15:24 12/03/2024 How to win premium beer sales in Vietnam’s On Premise: Five CGA insights - CGA

How to win premium beer sales in Vietnam’s On

Premise: Five CGA insights
Consumer demand for premiumisation in the beer category opens the potential for suppliers
and manufacturers to grow sales and share in Vietnam—and CGA by NIQ’s latest research

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15:24 12/03/2024 How to win premium beer sales in Vietnam’s On Premise: Five CGA insights - CGA

reveals how to unlock it.

<
https://nielseniq.com/global/en/insights/report/2023/understanding-
beer-consumers-in-the-vietnam-on-
premise/>

Download more information <

https://nielseniq.com/global/en/insights/report/2023/understanding-
beer-consumers-in-the-vietnam-on-
premise/>

CGA’s exclusive On Premise User Survey (OPUS) < https://cgastrategy.com/cga-launches-new-on-premise-consumer-insights-

solutions-in-vietnam/> shows the huge scale of the beer market in the country. Almost three in five (58%) of Vietnam’s
consumers drink it in bars, restaurants and other venues, and 29% of these choose premium brands. With nearly all of
them (96%) very or quite likely to pay more for a better-quality drink, there is significant room for suppliers and venues
to secure trade-ups.

Domestic brands remain the most popular choice of premium beer drinkers in Vietnam. But with nearly two-thirds
(63%) of them choosing international beers—17 percentage points more than the total for all beer consumers—there is
plenty of headroom for global brands to grow. While only a fifth (21%) currently choose craft, there is potential to
embed premium brands in this category as well.

Understanding beer drinkers’ habits and preferences is the first step towards that target—so here are five key OPUS
insights to help craft successful strategies:

1 A young and affluent consumer base

OPUS shows 46% of Vietnam’s premium beer consumers are female and nearly half (49%) are aged from 18 to 34.
While 51% of average On Premise visitors in Vietnam are female, 55% of average Beer drinkers are male. The average
Premium Beer drinker in Vietnam’s On Premise is much more likely than other consumers to live in city centres, and
their average household income is 16% higher than the average On Premise user—making them a valuable group to
target.

2 Factors Shaping Drink Choices

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15:24 12/03/2024 How to win premium beer sales in Vietnam’s On Premise: Five CGA insights - CGA

When choosing what to drink out at a venue, 67% of beer consumers prefer high-quality drinks while 49% prefer well-
known brands followed by 47% who prefer new and interesting brands. Meanwhile, 42% of beer consumers called
brands with good values/ethical practices important when making a drink preference. Additionally, 33% of beer
drinkers expressed a proclivity towards international brands, and 30% leaned towards local brands.

3 Nhà Hàng channel preference

Vietnam’s premium beer drinkers are also much more likely than average to visit nhà hàng (60%) venues, followed by
quán ăn (58%), and quán nhậu (54%) channels, which indicates the opportunity to encourage trade-ups alongside
food. OPUS data highlights winning opportunities for reputable beer brands, as consumers (36%) confirm brand
reputation and high-quality ingredients as crucial aspects in choosing what to drink when visiting nhà hàng.

4 The importance of menus

OPUS highlights menus as the most valuable place for venues and suppliers to drive premiumisation. Over a third of
beer drinkers say they are influenced by pictures (41%), descriptions (40%) or brand lists (34%) on menus, though
recommendations from friends and family (35%) are important too. Compelling menus and in-venue promotions are
vital, because three in five (59%) consumers who know what they want to drink before going out have changed their
minds after arriving at a venue.

5 Differences from city to city

OPUS provides valuable breakdowns of consumer habits by location, revealing key differences in preferences. For
example, imported beer is drinkers’ top choice in Ho Chi Minh (+7pp), while domestic brands lead in Hanoi (+2pp).
There is an opportunity for premiumisation in both cities, but more so in HCMC, as 86% Of HCMC residents are likely to
pay extra for a better-quality drink. These variations emphasise the importance of city-by-city consumer intelligence
and localised promotions.

Tony Auvray, CGA by NIQ’s associate director, said: “Vietnam has a dynamic On

Premise with a growing number of affluent consumers who are willing to spend more on drinks
if the quality is right. There is exciting potential for suppliers to grow beer sales, especially at the
premium end of the category. But this is also a very diverse market in which preferences vary
from place to place and change fast, so it’s vital to stay right on top of consumers’ habits. For
operators, the priority is to find the right balance of premium and value beers, and domestic and
international brands.”

CGA’s OPUS service, based on in-depth surveys of consumers across Vietnam, helps suppliers, manufacturers and
operators understand consumers’ engagement with the On Premise, including their preferred occasions, channels,
categories, brands and much more. To learn more about the research and opportunities for tailored analysis, click
here < https://nielseniq.com/global/en/insights/report/2023/understanding-beer-consumers-in-the-vietnam-on-premise/> , or
email Tony Auvray at tony.auvray@nielseniq.com.

 September 29, 2023< https://cgastrategy.com/2023/09/29/>

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15:24 12/03/2024 How to win premium beer sales in Vietnam’s On Premise: Five CGA insights - CGA

 Consumer Research < https://cgastrategy.com/tag/consumer-research-2/> , OPUS < https://cgastrategy.com/tag/opus/>

 < https://cgastrategy.com/cga-research-reveals-occasions-to
om/understanding-beer-consumers-in-the-vietnam-on-premise/>

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