Alcoholic drinks in 2024: The big picture
Alcoholic drinks in Vietnam witnessed marginal decline in volume sales over 2024, although this was a marked improvement on the previous year. Consumption was impacted by the stricter enforcement by the Vietnamese government of Decree 100, which imposes heavy sanctions for those driving under the influence of alcohol. Alcoholic drinks consumption in on-trade establishments has been curtailed by this legislation, with volume sales still well below pre-pandemic levels. Beer in particular, suffered from weaker consumer demand, with consumption of local white spirit products also negatively affected. Vietnamese consumers have gradually adjusted their drinking habits, with more consumers purchasing beer to drink at home, or opting to book a Grab ride home after consuming alcohol. Vietnam’s economic downturn continued to weigh on overall demand, with many low-income consumers cutting back on drinks expenditure. Nonetheless, domestic premium lager registered strong volume growth, reflecting the underlying premiumisation trend in Vietnam. Locals are willing to invest in alcoholic drinks that enhance the drinking experience with many keen to trade up to higher-quality products.
2024 key trends
Beer was the largest category within alcoholic drinks in 2024, with volume sales falling slightly during the year. Vietnamese consumers enjoy drinking beer during social gatherings, business meetings, and special occasions. Furthermore, Vietnam has hot and humid weather, making beer suitable for a refreshing and light drink compared to wine and spirits. The Vietnamese also purchase beer as gifts during Lunar New Year (Tet holidays), which also contributes to a large part of beer sales.
Competitive landscape
Heineken Vietnam Brewery Co Ltd remained the leading player in alcoholic drinks during 2024, thanks to its diverse portfolio of beer brands. The solid performance of its brands, particularly Heineken Silver, helped strengthen its leadership position. In 2024, Heineken Vietnam Brewery Co Ltd use AI-powered tools to support sales teams, such as an online ordering system, and to measure the effectiveness of marketing campaign spending. Heineken Vietnam Brewery Co invested heavily in marketing and advertising campaigns throughout the year, including its annual Heineken Countdown music festival on New Years Eve. The player also has a strong commitment to sustainability in Vietnam, using 99% renewable energy in production to reduce carbon emissions. During the Lunar New Year 2024, Heineken Vietnam collaborated with the Vietnam Red Cross Society to roll out its ‘Heineken Cares’ program providing free medical checkups, packages of Tet essentials, and meaningful activities for 5,300 disadvantaged people.
Retail developments
Small local grocers continued to dominate the off-trade distribution of alcoholic drinks in 2024, with over half of volume share. Despite losing share, this channel remains vital to Vietnam’s alcoholic drinks industry, since every neighbourhood across the nation has a wide number of these stores. Usually run by families, small local grocers can easily adapt to consumer needs in their respective areas. However, the expansion of Vietnam’s modern channel is driving sales of alcoholic drinks via supermarkets, hypermarkets and convenience stores, largely to the detriment of small local grocers.
On-trade vs off-trade split
On-trade volume sales of alcoholic drinks registered a marginal decline in 2024. Due to economic constraints, consumers chose restaurants offering more reasonable prices. Decree 100 continued to restrain alcoholic drinks consumption in 2024, although its impact was less severe than in recent years. Vietnamese consumers have begun to adapt to the habit of going out for drinks and booking a Grab ride after consuming alcohol. Off-trade volumes also saw a slight decline when compared to 2023, as cash-strapped consumers tightened their budgets.
What next for alcoholic drinks?
Over the forecast period, we expect volume sales of alcoholic drinks in Vietnam to rise steadily. Despite the challenges of drink driving laws and anticipated rising unit prices, alcoholic drinks still has strong potential for growth. The rebound and continued development of the Vietnamese economy, and rising disposable incomes, will drive demand and underpin sales of alcoholic drinks. In particular, affluent urban professionals are more likely to be interested in sophisticated, high-quality products. Vietnam already has a strong drinking culture as part of social gatherings, whilst its vibrant tourism industry offers added growth potential.
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Overview:
Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in Vietnam with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Beer
- Wine
- Spirits
- Cider and Perry
- RTDs
If you're in the Alcoholic Drinks industry in Vietnam, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
The Alcoholic Drinks in Vietnam report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Alcoholic Drinks in Vietnam?
- Where is consumer demand for Alcoholic Drinks focussed?
- Which is being consumed more; beer, wine or spirits?
- Where is demand growing? Stagnating?
- How is the operating environment for alcoholic drinks changing?
- Which are the leading brands in Vietnam?
- How are products distributed in Vietnam?
- What are the key trends in new product development?
- Do consumers want value for money or added value?
- How will macroeconomic context and shifting cultural values shape future growth?
- How will COVID-19 and recession impact the alcoholic drinks industry?
- Where is future growth expected to be most dynamic?
Alcoholic Drinks in Vietnam
Alcoholic drinks in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
On-trade vs off-trade split
What next for alcoholic drinks?
Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
TAXATION AND DUTY LEVIES
Contraband/parallel trade
Duty free
Cross-border/private imports
Outlook
DISCLAIMER
Beer in Vietnam
KEY DATA FINDINGS
Beer faces a number of challenges in 2024
Heineken Vietnam Brewery Co Ltd continues to secure its leading position
Retail e-commerce gains traction in beer
Beer sales predicted to expand steadily
Rising special consumption tax could constrain the development of beer
Product innovation will be centered on premium and mid-priced beer
Lager price band methodology
Cider/Perry in Vietnam
KEY DATA FINDINGS
Cider/perry sales increase due to marketing efforts
Heineken Vietnam Brewery Co Ltd holds a strong lead
Small local grocers bring cider/perry to neighbourhoods
Bright outlook for cider/perry in Vietnam
Expansion of retail e-commerce to support category growth
Flavour development and craft ciders will expand consumer choice
Spirits in Vietnam
KEY DATA FINDINGS
Spirits reports volume decline due to weak performance of local white spirits
Hite Jinro Vietnam remains category leader
Small local grocers continue to lead off-trade distribution channels
Spirits is expected to witness steady recovery in volume sales
Local white spirits will continue to face challenges
Presence of low alcoholic spirits will remain negligible
Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
Wine in Vietnam
KEY DATA FINDINGS
Wine in Vietnam continues to show solid performance
Imported wine companies gain traction over domestic players
Retail e-commerce continues to grow well in 2024
Development of wine culture offers promising outlook
International brands are likely to perform better than local brands
Product innovation will be driven by imported brands
The following categories and subcategories are included:
Alcoholic Drinks
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- Ale
- Sorghum
- Weissbier/Weizen/Wheat Beer
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- Flavoured/Mixed Lager
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- Domestic Premium Lager
- Imported Premium Lager
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- Domestic Mid-Priced Lager
- Imported Mid-Priced Lager
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- Domestic Economy Lager
- Imported Economy Lager
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- Domestic Premium Lager
- Domestic Mid-Priced Lager
- Domestic Economy Lager
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- Imported Premium Lager
- Imported Mid-Priced Lager
- Imported Economy Lager
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- Low Alcohol Beer
- Non Alcoholic Beer
- Stout
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- Regular Cider/Perry
- Non Alcoholic Cider/Perry
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- Malt-based RTDs
- Spirit-based RTDs
- Wine-based RTDs
- Other RTDs
- Non Alcoholic RTDs
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- Brandy
- Cognac
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- Bitters
- Cream-based Liqueurs
- Other Liqueurs
- Non Alcoholic Spirits
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- Prestige Dark Rum
- Ultra Premium Dark Rum
- Super Premium Dark Rum
- Premium Dark Rum
- Standard Dark Rum
- Economy Dark Rum
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- Prestige White Rum
- Ultra Premium White Rum
- Super Premium White Rum
- Premium White Rum
- Standard White Rum
- Economy White Rum
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- Tequila (and Mezcal)
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- Bourbon/Other US Whiskey
- Canadian Whisky
- Irish Whiskey
- Japanese Whisky
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- Blended Malt Scotch Whisky
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- Prestige Other Blended Scotch Whisky
- Ultra Premium Other Blended Scotch Whisky
- Super Premium Other Blended Scotch Whisky
- Premium Other Blended Scotch Whisky
- Standard Other Blended Scotch Whisky
- Economy Other Blended Scotch Whisky
- Single Grain Scotch Whisky
- Single Malt Scotch Whisky
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- Other Whiskies
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- Prestige English Gin
- Ultra Premium English Gin
- Super Premium English Gin
- Premium English Gin
- Standard English Gin
- Economy English Gin
- Dutch Gin
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- Prestige Vodka
- Ultra Premium Vodka
- Super Premium Vodka
- Premium Vodka
- Standard Vodka
- Economy Vodka
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- Absinthe
- Ad-Mix Brandy
- Ad-Mix Gin
- Ad-Mix Rum
- Ad-Mix Vodka
- Ad-Mix Whisky
- Aguardente/Aguardiente
- Aguardiente De Caña
- Akvavit/Aquavit
- Aniseed-Flavoured Spirits
- Borovicka
- Boukha
- Brandy Type Distilled Spirits
- Cachaça
- Calvados
- Cane
- Chacha
- Charanda
- Chinese Herbal Spirits
- Chinese Spirits
- Cut Brandy
- Destilados De Agave
- Distilled Fruit Spirits
- Domestic Brandy
- Domestic Rum
- Doppelkorn
- Economy Chinese Spirits
- Flavoured Spirits
- Flavoured Vodka-based Drinks
- Fynbos gin/Local Gin
- Gin-flavoured spirits
- Goldbrand/Goldkrone
- Grappa
- Grappamiel
- Guaro
- Kirsch
- Komovica
- Korn
- Lambanog
- Limoncello
- Local White Spirits
- Lower Mid-Range Chinese Spirits
- Lozovaca
- Maesilju
- Mahia Rabi Amrane
- Mead
- Mixed Spirits
- Nalivka/Nalewka
- Nastoyka
- National Specialities
- Obstbrände
- Ouzo
- Pacharán
- Palinca/Pálinka
- Pear and Apple Distillates
- Pisco
- Premium Chinese Spirits
- Prune
- Punsch
- Rachiu/Rakija
- Rum-Flavoured Spirits
- Samane
- Sambuca
- Samsu
- Schnapps
- Shochu/Soju
- Singani
- Sljivovica/Slivovice
- Steinhäeger
- Strong African Spirits
- Super Premium Chinese Spirits
- Sura Khao
- Tequila Flavoured Spirits
- Travarica
- Tsipouro
- Upper Mid-Range Chinese Spirits
- Vieux
- Viina
- Vodka Type Distilled Spirits
- Other Distilled Beverages
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- Port
- Sherry
- Vermouth
- Other Fortified Wine
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- Apple Wine
- Bokbunjaju
- Cheongju
- Chinese Wine
- Economy Rice Wine
- Fortified Fruit Wine
- Fruit and Berry Wine
- Fruit and Herbal Wine
- Fruit and Honey based Wine
- Fruit Wine
- Lower Mid-Range Rice Wine
- Non-Grape Dessert Wine
- Premium Rice Wine
- Sake
- Takju
- Upper Mid-Range Rice Wine
- Yakju
- Yellow Wine
- Other Non-Grape Wine
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- Champagne
- Other Sparkling Wine
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- Still Red Wine
- Still Rosé Wine
- Still White Wine
- Non Alcoholic Wine
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Alcoholic Drinks
Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.
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This report originates from Passport, our Alcoholic Drinks research and analysis database.
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