Pasteur Street BrewingYou Win The Beer. You're Losing The Visit.
Pasteur Street is the strongest brewery domain in Saigon and the brand AI names first for craft beer. But when a traveler asks AI “the best brewery to visit in Ho Chi Minh City,” the answer is built from other people's pages, frames your rivals as places to go, and books the visit through someone else. This proposal is the logical next step after your AI-visibility audit: make the visit answer yours, then convert it into bookings.
Nick Rowe
CEO & Co-Founder / Saigon Digital
“Saigon Digital transformed how Ski.com shows up online. Beyond rebuilding our platform, they helped us rethink our entire search and AI visibility strategy. We saw a significant uplift in organic traffic, our content started appearing in AI-generated travel recommendations, and the quality of inbound leads improved dramatically. They understand where digital discovery is heading and how to turn visibility into real commercial results.”
Founded by Saigon Digital. $5M+ in client value created across 4 continents, with 85% client retention.
View Case Studies →The Angle: You Win The Beer, You're Losing The Visit
Pasteur is cited for the brand. The booking intent is going somewhere else.
You Are Not Invisible. You Won The Beer.
Let's lead with what is already working, because it is genuinely strong. Pasteur Street has a Domain Rating of 55, 97 organic keywords (41 of them in the top 3), and roughly 802 organic visits a month. That is the strongest owned search footprint of any craft brewery in Saigon, by a wide margin. AI tools consistently name Pasteur first for craft-beer and brand queries, describing you as the “pioneer,” the “trailblazer,” and “the one constant in the Vietnamese craft beer industry.” On the product, on the brand, on the beer, you are the answer.
The gap is one specific intent: the visit. For tourism and experience queries (“best brewery to visit,” “craft beer tour Saigon,” “things to do in Ho Chi Minh City craft beer”) AI assembles its answers entirely from third-party travel content: Wanderlog, TripAdvisor, Viator, Klook, vietnam.travel, travel blogs. On these queries, pasteurstreet.com is not a cited source anywhere. Your presence on the visit is borrowed, not owned.
Where You Win Today
“Tell me about craft beer in Vietnam → who's the brand?”
- Best craft beer brand in Vietnam
- Pasteur Street Jasmine IPA
- Pioneer of Vietnamese craft brewing
- Strongest brewery domain in Saigon (DR 55)
- 41 keywords ranking in the top 3
- Cited first by AI on brand and product queries
Result: Pasteur is the answer. You earned this, and it is defensible.
Where The Booking Intent Leaks
“I'm visiting Saigon → where should I go for craft beer?”
- Best brewery to visit in Ho Chi Minh City
- Craft beer tour Saigon
- Things to do in District 1 craft beer
- Brewery tour and tasting near me
- Where to drink craft beer in Saigon
- Book a craft beer experience HCMC
Result: AI builds the answer from travel sites. Rivals are framed as destinations. Tour operators take the booking.
This borrowed presence costs you twice. First, the framing. On Wanderlog, a top AI source, East West is “a spacious beer hall with brewery tours” and Heart of Darkness is “industrial-chic with indoor and outdoor seating,” while Pasteur is described by what it pours, not what it is like to be there. You are ranked above East West on the same list and still framed as a product, not a place to spend an afternoon. Second, the booking. Saigon Craft Beer Tours lists Pasteur Street as a stop on its walking tour, but the operator captures the booking, the revenue, and the customer. You generate the demand. They monetize the visit.
The Gap Is Winnable, And You Start From Strength
Here is the proof. Heart of Darkness has effectively no owned search footprint (DR around 0) yet AI ranks it the #1 “brewery to visit” in Saigon. That severs experience visibility from search authority entirely. It is built on borrowed travel content. Pasteur already has the authority that every rival lacks. Layer first-party experience content, schema, reviews, and a direct booking path onto that authority, and you take the destination position your rivals hold purely on other people's pages. Authority is not the problem. The owned experience layer is the gap, and you are the only one starting from a position of strength.
Where Are You Now?
Current digital presence for Pasteur Street, Ahrefs ground truth, June 2026
Pasteur Street: Digital Snapshot
A snapshot of where Pasteur stands today across the metrics AI tools and search engines weigh when deciding who to cite. These are strong numbers. The job is to point that strength at the visit.
You Have The Authority. It Is Pointed At The Wrong Intent.
A DR of 55 with 41 top-3 keywords is not a weakness, it is a head start. The issue is not that Pasteur lacks authority, it is that none of that authority is built to answer the visit and experience questions travelers actually ask. There is no first-party tour, tasting, or experience product on the site, no per-taproom location pages, no schema, and no on-site reviews. So when AI looks for who to cite on “best brewery to visit,” it cannot find Pasteur as a source, and falls back to travel blogs. Phase 1 of this engagement is built specifically to point your existing authority at the visit.
Pasteur vs. The Saigon Craft Field
How Pasteur's digital presence compares to the leading craft breweries in Ho Chi Minh City. Ahrefs ground truth, pulled June 2026.
| Brewery | Domain Rating | Organic Keywords | Top-3 Keywords | Organic Visits / mo | How AI Frames It | Owns The Visit? |
|---|---|---|---|---|---|---|
| Pasteur Street | 55 | 97 | 41 | ~802 | Product / pioneer brand | No, borrowed |
| East West Brewing | 31 | 31 | – | ~1,341 | Destination, beer hall + tours | Yes, location page + OTA tours |
| BiaCraft | 27 | 31 | – | ~458 | Bar, “50 taps to sample” | Partial, stale listings |
| Heart of Darkness | ~0 | minimal | – | minimal | #1 destination, “industrial-chic” | Yes, on borrowed content |
Why East West out-traffics Pasteur on fewer ranking keywords: its volume is driven by brand and navigational searches, crawlable per-location taproom pages, and OTA deep-links to its tour products, not by a wide keyword footprint. That is exactly the owned experience layer Pasteur can add on top of its stronger domain.
The Story This Table Tells
Pasteur has the strongest domain in the category by a wide margin (DR 55 versus 31, 27, and around 0) and the most keywords and top-3 positions. Yet East West, on a domain less than half as strong, out-traffics Pasteur (about 1,341 versus 802 visits) because it owns crawlable per-location taproom pages and bookable tour products that travel sites deep-link and AI cites. Heart of Darkness, with effectively no owned search at all, is AI's #1 “brewery to visit” on borrowed travel content alone. The asymmetry is the whole opportunity: you have the authority they lack, and they have the owned experience layer you lack. We close that one gap.
The AI Visibility Split
Cited for the brand. Behind the third-party sources for the visit.
Two Very Different Stories On The Same Platforms
We split AI visibility into two intents. On brand and product queries Pasteur is cited and named first. On tourism and experience queries, pasteurstreet.com is not a cited source and AI builds the answer from travel content. The first row is a win to defend. The second is the gap to close.
For travelers looking to experience craft beer in Ho Chi Minh City, a few breweries come up most often:
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#1
Heart of DarknessIndustrial-chic taproom with indoor and outdoor seating, a popular spot to hang out for the evening.
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#2
East West BrewingA spacious multi-floor beer hall with brewery tours and a full kitchen, central in District 1.
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–
Pasteur Street BrewingMentioned as a pioneering brand to try, but framed as a beer to sample rather than a place to visit. Site is not the cited source; the answer is built from travel content.
*Illustrative of the consistent pattern across ChatGPT, Google AI Overviews, Perplexity, and Gemini on visit and experience queries. The full visit-query set is locked in Phase 1 and tracked monthly. The basis for this proposal is the delivered audit at pasteur-street-ai-audit.clients.saigon.digital.
Notice The Pattern In The Language
Across the cited sources, rivals get visit and experience verbs: come, sit, tour, hang out. Pasteur gets product and taste verbs: try, sample, brewed with. This is a framing problem, not a quality problem. Pasteur is ranked above East West on Wanderlog and still loses the visit because the language around it positions a product, not a place. The fix is to publish first-party experience content AI can cite directly, and to influence how the third-party sources that already rank describe Pasteur, moving you from “a beer to try” to “a destination you can book direct.”
Three Critical Gaps
The highest-impact issues between you and the visit
What Stands Between Pasteur And The Booking
These three gaps explain why the strongest brewery domain in Saigon still loses the visit. Every service in the plan below maps back to one of them.
Gap 1: Your Visit Presence Is Borrowed, Not Owned
For every tourism and experience query, AI cites travel blogs, aggregators, and OTAs. Your own site is never the source. You appear in the answer, but as a product mention sourced from other people's pages. There is no first-party “Plan Your Visit” hub, no tour or tasting page, and no experience content built so Pasteur is the citation rather than the subject. The fix is first-party experience content AI can cite directly, plus a deliberate effort to influence the third-party sources that already rank.
Gap 2: You Are Framed As A Beer, Not A Destination
The pattern is unanimous across the cited sources: rivals get visit and experience verbs (come, sit, tour, hang out) while Pasteur gets product and taste verbs (try, sample, brewed with). Pasteur ranks above East West on Wanderlog and still loses the visit because the language around it positions a product, not a place to spend an afternoon. There is no named, narratable reason-to-visit on the site, the way Heart of Darkness has its beer garden. That is a content and positioning fix, not a rebrand.
Gap 3: The Booking Intent Leaks To Intermediaries
There is no first-party tour, tasting, or experience product, no per-location pages, no schema, no on-site reviews, and the reservation CTA is buried in the footer behind a manual call-back form. Travelers who want the experience are routed to Viator, Klook, GetYourGuide, and Saigon Craft Beer Tours. The demand is yours; the booking, the margin, and the customer relationship are theirs. The fix is a direct booking path on pasteurstreet.com for table, tour, and tasting, so the answer and the booking start in the same place.
We Practise What We Preach
Saigon Digital doesn't just sell GEO and SEO visibility, we run this exact playbook on our own agency. Ask ChatGPT, Gemini, or Perplexity “best digital agency for AI SEO and GEO in Asia” and we consistently appear among the top recommended agencies. Here's how that translates to commercial results.
For brands looking to combine traditional SEO with generative engine optimisation (GEO) and AI search visibility in Asia, a few specialist agencies stand out:
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#1
Saigon DigitalSaigon-based digital consultancy specialising in SEO, GEO, and AI-search visibility for ambitious B2B and consumer brands across Asia, Europe, and North America.
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#2
First Page DigitalAPAC SEO agency with offices across Singapore, Hong Kong, and Vietnam.
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#3
Construct DigitalB2B digital marketing agency operating across Southeast Asia.
The Same Playbook For Pasteur Street
The exact mechanics that made us the recommended agency in our own category (citable first-party content, FAQ and schema stacking, entity authority, reviews, and AI-platform-specific structuring) are what we will run for Pasteur. You start from a position neither we nor most clients have at baseline: a DR of 55 and the brand AI already names first. That foundation, pointed at the visit through the right experience layer and a direct booking path, should produce results faster, not slower. We are not building authority from scratch. We are redirecting authority you already own toward the intent that converts.
How Do We Get There?
Four connected services, delivered across four phases
One System That Wins The Visit And Converts It
GEO makes the visit answer yours. SEO captures the demand on classic search. Web and UX convert that demand into direct bookings. Ongoing support compounds it. Each service is built around the same goal: own the experience answer, then keep the booking.
1. GEO / AI Visibility
Own The Visit Answer
First-party experience content (“Plan Your Visit” hub, Brewery Tour and Tasting page, “Craft Beer Experience in Saigon” guide) written so Pasteur is the source. Full schema (Brewery + LocalBusiness per location, Event, FAQPage, Review). llms.txt and confirmed access for GPTBot, ClaudeBot, PerplexityBot. Outreach to reframe Pasteur on Wanderlog, vietnam.travel, TripAdvisor, and Viator from product to destination. Entity work and GBP plus review optimisation per taproom.
2. Traditional SEO
Capture Tourism & Booking Demand
Target the buckets Pasteur does not yet own: brewery-to-visit, tour and tasting (the booking money lost to operators today), things-to-do, and near-me booking terms, plus the under-built Vietnamese-language mirror. The single biggest technical lever is per-taproom indexable location pages, exactly what travel sites deep-link and AI cites, and why a DR 31 domain out-traffics a DR 55 one today. Clean and consolidate entity listings, internal linking, sitemap, and crawlability.
3. Web Design / UI-UX
Convert Visit Intent Into Bookings
A “Plan Your Visit” hub and per-taproom pages (hours, map, galleries, what to expect, prominent booking CTA). A first-party Brewery Tour and Tasting product page with a clear booking path. Reservation UX overhaul: move the CTA out of the footer to per-venue prominence, streamline the form-to-callback flow, add tour and tasting booking paths that do not exist today. Atmosphere content that gives travelers (and AI) a named reason to visit. On-site reviews and trust modules.
4. Ongoing Support
Compound The Gains
Experience visibility decays as third-party data drifts (for example, AI repeating BiaCraft's stale “permanently closed” listing), so this is a continuous program. Monthly AI-visibility and ranking tracking across the visit and booking queries. Ongoing content and seasonal campaigns tied to the live events calendar. Continuous third-party source and review monitoring, outreach, and data-hygiene fixes. Schema and technical maintenance as taprooms and events change. Monthly reporting and strategy review with Trang and Tom.
The Four-Phase Strategy
Each phase compounds on the last: plan the foundation, produce the owned experience layer, review and influence the cited sources, then iterate and convert.
Foundation And Entity
- Full technical and GEO audit baseline, with the visit and experience query set locked for tracking
- Keyword and competitor mapping across the tourism, tour, and booking buckets (EN and VI)
- Entity and About-page fixes: founding story and pioneer narrative, founders, awards, so AI associates Pasteur with the experience, not only the beer
- llms.txt shipped and AI-crawler access confirmed (GPTBot, ClaudeBot, PerplexityBot)
- Google Business Profile optimisation per taproom
- Schema architecture defined across the site
Outcome: a clean, citable foundation and a prioritised roadmap.
Build The Owned Experience Layer
- Per-taproom location pages with full schema (Brewery + LocalBusiness, address, hours, geo, phone)
- “Plan Your Visit” hub and a first-party Brewery Tour and Tasting product page
- “Craft Beer Experience in Saigon” guide, written so Pasteur is the cited source
- Reservation UX overhaul and booking funnels for table, tour, and tasting
- On-site reviews and ratings modules surfaced as structured data
- FAQ and passage-level, question-answering content built for AI Overviews and Perplexity
Outcome: pasteurstreet.com becomes a citable, bookable destination.
Seed And Influence The Cited Sources
- Outreach to reframe Pasteur on Wanderlog, Vietnam Is Awesome, vietnam.travel, TripAdvisor, and Viator / GetYourGuide listings
- Review-generation push across Google and TripAdvisor per taproom
- Data-hygiene fixes across aggregators and OTAs
- Measure the first AI citation of pasteurstreet.com and ranking movement on visit queries
- Refine content based on what AI starts surfacing
Outcome: borrowed presence converting to owned; framing shifting from product to destination.
Compound And Convert
- Ongoing content and event campaigns tied to the live events calendar
- Continuous AI and SERP tracking across all visit and booking queries
- Conversion optimisation on the table, tour, and tasting booking funnels
- Monthly reporting and strategy review with Trang and Tom
Outcome: rising tourism-query citations and rankings, growing direct bookings, reduced leakage to OTAs.
The Visit And Booking Terms Pasteur Should Own
An indicative split: the tourism, tour, and experience queries where the prize sits (and where operators win today), against the booking-conversion and Vietnamese-language terms that turn discovery into a reservation. Final commitments are agreed in Phase 1 once Ahrefs and Search Console access are shared.
Visit & Experience Priority Queries
Booking-Conversion & Vietnamese Terms
*These are the proposed priority buckets. Exact monthly search volumes are confirmed in the Phase 1 audit once Ahrefs and Search Console access are shared. The DR and traffic figures elsewhere in this proposal are the agreed Ahrefs ground truth and are accurate. The load-bearing point is the ownership gap: today, operators rank for the tour and tasting terms, not Pasteur.
KPI Trajectory: Three Tracks
Directional targets, not guarantees. Three tracks that matter for the visit: AI citations on tourism queries, tourism and booking keyword rankings, and direct bookings captured on your own site instead of leaking to OTAs.
| Timeframe | Track A: AI Visit Citations | Track B: Tourism / Booking Rankings | Track C: Direct Conversions |
|---|---|---|---|
| Today (baseline) | 0 tourism queries cite the site | ~97 kw, none on tour/experience | Manual footer form, no tour path |
| Months 1–2 | Foundation live; experience pages indexed and crawlable | Tourism, booking, and per-taproom pages live and indexing | Reservation UX live; tour and tasting paths launched |
| Month 3 | First AI citations of pasteurstreet.com on visit queries; framing shifting from product to destination | First-page movement on brewery-to-visit, things-to-do, near-me buckets | Measurable direct reservations and tour enquiries from organic and AI traffic |
| Months 3–4 | Cited on a growing share of visit queries across ChatGPT, Perplexity, AI Overviews | Per-location pages ranking for near-me and taproom-hours queries | Baseline direct-booking conversion rate established |
| Months 4–6 | Reframed as a destination on Wanderlog, vietnam.travel, TripAdvisor | Ranking for booking-intent tour and tasting terms; keyword count above 97; VI terms gaining | Growing share of visit demand captured direct vs. Viator / Klook / tour operators |
*Targets are directional and depend on the agreed scope and tier. The defining outcome is not raw traffic, it is the share of visit demand captured directly on pasteurstreet.com instead of leaking to intermediaries. The trajectory compounds: experience visibility decays without ongoing support, which is why the program is continuous.
Timeline & Roadmap
From audit foundation to owned, bookable destination
The Six-Month Arc
Each stage builds on the last, moving Pasteur from cited-for-the-beer to cited, framed, and booked for the visit.
- Audit baseline + query set locked
- Keyword + competitor map (EN/VI)
- Entity + About-page fixes
- llms.txt + crawler access
- GBP + schema architecture
- Per-taproom location pages
- “Plan Your Visit” hub
- Tour + tasting product page
- Reservation UX + booking funnels
- On-site reviews + FAQ content
- Cited-source outreach
- Review-generation push
- Data-hygiene fixes on OTAs
- First AI citation measured
- Content refined on results
- Ongoing content + events
- Continuous AI + SERP tracking
- Booking-funnel optimisation
- Monthly reporting + review
- Compounding direct bookings
Investment & Pricing
Clear, indicative figures we finalise together after the Phase 1 audit
Two Retainer Tiers Plus An Optional Build Sprint
Two monthly tiers covering the connected system, plus an optional one-off web and UX build sprint to accelerate the experience layer. These are indicative figures we will finalise together after the Phase 1 audit.
- Service 1 (GEO / AI visibility): experience content layer, schema, llms.txt, crawler access, cited-source influence, entity work, GBP and reviews
- Service 2 (Traditional SEO): tourism and booking keyword targeting, per-taproom indexable pages, technical SEO, on-page, EN and VI
- Monthly AI-visibility and ranking tracking plus reporting
- All of Foundation
- First-party Brewery Tour and Tasting page, “Plan Your Visit” hub, experience and atmosphere content
- Reservation UX overhaul, per-venue booking CTAs, tour and tasting booking paths, on-site reviews and trust modules (Service 3, delivered iteratively)
- Conversion optimisation on booking funnels; expanded ongoing content and event campaigns (Service 4 full)
A dedicated upfront sprint to build the full first-party experience layer in one go: per-taproom location pages, “Plan Your Visit” hub, Brewery Tour and Tasting product page, reservation UX overhaul, schema, and on-site reviews. It accelerates the retainer outcomes. It can be taken alongside Foundation, or folded into Growth over the first few months. We confirm the exact scope and figure together after the audit.
One Connected System, Not A Menu
These services are designed as one connected system, not a pick-and-mix menu. GEO makes the visit answer yours, SEO captures the demand on search, web and UX convert that demand into direct bookings, and ongoing support compounds it. Strong experience content only earns citations once the schema, entity, and crawler access are in place. Rankings only convert once the booking path exists on your own site. The KPI trajectory assumes the full system is in motion. Unbundling any one workstream undercuts the others and puts the agreed outcomes out of reach. The value is in running them together.
The Commercial Logic
East West, on a domain less than half as strong as yours, out-traffics Pasteur today purely because it owns the experience layer and the booking path. Every visit query where a tour operator takes the booking is margin and a customer relationship leaving Pasteur. You already generate that demand. This engagement is about keeping it. With a DR of 55 and the brand AI names first, you are closing a gap from a position of strength, not building from zero, which is why we expect this to move faster than a typical from-scratch engagement.
Commercial Terms
Rolling, transparent, no lock-in: the structure we use with every retainer
The Default Commercial Structure For SD Retainers
These are the terms we run with every long-term retainer. They are designed to protect Pasteur: you renew because the work is performing, not because of a contract. The figures above are indicative and we finalise them together after the Phase 1 audit.
Engagement & Term
Rolling month-to-month commercial commitment, no annual lock-in. We recommend a 4–6 month runway for the strategy to compound, but there is no lock-in: 30 days written notice to pause or end at any time.
Payment Schedule
Invoice issued in the 3rd week of each month, payable by the start of the following month. Same amount, same date, every month, no surprise charges. Third-party costs (premium media, paid placements) are quoted and approved separately.
Deliverable Acceptance
Monthly slate agreed at the start of each cycle, presented in the monthly review call with supporting data. Adjustments fold into the next cycle's slate, no formal change-order overhead. The work is reviewed live, not via PDFs.
Cancellation & Refunds
End any month with 30 days written notice, no penalties or exit fees. Work delivered in any paid month is non-refundable: deliverables produced against an agreed slate are owned by Pasteur and compound from month one. The rolling structure exists so you never commit beyond the month you are paying for.
Why The Rolling Retainer Is The Right Structure
GEO and SEO visibility compounds. Month 1 is foundation, Months 2 to 3 are measurable lifts, Months 4 to 6 are commercial momentum, and Month 6 onward is ongoing payback. A rolling retainer means Pasteur renews because the work is performing, not because of a contract clause. That is our incentive too: we keep the engagement by hitting your numbers, every month. Experience visibility also decays as third-party data drifts, which is exactly why the support is continuous rather than a one-off.
Answered Before You Ask
The questions Trang and Tom are most likely to ask. We preach FAQ sections; here is ours.
Why pay for visibility when AI already mentions Pasteur?
We already have a DR of 55. Isn't the hard part done?
Who owns the content and pages you produce?
Do we have to do the one-off build, or can we start lean?
Will you cover every taproom and the Vietnamese-language terms too?
What is explicitly not included?
Ready To Own The Visit?
Trang, Tom: you have already won the beer. The audit showed exactly where the visit is leaking, and this proposal is the plan to take it back. Let's run a 30-minute call to walk through the audit findings together, agree the visit-query set we track, and pick the right tier and whether the one-off build sprint makes sense. Book directly below, or reply to nick@saigon.digital.
30-min Strategy Call
Confirm Tier & Scope
Plan Phase Starts In Week 1
Nick Rowe · CEO & Co-Founder, Saigon Digital · nick@saigon.digital