{"id":24855,"date":"2026-05-28T14:25:29","date_gmt":"2026-05-28T07:25:29","guid":{"rendered":"https:\/\/b-company.jp\/?p=24855"},"modified":"2026-06-02T15:15:15","modified_gmt":"2026-06-02T08:15:15","slug":"vietnam-beer-market-2026-outlook","status":"publish","type":"post","link":"https:\/\/b-company.jp\/ja\/vietnam-beer-market-2026-outlook\/","title":{"rendered":"\u30d9\u30c8\u30ca\u30e0\u30d3\u30fc\u30eb\u5e02\u5834\uff1a2026\u5e74\u306e\u5c55\u671b"},"content":{"rendered":"

\"B&Company-Vietnam<\/a><\/p>\n

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B&Company is the first Japanese company specializing in market research and investment consulting in Vietnam since 2008.<\/em><\/p>\n

In this section “Vietnam Briefing”, young researchers of B&Company will provide timely information of Vietnam’s industrial trends, consumer trends, and social movements.<\/em><\/p>\n

This article is written in English and automatic translation is used for other language versions. Please refer to the English version for accurate content. Although we strive to ensure the accuracy of the original information, please check separately for each information. Interpretations and future prospects are the personal opinions of each researcher. <\/em><\/p>\n<\/div>\n\t

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Abstract<\/strong><\/h3>\n

Vietnam\u2019s beer market is among Asia\u2019s largest and fastest-evolving, driven by a strong beer-drinking culture, rising incomes, and increasing interest in premium products. While regulatory changes such as stricter drink-driving laws and planned tax adjustments are reshaping consumption patterns, opportunities exist through premiumization, off-trade and e-commerce channels, and culturally resonant marketing. Key brands, including Heineken, SABECO, Habeco, and Huda, leverage heritage, lifestyle positioning, sustainability, and consumer engagement campaigns to strengthen market share and connect with Vietnamese consumers.<\/p>\n

Vietnam Beer Market Overview <\/strong><\/h3>\n

Vietnam Beer Market Outlook<\/em><\/strong><\/h4>\n

Vietnam\u2019s beer market is among Asia\u2019s largest and fastest-evolving, with high consumption volumes and a strong beer-drinking culture. In 2024, Vietnam ranked 8th among the world\u2019s top beer-consuming countries, with around 4,577 thousand kiloliters consumed, showing that beer continues to play an important role in Vietnamese social, dining, and entertainment occasions[1]<\/a>. In terms of value, the market is forecast to grow from USD 7.5 billion in 2023 to USD 14.2 billion in 2032, representing a CAGR of around 5.17%[2]<\/a>. While this suggests steady long-term potential, the market appears to be entering a more cautious stage due to stricter drink-driving rules, tax pressure, and weaker consumer spending. As a result, future growth may depend less on volume expansion and more on value growth, premium products, stronger brand positioning, flexible pricing, and channel development.<\/p>\n

Vietnam beer market size forecast (2025\u20132032)<\/strong><\/p>\n

\"Vietnam<\/em><\/p>\n

Source: <\/em>VNDirect<\/em><\/a><\/p>\n

Top 10 beer-consuming countries in the world in 2024<\/strong><\/p>\n

\"Top<\/em><\/p>\n

Source: <\/em>Kirin<\/em><\/a><\/p>\n

Regional and channel data show that Vietnam\u2019s beer market is uneven and gradually becoming more retail-led, with the South accounting for 59% of total consumption, the North 35%, and the Central region 6%, making the South the most important region for volume, distribution, and brand visibility. Consumption channels are also shifting: off-trade sales are expected to rise from around 1,700 million litres in 2017 to 3,500 million litres in 2026, while on-trade sales are projected to recover more slowly to about 2,350 million litres2<\/sup>.<\/p>\n

Supporting this trend, a C\u1ed1c C\u1ed1c survey in 2025 found that 61.9% of consumers drink beer at home, 67.1% buy from grocery stores, and 41.3% from convenience stores, while online purchases remain limited at around 5%[3]<\/a>, indicating early potential for digital sales. Overall, retail and take-home channels are becoming increasingly important, especially as stricter drink-driving enforcement may reduce out-of-home occasions. Brewers should therefore strengthen retail distribution, improve regional execution, particularly in the South, and develop product portfolios that balance premium offerings with affordability.<\/p>\n

Note<\/u><\/strong>: The percentages show regional beer consumption shares, while the brand lists indicate approximate brand presence. The dashed lines are visual separators, not exact North\u2013Central\u2013South boundaries.<\/p>\n

Beer consumption by sales channel<\/strong><\/p>\n

\"Beer<\/em><\/p>\n

Source: <\/em>VNDirect<\/em><\/a><\/p>\n

Overall, Vietnam\u2019s beer market still offers long-term growth potential, but the nature of growth is changing. Its global ranking and large consumption base show that demand remains significant, while the forecast market value growth suggests room for further development. However, future performance may depend more on premiumization, regional execution, off-trade expansion, e-commerce, and pricing flexibility than on volume growth alone.<\/p>\n

Industry developments in Vietnam<\/strong><\/em><\/h4>\n

Against this backdrop, Vietnam\u2019s beer market remains attractive, but its growth pattern is being reshaped by regulatory changes, evolving consumer preferences, and new sales channels. A major development is the continued rise of regulatory pressure. Vietnam\u2019s stricter drink-driving enforcement, initially strengthened under Decree 100 and subsequently maintained under Decree 168\/2024\/ND-CP[4]<\/a>, has reduced some traditional beer-drinking occasions, particularly in restaurants, bars, and beer outlets, while encouraging consumers to drink more cautiously. At the same time, the planned increase in special consumption tax on beer from 2026[5]<\/a> may create additional pricing pressure and affect profitability. Together, these regulations are pushing beer producers to rely less on volume growth and adapt through stronger retail-channel strategies, premiumization, responsible-drinking positioning, and improved cost efficiency.<\/p>\n

Increasing tax rates on beer according to a roadmap<\/strong><\/p>\n

\"Increasing<\/em><\/p>\n

Source: <\/em>Special Consumption Tax Law<\/em><\/a><\/p>\n

Another key development is the shift toward premiumization<\/strong>. As Vietnam\u2019s middle class expands, consumers are expected to show greater interest in higher-value beer products. This creates opportunities for premium brands, especially domestic premium lager, to increase their market share. Instead of competing mainly through mass-market volume, beer producers are likely to focus more on product quality, branding, and premium positioning[6]<\/a>.<\/p>\n

The non- and low-alcohol beer<\/strong> segment is also emerging in Vietnam. Although this category remains relatively small (estimated to change from 0.15% in 2021 to 0.16% by 2027), it reflects changing consumer attitudes toward health, moderation, and responsible drinking. Brewers are beginning to support this segment through wider distribution in modern retail channels and promotional activities. However, growth may remain gradual because consumer demand is still developing and the regulatory framework for these products remains unclear6<\/sup>.<\/p>\n

Finally, e-commerce<\/strong> is becoming a more important sales channel for beer and alcoholic beverages in Vietnam. Online beer sales still account for a limited share of total sales (2.3% in 2022 and is expected to reach 4.3% in 2027), but the channel is expected to grow as Vietnam\u2019s e-commerce user base expands. This gives beer companies another way to reach consumers, especially younger and urban buyers. As a result, digital sales, online promotions, and partnerships with e-commerce platforms are likely to become more relevant in beer companies\u2019 market strategies6<\/sup>.<\/p>\n

Competitive Landscape and Brand Performance <\/strong><\/h3>\n

Vietnam\u2019s beer market has seen a clear change in market leadership. In 2018, Sabeco led with 42% market share, ahead of Heineken at 34%. By 2023, Heineken had become the market leader with 43%, while Sabeco declined to 33.9%. Other players remained much smaller, with Carlsberg at 9.2%, Habeco at 7.5%, and others at 6.4% in 2023[7]<\/a>. The market therefore remains highly concentrated around Heineken and Sabeco, although their competitive strengths differ.<\/p>\n

Vietnam beer market share, 2018-2023 (%)<\/strong><\/p>\n

\"Vietnam<\/p>\n

Source: VNExpress<\/em><\/a><\/p>\n

Heineken has strengthened its market share in Vietnam through its strong position in the premium segment. Although premium beer accounts for only around 10% of the market, compared with 90% for mid-range beer, this segment is becoming increasingly relevant as incomes rise and consumer demand shifts toward higher-quality products. The brand benefits from its premium image, foreign-brand appeal, product quality, and consistent marketing investment. According to Heineken N.V.\u2019s 2025 full-year results, Vietnam demonstrated beer category expansion and continued premiumization, with net revenue growing in the low teens and high-single-digit volume growth as consumer confidence recovered. A strengthened route-to-consumer network and effective brand portfolio extensions enabled Heineken to outperform the market across on- and off-premise channels, reinforcing its leadership. Heineken\u00ae grew in the high thirties, driven by Heineken\u00ae Silver, Tiger Crystal achieved double-digit growth as a refreshing, less bitter option within the Tiger family, and the mainstream portfolio expanded in the teens, led by sustained momentum of Larue Smooth in the Central region[8]<\/a>.<\/p>\n

Sabeco remains a major competitor despite its lower market share in 2023, mainly due to its strength in the mid-range segment, where affordability, brand familiarity, and distribution coverage are critical2<\/sup>. Its beer brand coverage is the widest in the market at around 84%, giving Sabeco strong reach across retail and drinking outlets, especially among price-sensitive consumers. At the same time, Sabeco has moved further into the premium segment, with premium products priced around 57% higher than its mid-range offerings2<\/sup>, showing its effort to capture premiumization while maintaining its core strengths in distribution, local familiarity, and affordability.<\/p>\n

Price positioning of leading mid-range beer brands in Vietnam, 2024<\/strong><\/p>\n

\"Price<\/em><\/p>\n

Source: <\/em>VNDirect<\/em><\/a><\/p>\n

Brand Marketing and Growth Strategies <\/strong><\/h3>\n

A clear sign of intensifying competition in Vietnam\u2019s beer market is the sharp rise in advertising and promotion spending, as brewers defend market share and stimulate demand. In Q1\/2026, Habeco spent VND 162 billion on advertising, more than double its after-tax profit, while Sabeco spent VND 447 billion on brand promotion[9]<\/a>. Heineken N.V. also reported \u20ac2,849 million in marketing and selling expenses (9.9% of net revenue) in 2025, with significant investments in priority growth markets, including Vietnam. Over 80% of this spending was focused on its global and local focus brands, including Heineken7<\/sup>. This suggests that marketing has become a necessary cost of competition in Vietnam\u2019s beer industry, not just a tool for growth. Against this backdrop, beer brands are using cultural campaigns, premium positioning, and regional identity to connect with Vietnamese consumers.<\/p>\n

The table below provides selected examples of recent marketing and growth strategies of key beer brands in Vietnam:<\/p>\n

Selected Marketing campaigns of Vietnamese beer brands<\/strong><\/p>\n\n\n\n\n\n\n\n\n\n\n\n\n
Brand \/ company<\/strong><\/td>\nCampaign \/ activity<\/strong><\/td>\nYear<\/strong><\/td>\nHow the brand connects with Vietnamese consumers<\/strong><\/td>\n<\/tr>\n
Heineken Vietnam<\/strong><\/td>\n\u201cM\u1edf k\u1ebft n\u1ed1i th\u1eadt \u2013 T\u1ebft b\u1eadt Heineken\u201d[10]<\/a><\/td>\nTet 2025<\/td>\nConnects with Vietnamese consumers by encouraging meaningful time with family and friends during T\u1ebft, reducing digital distractions.<\/td>\n<\/tr>\n
\u201cWhen You Drink, Never Drive\u201d \/ \u201cDrink Don\u2019t Drive\u201d[11]<\/a><\/td>\nOngoing; strengthened in 2024<\/td>\nConnects with consumers through responsible drinking and road-safety messaging, celebrating 14 years of partnership with the National Traffic Safety Committee in 2024.<\/td>\n<\/tr>\n
\u201cBrew a Better Vietnam\u201d[12]<\/a><\/td>\n2024\u20132025<\/td>\nConnects with modern, socially aware consumers through sustainability, renewable energy, recycling, and community initiatives, including responsible-consumption programs.<\/td>\n<\/tr>\n
SABECO<\/td>\n\u201c150 Years of a Living Legacy: Ever Growing, Ever Reaching\u201d[13]<\/a><\/td>\n2025<\/td>\nConnects with Vietnamese consumers through national pride and brewing heritage, highlighting its 150-year history and ties to Vietnam\u2019s development.<\/td>\n<\/tr>\n
\u201cTaste of Belonging\u201d[14]<\/a><\/td>\nTet 2026<\/td>\nHighlighted Tet traditions, family reunions, and community celebrations, connecting Sabeco with values of belonging, tradition, and Vietnamese heritage<\/td>\n<\/tr>\n
Habeco<\/td>\n\u201cHanoi Premium House 2025\u201d[15]<\/a><\/td>\n2025<\/td>\nAimed at younger, experience\u2011oriented consumers who value lifestyle and social occasions.<\/td>\n<\/tr>\n
Brand presence at \u201cNational Achievements Exhibition 80 years journey of Indepence, Freedon, and Happiness[16]<\/a><\/td>\n2025<\/td>\nShowcased the brand as a national heritage at a high-profile event, linking its historical legacy with national pride and cultural symbolism.<\/td>\n<\/tr>\n
Huda (Carlsberg Vietnam)<\/td>\n\u201cTet is Full, Tet is Love\u201d[17]<\/a><\/td>\n2025 (ongoing annually)<\/td>\nBuilds emotional connection through long-term Tet support for Central Vietnamese families, reinforcing cultural ties and community values during the holiday<\/td>\n<\/tr>\n
Partnership with Grab \u2013 Responsible enjoyment & safe mobility[18]<\/a><\/td>\n2026<\/td>\nConnects the brand with consumers by promoting responsible drinking and safe trips home, embedding social responsibility into the experience<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

B&Company synthesis from various news<\/em><\/p>\n

Conclusion<\/strong><\/h3>\n

Vietnam\u2019s beer market continues to offer growth potential, but the nature of competition is shifting. Premiumisation, regional execution, and culturally aligned marketing are becoming critical drivers, while responsible drinking and sustainability initiatives enhance brand relevance. Leading players like Heineken and SABECO maintain dominance through strong brand portfolios and targeted campaigns, and mid-tier brands such as Habeco and Huda are leveraging heritage, seasonal activations, and community engagement to capture consumer loyalty. Overall, market success increasingly depends on balancing quality, cultural resonance, and innovative consumer engagement strategies.<\/p>\n

Read more\u00a0<\/strong><\/h3>\n

Vietnam Beer market and the participation of foreign brands<\/a><\/p><\/blockquote>\n