvine, CA, Heritage Beverage (HB) was founded in 1994 and acquired by Saigon Asset Management (SAM) in 2016. HB has pioneered in bringing globally sourced premium food and beverage products to tasteful consumers. Our mission extends beyond mere distribution; we strive to unite diverse cultures through culinary experiences. By curating a selection that reflects the best of global tastes, HB is committed to enriching communities with new flavors and fostering cultural connections.

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At Heritage Beverage, our goal is to lead the way in importing distinctive, high-quality food and beverage products from Asia, serving both specialized and mainstream markets across the United States and Canada. We adhere to strict standards set by the US Alcoholic Beverage Control (ABC) and the Alcohol and Tobacco Tax and Trade Bureau (TTB), maintaining excellence in every facet of our operations.

About Us

High-Quality Food & Beverage

At Heritage Beverage, our core commitment is to high quality. Every food and beverage item we import embodies the pinnacle of Vietnamese craftsmanship and taste. From sourcing the finest ingredients to ensuring rigorous quality control, our dedication to excellence is unwavering. We bring not just products, but a piece of Vietnamese culture, known for its rich flavors and impeccable standards, to your table.

Heritage Beverage Co
Vietnamese cuisine

This dedication to excellence is not just a part of our business; it's a promise to our customers. We believe that true quality lies in the details - from the careful selection of raw materials to the meticulous crafting of each product. By bringing together traditional Vietnamese flavors with contemporary production techniques, we ensure that every item we offer is not just consumed, but savored and remembered. At Heritage Beverage, excellence isn't just a standard; it's our signature.


United States & Vietnam Imports

Our expertise bridges two vibrant markets: the United States and Vietnam. We specialize in importing a diverse range of high-quality Vietnamese products, ensuring they seamlessly reach U.S. consumers. Our services encompass everything from sourcing exceptional items to navigating complex import regulations, guaranteeing a smooth and efficient journey from Vietnam's heart to your doorstep. Partner with us for a service that's as reliable and rich in heritage as the products we bring.

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 Commitment to Excellence and Heritage

Our passion is rooted in bringing the best of Vietnamese culture to the world through our beverages. At Heritage Beverage, we blend meticulous goal-setting with performance-driven strategies to ensure we deliver not just products, but experiences. Our focus is on excellence in every bottle, honoring the rich heritage of Vietnam, and exceeding the expectations of our consumers and partners.

Our Mission

HB was established to introduce consumers to globally sourced premium F&B products. We believe in the possibility of uniting cultures and expanding offerings in local communities.

Our Vision

We strive to be a leader in imports and look to provide unique, premier Vietnamese F&B products to the Asian and mainstream markets in the US and Canada.

Our Goal

We seek to partner with the best F&B companies in Vietnam and establish them as household names and preferred import brands within the US and Canadian markets.

Leadership Team 

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Heritage Beverage Co


Louis Nguyen is a distinguished leader in the finance and investment sectors, with a track record of pioneering initiatives and driving growth across various markets. His expertise in fund management and strategic development has significantly shaped the financial landscape in both the U.S. and Vietnam.

  • CEO of Saigon Asset Management (SAM), a leading fund management and advisory company.

  • Former Managing Director at VinaCapital, specializing in investment management.

  • Founding General Partner at IDG Ventures Vietnam, focusing on venture capital initiatives.

  • Previous Vice President at Intelligent Capital in San Francisco, California.

  • Former Principal at Osprey Ventures in Menlo Park, California.

  • Founding Chairman of the Capital Markets and Financial Services Committee (CMFSC) at the American Chamber of Commerce (AmCham) in Vietnam.

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Chief Executive Officer (CEO)

Howard Gordon is a prominent leader in the restaurant and hospitality industry, known for his visionary approach and dynamic leadership. His strategic insights and innovative marketing strategies have consistently driven growth and set trends across the industry.

  • President of Gordon Restaurant Group, leading the company with a focus on innovative dining experiences and superior customer service.

  • Former Senior Vice President of Business Development & Marketing at The Cheesecake Factory, where he founded and led the Business Development, Marketing, and Communications departments. His efforts were crucial in enhancing the brand's visibility and success.

  • Partner and Vice President of Sales at Paradise Tropical Tea/Cafe Au Lait, an upscale coffee and tea company catering to the hospitality industry. He played a pivotal role in the creation and success of Paradise Tropical Tea, the first tropical brewed iced tea in the U.S., which reached number one status and sparked a new trend in the beverage industry. The company was successfully sold to Superior Coffee Co.

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