Beverages (Juice, Beer, Wine & Spir

Beverages (Juice, Beer, Wine & Spirits)
In Vietnamese culture, alcohol consumption is popular in almost all social activities, especially for men. Men usually go drinking 4 to 5 times a week after working hours either with friends or business associated as a way to build business relationships. Alcoholic drinks especially wine and spirits are popular as gifts during special holiday seasons like the Christmas and New Year and Lunar New Year. Moreover, Vietnamese consumers, especially young adults, influenced by western-styled practices, go to bars and clubs and spend more on imported alcoholic drinks than young adults did even a few years ago. As a result, beverages and alcoholic beverage sales are one of the fastest-growing sectors in Vietnam’s food and beverage market.

Beer leads this growth, due largely to the availability of cheap, locally made beers. Although imported beers have taken a minor share of the beer market in Vietnam, FAS-Vietnam has seen more imported brands available at supermarkets, high-end restaurants, and bars/clubs. Imported beers, as premium quality products, have received more recognition from middle class consumer groups. Recently, through its strong marketing campaigns, imported Budweiser beer has successfully established a strong presence and increasing sales in the market. Budweiser is not only available at supermarkets, fancy restaurants, and bars, but also at many mid-range restaurants.
U.S. exports of beer to Vietnam, traditionally face difficulty in the market for a variety of reasons, starting from 2010 to 2013, when export value dropped from USD 1.8 million in 2009 to USD 450,000 in 2011 and then moved up slowly to USD 960,000 two years later. The slowdown has signs of recovery when an export value of $1.8 million was reported in 2014, a year-on-year increase of 87 percent.

Wine, seen primarily as a luxury good, is also realizing increased sales, although at a slower rate. In general, consumption of wine in Vietnam is rising due to improved standard of living and higher disposable income. Also, with more health concerns, consumers are changing their preference from beer and spirits to wine. They believe drinking wine is good for their health. As living standards have improved and modern life styles have changed, more middle-class consumers are adapting to western- styled dining and they are willing to spend more for good wines and foods. Together with this dining-out trend, more wines are used as gifts during special events.
Several mid-range U.S. wine brands have entered the market and are doing well. Although the tariffs on wine have been lowered as per the WTO commitment, the current import tariffs are still considered high and impede greater distribution of these products (note: current tariff on wine is 50 percent plus special consumption tax of 25 percent and VAT of 10 percent). However, as consumers become wealthier, sales of wines is expected to increase. French wine is still considered the most desirable wine. Keen competition is supplied by wine from Chile, Australia, Italy, South Africa, and Argentina.
According to major wine distributors in Vietnam, Chilean wines have become more popular and have gradually grown market share of the total imported wine market. The success has resulted from strong marketing campaigns from the Chilean wine industry and more affordable pricing policy. U.S. exports of wine in 2014 reached $17.1 million, a year-on-year increase of 35 percent.

Spirits, especially whiskey, are also extremely popular with the young, wealthy population. Spirits have been consumed strongly in nightclubs and bars by young adults who are in the middle-class consumer group. As gift exchange in Vietnamese culture has been strongly increasing, sales of spirits are also increasing. These trends are expected to continue in coming years despite a certain number of Vietnamese consumers switching from whiskey to wine, and increasing concerns about fake spirits (mainly from popular brands), which have been found more and more in the market.
Exports of whiskies belonging to HS code 220830 have enjoyed an average growth rate of 13% over the last five years, from 2010 to 2014. Blended Scotch whisky remains the most popular type in the Vietnam market. Most of famous brands are imported to Vietnam by transshipments from Singapore and Hong Kong. U.S. Bourbons are still considered fairly-new-to-market-products and their market share remains negligible. Stronger efforts should be spent to promote U.S. bourbon in this competitive market.

Consumption of processed juices is also increasing as consumers nowadays are busier and paying more attention to a healthy diet. Marketing efforts to introduce the health information of juices could generate export sales. U.S. exports of juices to Vietnam reached a record of $3.2 million in 2009. However, export value of U.S. juice kept dropping in the following years. In 2014, an export value of $1.4 million was reported, an increase of 25.2% over 2013, but only 45% of the value in 2009.

Vietnam does not provide detailed reports on import data for consumer food and edible fish products in the UN trade data system. By combining all trade data available from Vietnam Customs Department, World Trade Atlas, and Euromonitor, FAS-Vietnam has tried to provide best estimations of import data on selected products, which show high potential for U.S. exports. The trade data table below is for a point of reference:

Results (Vietnamese) 1:

Đồ uống (nước trái cây, bia, rượu & Spirits)Trong văn hóa Việt Nam, tiêu thụ rượu là phổ biến trong hầu như tất cả các hoạt động xã hội, đặc biệt là cho nam giới. Người đàn ông thường đi uống 4-5 lần một tuần sau giờ làm việc hoặc với bạn bè hoặc kinh doanh liên kết như là một cách để xây dựng mối quan hệ kinh doanh. Đồ uống có cồn đặc biệt là rượu vang và rượu mạnh được phổ biến như là quà tặng trong mùa giải đặc biệt như Giáng sinh và năm mới và Tết âm lịch. Hơn nữa, tiêu dùng Việt Nam, đặc biệt là thanh thiếu niên, chịu ảnh hưởng của thực tiễn theo kiểu Tây, đi đến quán bar và câu lạc bộ và chi tiêu nhiều hơn về nhập khẩu đồ uống có cồn hơn người lớn trẻ đã làm thậm chí một vài năm trước đây. Kết quả là, đồ uống và đồ uống có cồn bán hàng là một trong các lĩnh vực phát triển nhanh nhất trong thị trường thực phẩm và đồ uống của Việt Nam.Bia dẫn sự phát triển này, do phần lớn đến sự sẵn có của giá rẻ, địa phương thực hiện loại bia. Mặc dù nhập khẩu bia đã lấy một phần nhỏ của thị trường bia ở Việt Nam, FAS-Việt Nam đã hoạt động hơn nhập khẩu thương hiệu có sẵn tại các siêu thị, nhà hàng cao cấp và các quán bar/câu lạc bộ. Nhập khẩu bia, như các sản phẩm chất lượng cao, đã nhận được sự công nhận thêm từ các tầng lớp trung lưu người tiêu dùng nhóm. Gần đây, thông qua các chiến dịch tiếp thị mạnh mẽ, nhập khẩu Budweiser bia đã tạo thành một ảnh hưởng mạnh mẽ và ngày càng tăng doanh số bán hàng trên thị trường. Budweiser không phải là chỉ có sẵn tại các siêu thị, nhà hàng ưa thích, và quán Bar, mà còn ở nhiều giữa nhiều nhà hàng.U.S. exports of beer to Vietnam, traditionally face difficulty in the market for a variety of reasons, starting from 2010 to 2013, when export value dropped from USD 1.8 million in 2009 to USD 450,000 in 2011 and then moved up slowly to USD 960,000 two years later. The slowdown has signs of recovery when an export value of $1.8 million was reported in 2014, a year-on-year increase of 87 percent.Wine, seen primarily as a luxury good, is also realizing increased sales, although at a slower rate. In general, consumption of wine in Vietnam is rising due to improved standard of living and higher disposable income. Also, with more health concerns, consumers are changing their preference from beer and spirits to wine. They believe drinking wine is good for their health. As living standards have improved and modern life styles have changed, more middle-class consumers are adapting to western- styled dining and they are willing to spend more for good wines and foods. Together with this dining-out trend, more wines are used as gifts during special events.Several mid-range U.S. wine brands have entered the market and are doing well. Although the tariffs on wine have been lowered as per the WTO commitment, the current import tariffs are still considered high and impede greater distribution of these products (note: current tariff on wine is 50 percent plus special consumption tax of 25 percent and VAT of 10 percent). However, as consumers become wealthier, sales of wines is expected to increase. French wine is still considered the most desirable wine. Keen competition is supplied by wine from Chile, Australia, Italy, South Africa, and Argentina.According to major wine distributors in Vietnam, Chilean wines have become more popular and have gradually grown market share of the total imported wine market. The success has resulted from strong marketing campaigns from the Chilean wine industry and more affordable pricing policy. U.S. exports of wine in 2014 reached $17.1 million, a year-on-year increase of 35 percent.

Spirits, especially whiskey, are also extremely popular with the young, wealthy population. Spirits have been consumed strongly in nightclubs and bars by young adults who are in the middle-class consumer group. As gift exchange in Vietnamese culture has been strongly increasing, sales of spirits are also increasing. These trends are expected to continue in coming years despite a certain number of Vietnamese consumers switching from whiskey to wine, and increasing concerns about fake spirits (mainly from popular brands), which have been found more and more in the market.
Exports of whiskies belonging to HS code 220830 have enjoyed an average growth rate of 13% over the last five years, from 2010 to 2014. Blended Scotch whisky remains the most popular type in the Vietnam market. Most of famous brands are imported to Vietnam by transshipments from Singapore and Hong Kong. U.S. Bourbons are still considered fairly-new-to-market-products and their market share remains negligible. Stronger efforts should be spent to promote U.S. bourbon in this competitive market.

Consumption of processed juices is also increasing as consumers nowadays are busier and paying more attention to a healthy diet. Marketing efforts to introduce the health information of juices could generate export sales. U.S. exports of juices to Vietnam reached a record of $3.2 million in 2009. However, export value of U.S. juice kept dropping in the following years. In 2014, an export value of $1.4 million was reported, an increase of 25.2% over 2013, but only 45% of the value in 2009.

Vietnam does not provide detailed reports on import data for consumer food and edible fish products in the UN trade data system. By combining all trade data available from Vietnam Customs Department, World Trade Atlas, and Euromonitor, FAS-Vietnam has tried to provide best estimations of import data on selected products, which show high potential for U.S. exports. The trade data table below is for a point of reference: