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.
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.
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.
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 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.
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.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
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:
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
Alcoholic Drinks
Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.
See all of our definitionsThis report originates from Passport, our Alcoholic Drinks research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!