Select Country Report
Competitive Landscape
Diageo Plc and Hite Jinro Vietnam Co Consolidate Leadership through Portfolio Breadth and Cultural Resonance
The spirits landscape in Vietnam is relatively fragmented, with key players holding less than 10% volume share in 2025, although the level of concentration has increased between 2020 and 2025. Diageo plc expanded its off-trade volume share from 3% in 2020 to 7% in 2025, marking a significant rise to secure its leading position.
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Overview:
Understand the latest market trends and future growth opportunities for the Spirits 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.
If you're in the Spirits 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 Spirits 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 Spirits in Vietnam?
- Where is consumer demand for Spirits 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?
Spirits in Vietnam - Category analysis
Key Data Insights
Spirits Summary
Chart 1 Key Industry Trends for Spirits
Consumers Adapt to Regulations While Boosting Premium Cocktail Culture
Flavour Experiments Drive Cocktail Culture
Chart 2 Johnnie Walker Introduces Limited Edition Blue Label
Johnnie Walker and Hite Jinro Exemplify Premiumisation and Heritage Focus
Chart 3 Volume Sales 2020-2030
Chart 4 Volume Sales by Category 2025
Buyers Balance Quality and Price Amid Tax Pressures to Shape Growth
Generation Z Drives Nolo Alcohol Trends to Reshape Consumer Priorities and Innovation
Chart 5 Forecast Volume Sales 2020-2030
Chart 6 Forecast Volume Sales by Category 2025-2030
Chart 7 Analyst Insight for Spirits
Diageo Plc and Hite Jinro Vietnam Co Consolidate Leadership through Portfolio Breadth and Cultural Resonance
Chart 8 Company Shares 2025
Chart 9 Brand Shares 2025
Small Local Grocers Maintain the Lead Despite Modern Retail Growth
Retail E-Commerce Surges with Discounts and Convenience, Attracting Spirits Shoppers
Innovation Drives Premium Growth and Strengthens Market Resilience
Chart 10 A New Chapter for Korean Spirits in Vietnam
Hite Jinro Vietnam Leads Innovation through Heritage and Cultural Alignment
Chart 11 Economic Context for Spirits
Chart 12 Real Gdp Growth 2020-2030
Chart 13 Inflation 2020-2030
Chart 14 Consumer Context for Spirits
Chart 15 Population 2020-2030
Chart 16 Population by Generation 2025
Alcoholic Drinks in Vietnam - Industry Overview
2025 Developments
Key Data Insights
Chart 17 Key Industry Trends for Alcoholic Drinks
Chart 18 Johnnie Walker Introduces Limited Edition
Premium and Value Choices Polarise Consumer Spending
Beer Dominates Volume and Value as Cider/Perry Surges on Modern Lifestyle Trends
Chart 19 Smaller Package of Saigon Chill Beer Targets Gen Z
Brands Adapt Packaging and Design to Engage Younger Consumers and Sustain Growth
Chart 20 Volume Sales 2020-2030
Chart 21 Volume Sales by Category 2025
Government Tax Policies Reshape Consumer Choices and Market Growth Trajectories
Heineken Vietnam Brewery and Sabeco Lead Value Growth as Beer Remains Dominant and Cider/Perry Surges
Brands Leverage Experiential Marketing and Craft Innovation to Capture Gen Z
Chart 22 Forecast Volume Sales 2020-2030
Chart 23 Forecast Volume Sales by Category 2025-2030
Chart 24 Analyst Insight for Alcoholic Drinks
Heineken Vietnam Brewery Strengthens Its Leading Position as Sabeco Faces Volume Decline
Emerging Brands Leverage Innovation and Promotions to Capture Youthful Consumers
Chart 25 Company Shares 2025
Chart 26 Brand Shares 2025
Small Local Grocers Maintain Lead Amid Modern Trade Expansion
Modern Trade and Promotions Reshape Consumer Purchasing Patterns
Retail E-Commerce Grows as Digital Strategies Enhance Premium Product Sales
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
Chart 27 Economic Context for Alcoholic Drinks
Chart 28 Real Gdp Growth 2020-2030
Chart 29 Inflation 2020-2030
Chart 30 Consumer Context for Alcoholic Drinks
Chart 31 Population 2020-2030
Chart 32 Population by Generation 2025
Country Reports Disclaimer
The following categories and subcategories are included:
Spirits
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- Brandy
- Cognac
-
- Bitters
- Cream-based Liqueurs
- Other Liqueurs
- Non Alcoholic Spirits
-
-
- Prestige Dark Rum
- Ultra Premium Dark Rum
- Super Premium Dark Rum
- Premium Dark Rum
- Standard Dark Rum
- Economy Dark Rum
-
- Prestige White Rum
- Ultra Premium White Rum
- Super Premium White Rum
- Premium White Rum
- Standard White Rum
- Economy White Rum
-
- Tequila (and Mezcal)
-
- Bourbon/Other US Whiskey
- Canadian Whisky
- Irish Whiskey
- Japanese Whisky
-
-
- Blended Malt Scotch Whisky
-
- 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
-
- Other Whiskies
-
-
-
- Prestige English Gin
- Ultra Premium English Gin
- Super Premium English Gin
- Premium English Gin
- Standard English Gin
- Economy English Gin
- Dutch Gin
-
-
- Prestige Vodka
- Ultra Premium Vodka
- Super Premium Vodka
- Premium Vodka
- Standard Vodka
- Economy Vodka
-
-
- 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
Spirits
This is the aggregation of whisk(e)y, brandy and Cognac, white spirits, rum, tequila, liqueurs and other spirits.
See all of our definitions
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This report originates from Passport, our Spirits research and analysis database.
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