Beer in Vietnam 1

Beer in Vietnam
Euromonitor International
June 2023
BEER IN VIETNAM Passport i
LIST OF CONTENTS AND TABLES

KEY DATA FINDINGS.................................................................................................................. 1
2022 DEVELOPMENTS ............................................................................................................... 1
Strong recovery in 2022, thanks to relaxation of social distancing measures, improving
economic outlook and impact of key sporting events ................................................................ 1
Rising prices in wake of Ukrainian conflict ................................................................................ 1
Heineken extends its lead thanks to ongoing investment in new product development, while
continuing to forge ahead with its sustainability practices ......................................................... 2
PROSPECTS AND OPPORTUNITIES......................................................................................... 2
Continued recovery for the on-trade channel............................................................................ 2
Premiumisation trend will support the expansion of premium and mid-priced lagers................ 2
Intensification of competition between two leading players ...................................................... 3
CATEGORY BACKGROUND ....................................................................................................... 3
Lager price band methodology ................................................................................................. 3
Summary 1 Lager by Price Band 2022 ............................................................................ 3
CATEGORY DATA ....................................................................................................................... 4
Table 1 Sales of Beer by Category: Total Volume 2017-2022 .................................. 4
Table 2 Sales of Beer by Category: Total Value 2017-2022 ..................................... 4
Table 3 Sales of Beer by Category: % Total Volume Growth 2017-2022.................. 5
Table 4 Sales of Beer by Category: % Total Value Growth 2017-2022..................... 6
Table 5 Sales of Beer by Off-trade vs On-trade: Volume 2017-2022 ........................ 7
Table 6 Sales of Beer by Off-trade vs On-trade: Value 2017-2022 ........................... 7
Table 7 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2017-2022 ....... 7
Table 8 Sales of Beer by Off-trade vs On-trade: % Value Growth 2017-2022 .......... 7
Table 9 Sales of Beer by Craft vs Standard 2017-2022 ............................................ 8
Table 10 GBO Company Shares of Beer: % Total Volume 2018-2022 ....................... 8
Table 11 NBO Company Shares of Beer: % Total Volume 2018-2022 ....................... 8
Table 12 LBN Brand Shares of Beer: % Total Volume 2019-2022.............................. 9
Table 13 Forecast Sales of Beer by Category: Total Volume 2022-2027 ................... 9
Table 14 Forecast Sales of Beer by Category: Total Value 2022-2027 .................... 10
Table 15 Forecast Sales of Beer by Category: % Total Volume Growth 2022-
2027 ........................................................................................................... 11
Table 16 Forecast Sales of Beer by Category: % Total Value Growth 2022-
2027 ........................................................................................................... 12
© Euromonitor International
BEER IN VIETNAM Passport 1
BEER IN VIETNAM
KEY DATA FINDINGS
▪ Total volume sales increase by 32% in 2022 to 4.8 billion litres
▪ Lager is the best performing category in 2022, with total volume sales rising by 32% to 4.8
billion litres
▪ Heineken Vietnam Brewery Co Ltd is the leading player in 2022, with a total volume share of
45%
▪ Total volume sales are set to grow at a CAGR of 10% over the forecast period to 7.9 billion
litres
2022 DEVELOPMENTS
Strong recovery in 2022, thanks to relaxation of social distancing

measures, improving economic outlook and impact of key sporting
events
Beer in Vietnam witnessed a full recovery in volume terms in 2022, following a slump in
demand in 2020 and 2021, when sales registered negative-figure declines. At the peak of the
pandemic, all restaurants, bars and pubs were required to close, which had a negative impact
on on-trade volumes. Alongside this, supressed levels of tourism placed downward pressure on
demand. With the relaxation of social distancing measures at the beginning of 2022, on-trade
outlets in big cities such as Ho Chi Minh and Hanoi, including bars and karaoke clubs, were
permitted to operate normally. The country also opened up its borders to international travellers,
many of whom enjoyed the experience of drinking beer.
Off-trade channels also experienced a boom in in 2022, with supermarkets and hypermarkets
both seeing a significant increase in volume sales. This was in line with a more positive
economic outlook, which led to an increase in consumer confidence. The Vietnamese New Year
festival, or Tet, also pushed off-trade sales as Vietnamese consumers are accustomed to
purchasing beer as gifts for business partners, family and friends.
Sales were further boosted by the growing popularity e-commerce platforms as tiki.vn and
lazada.vn which offered attractive discounts and promotions on beer products.
2022 was also defined by a number of major sporting events, notably, the Southeast Asian
(SEA) Games and the FIFA World Cup. Vietnamese people enjoy gathering together to watch
soccer games and tend to drink beer on such occasions. As such, these events contributed to
the speedy recovery of both off-trade and on-trade beer volumes in 2022. At the same time, the
leading beer players were very active in terms of marketing and advertising activities to attract
consumers’ attention and encourage them to consume their brands.
This positive performance came in spite of the recent introduction of stricter drink driving laws
in January 2020, which banned all motorcyclists and car drivers from having any level of alcohol
in their breath or blood. While this zero-tolerance approach had a negative impact on on-trade
beer consumption in 2021, the beer boom returned with a vengeance in 2022.
Rising prices in wake of Ukrainian conflict

Beer prices increased in 2022, due to a number of factors. Firstly, beer production in Vietnam
relies heavily on imported raw materials, such as malt and hops, the prices of which increased
significantly, due to supply issues stemming from the war in Ukraine. The conflict also impacted
logistical costs, due to rising oil prices, while packaging costs were also pushed to new heights.
With players needing to preserve their margins, these costs were passed onto consumers.
Heineken extends its lead thanks to ongoing investment in new product

development, while continuing to forge ahead with its sustainability
practices
Heineken Vietnam Brewery Co Ltd remained the leading player in beer in 2022 in total volume
terms, having usurped Saigon Alcohol Beer & Beverages Corp (Sabeco) to become the market
leader in 2020. Heineken focuses mostly on middle and high-income consumers, who appear to
have been less impacted by the economic challenges caused by the pandemic. In 2022,
Heineken continued to invest heavily in new product development in order to retain the interest
of local consumers. One notable new launch was a line extension of the Larue brand, Larue
Smooth, which was targeted to the local tastes of consumers living in the Central Vietnam cities,
such as Danang and Hue.
Heineken Vietnam also remains committed to its sustainability agenda, under the banner
“Brewing a Better Vietnam”. The company has set itself a target of powering its operations with
100% renewable thermal energy by 2025 and achieved its goal of sending zero waste to landfill
across its six breweries across the country for the second consecutive year in 2022.
PROSPECTS AND OPPORTUNITIES
Continued recovery for the on-trade channel

Beer will see a vastly improved performance over the forecast period, driven by the continued
recovery of on-trade channels. Together with the positive development of the Vietnamese
economy and a rise in disposable incomes, on-trade volumes will be boosted by the easing of
social distancing measures, which will encourage consumers resume their visits to restaurants,
bars and clubs with family and friends. Another factor contributing to the recovery of on-trade
sales of beer will be the return of international tourists to the country, following the ending of
pandemic travel curbs. Product innovation will also stimulate consumer demand, with key
players such as Heineken Vietnam, SABECO and HABECO expected to invest heavily in
marketing and advertising to keep beer drinkers engaged.
Off-trade sales of beer will also see a strong increase in demand, as a growing number of
consumers enjoy drinking beer at home, not only due to its greater affordability, but also to
circumvent the drink driving law. This trend should also be supported by the further development
of e-commerce, with retailers likely to focus on fast and affordable deliveries to encourage
consumers to shop for beer online.
Premiumisation trend will support the expansion of premium and mid-

priced lagers
The forecast period is also set to see a growing demand for premium beers, in line with
improvements in disposable income. In particular, middle-class urban professionals will be
increasingly willing to pay more for higher quality products with a superior taste. As a result,
product innovation is expected to focus around premium and mid-priced domestic lager, as the
key players respond to a growing consumer demand for more sophisticated products. These are
likely to take the form of new flavours, as well as those that are more refreshing in character. In
2022, for example, Sabeco relaunched its Bia Saigon Special beer with a new taste and
packaging to reflect changing consumer needs and preferences, as well as to project a more
premium image. Similarly, Heineken launched Tiger Platinum wheat lager with a hint of orange
peel, as well as Edelweiss, a wheat beer brewed with herbs from the European Alps.
Given the recent success of Heineken 0.0, it is also likely that more players will look to launch
non/low alcohol beer in Vietnam. There is a developing trend among the younger generation of
drinkers to reduce their alcohol intake, in keeping with a movement towards a more health-
conscious lifestyle, and as such, this is likely to encourage players to launch new products to
meet this demand.
Intensification of competition between two leading players

Competition between Heineken Vietnam Brewery Co Ltd and Saigon Alcohol Beer &
Beverages Corp (Sabeco) is expected to intensify over the forecast period, as the latter looks to
recover the share it lost during the pandemic. While both companies possess strong distribution
networks and portfolios of popular and well-known brands, Heineken Vietnam Brewery Co Ltd
tends offers more international flavours while Sabeco has a greater focus on local tastes.
Marketing will likely play a key role in driving demand, with Heineken and Sabeco both
investing heavily in this area. Given the rise of e-commerce and the growing participation in
social media it also likely that beer producers in Vietnam will invest more in digital marketing in
order to reach their key target base.
CATEGORY BACKGROUND
Lager price band methodology

▪ Premium lager, priced at VND40,000 per litre and above, has limited distribution and can only
be found in specialist shops or on-trade channels. It is usually preferred by the middle- to
high-income consumers in urban areas. Most of the brands in this category are international,
such as Carlsberg, Corona Extra and Pilsner Urquell. The only exception is Heineken, which
can be found easily throughout the country, even in some suburban areas, due to its long-
established presence in the market.
▪ Standard lager, priced at VND30,000-40,000 per litre, consists of the most popular brands
from the three biggest breweries in the country: Habeco, Sabeco and Heineken Vietnam.
These brands are widely available in both rural and urban areas, as well as in various grocery
channels.
▪ Economy lager, priced at VND30,000 and below, includes lower-end brands such as Huda
and Larue. It also includes bia hoi, a kind of Vietnamese fresh beer. Bia hoi is mostly home
brewed, with the exception of Bia Hoi Hanoi by Habeco. Bia hoi is available mostly in small
independent restaurants in suburban and rural areas, due to its affordable price. Based on its
fragmented nature, bia hoi tends not to be regulated or monitored by the government.
Summary 1 Lager by Price Band 2022

Category Price range per litre
Premium Above VND40,000
Mid-priced VND30,000 – VND40,000
Economy Below VND40,000
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Note: Price bands for lager are based primarily on price, but positioning and packaging are other factors that
are considered in classification
CATEGORY DATA
Table 1 Sales of Beer by Category: Total Volume 2017-2022
million litres
2017 2018 2019 2020 2021 2022
Stout - - - - - -
- Non Alcoholic Beer - - 1.0 2.0 2.4 3.1
- Low Alcohol Beer - - - - - -
Non/Low Alcohol Beer - - 1.0 2.0 2.4 3.1
--- Imported Economy - - - - - -
Lager
--- Imported Mid-Priced - - - - - -
Lager
--- Imported Premium 39.4 44.3 49.5 40.6 37.5 44.7
Lager
-- Imported Lager 39.4 44.3 49.5 40.6 37.5 44.7
--- Domestic Economy 904.5 940.3 1,025.4 937.3 899.4 1,159.5
Lager
--- Domestic Mid-Priced 2,790.1 2,946.2 3,121.4 2,604.7 2,335.7 3,065.1
Lager
--- Domestic Premium 326.4 356.4 397.1 343.1 385.7 568.0
Lager
-- Domestic Lager 4,020.9 4,242.8 4,544.0 3,885.1 3,620.8 4,792.6
- Standard Lager by 4,060.4 4,287.1 4,593.5 3,925.7 3,658.3 4,837.3
Origin
Lager
--- Domestic Economy 904.5 940.3 1,025.4 937.3 899.4 1,159.5
Lager
-- Economy Lager 904.5 940.3 1,025.4 937.3 899.4 1,159.5
Lager
Lager
-- Mid-Priced Lager 2,790.1 2,946.2 3,121.4 2,604.7 2,335.7 3,065.1
Lager
Lager
-- Premium Lager 365.8 400.6 446.6 383.7 423.2 612.6
- Standard Lager 4,060.4 4,287.1 4,593.5 3,925.7 3,658.3 4,837.3
- Flavoured/Mixed Lager - - - - - -
Lager 4,060.4 4,287.1 4,593.5 3,925.7 3,658.3 4,837.3
- Weissbier/Weizen/ - - - - - -
Wheat Beer
- Sorghum - - - - - -
- Ale - - - - - -
Dark Beer - - - - - -
Beer 4,060.4 4,287.1 4,594.5 3,927.8 3,660.7 4,840.3
Table 2 Sales of Beer by Category: Total Value 2017-2022
VND billion
2017 2018 2019 2020 2021 2022
Stout - - - - - -
- Non Alcoholic Beer - - 95.7 183.7 206.5 288.0
Non/Low Alcohol Beer - - 95.7 183.7 206.5 288.0
Lager
Lager
--- Imported Premium 5,756.2 6,764.3 7,652.4 6,458.5 5,977.3 7,738.6
Lager
-- Imported Lager 5,756.2 6,764.3 7,652.4 6,458.5 5,977.3 7,738.6
--- Domestic Economy 30,591.9 33,265.0 36,414.2 34,109.8 31,447.4 45,851.6
Lager
Lager
--- Domestic Premium 20,473.3 23,264.3 25,937.4 22,863.4 26,028.7 41,185.9
Lager
-- Domestic Lager 162,318.4 180,527.3 194,506.3 170,334.6 160,281.1 231,390.1
Origin
Lager
Lager
-- Economy Lager 30,591.9 33,265.0 36,414.2 34,109.8 31,447.4 45,851.6
Lager
Lager
-- Mid-Priced Lager 111,253.2 123,998.0 132,154.7 113,361.4 102,805.0 144,352.6
Lager
Lager
-- Premium Lager 26,229.5 30,028.6 33,589.8 29,321.9 32,006.0 48,924.5
- Standard Lager 168,074.6 187,291.6 202,158.7 176,793.1 166,258.4 239,128.7
Lager 168,074.6 187,291.6 202,158.7 176,793.1 166,258.4 239,128.7
Wheat Beer
- Sorghum - - - - - -
- Ale - - - - - -
Dark Beer - - - - - -
Beer 168,074.6 187,291.6 202,254.4 176,976.8 166,465.0 239,416.7
Table 3 Sales of Beer by Category: % Total Volume Growth 2017-2022
% total volume growth

2021/22 2017-22 CAGR 2017/22 Total
Stout - - -
- Non Alcoholic Beer 27.0 - -
- Low Alcohol Beer - - -
Non/Low Alcohol Beer 27.0 - -

--- Imported Economy Lager - - -
--- Imported Mid-Priced Lager - - -
--- Imported Premium Lager 19.2 2.5 13.3
-- Imported Lager 19.2 2.5 13.3
--- Domestic Economy Lager 28.9 5.1 28.2
--- Domestic Mid-Priced Lager 31.2 1.9 9.9
--- Domestic Premium Lager 47.3 11.7 74.0
-- Domestic Lager 32.4 3.6 19.2
- Standard Lager by Origin 32.2 3.6 19.1
-- Economy Lager 28.9 5.1 28.2
-- Mid-Priced Lager 31.2 1.9 9.9
-- Premium Lager 44.8 10.9 67.5
- Standard Lager 32.2 3.6 19.1
- Flavoured/Mixed Lager - - -
Lager 32.2 3.6 19.1
- Weissbier/Weizen/Wheat Beer - - -
- Sorghum - - -
- Ale - - -
Dark Beer - - -
Beer 32.2 3.6 19.2
Table 4 Sales of Beer by Category: % Total Value Growth 2017-2022
% local currency, current value growth
2021/22 2017-22 CAGR 2017/22 Total
Stout - - -
- Non Alcoholic Beer 39.4 - -
Non/Low Alcohol Beer 39.4 - -
-- Economy Lager 45.8 8.4 49.9
-- Premium Lager 52.9 13.3 86.5
Lager 43.8 7.3 42.3
- Sorghum - - -
- Ale - - -
Dark Beer - - -
Beer 43.8 7.3 42.4
Table 5 Sales of Beer by Off-trade vs On-trade: Volume 2017-2022
million litres
2017 2018 2019 2020 2021 2022
Off-trade 1,701.3 1,822.0 2,237.0 2,067.6 2,221.3 2,926.0

On-trade 2,359.1 2,465.1 2,357.5 1,860.2 1,439.4 1,914.3
Total 4,060.4 4,287.1 4,594.5 3,927.8 3,660.7 4,840.3
Table 6 Sales of Beer by Off-trade vs On-trade: Value 2017-2022
VND billion
2017 2018 2019 2020 2021 2022
Off-trade 57,665.0 64,829.7 81,475.1 77,744.2 86,858.9 122,853.4

On-trade 110,409.6 122,461.9 120,779.4 99,232.6 79,606.1 116,563.3
Total 168,074.6 187,291.6 202,254.4 176,976.8 166,465.0 239,416.7
Table 7 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2017-2022
% volume growth
2021/22 2017-22 CAGR 2017/22 Total
Off-trade 31.7 11.5 72.0

On-trade 33.0 -4.1 -18.9
Total 32.2 3.6 19.2
Table 8 Sales of Beer by Off-trade vs On-trade: % Value Growth 2017-2022
% current value growth

2021/22 2017-22 CAGR 2017/22 Total
Off-trade 41.4 16.3 113.0

On-trade 46.4 1.1 5.6
Total 43.8 7.3 42.4
Table 9 Sales of Beer by Craft vs Standard 2017-2022
% total volume
2017 2018 2019 2020 2021 2022
Craft 0.1 0.1 0.1 0.1 0.1 0.2

Non-Craft 99.9 99.9 99.9 99.9 99.9 99.8
Total 100.0 100.0 100.0 100.0 100.0 100.0
Table 10 GBO Company Shares of Beer: % Total Volume 2018-2022
% total volume
Company 2018 2019 2020 2021 2022
Heineken NV 34.1 36.3 39.0 38.6 44.7

Thai Beverage PCL 41.8 40.7 38.6 38.4 34.3
Hanoi Alcohol Beer & 11.1 9.8 9.0 8.7 7.5
Beverages Corp (Habeco)
Carlsberg A/S 5.5 5.7 6.7 7.7 7.3
Sapporo Holdings Ltd 1.4 1.3 1.3 1.3 1.1
Anheuser-Busch InBev NV 0.5 0.6 0.5 0.5 0.5
San Miguel Corp 0.4 0.4 0.4 0.4 0.3
Oetker-Gruppe 0.3 0.3 0.3 0.2 0.2
Bitburger Braugruppe GmbH 0.1 0.1 0.1 0.1 0.1
SABMiller Ltd - - - - -
Saigon Alcohol Beer & - - - - -
Beverages Corp (Sabeco)
Others 4.8 4.7 4.1 4.0 4.0
Total 100.0 100.0 100.0 100.0 100.0
Table 11 NBO Company Shares of Beer: % Total Volume 2018-2022
% total volume
Company 2018 2019 2020 2021 2022
Heineken Vietnam Brewery 34.1 36.3 39.0 38.6 44.7

Co Ltd
Saigon Alcohol Beer & 41.8 40.7 38.6 38.4 34.3
Beverages Corp (Sabeco)
Carlsberg Vietnam Trading 5.5 5.7 6.7 7.7 7.3
Co Ltd
Hanoi Alcohol Beer & 9.9 8.7 7.9 7.7 6.5
Sapporo Vietnam Co Ltd 1.4 1.3 1.3 1.3 1.1
Hanoi Thanh Hoa Beer JSC 1.1 1.1 1.1 1.1 0.9
Anheuser-Busch Inbev 0.3 0.4 0.4 0.4 0.4
Vietnam Brewery Co Ltd
San Miguel Brewery 0.4 0.4 0.4 0.4 0.3
Vietnam Ltd
Dong Xuan Liquor Co Ltd 0.3 0.3 0.2 0.2 0.2
Bitburger Braugruppe GmbH 0.1 0.1 0.1 0.1 0.1

SABMiller Vietnam Co Ltd 0.1 0.1 0.1 0.1 0.1
Thanh Hoa Beer JSC - - - - -
South East Asia Brewery Ltd - - - - -
Others 4.9 4.8 4.1 4.1 4.0
Total 100.0 100.0 100.0 100.0 100.0
Table 12 LBN Brand Shares of Beer: % Total Volume 2019-2022
% total volume
Brand (Global Brand Company 2019 2020 2021 2022
Owner)
Tiger (Heineken NV) Heineken Vietnam Brewery 25.5 26.9 23.9 27.7
Co Ltd
Saigon Export (Thai Saigon Alcohol Beer & 16.0 15.1 15.8 14.1
Beverage PCL) Beverages Corp (Sabeco)
333' export (Thai Saigon Alcohol Beer & 13.6 12.7 12.6 11.3
Saigon Lager (Thai Saigon Alcohol Beer & 10.3 9.8 9.0 8.1
Larue (Heineken NV) Heineken Vietnam Brewery 4.2 5.4 6.0 7.0
Co Ltd
Heineken (Heineken NV) Heineken Vietnam Brewery 4.6 4.7 6.0 7.0
Co Ltd
Huda (Carlsberg A/S) Carlsberg Vietnam Trading 4.5 5.5 6.4 6.2
Co Ltd
Hanoi Hanoi Alcohol Beer & 7.2 6.6 6.4 5.4
Tiger Crystal Heineken Vietnam Brewery 1.9 2.0 2.5 2.9
(Heineken NV) Co Ltd
Sapporo (Sapporo Sapporo Vietnam Co Ltd 1.3 1.3 1.3 1.1
Holdings Ltd)
Others Others 10.9 10.0 10.0 9.2
Total Total 100.0 100.0 100.0 100.0
Table 13 Forecast Sales of Beer by Category: Total Volume 2022-2027
million litres
2022 2023 2024 2025 2026 2027
Stout - - - - - -
- Non Alcoholic Beer 3.1 3.4 3.9 4.3 4.7 5.1
Non/Low Alcohol Beer 3.1 3.4 3.9 4.3 4.7 5.1
Lager
Lager
Lager
-- Imported Lager 44.7 50.8 57.0 63.0 68.8 73.9
Lager
Lager
Lager
-- Domestic Lager 4,792.6 5,400.3 6,006.7 6,611.7 7,237.1 7,853.6
Origin
Lager
Lager
-- Economy Lager 1,159.5 1,300.8 1,454.1 1,609.4 1,773.3 1,936.1
Lager
Lager
-- Mid-Priced Lager 3,065.1 3,444.3 3,835.8 4,219.4 4,614.4 5,000.2
Lager
Lager
-- Premium Lager 612.6 706.0 773.8 845.9 918.3 991.3
- Standard Lager 4,837.3 5,451.0 6,063.7 6,674.7 7,306.0 7,927.5
Lager 4,837.3 5,451.0 6,063.7 6,674.7 7,306.0 7,927.5
Wheat Beer
- Sorghum - - - - - -
- Ale - - - - - -
Dark Beer - - - - - -
Beer 4,840.3 5,454.5 6,067.6 6,679.0 7,310.7 7,932.7
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Table 14 Forecast Sales of Beer by Category: Total Value 2022-2027
VND billion
2022 2023 2024 2025 2026 2027
Stout - - - - - -
- Non Alcoholic Beer 288.0 329.2 374.7 421.6 472.7 525.2
Non/Low Alcohol Beer 288.0 329.2 374.7 421.6 472.7 525.2
Lager
Lager
Lager
-- Imported Lager 7,738.6 8,924.5 10,210.7 11,521.5 12,874.4 14,158.4
Lager
Lager
Lager
-- Domestic Lager 231,390.1 265,948.9 300,996.9 337,252.4 376,017.0 415,867.0
Origin
Lager
Lager
-- Economy Lager 45,851.6 52,185.6 59,232.7 66,616.9 74,671.4 82,938.7
Lager
Lager
-- Mid-Priced Lager 144,352.6 164,891.1 186,863.8 209,231.0 233,307.9 258,029.5
Lager
Lager
-- Premium Lager 48,924.5 57,796.7 65,111.1 72,925.9 80,912.2 89,057.2
- Standard Lager 239,128.7 274,873.4 311,207.6 348,773.8 388,891.5 430,025.4
Lager 239,128.7 274,873.4 311,207.6 348,773.8 388,891.5 430,025.4
Wheat Beer
- Sorghum - - - - - -
- Ale - - - - - -
Dark Beer - - - - - -
Beer 239,416.7 275,202.6 311,582.3 349,195.4 389,364.1 430,550.6
trade sources
Table 15 Forecast Sales of Beer by Category: % Total Volume Growth 2022-2027
% total volume growth

2022/23 2022-27 CAGR 2022/27 Total
Stout - - -
- Non Alcoholic Beer 12.5 10.9 68.0
Non/Low Alcohol Beer 12.5 10.9 68.0
-- Economy Lager 12.2 10.8 67.0
-- Premium Lager 15.2 10.1 61.8
Lager 12.7 10.4 63.9
- Sorghum - - -
- Ale - - -
Dark Beer - - -
Beer 12.7 10.4 63.9
trade sources
Table 16 Forecast Sales of Beer by Category: % Total Value Growth 2022-2027
% local currency, constant value growth
2022/2023 2022-27 CAGR 2022/27 Total
Stout - - -
- Non Alcoholic Beer 14.3 12.8 82.4
Non/Low Alcohol Beer 14.3 12.8 82.4
-- Economy Lager 13.8 12.6 80.9
-- Premium Lager 18.1 12.7 82.0
Lager 14.9 12.5 79.8
- Sorghum - - -
- Ale - - -
Dark Beer - - -
Beer 14.9 12.5 79.8
trade sources

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Beer in Vietnam

LIST OF CONTENTS AND TABLES

Strong recovery in 2022, thanks to relaxation of social distancing

Rising prices in wake of Ukrainian conflict

Heineken extends its lead thanks to ongoing investment in new product

PROSPECTS AND OPPORTUNITIES

Continued recovery for the on-trade channel

Premiumisation trend will support the expansion of premium and mid-

Intensification of competition between two leading players

Lager price band methodology

Summary 1 Lager by Price Band 2022

Premium Above VND40,000

Mid-priced VND30,000 – VND40,000

Economy Below VND40,000

Table 2 Sales of Beer by Category: Total Value 2017-2022

Table 3 Sales of Beer by Category: % Total Volume Growth 2017-2022

% total volume growth

Non/Low Alcohol Beer 27.0 - -

Table 4 Sales of Beer by Category: % Total Value Growth 2017-2022

% local currency, current value growth

2021/22 2017-22 CAGR 2017/22 Total

Table 5 Sales of Beer by Off-trade vs On-trade: Volume 2017-2022

Off-trade 1,701.3 1,822.0 2,237.0 2,067.6 2,221.3 2,926.0

Table 6 Sales of Beer by Off-trade vs On-trade: Value 2017-2022

Off-trade 57,665.0 64,829.7 81,475.1 77,744.2 86,858.9 122,853.4

Table 7 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2017-2022

Off-trade 31.7 11.5 72.0

Table 8 Sales of Beer by Off-trade vs On-trade: % Value Growth 2017-2022

% current value growth

Off-trade 41.4 16.3 113.0

Table 9 Sales of Beer by Craft vs Standard 2017-2022

Craft 0.1 0.1 0.1 0.1 0.1 0.2

Table 10 GBO Company Shares of Beer: % Total Volume 2018-2022

Heineken NV 34.1 36.3 39.0 38.6 44.7

Table 11 NBO Company Shares of Beer: % Total Volume 2018-2022

Heineken Vietnam Brewery 34.1 36.3 39.0 38.6 44.7

Bitburger Braugruppe GmbH 0.1 0.1 0.1 0.1 0.1

Table 12 LBN Brand Shares of Beer: % Total Volume 2019-2022

Table 13 Forecast Sales of Beer by Category: Total Volume 2022-2027

Table 14 Forecast Sales of Beer by Category: Total Value 2022-2027

Table 15 Forecast Sales of Beer by Category: % Total Volume Growth 2022-2027

% total volume growth

Table 16 Forecast Sales of Beer by Category: % Total Value Growth 2022-2027

% local currency, constant value growth

2022/2023 2022-27 CAGR 2022/27 Total

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