Drinking Trend in Vietnam

 Premiumization: Consumers are increasingly interested in premium and craft spirits, including
rum. This trend involves a focus on high-quality ingredients, unique flavors, and production
methods. In Vietnam, consumers may show a growing appreciation for premium rums that offer
a more refined and distinctive drinking experience.

 Cocktail Culture: The cocktail scene continues to thrive globally, and Vietnam is no exception.
Craft cocktails and mixology have gained popularity in recent years, with bartenders
experimenting with unique ingredients and flavor combinations. Rum, with its versatility and
ability to blend well with various flavors, is likely to be featured in a wide range of creative
cocktails.

 Local Craft and Artisanal Production: Consumers, including those in Vietnam, have shown an
increased interest in locally produced and artisanal spirits. This trend reflects a desire for unique
and authentic products with a sense of local identity. Vietnamese craft distilleries producing rum
may cater to this demand, offering consumers the opportunity to try locally made rum.

 Flavor Innovations: Flavored rums have gained popularity in recent years, appealing to
consumers who prefer sweeter or more exotic taste profiles. Tropical fruit-infused rums, spiced
rums, and other flavored variants have been well-received in various markets. The introduction
of innovative flavors and expressions could potentially drive the consumption of rum in
Vietnam.

 Sustainability and Social Responsibility: Consumers are increasingly conscious of sustainability

and social responsibility when making purchasing decisions. This trend extends to the spirits
industry, with consumers seeking brands that prioritize ethical sourcing, environmentally
friendly production practices, and community engagement. Rum brands that emphasize these
values may resonate with Vietnamese consumers who prioritize sustainability and social impact.

Key players

 Sampan: Sampan has positioned itself as a premium Vietnamese rum brand that celebrates the
country's culture and heritage. Sampan rum is crafted using Vietnamese sugarcane and
traditional distillation methods. The brand emphasizes the use of high-quality ingredients and
pays attention to the production process to create a distinct flavor profile. They offer a range of
rum expressions, including white rum and aged rums.
In terms of activities, Sampan has focused on building brand awareness and engaging with
consumers through various initiatives. They have participated in local and international events
and exhibitions to showcase their products and introduce consumers to their brand.
Additionally, they have collaborated with bars and restaurants in Vietnam to create signature
cocktails featuring Sampan rum, allowing consumers to experience the brand in different
settings.
  Rhum Belami: Rhum Belami is a Vietnamese rum distillery known for producing high-quality,
handcrafted rums using locally sourced sugarcane. Their rums are made using traditional
production methods and aged in oak barrels. They have a range of products, including white
rum, spiced rum, and aged rums.
Rhum Belami is a premium rum brand that is exclusively handcrafted in Vietnam since 2016 .
The founder of Rhum Belami, Roddy Battajon, chose to make rum due to his love for the drink
and his grandmother's production of it . The sugar cane used in the production of the rum is of
high quality and is one of the best in the world. Rhum Belami is crafted in a micro distillery and
offers a limited quantity of three types of rum, including the first black cane rum in Asia and
Vietnam's first rum . The rum is made using fresh cane juice only, with no molasses added, no
glycerin, no honey or mixed spirit free. The distillery is aiming for auto-sufficiency in the future
and has developed a garden to reuse waste from worldwide distilleries. The team includes a
branch director, public relations manager, brand ambassadors, and a bar supply chain
coordinator. Private tours are also available to discover the first distillery of rum in Vietnam and
meet the founder and master distiller, Roddy Battajon .

 Diageo Vietnam: Diageo is a global spirits company that operates in Vietnam. While they have a
diverse portfolio of brands, they also distribute rum brands such as Captain Morgan and Ron
Zacapa in the Vietnamese market. Diageo Vietnam is involved in marketing, distribution, and
promotional activities for their rum brands.

 Pernod Ricard Vietnam: Pernod Ricard is another prominent spirits company that has a presence
in Vietnam. They distribute rum brands like Havana Club and Malibu in the Vietnamese market.
Pernod Ricard Vietnam is engaged in marketing, distribution, and promotional activities for their
rum portfolio.

Retail Partners

 Rượu Tốt: In Hanoi and HCM city

 Annam Gourment: In Hanoi and HCM city
 WineVN: Online
 Ruouvang24h.vn: Online
 Phanphoiruoingoai.net: Online
 Khoruou-gourmet.com: Online
 Shopwine.vn: Online