Beer sales stabilised in total volume terms in 2021, although the tough new drink driving law, together with COVID-19 meant that sales still remained well below pre-pandemic levels. The new Law on Alcohol Harm Prevention, which bans all motorcyclists and car drivers from having any level of alcohol in their breath or blood, took effect on 1 January 2020.
Vietnam had been one of the more successful markets at containing the spread of COVID-19, but it faced its worst outbreak in April 2021 when it was hit with the Delta variant. This forced the government to introduce new control measures from May 2021 including lockdowns across the country’s larger cities, with some of these measures remaining in place until 2022.
Heineken Vietnam Brewery Co Ltd overtook Saigon Alcohol Beer & Beverages Corp (Sabeco) to become the leading player in beer in 2020 and it extended its lead in 2021. Heineken mostly focuses on middle and high-income consumers, who appear to have been less affected by the economic pressures resulting from the pandemic.
With rollout of Vietnam’s vaccination programme and the lifting of restrictions it is expected that beer will start on the path to recovery from 2022. With economic activity resuming and the market reopening to tourism there are reasons to be positive, while bars, clubs and karaoke clubs were also permitted to reopen from April 2022.
Over the forecast period, it is expected that the competition between Heineken Vietnam Brewery Co Ltd and Saigon Alcohol Beer & Beverages Corp (Sabeco) will remain intense, as the latter looks to recover the share it lost during the pandemic. Both of companies possess strong distribution networks and portfolios of popular and well-known brands.
Product innovation and new product development will be another of the key strategies for players to differentiate themselves from the competition, with it likely to be centred mostly around domestic premium and domestic mid-priced lager. For example, in 2022 Sabeco relaunched its Bia Saigon Special beer to celebrate its 20th anniversary in the market.
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Understand the latest market trends and future growth opportunities for the Beer industry in Vietnam with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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An alcoholic drink usually brewed from malt, sugar, hops and water and fermented with yeast. Some beers are made by fermenting a cereal, especially barley, and therefore not flavoured by hops. Alcohol content for beer is varied – anything up to and over 14% ABV (alcohol by volume), although 3.5% to 5% is most common. Beer is the aggregation of lager, dark beer, stout and non/low alcohol beer.See All of Our Definitions
This report originates from Passport, our Beer research and analysis database.
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