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2025 Developments
In 2025, Vietnam's alcoholic drinks market demonstrated resilience and complexity, outperforming regional peers with total value sales rising 8% to VND292,203 billion, despite a 1% contraction in volume terms to 4.2 billion litres. This divergence between value and volume underscores a shift towards premiumisation amid economic uncertainty, supported by a stronger economy, which sustained consumer spending power. Alcoholic drinks in Vietnam is highly concentrated, with Heineken Vietnam Brewery Co expanding volume share to 48% in 2025, while Saigon Alcohol Beer & Beverages Corp (Sabeco) came under pressure with its share dropping to 29%. Modern trade formats and e-commerce channels are progressively reshaping purchase behaviours, driven by consumer demand for convenience, variety, and value amid inflationary pressures.
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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
2025 Developments
Key Data Insights
Chart 1 Key Industry Trends for Alcoholic Drinks
Chart 2 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 3 Smaller Package of Saigon Chill Beer Targets Gen Z
Brands Adapt Packaging and Design to Engage Younger Consumers and Sustain Growth
Chart 4 Volume Sales 2020-2030
Chart 5 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 6 Forecast Volume Sales 2020-2030
Chart 7 Forecast Volume Sales by Category 2025-2030
Chart 8 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 9 Company Shares 2025
Chart 10 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 11 Economic Context for Alcoholic Drinks
Chart 12 Real Gdp Growth 2020-2030
Chart 13 Inflation 2020-2030
Chart 14 Consumer Context for Alcoholic Drinks
Chart 15 Population 2020-2030
Chart 16 Population by Generation 2025
Beer in Vietnam
Key Data Insights
Beer Summary
Chart 17 Key Industry Trends for Beer
Tourism-Driven Demand Boosts Value Sales and Urban Consumption among Young Consumers
Lager Remains Dominant, with Premium, Heritage and Non/Low Alcohol Beer Gaining Appeal
Chart 18 Sabeco Organises the Chill Fest – Christmas Sync Party 2025
Experiential Marketing and Smaller Packaging Formats Reshape Experience and Affordability for Youth
Chart 19 Volume Sales 2020-2030
Chart 20 Volume Sales by Category 2025
Multi-Year Fiscal Reforms Reshape Consumption Patterns and Cost Structures
Lager Maintains Dominance While Non/Low Alcohol Beer Accelerates Growth
Innovative Diversification and Premiumisation Mitigate Tax Impact and Elevate Brand Value
Chart 21 Forecast Volume Sales 2020-2030
Chart 22 Forecast Volume Sales by Category 2025-2030
Chart 23 Analyst Insight for Beer
Heineken Vietnam Strengthens Market Dominance Amid Intense Competition
Carlsberg’S Brewery Expansion and Heineken’S Premium Launches Reshape Competitive Dynamics
Chart 24 Company Shares 2025
Chart 25 Brand Shares 2025
Supermarkets Accelerate Growth through Strategic Expansion and Packaging Innovation
Retail E-Commerce Expands Influence with Digital Engagement and Promotional Events
Chart 26 Smaller Packs of Saigon Chill Beer Targets Gen Z
Innovation Enhances Brand Loyalty and Addresses Affordability Amid Market Pressures
Chart 27 Economic Context for Beer
Chart 28 Real Gdp Growth 2020-2030
Chart 29 Inflation 2020-2030
Chart 30 Consumer Context for Beer
Chart 31 Population 2020-2030
Chart 32 Population by Generation 2025
Cider/Perry in Vietnam
Key Data Insights
Cider/Perry Summary
Chart 33 Key Industry Trends for Cider/Perry
Strongbow Aligns with Urban Youth Lifestyles to Drive Growth
Chart 34 Heineken Vietnam Connects Strongbow with Happy and Chill Activities
Regular Cider/Perry Dominates as Low-Alcohol Options Attract Mindful Drinkers
Chart 35 Health Trends Fuel Low-Alcohol Sparkle
Heineken Vietnam Champions Experiential Marketing to Capture Gen Z
Chart 36 Volume Sales 2020-2030
Chart 37 Volume Sales by Category 2025
Strongbow and Somersby Attract Urban Youth with Premium Positioning
Tax Hikes and Health Trends Drive Nolo Innovation among Leading Brands
Soju Promotions and K-Pop Influence Challenge Cider’S Youth Appeal
Chart 38 Forecast Volume Sales 2020-2030
Chart 39 Forecast Volume Sales by Category 2025-2030
Heineken Vietnam Brewery Leverages First-Mover Advantage to Sustain Leadership
Chart 40 Company Shares 2025
Chart 41 Brand Shares 2025
Small Local Grocers Maintain Dominance as Modern Trade Gains Ground
Retail E-Commerce Platforms Accelerate Access for Key Brands
Chart 42 Economic Context for Cider/Perry
Chart 43 Real Gdp Growth 2020-2030
Chart 44 Inflation 2020-2030
Chart 45 Consumer Context for Cider/Perry
Chart 46 Population 2020-2030
Chart 47 Population by Generation 2025
Spirits in Vietnam
Key Data Insights
Spirits Summary
Chart 48 Key Industry Trends for Spirits
Consumers Adapt to Regulations While Boosting Premium Cocktail Culture
Flavour Experiments Drive Cocktail Culture
Chart 49 Johnnie Walker Introduces Limited Edition Blue Label
Johnnie Walker and Hite Jinro Exemplify Premiumisation and Heritage Focus
Chart 50 Volume Sales 2020-2030
Chart 51 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 52 Forecast Volume Sales 2020-2030
Chart 53 Forecast Volume Sales by Category 2025-2030
Chart 54 Analyst Insight for Spirits
Diageo Plc and Hite Jinro Vietnam Co Consolidate Leadership through Portfolio Breadth and Cultural Resonance
Chart 55 Company Shares 2025
Chart 56 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 57 A New Chapter for Korean Spirits in Vietnam
Hite Jinro Vietnam Leads Innovation through Heritage and Cultural Alignment
Chart 58 Economic Context for Spirits
Chart 59 Real Gdp Growth 2020-2030
Chart 60 Inflation 2020-2030
Chart 61 Consumer Context for Spirits
Chart 62 Population 2020-2030
Chart 63 Population by Generation 2025
Wine in Vietnam
Key Data Insights
Wine Summary
Chart 64 Key Industry Trends for Wine
Strong Economic Growth and Tourism Boost Wine Consumption and Value
Still Light Grape Wine Leads Volume, as Sparkling Wine Shows Rapid Value Growth
Winefest and Tourism-Driven Experiences Elevate Wine’S Cultural Presence and Demand
Chart 65 Dalat Promotes a Tourism Model That Successfully Combines Refined Wine Tastings
Chart 66 Volume Sales 2020-2030
Chart 67 Volume Sales by Category 2025
Urban Consumers Elevate Social Wine Occasions While At-Home Consumption Stabilises
Still Light Grape Wine Leads Volume as Sparkling Wine Surges Due to Cocktail Trends
Importers Innovate Amid Rising Demand for Premium Quality and Responsible Consumption
Chart 68 Forecast Volume Sales 2020-2030
Chart 69 Forecast Volume Sales by Category 2025-2030
Chart 70 Analyst Insight for Wine
Leading Manufacturers Reinforce Position through Tailored Distribution and Taste Profiles
Local Producers Adapt to Regulatory and Cost Pressures Amid Rising Craft Competition
Chart 71 Company Shares 2025
Chart 72 Brand Shares 2025
Small Local Grocers Maintain the Lead as Modern Trade Gains Ground in Retail Distribution
Retail E-Commerce Accelerates Wine Sales through Platform Expansion and Brand Engagement
Modern Trade and Digital Platforms Reshape Retail Dynamics with New Brand Collaborations
Flavour Experiments Drive New Wine Experiences
Chart 73 Winefest 2025 Has Come Back Vietnam with Larger Festival Scale.
Product Innovation Bolsters Growth Amid Evolving Consumer Preferences
Chart 74 Economic Context for Wine
Chart 75 Real Gdp Growth 2020-2030
Chart 76 Inflation 2020-2030
Chart 77 Consumer Context for Wine
Chart 78 Population 2020-2030
Chart 79 Population by Generation 2025
Country Reports Disclaimer
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
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- Standard Non Alcoholic Beer
- Malta Style 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.
See all of our definitions
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This report originates from Passport, our Alcoholic Drinks research and analysis database.
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