Wine in Vietnam

PROSPECTS

Wine registers a stable performance

During 2018, wine registered slightly stronger total volume growth, although the category faced strong competition from beer. In terms of the drinking culture, the majority of Vietnamese consumers tend to choose beer over wine, thanks to the more affordable price of beer.

Limited marketing and advertising activities from players

Towards the end of the review period, there were limited marketing and advertising activities from players, due to the fact that most wines are imported from overseas and distributed by small trading companies. These small trading companies prefer to focus on giving commissions to retailers instead of carrying out marketing and discounting activities.

Further stable growth is projected for wine in the forecast period

Over the forecast period, wine is projected to continue its stable performance in total volume terms, although it is also expected to encounter stronger competition from beer. Sales of wine peak at the end of the year, when people purchase such products as gifts.

COMPETITIVE LANDSCAPE

Thang Long Liquor maintains its lead

In 2018, Thang Long Liquor remained the leader in wine in Vietnam in total volume terms. The success of the company is due to its continuous efforts in terms of new product development and technology in order to produce high-quality products.

Wine is fragmented, with the presence of many small brands

In 2018, wine was a fragmented category, with the presence of many small imported brands. The top two players, namely Thang Long Liquor and LamDong Foodstuffs (Ladofoods) only accounted for about a third of total volume sales combined.

Rising demand for good-quality but reasonably priced brands

Over the forecast period, together with the strong penetration of Western culture, the demand for wine is predicted to increase slightly, especially amongst young adults living in big cities such as Hanoi and Ho Chi Minh. Therefore, consumers are looking for brands with credibility and quality, as well as reasonable prices.

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