The beer industry in traditional European and American markets has been facing a survival crisis due to the increasing health awareness of consumers and a reduction in alcohol consumption, resulting in a continuous decline in sales.
International consulting firm Roland Berger predicts that global consumption of alcoholic beverages will decrease by half in the next 25 years. In response to this crisis, international beer giants such as Heineken are shifting their strategic focus to Vietnam, which is seen as an emerging market, pushing for production line restructuring and targeting the local large young consumer group and high-end demand.
Vietnam has a unique drinking culture, with beer accounting for over 90% of local alcoholic beverage sales and being an essential beverage for social and celebratory events. According to market research firm Euromonitor International, Vietnam ranks second in Asia in terms of per capita beer consumption, with an annual consumption of 41 liters.
This high demand for beer has made Vietnam a strategic hub for Heineken to cope with global sales downturns, test new products, maintain production, and achieve transformation and upgrading.
Since entering the Vietnamese market in 1991, Heineken has invested $1 billion in Vietnam. Nowadays, Heineken is the largest beer brand in Vietnam, with a market share of 43% in 2024; Thai Bev ranks second with a market share of 35%.
Although some policies in Vietnam in recent years have suppressed the consumption of eoe beer, such as the already high 65% beer tax, which will be raised to 90% by 2031, and the Vietnamese government's increased punishment for drunk driving, the expansion speed of the Vietnamese beer market may slow down. But Vietnam's large and young population structure, rapidly growing economy and middle class, as well as deeply rooted social drinking culture, all contain enormous market potential.
In bars in Ho Chi Minh City, young people and office workers can often be seen sitting at wooden tables, drinking beer and singing traditional songs at gatherings. Pathologist Le Ping, 32, said, "In Vietnam's drinking culture, people often encourage each other to drink, sometimes even getting drunk. So I don't think the consumption here will decrease in the short term
Vietnam's drinking culture and beer consumption power have also become a "research and testing ground" for beer producers. Taking Heineken as an example, it often interacts with local consumer groups and asks them for their opinions on the bitterness, taste, and bubble size of new beer.
Heineken Asia Pacific President Van der Linden said that this information is crucial for developing new products.
Heineken first launched a refreshing low bitterness beer in Vietnam in 2019, which was well received by local consumers and subsequently successfully promoted to a wider range of Asian and global markets. Van der Linden said, "Vietnam has pointed us in the direction of development for other emerging markets in the Asia Pacific region
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