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Country Report

Vietnam Flag Alcoholic Drinks in Vietnam

| Pages: 73

Price: US$1,900

About this Report

EXECUTIVE SUMMARY

Alcoholic drinks experiences positive performance

Overall, alcoholic drinks experienced faster total volume growth rate in 2013 compared to 2012. All major categories – namely beer, wine and spirits – experienced improved performance against 2012. It is thanks to the higher influence of Western culture in the country as well as rising number of bars/pubs in big cities. On the contrary, cider and RTDs consumption remained negligible in Vietnam in 2013 as the majority of Vietnamese consumers are not knowledgeable about various international alcoholic drinks enough to be willing to try such novel drinks.

Marketing campaigns revolve around football events

As the target customers of most alcoholic drinks products in Vietnam are males, major marketing campaigns try to capture their favourite interests. Consequently, football games are amongst the most popular marketing channels. Many local players such as Saigon Alcohol Beer & Beverages Corp (Sabeco) organised their own national football competitions. In addition, the market saw the sponsorships from international brands such as Heineken, Foster’s and Budweiser for the most prestigious football leagues such as SEA Games 2013. In addition, Sapporo, a new beer player that has just penetrated the Vietnamese market since 2010, made an outstanding impression by getting Cong Vinh, a famous football player, to play for its Consadole Sapporo team.

International brands enhance their presence

In 2013, international players were involved in expanding their distribution networks as well as marketing and advertising activities (only for beer) to introduce their products to consumers. For example, Diageo Plc tried to establish its stronger presence in traditional channels, particularly food/drink/tobacco specialist retailers, to reach more consumers. However, local major players continued to dominate alcoholic drinks in 2013. Local players such as Saigon Alcohol Beer & Beverages Corp (Sabeco) and Hanoi Alcohol Beer & Beverages Corp (Habeco) invested heavily in production facilities to meet international standards, whilst trying to keep their prices at affordable levels in order to compete with international players.

On-trade remains the most popular distribution channel

With higher disposable incomes and busier lifestyles, consumers developed a habit of eating outside the home with family and friends over the weekends or after the workday. This trend provided a boost to alcoholic drinks as Vietnamese increasingly preferred socialising in restaurants, where beer is widely consumed. Wine and spirits, on the other hand, are consumed mainly in hotels, restaurants, bars, clubs, nightclubs, parties and events attended by more affluent consumers who are willing to pay for luxury drinks.

A positive outlook on the horizon

It is expected that alcoholic drinks in Vietnam will continue to grow strongly over the forecast period. Vietnam, with a young population and an increasing number of working-class consumers, is expected to see growing demand for alcoholic drinks over the forecast period. Moreover, there will be a shift towards more premium products over the years. There will be premium products introduced in beer, wine and spirits to replace low-end products, as there is a tendency amongst consumers to prefer premium products as an indication of their knowledge of alcoholic drinks and social status.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Alcoholic Drinks industry in Vietnam with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Alcoholic Drinks industry in Vietnam, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Vietnam for free:

The Alcoholic Drinks in Vietnam market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Production, imports by origin, exports by destination
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Alcoholic Drinks in Vietnam?
  • What are the major brands in Vietnam?
  • Have there been any alcoholic drinks legislative changes over the past 12 months?
  • How is the alcoholic drinks industry affected by the recession?
  • What is consumed more; beer, wine or spirits?
  • What have been the key trends seen in new product developments?
  • Do alcoholic drinks consumers want value for money or added value?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Alcoholic Drinks market research database.

Table of Contents

Alcoholic Drinks in Vietnam - Industry Overview

EXECUTIVE SUMMARY

Alcoholic drinks experiences positive performance

Marketing campaigns revolve around football events

International brands enhance their presence

On-trade remains the most popular distribution channel

A positive outlook on the horizon

KEY TRENDS AND DEVELOPMENTS

Marketing campaigns revolve around football events

Trans-Pacific Strategic Economic Partnership Agreement promises a potential 0% tax

Improved living standards bolster growth

Beer is filled with new product launches

  • Summary 1 Key New Product Developments 2014

MARKET BACKGROUND

Legislation

  • Table 1 Number of On-trade Establishments by Type 2008-2013

TAXATION AND DUTY LEVIES

Import tax rate

Special Consumption Tax

  • Table 2 Taxation and Duty Levies on Alcoholic Drinks 2012
  • Table 3 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Categories 2013
  • Table 4 Selling Margin of a Typical Beer Brand in Retail Channel that uses Wholesalers 2013
  • Table 5 Selling Margin of a Typical Beer Brand in Retail Channel that does not use Wholesalers 2013
  • Table 6 Selling Margin of a Typical Wine Brand in Retail Channel that uses Wholesalers 2013
  • Table 7 Selling Margin of a Typical Wine Brand in Retail Channel that Does Not Use Wholesalers 2013
  • Table 8 Selling Margin of a Typical Spirits Brand in Retail Channel that uses Wholesalers 2013
  • Table 9 Selling Margin of a Typical Spirits Brand in Retail Channel that does not use Wholesalers 2013

OPERATING ENVIRONMENT

MARKET INDICATORS

  • Table 10 Retail Consumer Expenditure on Alcoholic Drinks 2008-2013

MARKET DATA

  • Table 11 Sales of Alcoholic Drinks by Category: Total Volume 2008-2013
  • Table 12 Sales of Alcoholic Drinks by Category: Total Value 2008-2013
  • Table 13 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2008-2013
  • Table 14 Sales of Alcoholic Drinks by Category: % Total Value Growth 2008-2013
  • Table 15 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2013
  • Table 16 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2013
  • Table 17 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2013
  • Table 18 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2013
  • Table 19 GBO Company Shares of Alcoholic Drinks: % Total Volume 2009-2013
  • Table 20 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2008-2013
  • Table 21 Distribution of Alcoholic Drinks by Format and Category: % Off-trade Volume 2013
  • Table 22 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2013-2018
  • Table 23 Forecast Sales of Alcoholic Drinks by Category: Total Value 2013-2018
  • Table 24 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2013-2018
  • Table 25 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2013-2018

DEFINITIONS

Published data comparisons

SOURCES

  • Summary 2 Research Sources

Alcoholic Drinks in Vietnam - Company Profiles

Hanoi Alcohol Beer & Beverages Corp (Habeco) in Alcoholic Drinks (Vietnam)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 3 Hanoi Alcohol Beer & Beverages Corp (Habeco): Key Facts
  • Summary 4 Hanoi Alcohol Beer & Beverages Corp (Habeco): Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 5 Summary Hanoi Alcohol Beer & Beverages Corp (Habeco): Competitive Position 2013

Hanoi Liquor JSC in Alcoholic Drinks (Vietnam)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 6 Hanoi Liquor JSC: Key Facts
  • Summary 7 Hanoi Liquor JSC: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 8 Hanoi Liquor JSC: Competitive Position 2013

Saigon Alcohol Beer & Beverages Corp (Sabeco) in Alcoholic Drinks (Vietnam)

Strategic Direction

Key Facts

  • Summary 9 Saigon Alcohol Beer & Beverages Corp (Sabeco): Key Facts
  • Summary 10 Saigon Alcohol Beer & Beverages Corp (Sabeco): Operational Indicators

Company Background

Production

Competitive Positioning

  • Summary 11 Summary Saigon Alcohol Beer & Beverages Corp (Sabeco): Competitive Position 2013

Thang Long Liquor JSC in Alcoholic Drinks (Vietnam)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 12 Thang Long Liquor JSC: Key Facts
  • Summary 13 Thang Long Liquor JSC: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 14 Thang Long Liquor JSC: Competitive Position 2013

Vietnam Brewery Ltd in Alcoholic Drinks (Vietnam)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 15 Vietnam Brewery Ltd: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 16 Summary Vietnam Brewery Ltd: Competitive Position 2013

Beer in Vietnam - Category Analysis

HEADLINES

TRENDS

PRODUCTION, IMPORTS AND EXPORTS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY BACKGROUND

Lager price band methodology

  • Summary 17 Lager by Price Band 2013

CATEGORY DATA

  • Table 26 Sales of Beer by Category: Total Volume 2008-2013
  • Table 27 Sales of Beer by Category: Total Value 2008-2013
  • Table 28 Sales of Beer by Category: % Total Volume Growth 2008-2013
  • Table 29 Sales of Beer by Category: % Total Value Growth 2008-2013
  • Table 30 Sales of Beer by Off-trade vs On-trade: Volume 2008-2013
  • Table 31 Sales of Beer by Off-trade vs On-trade: Value 2008-2013
  • Table 32 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2008-2013
  • Table 33 Sales of Beer by Off-trade vs On-trade: % Value Growth 2008-2013
  • Table 34 GBO Company Shares of Beer: % Total Volume 2009-2013
  • Table 35 NBO Company Shares of Beer: % Total Volume 2009-2013
  • Table 36 LBN Brand Shares of Beer: % Total Volume 2010-2013
  • Table 37 Production, Imports and Exports of Beer: Total Volume 2007-2012
  • Table 38 Imports of Beer by Country of Origin: Total Volume 2007-2012
  • Table 39 Imports of Beer by Country of Origin: Total Value 2007-2012
  • Table 40 Forecast Sales of Beer by Category: Total Volume 2013-2018
  • Table 41 Forecast Sales of Beer by Category: Total Value 2013-2018
  • Table 42 Forecast Sales of Beer by Category: % Total Volume Growth 2013-2018
  • Table 43 Forecast Sales of Beer by Category: % Total Value Growth 2013-2018

Cider/Perry in Vietnam - Category Analysis

HEADLINES

TRENDS

PRODUCTION, IMPORTS AND EXPORTS

COMPETITIVE LANDSCAPE

PROSPECTS

RTDs/High-Strength Premixes in Vietnam - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

Spirits in Vietnam - Category Analysis

HEADLINES

TRENDS

PRODUCTION, IMPORTS AND EXPORTS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY BACKGROUND

Vodka, gin, other blended Scotch, dark and white rum and whiskies price band methodology

  • Summary 18 Benchmark Brands 2013

CATEGORY DATA

  • Table 44 Sales of Spirits by Category: Total Volume 2008-2013
  • Table 45 Sales of Spirits by Category: Total Value 2008-2013
  • Table 46 Sales of Spirits by Category: % Total Volume Growth 2008-2013
  • Table 47 Sales of Spirits by Category: % Total Value Growth 2008-2013
  • Table 48 Sales of Spirits by Off-trade vs On-trade: Volume 2008-2013
  • Table 49 Sales of Spirits by Off-trade vs On-trade: Value 2008-2013
  • Table 50 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2008-2013
  • Table 51 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2008-2013
  • Table 52 Sales of Dark Rum by Price Platform: % Total Volume 2008-2013
  • Table 53 Sales of White Rum by Price Platform: % Total Volume 2008-2013
  • Table 54 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2008-2013
  • Table 55 Sales of Gin by Price Platform: % Total Volume 2008-2013
  • Table 56 Sales of Vodka by Price Platform: % Total Volume 2008-2013
  • Table 57 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2008-2013
  • Table 58 GBO Company Shares of Spirits: % Total Volume 2009-2013
  • Table 59 NBO Company Shares of Spirits: % Total Volume 2009-2013
  • Table 60 LBN Brand Shares of Spirits: % Total Volume 2010-2013
  • Table 61 Production, Imports and Exports of Spirits: Total Volume 2007-2012
  • Table 62 Production, Imports and Exports of Brandy & Cognac: Total Volume 2007-2012
  • Table 63 Production, Imports and Exports of Rum: Total Volume 2007-2012
  • Table 64 Production, Imports and Exports of Whiskies: Total Volume 2007-2012
  • Table 65 Production, Imports and Exports of Gin: Total Volume 2007-2012
  • Table 66 Production, Imports and Exports of Vodka: Total Volume 2007-2012
  • Table 67 Forecast Sales of Spirits by Category: Total Volume 2013-2018
  • Table 68 Forecast Sales of Spirits by Category: Total Value 2013-2018
  • Table 69 Forecast Sales of Spirits by Category: % Total Volume Growth 2013-2018
  • Table 70 Forecast Sales of Spirits by Category: % Total Value Growth 2013-2018

Wine in Vietnam - Category Analysis

HEADLINES

TRENDS

PRODUCTION, IMPORTS AND EXPORTS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 71 Sales of Wine by Category: Total Volume 2008-2013
  • Table 72 Sales of Wine by Category: Total Value 2008-2013
  • Table 73 Sales of Wine by Category: % Total Volume Growth 2008-2013
  • Table 74 Sales of Wine by Category: % Total Value Growth 2008-2013
  • Table 75 Sales of Wine by Off-trade vs On-trade: Volume 2008-2013
  • Table 76 Sales of Wine by Off-trade vs On-trade: Value 2008-2013
  • Table 77 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2008-2013
  • Table 78 Sales of Wine by Off-trade vs On-trade: % Value Growth 2008-2013
  • Table 79 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2008-2013
  • Table 80 Sales of Still White Wine by Price Segment: % Off-trade Volume 2008-2013
  • Table 81 Sales of Still Rosé Wine by Price Segment: % Off-trade Volume 2008-2013
  • Table 82 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2008-2013
  • Table 83 Sales of Still Red Wine by Grape/Varietal Type: % Total Volume 2008-2013
  • Table 84 Sales of Still White Wine by Grape/Varietal Type: % Total Volume 2008-2013
  • Table 85 Sales of Still Rosé Wine by Grape/Varietal Type: % Total Volume 2008-2013
  • Table 86 Sales of Still Red Wine by Quality Classification: % Total Volume 2008-2013
  • Table 87 Sales of Still White Wine by Quality Classification: % Total Volume 2008-2013
  • Table 88 Sales of Still Rosé Wine by Quality Classification: % Total Volume 2008-2013
  • Table 89 GBO Company Shares of Still Light Grape Wine: % Total Volume 2009-2013
  • Table 90 NBO Company Shares of Still Light Grape Wine: % Total Volume 2009-2013
  • Table 91 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2010-2013
  • Table 92 GBO Company Shares of Champagne: % Total Volume 2009-2013
  • Table 93 NBO Company Shares of Champagne: % Total Volume 2009-2013
  • Table 94 LBN Brand Shares of Champagne: % Total Volume 2010-2013
  • Table 95 GBO Company Shares of Other Sparkling Wine: % Total Volume 2009-2013
  • Table 96 NBO Company Shares of Other Sparkling Wine: % Total Volume 2009-2013
  • Table 97 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2010-2013
  • Table 98 GBO Company Shares of Non-grape Wine: % Total Volume 2009-2013
  • Table 99 NBO Company Shares of Non-grape Wine: % Total Volume 2009-2013
  • Table 100 LBN Brand Shares of Non-grape Wine: % Total Volume 2010-2013
  • Table 101 Forecast Sales of Wine by Category: Total Volume 2013-2018
  • Table 102 Forecast Sales of Wine by Category: Total Value 2013-2018
  • Table 103 Forecast Sales of Wine by Category: % Total Volume Growth 2013-2018
  • Table 104 Forecast Sales of Wine by Category: % Total Value Growth 2013-2018

Segmentation

This market research report includes the following:

  • Alcoholic Drinks
    • Beer
      • Dark Beer
        • Ale
        • Sorghum
        • Weissbier/Wiezen/Wheat Beer
      • Lager
        • Flavoured/Mixed Lager
        • Standard Lager
          • Premium Lager
            • Domestic Premium Lager
            • Imported Premium Lager
          • Mid-Priced Lager
            • Domestic Mid-Priced Lager
            • Imported Mid-Priced Lager
          • Economy Lager
            • Domestic Economy Lager
            • Imported Economy Lager
        • Standard Lager by Origin
          • Domestic Lager
            • Domestic Premium Lager
            • Domestic Mid-Priced Lager
            • Domestic Economy Lager
          • Imported Lager
            • Imported Premium Lager
            • Imported Mid-Priced Lager
            • Imported Economy Lager
      • Non/Low Alcohol Beer
      • Stout
    • Cider/Perry
    • RTDs/High-Strength Premixes
      • High-Strength Premixes
      • RTDs
        • Malt-Based RTDs
        • Spirit-Based RTDs
        • Wine-Based RTDs
        • Other RTDs
    • Spirits
      • Brandy and Cognac
        • Brandy
        • Cognac
      • Liqueurs
        • Bitters
        • Cream-Based Liqueurs
        • Other Liqueurs
      • Rum
        • Dark Rum
        • White Rum
      • Tequila (and Mezcal)
      • Whiskies
        • Bourbon/Other US Whiskey
        • Canadian Whisky
        • Irish Whiskey
        • Japanese Whisky
        • Blended Scotch Whisky
          • Blended Malt Scotch Whisky
          • Other Blended Scotch Whisky
        • Single Malt Scotch Whisky
        • Other Whiskies
      • White Spirits
        • Gin
          • English Gin
          • Dutch Gin
        • Vodka
      • Other Spirits
        • Local White Spirits
    • Wine
      • Fortified Wine and Vermouth
        • Non-Grape Wine
          • Local Non-Grape Wine
        • Sparkling Wine
          • Champagne
          • Other Sparkling Wine
        • Still Light Grape Wine
          • Still Red Wine
          • Still Rosé Wine
          • Still White Wine

    Statistics Included

    For each category and subcategory you will receive the following data in Excel format:

    From Passport

    • Market Sizes
    • Company Shares
    • Brand Shares
    • Distribution
    • Pricing
    • Exports by Country - Value
    • Exports by Country - Volume
    • Flavoured vs Non-flavoured Vodka
    • Imports by Country - Value
    • Imports by Country - Volume
    • Off-trade vs On-trade
    • Premium Sales Analysis
    • Products by Ingredient
    • Trade Statistics - Value
    • Trade Statistics - Volume
    • Wine by Grape Type
    • Wine by Price
    • Wine Quality Classification

    Market size details:

    • Off-trade volume
    • Off-trade volume % growth
    • Off-trade volume per capita
    • On-trade volume
    • On-trade volume % growth
    • On-trade volume per capita
    • Total volume
    • Total volume % growth
    • Total volume per capita
    • Off-trade value retail selling price % growth
    • Off-trade value retail selling price local currency, USD, EUR, GBP, CHF, JPY
    • Off-trade value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY
    • On-trade value retail selling price % growth
    • On-trade value retail selling price local currency, USD, EUR, GBP, CHF, JPY
    • On-trade value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY
    • Total value retail selling price % growth
    • Total value retail selling price local currency, USD, EUR, GBP, CHF, JPY
    • Total value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY
    • Off-trade value manufacturer selling price % growth
    • Off-trade value manufacturer selling price local currency, USD, EUR, GBP, CHF, JPY
    • Off-trade value manufacturer selling price per capita local currency, USD, EUR, GBP, CHF, JPY
    • On-trade value manufacturer selling price % growth
    • On-trade value manufacturer selling price local currency, USD, EUR, GBP, CHF, JPY
    • On-trade value manufacturer selling price per capita local currency, USD, EUR, GBP, CHF, JPY
    • Total value manufacturer selling price % growth
    • Total value manufacturer selling price local currency, USD, EUR, GBP, CHF, JPY
    • Total value manufacturer selling price per capita local currency, USD, EUR, GBP, CHF, JPY
    • Off-trade rtd volume
    • Off-trade rtd volume % growth
    • Off-trade rtd volume per capita
    • On-trade rtd volume
    • On-trade rtd volume % growth
    • On-trade rtd volume per capita
    • Total rtd volume
    • Total rtd volume % growth
    • Total rtd volume per capita
    • Off-trade volume litres of pure alcohol
    • Off-trade volume litres of pure alcohol % growth
    • Off-trade volume litres of pure alcohol per capita
    • On-trade volume litres of pure alcohol
    • On-trade volume litres of pure alcohol % growth
    • On-trade volume litres of pure alcohol per capita
    • Total volume litres of pure alcohol
    • Total volume litres of pure alcohol % growth
    • Total volume litres of pure alcohol per capita

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