With continued economic recovery and an expansion in disposable income, Vietnamese consumers are increasingly interested in trying premium brand beers.

Luxury imported beers from around the world are attracting consumers in big cities, as brewers seek to capitalise on this trend through marketing and promotions. Distribution has also developed to meet increased demand and encourage brand awareness and loyalty. Tiger and Heineken are among the best-selling premium offerings, with rapid growth rates observed over the last few years.

Together with an expanding tourist industry and the development of four and five star hotels, Vietnam has become the third largest beer consumption market in Asia. Buoyed by premium and superpremium brands, this growth trend is set to continue over the next few years, according to GlobalData’s latest consumer research. Vietnam is set to record the second fastest growth in the region, with consumption volumes approaching those seen in Japan.

As long as economic growth and consumer purchasing power remain at current levels, the Vietnamese beer market will remain a key investment opportunity for international brewers in the years ahead.