In nearly every Vietnamese village, there’s a family that distills “Rượu” rice liquor—an age-old practice passed down through generations. But for most, this traditional drink is still seen as rustic, reserved for local ceremonies and family gatherings. It has rarely been positioned as a refined beverage, much less one fit for the global stage.
Until Phoebe Tran came along with “Rượu Làng” – a distinguished liquor brand.
A former Google executive, Phoebe has set out to challenge the perception of Vietnamese rice wine by turning it into a premium product worthy of international recognition.
From Rice Fields to Tech Giants
Born into a poor farming family in Vĩnh Phúc province, Phoebe’s earliest memories are filled with the scent of smoke from kitchen fires and the sounds of harvest in the rice fields. It was a modest beginning—but it planted in her a deep connection to the land and a determination to rise.
While still in university, she juggled studies with multiple jobs to support herself and her family.
That tenacity paid off.
With relentless dedication and an unwavering drive for excellence, Phoebe Tran made her mark at some of the world’s leading tech giants, including IBM, Oracle, Facebook, and Google. During her tenure at Google, she was selected for the prestigious Flagship Program—an elite leadership development initiative designed to nurture the company’s future global executives. Further solidifying her international credentials, Phoebe earned her Executive MBA from INSEAD, one of the world’s most renowned business schools, all while continuing her demanding role at Google.
A Vietnamese village girl-turned-global citizen, Phoebe built a brilliant tech career across continents. Yet through it all, her heart remained tethered to Vietnam.
Rediscovering a National Treasure
As an alcohol enthusiast, Phoebe often found herself wanting to introduce her international friends to a taste of Vietnam. But every time she poured them a glass of local “rượu”, something felt off. The quality varied. The branding lacked identity. And it hurt that something so integral to Vietnamese culture hadn’t been given the care it deserved.
And then came the question that changed everything:
“If Japan has sake and Korea has soju, why can’t Vietnam have a rice wine to be proud of?”
This question led Phoebe back to her roots—literally. Determined to craft a premium Vietnamese “rượu”, she embarked on a journey across the country in search of the perfect grain. After extensive research and countless field visits, she found it: Nếp Nương, a rare mountain-grown sticky rice cultivated organically in Bắc Kạn province. The rice is harvested entirely by hand, each grain a testament to traditional farming and the rhythm of the seasons.
Building a Dream, One Story at a Time
I asked Phoebe a question that many others have probably wondered:
“How did you, as someone completely new to the industry, believe you could create a premium ‘rượu” worthy of representing Vietnam on the global stage?”
She smiled modestly and replied,
“I don’t know everything, so I searched for the best people to help me.”
Phoebe shared that this was a young startup. She didn’t have much funding for marketing, nor the budget to hire top-tier consultants.
So she turned to the internet, researching the most respected experts in the field. She reached out, requested meetings, and shared her story—a story about coming home, and about a bold dream to turn what many saw as a humble, rural drink into a source of national pride.
Her sincerity paid off. She convinced a master distiller with over 40 years of experience to join her mission. She brought on Phạm Tiến Tiếp, one of Vietnam’s top bartenders, to help translate the product into experiences that appeal to modern consumers.
Dream Big
In Q4 of 2024, just three months after launching, the entire first batch of Rượu Làng sold out during the lunar new year season, despite a premium price tag of nearly one million VND per bottle.
But for Phoebe, the most meaningful result isn’t in revenue.
“Every bottle sold helps uplift the lives of farmers in Bắc Kạn. That’s the part that makes me proudest,” she says.
Phoebe’s ethos is beautifully encapsulated in one lesson she often shares with her son: Dream Big
“If you shoot for the moon and miss, at least you’ll land among the stars.”
That same fearless optimism is woven into Rượu Làng. To Phoebe, this isn’t just a business venture. It’s a cultural statement, a call to re-evaluate what Vietnam already has—and to celebrate it with the dignity it deserves.
Phoebe’s story reminds me—as part of a young Vietnamese generation eager to explore the world—that sometimes, the greatest treasures are right around us. And we should never forget them.
