【Exclusive Interview】Founder of the First South East Asia’s Distillery “Về Để Đi Distillery”, Michael Rosen

Dr. Michael Rosen, a co-founder of “Về Để Đi Spirits” – the first whisky distillery in Southeast Asia located in Hanoi, Vietnam, talks to Dear WHISKY about his career journey and starting a new spirit business in Vietnam. Meet Michael – a global entrepreneur with a knack for making things happen. From the United States to Hong Kong and Japan, he’s now calling Vietnam home. Why Vietnam? What life means to him? What keeps him moving despite setbacks? Let’s find out.

About Về Để Đi Distillery

Về Để Đi Distillery, established in 2020, stands proudly as Vietnam’s and Southeast Asia’s first full-scale whisky distillery crafting single malt and grain whiskies in traditional copper pot stills. They specialize in producing diverse versions of spirits, including whiskies, gin, and liquor, all crafted from scratch with the utmost dedication and expertise.
Their impressive lineup includes notable drinks like “Crème de Cacao” and “good gin,” both carefully made with the finest ingredients from Vietnam. These spirits receiving high praises raise the world’s expectation for their upcoming single malt and grain whiskies.

Distillery	Về Để Đi Distillery
Owner	Về Để Đi Spirits
Location	Số 14, ngách 6/6 phố Đội Nhân – Phường Vĩnh Phúc – Quận Ba Đình – Hà Nội.
Year of Establishment	2020
Website	https://www.ve-de-di.com/

Who is Dr. Michael Rosen?

Born in the US, Living as an Entrepreneur in Multiple Countries

Dr. Michael Rosen is an extraordinary entrepreneur and finance expert currently residing in Hanoi, Vietnam. For nearly three decades, Michael spent his career in  New York City, where he served as CEO and owner of Oscar Gruss & Son Incorporated, a prominent investment banking firm.

Yet, Michael’s expertise extends far beyond the world of finance. He also held the position of CEO at the Continental Information Systems Corporation. In addition, he excelled in real estate development in New York City’s Lower East Side, and he founded the East Village Community Coalition, dedicated to landmark preservation and zoning changes.

In 2010, a new chapter began as he relocated to Hong Kong to join Brighton Energy Corporation. Two years later, he moved to Vietnam, where Michael orchestrated remarkable transformations within the PAN Group and GTN Foods, securing substantial investments. His latest endeavor ventures into the spirits business, utilizing Vietnam’s abundant agricultural resources. He is the visionary behind “Về Để Đi Spirits,” Vietnam’s pioneering full-scale whisky distillery. 

Academic and Literary Achievements

Michael’s academic prowess is equally striking, with a Ph.D., MBA, and MA earned at the Wharton School of the University of Pennsylvania, along with an MS in Social Anthropology and a BA from its School of Arts & Sciences. Additionally, he imparted his knowledge as an Assistant Professor at NYU’s business school.

Beyond his corporate endeavors, Michael is a prolific writer, with notable works including “What Else But Home: Seven Boys and an American Journey Between the Projects and the Penthouse” (Public Affairs: 2009) and “Turning Words, Spinning Worlds: Chapters in Organizational Ethnography” (Routledge: 2000).

Michael’s Diverse Career and A Challenge in Vietnam

From New York to Hanoi: Michael’s Background

Dear WHISKY：
Could you please introduce yourself?

Michael：
I was born in the US in 1956, and lived in New York for 28 years. During that time, I worked as a university professor, real estate developer, investor, writer, and community organizer. After living in Hong Kong, where I was involved in the nuclear business, I came to Vietnam in 2012. In Vietnam, I took on the role of CEO at the PAN Group and GTN Foods, where my focus shifted to elevating the branding and promotion of Vietnamese agriculture and food.

Dear WHISKY：
How did you get started in the spirits business?

Michael：
While working in the agricultural industry in Vietnam, I bought one gin company and that’s where it all began. I decided to aim for a larger scale, and we purchased a distillery, making it Southeast Asia’s first full-scale distillery located in Hanoi.

Dear WHISKY：
What drives you to venture into different industries and businesses?

Michael：
At times, I start a business on my own, such as selling houses. However, most of the time, I’ve been approached by others with opportunities. Sometimes, business leaves you due to unpredictable events, and I’ve personally experienced  by the 9/11 attack in 2001 and the Fukushima Nuclear Plant accident in 2011. Both events ended my businesses and compelled me to shift my direction.

Entrepreneurship Across Cultures: Building A Trust

Dear WHISKY：
Vietnam is very different from the US in many aspects.
What were your feelings when you received the offer from SSI, the largest security firm in Vietnam, to move here?

Michael：
Totally, totally different, but I wasn’t too concerned. Being an American of my age, I grew up during the American war in Vietnam. Although I was too young to be a soldier, I watched the news everyday. So, I had a basic idea about the country. Furthermore, I had visited Vietnam multiple times for my work, and I had people who supported me in this place.

Dear WHISKY：
You’ve been in Vietnam for 11 years now.
How would you describe the society here?

Michael：
I would say it’s an amazing society for a number of reasons. Despite the destruction during the age of war and occupation, Vietnamese people are incredibly industrial. Once all the wars came to an end, the society underwent a significant transformation. The rapid pace of this change is breathtaking.

Dear WHISKY：
In comparison to the US and other countries, do you notice any notable differences when doing business in Vietnam?

Michael：
It’s very, profoundly, and widely different. Here, you are always seen as an outsider. In New York, if you spend three years there, you’re a New Yorker. In Vietnam, even if you spend your entire life but originate from a different country, you’re not Vietnamese.

Dear WHISKY：
How do you feel about being seen in that way? 

Michael：
While Vietnamese culture is very warm and welcoming, society continuously sees you and reminds you of this distinction, and this applies too when you’re starting a company. Nonetheless, I’m proud that I’m contributing to society by employing people and being part of the economic growth.

Dear WHISKY：
What can you tell us about the legal system in Vietnam? 

Michael：
It’s also quite different.
As an American businessman, I’m accustomed to the English common-law system. When doing business in Vietnam, it’s less about relying on the court and more about  relying on people. You find people whom you trust, and they, in turn, need to learn to trust you, overcoming deep-seated distrust between people which exist here.

Dear WHISKY：
As a foreigner, how can you establish such trust?

Michael：
It requires years of years of presence. See your people through good times and bad times, and never disappoint them. While this may sound very obvious, it’s a harder thing than one might imagine. It takes a long time, but it’s certainly possible.

Michael’s Favorite Whisky

Dear WHISKY：
What are your favorite whiskies?

Michael：
I’m really falling for chocolaty whiskies. One of my favorites is the M&H whisky from Israel. I had the chance to try their NAS bottle in San Francisco, and it was stunning. Another one I love is Balcones whisky from Texas. Their single malt is shockingly good, fantastic from the beginning to the end, and affordable too.

Về Để Đi Distillery

Breaking New Ground: Michael’s Journey into the Establishment of the Về Để Đi Distillery

Dear WHISKY：
What inspired your decision to produce whiskies in Vietnam?

Michael：
Vietnam is situated in the sub-tropics, which, while quite distinct from the traditional whisky-producing regions like Scotland, happens to be an ideal location for whisky maturation. While there have been successful distilleries in similar climates, no one has taken this step here before, so we saw an opening.

Dear WHISKY：
How does your distillery differ from other distilleries located in tropical regions?

Michael：
It’s a crazy opening because we’re just small people. Most of the distilleries that have succeeded in sub-tropic climates are owned by major corporations, like Kavalan in Taiwan and Rampur in India. We’re essentially starting from scratch, but that’s the most exciting part.

Dear WHISKY：
Did you seek guidance from other distilleries?

Michael：
Prior to setting up our distillery, we drew inspiration from the works of Mr. Ichiro at the Chichibu Distillery and people from Gaiaflow at the Shizuoka Distillery. I traveled to Japan to have conversations with them, and they generously shared many things with us.

Dear WHISKY：
What aspects did you draw inspiration from Chichibu and Shizuoka Distilleries?

Michael：
They use imported barley alongside locally sourced barley in their production. Similarly, we aim to produce both single malt using imported barley and grain whisky using locally grown corn and rice.

The Story behind the Name “Về Để Đi”

Dear WHISKY：
What’s the meaning of your distillery’s name, “Về Để Đi”?

Michael：
It means to return (Về) in order (Để) to go (Đi). This expresses the fundamental part of who we are. Sometimes you have to come back, to be able to know how to leave.

Dear WHISKY：
Is that related to the fact that your distillery is located in the urban area of Hanoi?

Michael：
Exactly. In my opinion, the most exciting part of Vietnam is the contemporary side you experience in the cities. Vietnamese cities are teeming with young people, scooters, skyscrapers, and vibrant energy. It’s the place where you recreate yourself and take on new challenges, and that’s what we value.

Dear WHISKY：
How did you find this beautiful and rhythmical word, “Về Để Đi”?

Michael：
Our branding team found this word for us. We shared our concept with this incredible team, and now we have the perfect name.

Dear WHISKY：
What could you tell us regarding your logo? 

Michael：
Our logo is quite modern and unique, capturing the exciting city atmosphere of Hanoi.
In the Vietnamese alphabet, each sound of “Về” “Để ” ” Đi” comes with different diacritics, creating a playful and lively atmosphere.

Encounter with Quân

Dear WHISKY：
Could you tell us about your initial encounter with co-founder, Mr. Quân Nguyễn?

Michael：
I first met Quân eleven years ago, right after I came to Vietnam. He was a manager of a restaurant and a bar I used to go to. Additionally, he also ran a business at the Marou Chocolate (Marou – Faîseurs de Chocolat), with whom we currently collaborate on our Crème de Cacao. When I decided to start the Về Để Đi Distillery, I approached him to join me. It’s been three years since we launched this business together.

Teamwork at the Về Để Đi Distillery

Dear WHISKY：
What is your role in your company? 

Michael：
I see myself as a producer or director in film-making. Quân and I are the ones who have ideas, decide the direction, and manage the finances.
Whenever we make an important decision for the company, we always discuss it together, bringing our skills and the experiences we’ve acquired from our previous jobs.

Dear WHISKY：
Where do your employees originate from?

Michael：
We currently have around 20 employees. Apart from me and a few others, all of our staff members are Vietnamese. Since we are the first and only company trying to produce whisky here, our team is collaborating to address numerous challenges as a team.

Whisky-making of the Về Để Đi Distillery

What is “Vietnamese Whisky”? – Using Local Corn and Rice

Dear WHISKY：
What types of whiskies do you plan to produce?

Michael：
In addition to our barley whiskies, we incorporate locally sourced ingredients, specifically corn and rice, to craft our distinctive range of whiskies. Vietnam is rich in a variety of local corn and rice production grown by local farmers. By utilizing these local ingredients, our whisky will become truly Vietnamese, which belongs to this beautiful country.

Experimenting Casks

Dear WHISKY：
What types of casks do you use?

Michael：
As a small start-up distillery, we’re essentially in the phase of experimenting with various types of casks. This is who we are and what we have to do. We’re currently using Rum, Cognac, Sherry, and Armagnac casks, and we’re also working on acquiring Mizunara casks. It’s worth noting that some people have started making casks here in Vietnam.

Maturation

Dear WHISKY：
How does the climate in Hanoi influence the aging of your whiskies?

Michael：
The best whiskies are not solely made by aging, but essentially influenced by the climate. Hanoi is a monsoon-influenced humid subtropical climate with four distinct seasons. Three or four years in Old World temperate zones like Scotland, are roughly equivalent to one year in Hanoi’s subtropical conditions. The quality of whiskies produced in subtropical regions has already been proven by distilleries like M&H, Balcones, Kavalan, and many others.

Dear WHISKY：
Is there anything specific your distillery would like to try in the future?

Michael：
We plan to experiment with aging our whiskies in different regions across Vietnam. The country’s diverse geography, spanning from the South to the North, would allow us to create a unique journey through Vietnam with our whisky series. Given the absence of solid regulations or a whisky definition here, we’re eager to experiment and innovate with different approaches.

Commitment to No Chill-filtration and No Coloring

Dear WHISKY：
Do you have any distinctive commitments in your whisky-making process?

Michael：
In addition to our strong emphasis on Vietnamese ingredients, our whiskies will be completely natural, showcasing the true essence of the spirits. This means we never employ chill filtration or coloring processes.

Private Whisky Casks

Dear WHISKY：
Could you tell us about your “Private Whisky Casks”?

Michael：
We are excited to announce the upcoming launch of our “Private Whisky Casks” program. This unique opportunity allows individuals to purchase and bottle their own casks. The bottles will be entirely personalized, with your own private label. The initial offering includes casks aged in 200L American oak first-fill ex-bourbon casks, carefully matured for two to three years under the discerning eye of our distiller.

Dear WHISKY：
What does the purchase of your casks include? 

Michael：
Your cask purchase comes with some unique features, such as lifetime membership to our Exclusive Whisky Founder Club, an annual distillery dinner, a permanent 10% discount on all standard distillery offerings, and an invitation to our exclusive BBQ event.

For more information, click here.

Về Để Đi’s Branding Strategies

Knot – Live A Remarkable Life

Dear WHISKY：
What is the philosophy behind your distillery’s whisky-making?

Michael：
This is our branding strategy, called “Knot”, which means “to tie something up.”
It starts with our core belief: the pursuit of a remarkable life. A remarkable life does not have to be extravagant, like that of a celebrity; it’s about discovering your own path inside yourself.

Dear WHISKY：
Could you elaborate on it for us? 

Michael：
Our lives are meant to strive – and they’re worth to strive. It’s about discovering the beauty of something remarkable in the world; a daring space, place, and drinks. In order to create such fun, exciting, and astonishing times, it’s essential to engage in things meaningful to you. Rather than simply returning home to watch TV every night, you should search for a series of extraordinary experiences. This belief is at the core of our company’s values.

Dear WHISKY：
It sounds like the excitement and playful atmosphere that Về Để  Đi offers through its stories. 

Michael：
Do we do well all the time? No, we fail for many times. However, it does not matter if you fail; what truly matters is to pick up yourself and try again. That’s how life should be lived – with integrity, which encompasses honesty and strength. When it comes to “looking inside yourself,” our value shares its core part with Stoicism (a school of Hellenistic philosophy that flourished in Ancient Greece and Ancient Rome).

The Place You Try, Fail, and Try Again

Dear WHISKY：
It appears that Về Để Đi Spirits is indeed aiming for that – confronting numerous challenges but consistently pushing forward.

Michael：
Indeed. Moby, the American musician, left New York City after achieving remarkable success there. He later recalled this event in The New York Times, saying that New York had become a place where he could no longer fail. So, he moved to Los Angeles, a city that accepts trying, failing, and trying again.　For myself and all of our company members, Los Angeles for him was here in Vietnam.

Vietnamese Whisky Market and Sales Plans

Growing Market and History of Vietnamese Spirits

Dear WHISKY：
Can you share some insights about the whisky market in Vietnam?

Michael：
It’s still a developing stage. While people care about whisky, there’s a widespread perception that the best whisky is the age-statement, single malt Scotch. This belief has largely been shaped by marketing strategies employed by large brands and corporations. But that’s the opportunity! The market is growing, and it will be expanded faster in the near future.

Dear WHISKY：
How about other spirits and alcoholic beverages?
Do Vietnamese people like to drink? 

Michael：
Very. Vietnam has a strong beer culture. However, Vietnam also has a long history of distilling, such as the traditional rice spirit called Rượu đế. Also, this is not a well-known fact, but Vietnam is a Vodka country, which can be traced back to its history during colonialism.

Dear WHISKY：
Could you tell us more about it?

Michael：
The distillation culture declined when France colonized the country in the nineteenth century. Under French rule, distillation was prohibited for individuals, and an authority created a monopoly in the market. Large Vodka distilleries were constructed, and the authorities controlled what people drink.

Even after gaining independence, many continued to produce Vodka, but the focus did not go back to traditional local spirits. As a result, while Vietnamese people are familiar with spirit drinks, locally produced spirits still have a relatively small presence in the market.

Rebuilding the Market Perception – Credibility towards “Made in Vietnam”

Dear WHISKY：
In terms of selling your whiskies, what challenges do you face?

Michael：
One of our primary challenges is establishing credibility for “Made in Vietnam.” Despite Vietnam’s rich agricultural resources, there tends to be a higher level of trust in foreign products. We have a lot of work to demonstrate that Vietnamese whiskies are worth drinking. People have to think of it as credible, excellent, and importantly, something that belongs here.

Dear WHISKY：
Does the challenge extends beyond just whiskies and apply to all Vietnamese products?

Michael：
Exactly. This is sort of rebuilding the market perception. In this regard, it’s very interesting that many corporations emphasizing Vietnamese products, such as Marou chocolate, Pizza for Peace, and our own distillery, are initiated by foreigners.

Sales Channels

Dear WHISKY：
It seems that there’s a unique strength in being outsiders and gaining a different perspective on Vietnamese products.
What are your planned sales channels? 

Michael：
We focus on both the Vietnamese and global markets. In addition to producing our own line of whiskies, our company also operates as a distributor. We engage in the import and export of other whisky brands, and through these channels, we  aim to introduce our products to the world.

Michael’s Journey Continues in Vietnam

Dear WHISKY：
What are your future plans, and what do you hope to achieve?

Michael：
I see Vietnam as my home and will spend the rest of my life here. Right now, I’m primarily focusing on this spirits start-up. When things settle down, I would love to write more books.

Dear WHISKY：
What kind of books it would be?  

Michael：
Currently, I’m writing a piece of fiction inspired by two of Haruki Murakami’s early works, “Hear the Wind Sing” and “Pinball, 1973.” It revolves around the daily lives and philosophies of two old gentlemen. While there are no concrete plans for publication at the moment, I would love to publish it if the opportunity arises.

Message for Dear WHISKY’s Readers

Dear WHISKY：
Could you give a message for our readers?

Michael：
Believe in us!

At Last

As we bring this interview with Dr. Michael Rosan to a close, it has been a true pleasure speaking with such a creative and accomplished entrepreneur. Michael’s and Về Để Đi Distillery’s dedication to crafting Vietnamese spirits using local grains is truly inspiring. Thank you so much for sharing your insights with us, Michael!

Following this interview, the Dear WHISKY staff had the privilege of visiting their distillery in Hanoi. Make sure to check out that article too for an inside look!