The review period witnessed few efforts in terms of marketing and advertising cream-based liqueurs. In fact, only a few vendors and specialist outlets have these products available, and their presence is hardly noticeable.
Towards the end of the review period, local white spirits accounted for the dominant share of sales within spirits. The consumer base for local white spirits is more limited than beer, as many consumers believe that these products are worse for them than beer, due to their higher alcohol content.
Although some categories, such as rum, cognac and Japanese whisky, are expected to continue to see strong total volume growth over the forecast period, there are others which are not expected to fare as well, such as gin and blended Scotch whisky. Cream-based liqueurs is also expected to continue to decline strongly, due to the lack of interest amongst consumers, unless key players carry out marketing activities and strategies to better target consumers.
In 2018, Hanoi Liquor continued to lead spirits in total volume terms, thanks to its established brands such as Vodka Hanoi and Hanoi Lua Moi. Another factor contributing to its success is its strong and extensive distribution network in both rural and urban areas.
Although Hanoi Liquor led spirits in 2018, it accounted for only a small share of total volume sales; in fact, no player held a double-digit share. Small players in spirits, classified under “others”, accounted for more than three quarters of sales in 2018.
International spirits are mainly consumed in bars, pubs, clubs and other luxury channels. The rising number of bars and pubs, especially in major cities such as Hanoi, Ho Chi Minh and Danang, was a key factor supporting the volume growth of international spirits, mainly in other blended Scotch whisky and vodka, amongst others.
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This industry report originates from Passport, our Alcoholic Drinks market research database.