Note: This report includes forecasting data that is based on baseline historical data.
Executive summary
According to the World Health Organization (WHO), the consumption of alcoholic drinks in Vietnam is dominated by beer (91.5%), followed by spirits (7.7%) and wine (0.8%). By 2025, the WHO expects Vietnam to be the biggest per capita consumer of alcoholic drinks in Asia.
The COVID-19 pandemic has had a significant impact on alcoholic drink sales in Vietnam, most significantly on on-trade sales. On-trade sales are not expected to recover to pre-pandemic levels until after 2027, as part of the expected economic impact of the return of foreign tourists to the country, who are big on-trade consumers of alcoholic drinks.
Overall wine sales decreased at a CAGR of 1.2% from 2018 to 2022 to reach 16.0 million litres. Sales of all wine categories decreased except for white wine, which grew 1.7% annually over 2018 to 2022. Sparkingling wine fell the most by 8.7% annually, followed by rosé and non grape wine (−2.6%).
Retail beer sales in Vietnam consist of lager beer with overall sales growing by 3.1% annually from 2018 to 2022 and projected to increase 9.8% annually to reach 7.9 billion litres by 2027. Domestic premium lager grew fastest by 12.4% annually, followed by domestic economy lager (5.4%) and standard lager (3.1%).
Sales of most spirits categories declined over 2018 to 2022 (during the pandemic) with most sub categories seeing double digit declines and cream-based liqueurs, dark rums, and other whiskies falling the most. Over 2023 to 2027, all categories are expected to grow by double digits, except shochu/soju, with single malt scotch whisky growing the fastest, followed by bourbon, and dark rum.
Beer is expected to be the dominant growth force in alcoholic drinks in Vietnam, especially via the ecommerce channel. Growth in alcoholic drink sales via ecommerce has been part of a general shift towards online shopping in Vietnam, with young, urban consumers in particular valueing the convenience of shopping online for a wide range of goods and services.
Overview
According to the WHO, the consumption of alcoholic drinks in Vietnam is dominated by beer (91.5%), followed by spirits (7.7%) and wine (0.8%). By 2025, the WHO expects Vietnam to be the biggest per capita consumer of alcoholic drinks in Asia and 25th largest in the world, consuming 11.4 liters per person annually.
Alcoholic drink sales in Vietnam have been negatively impacted by the affects of the COVID-19 pandemic, most significantly on on-trade sales, as bars, clubs and karaoke clubs were unable to reopen until April 2022, which reduced overall consumption of alcoholic drinks. On-trade sales are not expected to recover to pre-pandemic levels until after 2027, as part of the expected economic impact of the return of foreign tourists to the country, who are big on-trade consumers of alcoholic drinks. Alcoholic drink sales have also been negatively impacted by a new drink diriving law that came into force in 2020 where people in Vietnam must have zero alcohol in their blood or breath with the penalties also more severe.
Growth in off-trade consumption has offset the challenges facing on-trade sales. Beer is expected to be the dominant growth force in alcoholic drinks in Vietnam with leading players expected to heavily focus on ways to attract younger adults to drink beer, especially via the ecommerce channel. Growth in alcoholic drink sales via ecommerce has been part of a general shift towards online shopping in Vietnam, with young, urban consumers in particular valueing the convenience of shopping online for a wide range of goods and services. Despite this, traditional grocery retailers still dominate their distribution in Vietnam and are often the most convenient option for many consumers, especially in rural areas.
Wine in Vietnam
| Category | 2018 | 2022 | CAGR* % 2018-2022 | 2023 | 2027 | CAGR* % 2023-2027 |
|---|---|---|---|---|---|---|
| Wine | 16.8 | 16.0 | −1.2 | 17.8 | 24.1 | 7.8 |
| Still Red Wine | 10.5 | 10.3 | −0.6 | 11.1 | 13.8 | 5.6 |
| Still White Wine | 3.4 | 3.6 | 1.7 | 4.0 | 5.7 | 8.9 |
| Sparkling Wine | 2.4 | 1.7 | −8.7 | 2.1 | 3.8 | 15.2 |
| Non-Grape Wine | 0.4 | 0.4 | −2.6 | 0.5 | 0.7 | 10.6 |
| Still Rosé Wine | 0.0 | 0.0 | −2.8 | 0.0 | 0.1 | 14.3 |
|
Source: Euromonitor 2023 *CAGR: Compound Annual Growth Rate |
||||||
Overall wine sales decreased at a CAGR of 1.2% from 2018 to 2022 to reach 16.0 million litres. Sales of all wine categories decreased except for white wine, which grew 1.7% annually over 2018 to 2022. Sparkingling wine fell the most by 8.7% annually, followed by rosé and non grape wine (−2.6%).
Due to the pandemic, foodservice outlets were closed until late 2021 and clubs and karaoke clubs until early 2022. In addition, much of the wine sold through on-trade is served to foreigners in high-end, western style restaurants. As such, restritions on tourism and on-trade outlets for much of the year put a dent in on-trade sales of wine.
A ban on sales of alcoholic drinks with an alcohol by volume (ABV) above 15% was lifted in 2021 and players have since been allowed to sell alcoholic drinks with a higher ABV via ecommerce platforms. As a result, ecommerce sales of wine saw strong growth, compensating for loses in ontrade and offtrade sales.
The category was also negatively impacted by the new drink driving law. Whereas in the past drivers might have enjoyed a glass of wine with their meal or when socialising this is no longer legally possible and as a result this has had a negative impact on sales of wine in Vietnam. Despite this, over 2023 to 2027, wine is projected to increase by 7.8% annually to reach 24.1% million litres in 2027.
| Company name | 2018 | 2019 | 2020 | 2021 | 2022 |
|---|---|---|---|---|---|
| Thang Long Wine JSC | 14.2 | 12.9 | 12.6 | 17.3 | 16.4 |
| Grands Chais de France SA, Les | 8.4 | 8.8 | 9.3 | 9.4 | 9.0 |
| Pernod Ricard Groupe | 8.0 | 8.2 | 8.8 | 8.9 | 8.5 |
| LamDong Foodstuffs JSC (Ladofoods) | 7.1 | 7.0 | 7.2 | 6.8 | 6.8 |
| Accolade Wines Ltd | 6.3 | 6.5 | 6.9 | 7.0 | 6.7 |
| Treasury Wine Estates Ltd | 5.4 | 5.6 | 6.0 | 6.1 | 5.9 |
| Baron Philippe de Rothschild SA | 2.5 | 2.6 | 2.8 | 2.9 | 2.7 |
| LVMH Moët Hennessy Louis Vuitton SA | 0.2 | 0.2 | 0.1 | 0.1 | 0.1 |
| Others | 48.0 | 48.3 | 46.2 | 41.4 | 44.1 |
| Total | 100.0 | 100.0 | 100.0 | 100.0 | 100.0 |
| Source: Euromonitor 2023 | |||||
| Brand name (company name) | 2018 | 2019 | 2020 | 2021 | 2022 |
|---|---|---|---|---|---|
| Thang Long (Thang Long Wine JSC) | 14.2 | 12.9 | 12.6 | 17.3 | 16.4 |
| JP Chenet (Grands Chais de France SA, Les) | 8.4 | 8.8 | 9.3 | 9.4 | 9.0 |
| Jacob's Creek (Pernod Ricard Groupe) | 6.5 | 6.7 | 7.1 | 7.2 | 6.9 |
| Dalat (LamDong Foodstuffs JSC (Ladofoods)) | 7.1 | 7.0 | 7.2 | 6.8 | 6.8 |
| Hardys (Accolade Wines Ltd) | 6.3 | 6.5 | 6.9 | 7.0 | 6.7 |
| Penfolds (Treasury Wine Estates Ltd) | 3.2 | 3.3 | 3.7 | 3.7 | 3.6 |
| Baron Philippe de Rothschild (Baron Philippe de Rothschild SA) | 2.5 | 2.6 | 2.8 | 2.9 | 2.7 |
| Wolf Blass (Treasury Wine Estates Ltd) | 2.2 | 2.2 | 2.3 | 2.3 | 2.3 |
| Wyndham Estate (Pernod Ricard Groupe) | 1.5 | 1.5 | 1.7 | 1.7 | 1.6 |
| Moët & Chandon (LVMH Moët Hennessy Louis Vuitton SA) | 0.1 | 0.1 | 0.1 | 0.1 | 0.1 |
| Others | 48.1 | 48.4 | 46.3 | 41.5 | 44.1 |
| Total | 100.0 | 100.0 | 100.0 | 100.0 | 100.0 |
| Source: Euromonitor 2023 | |||||
Beer in Vietnam
| Category | 2018 | 2022 | CAGR* % 2018-2022 | 2023 | 2027 | CAGR* % 2023-2027 |
|---|---|---|---|---|---|---|
| Beer | 4,287.1 | 4,840.3 | 3.1 | 5,454.5 | 7,932.7 | 9.8 |
| Standard Lager | 4,287.1 | 4,837.3 | 3.1 | 5,451.0 | 7,927.5 | 9.8 |
| Premium Lager | 400.6 | 612.6 | 11.2 | 706.0 | 991.3 | 8.9 |
| Domestic Premium Lager | 356.4 | 568.0 | 12.4 | 655.2 | 917.4 | 8.8 |
| Imported Premium Lager | 44.3 | 44.7 | 0.2 | 50.8 | 73.9 | 9.8 |
| Domestic Mid-Priced Lager | 2,946.2 | 3,065.1 | 1.0 | 3,444.3 | 5,000.2 | 9.8 |
| Domestic Economy Lager | 940.3 | 1,159.5 | 5.4 | 1,300.8 | 1,936.1 | 10.5 |
Retail beer sales in Vietnam consist of lager beer with overall sales growing by 3.1% annually from 2018 to 2022 and projected to increase 9.8% annually to reach 7.9 billion litres by 2027. Domestic premium lager grew fastest by 12.4% annually, followed by domestic economy lager (5.4%) and standard lager (3.1%).
With bars, clubs and karaoke clubs repopening in 2022 in Vietnam, on-trade sales, which account for a greater share of beer sales than off-trade, are driving growth, mainly through foreign tourist. However, the new drink driving law in Vietnam is expected to delay a recovery to pre-panemic sales levels until 2027. Domestic consumers are expected to switch to drinking beer at home, being more affordable and not impacted by the drink driving law. This is also expected to be supported by the expansion of ecommerce, with retailers focusing on faster and affordable deliveries to encourage consumers to shop for beer online.
Heineken Vietnam Brewery Co Ltd and Saigon Alcohol Beer & Beverages Corp (Sabeco) are expected to focus on product innovation and new product development centred mostly around domestic premium and domestic mid-priced lager. Heineken Vietnam Brewery Co Ltd carries more international flavours while Sabeco focuses on local flavours. For example, in 2022 Sabeco relaunched its Bia Saigon Special beer to celebrate its 20th anniversary in the market. The brand now has a new taste and new packaging to reflect a more premium image. To promote the launch the company also announced Da LAB band as the brand ambassador for Bia Saigon. In May 2021 Heineken announced popular local singer and actor "Jack" as the brand ambassador for its Larue beer brand. "Jack" has a huge following in the country and it is hoped as brand ambassador he will help to attract younger drinkers (of a legal drinking age). Given the rise of e-commerce and the growing participation in social media it also likely that beer producers in Vietnam will invest more in digital marketing in order to reach their target consumer base.
Given the early success of Heineken 0.0, it is also likely that more players will look to launch non/low alcohol beer in Vietnam. There is a developing trend among the younger generation drinkers to reduce their alcohol intake, which is likely to encourage players to launch new products to meet this demand. For example, Suntory Holdings Ltd launched its Suntory All-Free brand of non alcoholic beer in 2021.
| Company name | 2017 | 2018 | 2019 | 2020 | 2021 |
|---|---|---|---|---|---|
| Heineken NV | 34.1 | 36.3 | 39.0 | 38.6 | 44.7 |
| Thai Beverage PCL | 41.8 | 40.7 | 38.6 | 38.4 | 34.3 |
| Hanoi Alcohol Beer & Beverages Corp (Habeco) | 11.1 | 9.8 | 9.0 | 8.7 | 7.5 |
| Carlsberg A/S | 5.5 | 5.7 | 6.7 | 7.7 | 7.3 |
| Sapporo Holdings Ltd | 1.4 | 1.3 | 1.3 | 1.3 | 1.1 |
| Anheuser-Busch InBev NV | 0.5 | 0.6 | 0.5 | 0.5 | 0.5 |
| San Miguel Corp | 0.4 | 0.4 | 0.4 | 0.4 | 0.3 |
| Oetker-Gruppe | 0.3 | 0.3 | 0.3 | 0.2 | 0.2 |
| Bitburger Braugruppe GmbH | 0.1 | 0.1 | 0.1 | 0.1 | 0.1 |
| Others | 4.8 | 4.7 | 4.1 | 4.0 | 4.0 |
| Total | 100.0 | 100.0 | 100.0 | 100.0 | 100.0 |
| Source: Euromonitor 2023 | |||||
| Brand name (company name) | 2017 | 2018 | 2019 | 2020 | 2021 |
|---|---|---|---|---|---|
| Tiger (Heineken NV) | 25.6 | 27.4 | 28.8 | 26.5 | 30.6 |
| Saigon (Thai Beverage PCL) | 27.5 | 27.1 | 25.9 | 25.8 | 23.0 |
| 333' export (Thai Beverage PCL) | 14.2 | 13.6 | 12.7 | 12.6 | 11.3 |
| Larue (Heineken NV) | 4.0 | 4.2 | 5.4 | 6.0 | 7.0 |
| Heineken (Heineken NV) | 4.4 | 4.6 | 4.7 | 6.0 | 7.0 |
| Huda (Carlsberg A/S) | 4.3 | 4.5 | 5.5 | 6.4 | 6.2 |
| Hanoi (Hanoi Alcohol Beer & Beverages Corp (Habeco)) | 8.3 | 7.2 | 6.6 | 6.4 | 5.4 |
| Sapporo (Sapporo Holdings Ltd) | 1.4 | 1.3 | 1.3 | 1.3 | 1.1 |
| Bia Hoi Ha Noi (Hanoi Alcohol Beer & Beverages Corp (Habeco)) | 1.6 | 1.4 | 1.3 | 1.3 | 1.1 |
| Thabrew (Hanoi Alcohol Beer & Beverages Corp (Habeco)) | 1.1 | 1.1 | 1.1 | 1.1 | 0.9 |
| Others | 4.9 | 4.8 | 4.2 | 4.2 | 4.1 |
| Total | 100.0 | 100.0 | 100.0 | 100.0 | 100.0 |
| Source: Euromonitor 2023 | |||||
Spirits in Vietnam
| Category | 2018 | 2022 | CAGR* % 2018-2022 | 2023 | 2026 | CAGR* % 2023-2026 |
|---|---|---|---|---|---|---|
| Spirits | 59,748.4 | 46,058.9 | −6.3 | 51,705.1 | 77,564.6 | 10.7 |
| Brandy and Cognac | 2,080.8 | 1,097.6 | −14.8 | 1,248.5 | 1,928.5 | 11.5 |
| Brandy | 450.5 | 320.9 | −8.1 | 369.7 | 589.5 | 12.4 |
| Cognac | 1,630.2 | 776.8 | −16.9 | 878.8 | 1,339.0 | 11.1 |
| Liqueurs | 374.6 | 175.6 | −17.3 | 196.5 | 304.1 | 11.5 |
| Cream-based Liqueurs | 93.9 | 26.8 | −26.9 | 29.3 | 45.9 | 11.8 |
| Other Liqueurs | 280.7 | 148.8 | −14.7 | 167.1 | 258.2 | 11.5 |
| Rum | 873.6 | 487.1 | −13.6 | 539.5 | 870.6 | 12.7 |
| Dark Rum | 91.7 | 37.2 | −20.2 | 41.9 | 69.7 | 13.5 |
| White Rum | 781.9 | 449.8 | −12.9 | 497.6 | 800.9 | 12.6 |
| Tequila (and Mezcal) | 148.6 | 146.0 | −0.4 | 169.1 | 251.8 | 10.5 |
| Whiskies | 2,867.4 | 1,769.7 | −11.4 | 2,001.9 | 3,212.8 | 12.6 |
| Bourbon/Other US Whiskey | 71.3 | 44.9 | −10.9 | 51.6 | 86.4 | 13.8 |
| Japanese Whisky | 128.9 | 111.0 | −3.7 | 122.8 | 190.0 | 11.5 |
| Blended Scotch Whisky | 2,409.4 | 1,411.6 | −12.5 | 1,583.4 | 2,518.5 | 12.3 |
| Single Malt Scotch Whisky | 244.5 | 196.0 | −5.4 | 237.2 | 406.7 | 14.4 |
| Other Whiskies | 13.3 | 6.1 | −17.8 | 7.0 | 11.3 | 12.8 |
| White Spirits | 1,405.2 | 787.2 | −13.5 | 872.8 | 1,318.2 | 10.9 |
| Gin | 292.7 | 148.9 | −15.5 | 171.4 | 270.2 | 12.1 |
| Vodka | 1,112.6 | 638.4 | −13.0 | 701.5 | 1,048.0 | 10.6 |
| Other Spirits | 51,998.2 | 41,595.7 | −5.4 | 46,676.9 | 69,678.7 | 10.5 |
| Local White Spirits | 48,416.3 | 36,060.6 | −7.1 | 40,817.1 | 62,309.6 | 11.2 |
| Shochu/Soju | 3,581.9 | 5,535.1 | 11.5 | 5,859.7 | 7,369.0 | 5.9 |
| Source: Euromonitor 2023 | ||||||
Sales of most spirits categories declined over 2018-2022 (during the pandemic) with most sub categories seeing double digit declines and cream-based liqueurs, dark rums, and other whiskies falling the most. Over 2023-27, all categories are expected to grow by double digits, except shochu/soju, with single malt scotch whisky growing the fastest, followed by bourbon, and dark rum.
Shochu/soju was the only category that saw growth over 2018-22 and is set to continue growing, in particular, amongst young adults over 2023-27 due to the growing influence and popularity of Korean culture. Compared with whiskies, shochu/soju is much cheaper, whilst it is also perceived to have a better taste and quality compared with local white spirits.
Cream-based liqueurs are expected to see the slowest growth as part of a long term trend. Due to low distribution issues with these products, only a few vendors and specialist outlets offer cream-based liqueurs, such as Baileys Irish Cream and Amarula, with no significant change expected over 2023-26 due to a lack of demand.
The lifting of a ban on sales of alcoholic drinks with an alcohol by volume (ABV) above 15% in 2021 has boosted ecommerce sales of spirits, which has compensated for loses in ontrade and offtrade sales.
| Company name | 2017 | 2018 | 2019 | 2020 | 2021 |
|---|---|---|---|---|---|
| Hite Jinro Co Ltd | 6.3 | 6.7 | 9.9 | 15.4 | 23.3 |
| Pernod Ricard Groupe | 27.9 | 26.8 | 24.7 | 17.8 | 15.9 |
| Diageo Plc | 10.4 | 12.6 | 12.5 | 9.3 | 8.2 |
| Suntory Holdings Ltd | 7.7 | 7.7 | 7.2 | 5.4 | 5.0 |
| Lotte Group | 1.4 | 1.5 | 1.9 | 2.1 | 3.1 |
| Bacardi & Co Ltd | 5.2 | 5.1 | 4.8 | 3.4 | 3.0 |
| LVMH Moët Hennessy Louis Vuitton SA | 4.7 | 4.4 | 4.1 | 2.4 | 2.1 |
| Edrington Group | 3.2 | 3.2 | 2.9 | 2.3 | 2.0 |
| Rémy Cointreau Group | 3.6 | 3.4 | 3.1 | 1.9 | 1.7 |
| Ang Leong Huat Pte Ltd | 1.4 | 1.4 | 1.2 | 2.2 | 1.6 |
| Source: Euromonitor 2023 | |||||
| Brand name (company name) | 2017 | 2018 | 2019 | 2020 | 2021 |
|---|---|---|---|---|---|
| Jinro (Hite Jinro Co Ltd) | 0.5 | 2.3 | 3.0 | 6.0 | 11.1 |
| Martell (Pernod Ricard Groupe) | 13.7 | 13.1 | 12.7 | 11.7 | 6.6 |
| Chamisul (Hite Jinro Co Ltd) | 3.7 | 3.9 | 3.8 | 3.9 | 4.3 |
| Johnnie Walker (Diageo Plc) | 5.4 | 5.2 | 6.9 | 6.5 | 4.4 |
| Chivas Regal (Pernod Ricard Groupe) | 5.5 | 5.2 | 5.0 | 4.5 | 4.2 |
| Choumchorum (Lotte Group) | 1.3 | 1.4 | 1.5 | 1.9 | 2.1 |
| Bacardi (Bacardi & Co Ltd) | 4.5 | 4.5 | 4.3 | 3.9 | 2.8 |
| Jim Beam (Suntory Holdings Ltd) | 2.4 | 2.6 | 2.8 | 2.7 | 2.4 |
| Ballantine's (Pernod Ricard Groupe) | 3.0 | 2.8 | 2.7 | 2.4 | 2.3 |
| Hennessy (LVMH Moët Hennessy Louis Vuitton SA) | 4.4 | 4.3 | 4.0 | 3.7 | 2.1 |
| Source: Euromonitor 2022 | |||||
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Resources
- Euromonitor International:
- Alcoholic Drinks in Singapore, July 2022
- Beer in Singapore, July 2022
- Spirits in Singapore, July 2022
- Wine in Singapore, July 2022
- Global Trade Tracker, 2023
- World Health Organization: Global Status Report on Alcohol 2018
Wine, Beer and Spirits in Vietnam
Global Analysis Report
Prepared by: Kris Clipsham, Market Analyst
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