Ten Seasons In: Saigon’s Transformation Through the Eyes of Mischa Smith

This is another episode in which I interviewed my friend – Mischa Smith. 

I am Niall Mackay, The Podcast Guy. My passion is podcasting, obviously, but the other one is craft beer. So I welcomed Mischa to my podcast again, to share his experience working in the craft beer industry. Mischa has been a key figure in Vietnam’s craft beer scene for years, and it was great to catch up with him as we discussed his journey from helping build Pasteur Street Brewing Company into Vietnam’s leading craft beer brand to his new role at East West Brewing Company.

If you’re interested in this industry too, tune into the episode to listen fully to our conversation!

Catch Up With Mischa – How Saigon Has Changed

As we reminisced, I came across an old photo of me and Adrie enjoying a night out, with none other than Mischa in the background, serving beers. It’s funny how life brings people together – back then, we barely knew each other, but fast forward a few years, and we’ve shared countless memories, and conversations, and even made podcasts together.

Mischa Career – From Teaching to Craft Beer Industry

Mischa lived in South Korea before, where he taught English in smaller cities. However, after a few years, he found that life there didn’t quite fulfill him. The expatriate community was limited mostly to fellow ESL teachers and U.S. military personnel, which didn’t offer the vibrant, diverse interactions he sought.

It was on a vacation to Saigon that he first experienced the city’s unique energy. The city’s eclectic mix of people from all over the world doing interesting things left a lasting impression on him. So, he decided to make the move to Saigon, where he initially continued teaching English.

But Mischa didn’t stop there. His passion for craft beer, which had been ignited back in Canada, led him to Pasteur Street Brewing Company. Mischa recounted how he first came across an ad on Facebook for a new location that didn’t even exist yet. It was the company’s own bar—what we now call a tap room—serving just four different beers. Excited by the idea of having craft beer in Saigon, he started out behind the bar, volunteering for free beers on weekends. It’s crazy to think that from those humble beginnings, Mischa went on to become the Sales Director, playing a key role in the company’s success as craft beer bars began popping up all over Vietnam.

How Vietnam Has Changed – Craft Beer Scenes

We also touched on the broader trend of how the craft beer scene was booming back in 2015, with Pasteur Street Brewing Company being the only taproom in Saigon at the time.

When I first came to Vietnam, there weren’t many craft beer spots like these days. Now, we have a lot of choices when it comes to beer or cocktails. This development enables me to record 2 episodes of Best Craft Beer and Best Cocktail Spots. Check them out!

The Spirits Industry – Vededi

For the next part, Mischa shared his experiences transitioning from the craft beer industry to the spirits industry and the lessons he learned along the way. He reflected on how different the two industries are, especially in terms of sales dynamics. At Vededi, a startup in the spirits sector, Mischa found himself up against mammoth multinational companies with vast resources, making it a tough and sometimes disheartening challenge. 

Mischa compared this to his time at Pasteur Street Brewing Company, where the competition among craft breweries was more friendly and collaborative. In contrast, the spirits industry, dominated by a few major distributors, felt like a constant uphill battle, where despite his efforts, progress was slow and often reset.

He also touched on the little-known fact that many different spirit brands found in bars are often owned by the same large companies, something that wasn’t obvious to most consumers. This controlled by a few big players further complicated the landscape for smaller, craft-focused businesses like Vededi. 

Ultimately, Mischa decided to return to the craft beer industry, joining East West Brewing Company. He felt more at home in the craft beer world, where his extensive experience and passion could make a greater impact.

New Role at East West Brewing Company

I was genuinely excited about his new role at East West Brewing Company and told him I had no doubt he would replicate the success he had at Pasteur. 

Mischa acknowledged the differences between the two companies, explaining that while both aimed to succeed in the Vietnamese market, their strategies were distinct, particularly in reaching local consumers. 

He pointed out the importance of connecting with Vietnamese people, not just expats and tourists. Mischa mentioned that Lop, the co-founder of East West, who is a young Vietnamese-American, was deeply connected with the local and premium markets, which gave East-West a strong position to tap into this growing audience.

The Evolution of F&B Services – The Hospitality Industry

During our chat, Mischa and I had an insightful discussion about the evolution of Saigon’s hospitality industry, particularly how it has grown and adapted in the last five years. As someone deeply embedded in the industry, Mischa offered a detailed perspective, while I chimed in more from the consumer side, drawing from my experiences at craft beer and cocktail bars around the city.

Mischa highlighted how, back in the day, the service in Saigon was quite different—basic, with little attention to the refined details we now see in high-end bars and restaurants. He recalled a time when bartenders on Bui Vien didn’t even know how to make a simple Jack and Coke. Fast forward to today, and Saigon boasts a burgeoning scene of skilled bartenders and service staff.

We also discussed how young Vietnamese professionals in the F&B sector are incredibly eager to learn and improve. Mischa shared a story about an Australian brand ambassador who was impressed by the local bartenders’ enthusiasm to learn from visiting experts. Unlike in places like Singapore, where bartenders might be more self-assured, the humility and drive of Vietnamese talent have played a key role in the rapid rise of Vietnam’s service industry, quickly bridging the gap between traditional and modern, Western-style hospitality.

Conclusion

It was clear that Mischa’s passion for craft beer and his deep understanding of the industry have played a significant role in shaping Vietnam’s craft beer scene. From his early days at Pasteur Street Brewing Company to his current journey with East West Brewing, Mischa has consistently shown dedication and innovation. I’m excited to see how he will continue to drive the craft beer movement forward in Vietnam.

If you want to know more about Vietnam, join our community NOW! Stay tuned for the next season – season 11 coming up!