越式酒類

2025年，越南酒類市場展現韌性和複雜性。預計銷量將下降1%至42億公升，而總收入將成長8%至292.203兆越南盾，表現優於該地區其他國家。收入與銷售之間的這種差異凸顯了市場向優質化的轉變，這得益於強勁的經濟和在經濟不確定性下消費者持續的購買力。越南酒類市場集中度較高，Heineken Vietnam Brewery Co的市場佔有率在2025年將擴大至48%，而Saigon Alcohol Beer & Beverages Corp（Sabeco）則面臨挑戰，市場佔有率將下降至29%。在通膨壓力下，現代零售業態和電子商務通路逐步改變消費者的購買行為，這主要受消費者對便利性、多樣性和成本績效日益成長的需求所驅動。

Euromonitor International發布的《越南酒精飲料市場報告》全面分析了越南全國範圍內的酒精飲料市場規模和結構。本報告涵蓋了最新的零售銷售資料（2021-2025年），並指出了推動市場成長的細分領域。報告還重點介紹了主要參與者和品牌，並對影響市場的主要因素進行了策略分析，包括監管、分銷和定價問題。報告也對2030年之前的市場發展趨勢進行了預測。

目標產品：啤酒、蘋果酒/梨酒、即飲飲料、烈酒、葡萄酒

資料範圍：市場規模（歷史資料和預測資料）、企業市場占有率、品牌佔有率、分銷資料

購買這份報告有什麼好處？

• 請詳細了解酒類市場概況。
• 辨識成長型產業，了解推動市場變化的因素。
• 分析競爭格局、主要市場參與企業和主要品牌。
• 根據五年預測，評估市場的未來成長潛力。

目錄

執行摘要

• 2025年的發展趨勢

關鍵資料分析

主要行業趨勢

產業表現

• 「高階」產品與「經濟型」產品之間的選擇，造成消費者支出的兩極化。
• 雖然啤酒在銷售和收入方面仍保持領先地位，但受現代生活方式趨勢的推動，蘋果酒/梨酒經歷快速成長。
• 每個品牌都在努力改進包裝和設計，以吸引年輕消費者並保持成長動力。

前景

• 政府稅收政策重塑消費者的選擇和市場成長軌跡。
• 雖然啤酒仍然是主流飲料，蘋果酒/梨酒的銷量也在激增，但喜力越南啤酒廠和薩貝科啤酒廠在銷售成長方面處於領先地位。
• 每個品牌都在利用體驗式行銷和工藝創新來贏得 Z 世代的喜愛。

競爭格局

• 由於 Sabeco 面臨銷售量下滑，喜力越南啤酒廠鞏固其在行業中的主導地位。
• 新興品牌正利用創新和促銷活動來吸引年輕消費者。

通路

• 在現代零售業擴張的背景下，小規模本地雜貨店仍然保持著主導地位。
• 現代零售和促銷活動改變消費者的購買模式。
• 隨著數位化策略擴大奢侈品銷售，零售電子商務蓬勃發展。

市場背景

• 法律法規
• 法定購買年齡和法定飲酒年齡
• 酒後駕車
• 廣告
• 禁止抽煙
• 營業時間
• On-Trade商店

課稅和關稅

商業環境

• 走私和平行輸入
• 免稅店
• 跨境貿易/個人進口

經濟情勢

消費者狀況

• 關於國家報告的免責聲明

越南啤酒

關鍵資料分析

• 2025年的發展趨勢
• 啤酒概要

主要行業趨勢

產業表現

• 旅遊業帶動的需求促進年輕消費者的銷售和都市區的消費。
• 雖然拉格啤酒仍然是主流選擇，但高級啤酒、傳統啤酒和無醇/低醇啤酒越來越受歡迎。
• 體驗式行銷和小預算包裝徹底改變年輕一代的體驗和消費能力。

前景

• 多年財政改革將重塑消費模式和成本結構。
• 雖然拉格啤酒仍然佔據主導地位，但無酒精啤酒和低酒精啤酒的成長速度加快。
• 創新多元化和優質化將減輕稅務影響並提升品牌價值。

競爭格局

• 在激烈的市場競爭中，喜力越南鞏固其市場主導地位。
• Carlsberg啤酒廠的擴張和Heineken高階產品的推出，徹底改變競爭格局。

通路

• 超級市場正透過策略性業務擴張和包裝創新加速發展。
• 零售電子商務正透過數位互動和促銷活動擴大其影響力。

產品

• 在市場壓力下，創新能夠增強品牌忠誠度，並滿足消費者對價格負擔能力的需求。

經濟情勢

消費者狀況

• 關於國家報告的免責聲明

越南的蘋果酒/梨酒

關鍵資料分析

• 2025年的發展趨勢
• 蘋果酒/梨酒概要

主要行業趨勢

產業表現

• Strongbow 透過迎合都市區年輕人的生活方式來推動成長。
• 雖然低酒精飲料吸引了注重健康的飲酒者，但普通蘋果酒/梨酒仍然是主流選擇。
• Heineken Vietnam正大力推行體驗式行銷，以吸引Z世代。

前景

• Strongbow 和 Somersby 憑藉其高階定位吸引了都市青年。
• 稅收增加和健康趨勢推動領先品牌 Nolo 的創新。
• 燒酒的推廣和K-POP的影響挑戰蘋果酒對年輕族群的吸引力。

競爭格局

• Heineken Vietnam Brewery利用其開拓優勢，保持在業界的領先地位。

通路

• 在現代零售業蓬勃發展的今天，小規模本地雜貨店仍然保持著主導地位。
• 面向零售商的電子商務平台加速知名品牌的進入。

經濟情勢

消費者狀況

• 關於國家報告的免責聲明

越式酒類

關鍵資料分析

• 2025年的發展趨勢
• 烈酒概述

主要行業趨勢

產業表現

• 消費者在適應監管規定的同時，也推動高階雞尾酒文化的發展。
• 口味實驗推動雞尾酒文化的發展。
• Johnnywalker和Hite Jinro是優質化和注重傳統的優秀範例。

前景

• 在稅收壓力下，買家尋求在保證品質和價格之間取得平衡的同時實現成長的方法。
• Z世代引領「無酒精」潮流，重塑消費者的優先事項和創新方向。

競爭格局

• Diageo Plc和Hite Jinro Vietnam正透過其廣泛的產品系列和文化親和性，鞏固主導地位。

通路

• 儘管現代零售業發展迅速，但小規模本地雜貨店仍然佔據主導地位。
• 零售電子商務經歷快速成長，透過折扣和便利性吸引酒類買家。

產品

• 創新推動高階市場成長，並增強其韌性。
• Hite Jinro Vietnam透過傳統與文化的和諧推動創新。

經濟情勢

消費者狀況

• 關於國家報告的免責聲明

越南葡萄酒

關鍵資料分析

• 2025年的發展趨勢
• 葡萄酒概要

主要行業趨勢

產業表現

• 強勁的經濟成長和復甦的旅遊業推動葡萄酒消費和市場規模的成長。
• 淡色葡萄酒在銷售方面仍佔據領先地位，而氣泡酒的銷售額則呈現快速成長態勢。
• 葡萄酒節和以旅遊為基礎的體驗活動日益增加葡萄酒的文化影響力和需求。

前景

• 都市區消費者雖然更重視社交場合的葡萄酒消費，但家庭消費量仍保持穩定。
• 在雞尾酒潮流推動下，氣泡酒銷量激增，但淡色葡萄葡萄酒仍然是銷售量。
• 在對高品質產品需求不斷成長以及負責任消費趨勢日益增強的推動下，進口商推動創新。

競爭格局

• 主要生產商正透過分銷系統和根據客戶需求量身定做的口味方案來鞏固其市場地位。
• 在精釀啤酒市場競爭日益激烈的背景下，本地生產商適應監管和成本壓力。

通路

• 雖然現代貿易在零售流通產業中蓬勃發展，但小規模本地雜貨店仍然保持著主導地位。
• 零售電子商務透過平台擴張和品牌互動，加速了葡萄酒的銷售。
• 現代零售和數位平台正透過新的品牌合作改變零售業。

產品

• 對風味的追求創造了全新的葡萄酒體驗。
• 在消費者偏好不斷變化的背景下，產品創新推動成長。

經濟情勢

消費者狀況

• 關於國家報告的免責聲明

In 2025, Vietnam's alcoholic drinks market demonstrated resilience and complexity, outperforming regional peers with total value sales rising 8% to VND292,203 billion, despite a 1% contraction in volume terms to 4.2 billion litres. This divergence between value and volume underscores a shift towards premiumisation amid economic uncertainty, supported by a stronger economy, which sustained consumer spending power. Alcoholic drinks in Vietnam is highly concentrated, with Heineken Vietnam Brewery Co expanding volume share to 48% in 2025, while Saigon Alcohol Beer & Beverages Corp (Sabeco) came under pressure with its share dropping to 29%. Modern trade formats and e-commerce channels are progressively reshaping purchase behaviours, driven by consumer demand for convenience, variety, and value amid inflationary pressures.

Euromonitor International's Alcoholic Drinks in Vietnam report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (2021-2025), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they legislative, distribution or pricing issues. Forecasts to 2030 illustrate how the market is set to change.

Product coverage: Beer, Cider/Perry, RTDs, Spirits, Wine.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

• Get a detailed picture of the Alcoholic Drinks market;
• Pinpoint growth sectors and identify factors driving change;
• Understand the competitive environment, the market's major players and leading brands;
• Use five-year forecasts to assess how the market is predicted to develop.

Euromonitor International has over 50 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo, Bengaluru, Sao Paulo, Seoul, Hong Kong, Dusseldorf and Mexico City and a network of analysts in 100 countries, Euromonitor International has a unique capability and an understanding of diverse markets to develop reliable information resources to help drive informed strategic planning. To learn more about how our research solutions can support you, contact your local Euromonitor International office.

TABLE OF CONTENTS

List Of Contents And Tables

Executive Summary

• 2025 Developments

Key Data Insights

Key Industry Trends

• CHART 1 Key Industry Trends for Alcoholic Drinks

Industry Performance

• CHART 2 Johnnie Walker Introduces Limited Edition
• Premium and Value Choices Polarise Consumer Spending
• Beer Dominates Volume and Value as Cider/Perry Surges on Modern Lifestyle Trends
• CHART 3 Smaller Package of Saigon Chill Beer Targets Gen Z
• Brands Adapt Packaging and Design to Engage Younger Consumers and Sustain Growth
• CHART 4 Volume Sales 2020-2030
• CHART 5 Volume Sales by Category 2025

What's Next?

• Government Tax Policies Reshape Consumer Choices and Market Growth Trajectories
• Heineken Vietnam Brewery and Sabeco Lead Value Growth as Beer Remains Dominant and Cider/Perry Surges
• Brands Leverage Experiential Marketing and Craft Innovation to Capture Gen Z
• CHART 6 Forecast Volume Sales 2020-2030
• CHART 7 Forecast Volume Sales by Category 2025-2030

Competitive Landscape

• CHART 8 Analyst Insight for Alcoholic Drinks
• Heineken Vietnam Brewery Strengthens Its Leading Position as Sabeco Faces Volume Decline
• Emerging Brands Leverage Innovation and Promotions to Capture Youthful Consumers
• CHART 9 Company Shares 2025
• CHART 10 Brand Shares 2025

Channels

• Small Local Grocers Maintain Lead Amid Modern Trade Expansion
• Modern Trade and Promotions Reshape Consumer Purchasing Patterns
• Retail E-Commerce Grows as Digital Strategies Enhance Premium Product Sales

Market Background

• Legislation
• Legal Purchasing Age and Legal Drinking Age
• Drink Driving
• Advertising
• Smoking Ban
• Opening Hours
• On-Trade Establishments

Taxation and Duty Levies

Operating Environment

• Contraband/Parallel Trade
• Duty Free
• Cross-Border/Private Imports

Economic Context

• CHART 11 Economic Context for Alcoholic Drinks
• CHART 12 Real Gdp Growth 2020-2030
• CHART 13 Inflation 2020-2030

Consumer Context

• CHART 14 Consumer Context for Alcoholic Drinks
• CHART 15 Population 2020-2030
• CHART 16 Population by Generation 2025
• Country Reports Disclaimer

BEER IN VIETNAM

Key Data Insights

• 2025 Developments
• Beer Summary

Key Industry Trends

• CHART 17 Key Industry Trends for Beer

Industry Performance

• Tourism-Driven Demand Boosts Value Sales and Urban Consumption among Young Consumers
• Lager Remains Dominant, with Premium, Heritage and Non/Low Alcohol Beer Gaining Appeal
• CHART 18 Sabeco Organises the Chill Fest - Christmas Sync Party 2025
• Experiential Marketing and Smaller Packaging Formats Reshape Experience and Affordability for Youth
• CHART 19 Volume Sales 2020-2030
• CHART 20 Volume Sales by Category 2025

What's Next?

• Multi-Year Fiscal Reforms Reshape Consumption Patterns and Cost Structures
• Lager Maintains Dominance While Non/Low Alcohol Beer Accelerates Growth
• Innovative Diversification and Premiumisation Mitigate Tax Impact and Elevate Brand Value
• CHART 21 Forecast Volume Sales 2020-2030
• CHART 22 Forecast Volume Sales by Category 2025-2030

Competitive Landscape

• CHART 23 Analyst Insight for Beer
• Heineken Vietnam Strengthens Market Dominance Amid Intense Competition
• Carlsberg'S Brewery Expansion and Heineken'S Premium Launches Reshape Competitive Dynamics
• CHART 24 Company Shares 2025
• CHART 25 Brand Shares 2025

Channels

• Supermarkets Accelerate Growth through Strategic Expansion and Packaging Innovation
• Retail E-Commerce Expands Influence with Digital Engagement and Promotional Events

Products

• CHART 26 Smaller Packs of Saigon Chill Beer Targets Gen Z
• Innovation Enhances Brand Loyalty and Addresses Affordability Amid Market Pressures

Economic Context

• CHART 27 Economic Context for Beer
• CHART 28 Real Gdp Growth 2020-2030
• CHART 29 Inflation 2020-2030

Consumer Context

• CHART 30 Consumer Context for Beer
• CHART 31 Population 2020-2030
• CHART 32 Population by Generation 2025
• Country Reports Disclaimer

CIDER/PERRY IN VIETNAM

Key Data Insights

• 2025 Developments
• Cider/Perry Summary

Key Industry Trends

• CHART 33 Key Industry Trends for Cider/Perry

Industry Performance

• Strongbow Aligns with Urban Youth Lifestyles to Drive Growth
• CHART 34 Heineken Vietnam Connects Strongbow with Happy and Chill Activities
• Regular Cider/Perry Dominates as Low-Alcohol Options Attract Mindful Drinkers
• CHART 35 Health Trends Fuel Low-Alcohol Sparkle
• Heineken Vietnam Champions Experiential Marketing to Capture Gen Z
• CHART 36 Volume Sales 2020-2030
• CHART 37 Volume Sales by Category 2025

What's Next?

• Strongbow and Somersby Attract Urban Youth with Premium Positioning
• Tax Hikes and Health Trends Drive Nolo Innovation among Leading Brands
• Soju Promotions and K-Pop Influence Challenge Cider'S Youth Appeal
• CHART 38 Forecast Volume Sales 2020-2030
• CHART 39 Forecast Volume Sales by Category 2025-2030

Competitive Landscape

• Heineken Vietnam Brewery Leverages First-Mover Advantage to Sustain Leadership
• CHART 40 Company Shares 2025
• CHART 41 Brand Shares 2025

Channels

• Small Local Grocers Maintain Dominance as Modern Trade Gains Ground
• Retail E-Commerce Platforms Accelerate Access for Key Brands

Economic Context

• CHART 42 Economic Context for Cider/Perry
• CHART 43 Real Gdp Growth 2020-2030
• CHART 44 Inflation 2020-2030

Consumer Context

• CHART 45 Consumer Context for Cider/Perry
• CHART 46 Population 2020-2030
• CHART 47 Population by Generation 2025
• Country Reports Disclaimer

SPIRITS IN VIETNAM

Key Data Insights

• 2025 Developments
• Spirits Summary

Key Industry Trends

• CHART 48 Key Industry Trends for Spirits

Industry Performance

• Consumers Adapt to Regulations While Boosting Premium Cocktail Culture
• Flavour Experiments Drive Cocktail Culture
• CHART 49 Johnnie Walker Introduces Limited Edition Blue Label
• Johnnie Walker and Hite Jinro Exemplify Premiumisation and Heritage Focus
• CHART 50 Volume Sales 2020-2030
• CHART 51 Volume Sales by Category 2025

What's Next?

• Buyers Balance Quality and Price Amid Tax Pressures to Shape Growth
• Generation Z Drives Nolo Alcohol Trends to Reshape Consumer Priorities and Innovation
• CHART 52 Forecast Volume Sales 2020-2030
• CHART 53 Forecast Volume Sales by Category 2025-2030

Competitive Landscape

• CHART 54 Analyst Insight for Spirits
• Diageo Plc and Hite Jinro Vietnam Co Consolidate Leadership through Portfolio Breadth and Cultural Resonance
• CHART 55 Company Shares 2025
• CHART 56 Brand Shares 2025

Channels

• Small Local Grocers Maintain the Lead Despite Modern Retail Growth
• Retail E-Commerce Surges with Discounts and Convenience, Attracting Spirits Shoppers

Products

• Innovation Drives Premium Growth and Strengthens Market Resilience
• CHART 57 A New Chapter for Korean Spirits in Vietnam
• Hite Jinro Vietnam Leads Innovation through Heritage and Cultural Alignment

Economic Context

• CHART 58 Economic Context for Spirits
• CHART 59 Real Gdp Growth 2020-2030
• CHART 60 Inflation 2020-2030

Consumer Context

• CHART 61 Consumer Context for Spirits
• CHART 62 Population 2020-2030
• CHART 63 Population by Generation 2025
• Country Reports Disclaimer

WINE IN VIETNAM

Key Data Insights

• 2025 Developments
• Wine Summary

Key Industry Trends

• CHART 64 Key Industry Trends for Wine

Industry Performance

• Strong Economic Growth and Tourism Boost Wine Consumption and Value
• Still Light Grape Wine Leads Volume, as Sparkling Wine Shows Rapid Value Growth
• Winefest and Tourism-Driven Experiences Elevate Wine'S Cultural Presence and Demand
• CHART 65 Dalat Promotes a Tourism Model That Successfully Combines Refined Wine Tastings
• CHART 66 Volume Sales 2020-2030
• CHART 67 Volume Sales by Category 2025

What's Next?

• Urban Consumers Elevate Social Wine Occasions While At-Home Consumption Stabilises
• Still Light Grape Wine Leads Volume as Sparkling Wine Surges Due to Cocktail Trends
• Importers Innovate Amid Rising Demand for Premium Quality and Responsible Consumption
• CHART 68 Forecast Volume Sales 2020-2030
• CHART 69 Forecast Volume Sales by Category 2025-2030

Competitive Landscape

• CHART 70 Analyst Insight for Wine
• Leading Manufacturers Reinforce Position through Tailored Distribution and Taste Profiles
• Local Producers Adapt to Regulatory and Cost Pressures Amid Rising Craft Competition
• CHART 71 Company Shares 2025
• CHART 72 Brand Shares 2025

Channels

• Small Local Grocers Maintain the Lead as Modern Trade Gains Ground in Retail Distribution
• Retail E-Commerce Accelerates Wine Sales through Platform Expansion and Brand Engagement
• Modern Trade and Digital Platforms Reshape Retail Dynamics with New Brand Collaborations

Products

• Flavour Experiments Drive New Wine Experiences
• CHART 73 Winefest 2025 Has Come Back Vietnam with Larger Festival Scale.
• Product Innovation Bolsters Growth Amid Evolving Consumer Preferences

Economic Context

• CHART 74 Economic Context for Wine
• CHART 75 Real Gdp Growth 2020-2030
• CHART 76 Inflation 2020-2030

Consumer Context

• CHART 77 Consumer Context for Wine
• CHART 78 Population 2020-2030
• CHART 79 Population by Generation 2025
• Country Reports Disclaimer