My name is Niall Mackay, the podcast host of A Vietnam Podcast. I interview and connect with people around the world, who share their stories relating to Vietnam.
This is another episode about bars and cocktails, my favorite thing to do! I’ve mentioned this guest and his bars before, especially when covering Saigon’s best happy hours and top cocktail spots, so I’m thrilled to finally bring him on for a chat.
We were at one of my favorite cocktail bars in Saigon, and I was sitting down with Jason Pham, an Australian-Vietnamese bartender widely recognized as one of the best in the city. Jason is the co-owner of two fantastic bars, 86 Proof and Mami Cocktails, both of which have become go-to spots for locals and expats alike.
A Taste of Saigon: Crafting the Perfect Negroni
When Jason Pham and I sat down in his bar, Mami Cocktails on the newly hip Xuan Thuy in Thao Dien, he wasted no time introducing me to his unique take on one of my favorite cocktails, the Negroni. Jason is known for his skill with cocktails, so when he offered to make me his “perfect” Negroni, I was intrigued. As someone who usually makes Negronis by just throwing together the classic three ingredients – gin, Campari, and vermouth – I was interested to see what Jason would do differently to set him apart.
For Jason, it all came down to balance and quality ingredients. “Not all Negronis are made equal,” he said, explaining that he preferred his Negronis more bitter than sweet, so he added a bit more Campari and cut back on the vermouth. Instead of using a standard gin, Jason pulled out a special bottle: Lady Trieu – Dalat Flowerbomb Gin, a floral gin made in Vietnam and crafted specifically with cocktails like Negronis in mind. This choice added unique flavor elements to the drink, making it less dry and more fragrant than a classic London Dry gin.
As he mixed, Jason talked through each step, making sure every detail was considered – down to the temperature of the glass and the way he released essential oils from an orange peel for aroma. “The essential oils are the most important part,” he said, waving the orange peel over the glass to release its scent. This touch, he explained, enhances both the flavor and the overall drinking experience.
By the time he was done, I was thoroughly impressed. With one sip, I knew Jason’s Negroni was indeed something special.
The Price of Cocktails – Money Reflects Quality
In my chat with Jason, we got into the topic of price and how cocktails—and drinks in general—are priced in Vietnam.
When I first came here, I was used to the low prices of a 10,000 dong La Rue beer or a 20,000 dong Saigon Special. But in Saigon’s craft cocktail bars, the price can be a different story. I remember my first time at 86 Proof, seeing cocktails for 250,000 dong. At the time, I was living on a budget, and seeing those prices was a shock.
Jason explained that Vietnam’s unique market allowed for a huge range in pricing. You could find anything from super cheap beers to premium cocktails with imported ingredients. And while you might get used to the low prices here, Jason pointed out that there are real costs behind a quality cocktail. Some of these factors were obvious, like the higher price of imported spirits and local taxes on alcohol. A lot of it comes down to less visible details, like rent in popular areas or the specific techniques and ingredients involved in making a craft cocktail.
For instance, Jason could probably make more profit from mainstream beers like Tiger or Heineken, but his goal was to highlight Vietnam’s growing craft scene. That meant serving local craft beers, which were pricier but fit better with the vibe he’d created. Plus, these local craft products showcase the innovation happening in the Vietnamese beverage industry.
As Jason put it, there was a real value in the experience you got at a place like 86 Proof or Mami Cocktails, which went beyond just the drink itself. With trained bartenders who know how to make custom cocktails and understand different palates, you’re paying for the expertise and the effort behind the drink. Jason said that he tried to create a welcoming space where everyone got the same hospitality, whether they were having a single beer or a high-end cocktail.
We both agreed that in Vietnam, we have many options. If you wanted to live cheaply, you could absolutely do that. But if you’re looking for a unique cocktail or a craft beer made by local brewers, that experience would come with a different price tag. For Jason, it’s all about giving people a choice.
Vietnam’s Hospitality Industry: Challenges and Customer Connection
Jason shared some of his experiences as well as his secrets to being successful in the industry.
When I asked Jason about the state of the hospitality industry in Vietnam, he had plenty to say, especially about how things had changed over the years. Running a bar in Saigon was tough, especially with the economic downturn and post-COVID market recovery. But Jason and his team at 86 Proof and Mami Cocktails had adapted by focusing on what they could control—building genuine relationships and creating experiences that kept customers coming back.
One thing that set Jason’s bars apart was his hands-on, “owner-operator” approach. Jason believed that running a great bar was about much more than just making a good drink; it was about connecting with customers on a personal level. When people walked into one of Jason’s bars, he often greeted them by name and remembered their drink order on their next visit. This simple but rare gesture made guests feel valued and encouraged them to return for more than just a cocktail.
How To Connect With Customers
Jason explained that the bar scene in Vietnam was still relatively young, and although the skill level of local bartenders had risen quickly, there was still a heavy focus on the “F&B” (food and beverage) side of things, sometimes at the expense of hospitality.
“To me, 70 percent is being able to connect with customers”
COVID had added another layer of difficulty, and while many bars struggled, Jason stayed resilient by focusing on his community and his team’s personal touch. He believed that offering an authentic experience—where customers felt seen and valued—was the best way to navigate the ups and downs in the industry. He had even started throwing larger monthly events at Mami to cover overheads and ensure survival during quieter times. For Jason, building a long-term relationship with the community meant more than relying on trends or competing with copycat venues.
But despite all the changes, Jason stayed focused on what mattered:
- Genuine hospitality
- Creating memorable moments
- Treating every visitor with care
Jason shared that he took pride in knowing his customers, whether they were expats or locals, affluent or more budget-conscious. He and his team approached every guest with genuine warmth, and that created a VIP experience for all.
Jason explained that Vietnamese customers especially appreciated a balance between exclusivity and comfort; they wanted a space where they felt acknowledged and important, without the pressure to flaunt their status. Interestingly, celebrities, influencers, and high-profile clients gravitated toward Mami because of its casual, comfortable approach to hospitality.
Vietnam’s hospitality scene had a long way to go, especially in a place like Saigon where bars constantly open and close.
There were so many options in the F&B industry for people, especially an expat for me to choose from. If you need any reviews or recommendations about craft beers, cocktails or food, check out these episodes!
The Journey of a Vietnamese-Australian: From Western Roots to Vietnamese Tradition
Reflecting on his background, Jason talked about growing up in Melbourne in a Vietnamese refugee family. His family arrived in Melbourne as refugees in the late ’80s, and as Jason described, the experience of Vietnamese immigrants then was very different from what it might be today. For Jason and his family, the focus was on keeping their heads down, working hard, and building a new life. The Vietnamese diaspora in Melbourne, he said, didn’t speak much about their refugee stories; it wasn’t something openly discussed. As a result, Jason sometimes felt alone in his experience.
Hospitality Experience from Young Age
Still, his parents kept him connected to his heritage while also teaching him the importance of hard work, often through their family-run milk bar (Aussie convenience store)where he’d help customers from an early age.
As a young kid working behind the counter, he developed connections with the local customers, many of whom were elderly Australians. Jason explained how these relationships taught him the importance of community and hospitality. Looking back, Jason saw this period as the foundation of his approach to hospitality, one that’s personal and community-oriented.
Facing Racism and Finding Self-Acceptance
Growing up as a Vietnamese kid in Australia wasn’t without challenges, especially when it came to identity. Jason talked candidly about the casual racism he experienced, even from teachers. “My nickname in high school was ‘gook,’” he recalled, shaking his head at the memory. At the time, he hadn’t even fully understood the weight of the word, only realizing its hurtful impact after he graduated. For him, it was part of the culture he grew up in, and he just accepted it. Now, looking back, he sees how inappropriate those experiences were and how much society has since shifted. Today, such things would be reported in an instant, and rightly so, he said.
Over the years, though, Jason noticed a growing sense of pride within the Vietnamese community. Where once he might have been embarrassed by bringing a homemade Vietnamese meal to school, young people today take pride in their cultural foods, traditions, and heritage. The world’s rising appreciation for Vietnamese cuisine, fashion, and media representation has helped build this pride.
Embracing Opportunity: a New Generation of Vietnamese Pride
Jason spoke about how the Vietnamese diaspora has transformed in recent years. His generation and the one after are no longer just children of refugees but leaders, creatives, and business owners, gaining respect and admiration for their contributions. The internet and social media, he explained, have given the Vietnamese diaspora a platform to share their stories of resilience and courage.
When Jason moved to Vietnam, his parents were initially reluctant. But Jason felt a pull to explore Vietnam and the unique opportunities he sensed were unfolding there. He shared a piece of advice from one of his mentors who encouraged him to give Vietnam a chance. The mentor reminded him that economies like Vietnam’s are rare, comparing it to the U.S. in the ’30s or Australia in the ’80s—an environment of rapid growth where industries and cultures were just beginning to flourish.
Today, Jason sees himself as part of a wave of Vietnamese diasporas returning to bring their skills, experience, and ideas back to Vietnam. Many, like him, grew up abroad, understanding both Western practices and Vietnamese culture, and this unique combination has allowed them to thrive in Vietnam.
Vietnam is now more open than ever to welcoming back the diaspora and building a new future, and Jason is proud to be part of that process, contributing to the development of his parents’ homeland in ways that they might never have imagined.
Conclusion
Talking with Jason gave me a deeper appreciation of the journey he’s been on, from growing up as the child of Vietnamese refugees in Melbourne to establishing a reputation as one of Saigon’s best bartenders. His story is one of resilience, adaptability, and pride—values he’s carried into every aspect of his life and business.
If you’re interested in more stories and insights about Vietnam, follow for more!