Vietnam is a major beer consumer and one of the fastest growing beer markets in the Asia-Pacific region. According to the Vietnam Beer and Beverage Association (VBA), Vietnam consumes more than 3,800 liters of beer per year, making it the first beer consumer in Southeast Asia and the third largest beer consumer in Asia, after China and Japan. This issue of "i-Buzz Asia Cross-border Industry Research Report" focuses on Vietnam's beer industry, taking you to observe the trend of Vietnam's beer volume in the first half of 2022, the top ten popular beer brands and hot words in the industry!
Various brands have rushed to promote New Year advertisements, and the festive atmosphere has driven beer sales
According to i-Buzz Asia Cross-border Industry Voice Survey data, the peak volume of Vietnam's beer industry in the first half of 2022 was January. Lunar New Year is one of the most important festivals in Vietnam, when the family is reunited, so the demand for beer increases.
Vietnamese beer brands have also taken this opportunity to vigorously carry out a series of marketing activities before the New Year, such as releasing advertising MVs, launching New Year's limited beer, and packaging special products for the New Year, doing everything possible to attract the attention of Vietnamese consumers, so that Vietnam's voice in the first half of 2022 reached its peak in January.
For example, the launch of advertising videos by international beer brand Heineken and Vietnamese singer JustaTee, as well as weekly invitations to online celebrities for live broadcasts and online lucky draws, have attracted the attention of many beer lovers. In addition, Tiger Beer launched the slogan "Xuân mãnh hổ, Năm bùng nổ" (Tiger Spring, Prosperous Year), invited famous singers and held a large-scale concert, which also boosted the popularity of Vietnam's beer industry in January.
Heineken is strong! The well-known brand Heineken is firmly the hegemon
According to i-Buzz Asia's Vietnam Beer Brand Voice Ranking, there are eight foreign brands among the top ten popular brands, and only Sabecco (Saigon Beer) and Habeco (Hanoi Beer) are domestic brands, reflecting the popularity of international brands in the local area. Heineken is the most popular foreign brand in Vietnam, with three times the volume of the second place. Heineken has been rooted in Vietnam for more than 30 years and has created a very good brand image in Vietnam. Vietnam is by far the world's second-largest manufacturing location and the world's second-largest market, after Mexico. Heineken's success in Vietnam is driven by continuous localization of products, including the development of locally adapted flavours, the launch of exclusive Vietnamese sub-brands, the adoption of "Vietnamese-style" packaging designs and creative marketing plans.
In addition, Heineken often organizes charity events, supports environmental protection, and sponsors sports competitions in Vietnam, creating a good brand image, so it has received positive reviews from Vietnamese consumers. In the brand volume ranking, the second, third and fourth places are Heineken's sub-brands in Vietnam, followed by Biere Larue, Bia Việt and Tiger Beer, which shows how powerful the Heineken Group is in Vietnam.
The promotion effectively attracts Vietnamese draft beer as a favorite of office workers
According to i-Buzz Asia's hot words in the Vietnamese beer industry in the first half of 2022, it is found that the most commonly mentioned products in the Vietnamese beer industry are products [promotions] and [events]. Vietnam's beer market is highly competitive, product choices are rich and diverse, Vietnamese people are easily attracted by discounts, discounts, feedback and other promotional activities, so many beers often attract consumers to buy through discounts, flash sales, full gifts, feedback and other marketing means. In Vietnam, online advertising and TV advertising play an important role in brand marketing, and many beer brands attach great importance to online advertising, often launching MVs or advertising videos to enhance brand and product exposure.
In addition, for many Vietnamese office workers, enjoying the refreshing refreshing of draft beer is a must-have ritual after work. Each cup of Vietnamese draft beer costs 3.5 yuan, the main ingredients include barley, water and malt, and it is consumed with snacks such as peanuts, spring rolls and chicken jerky, etc., which is one of the popular ways for Vietnamese office workers to relieve stress after work.
Advance the Vietnamese beer market and gain real-time insight into the industry situation through big data
i-Buzz Asia Cross-border Industry Research Report analyzes the industry voice of Vietnam's beer market and summarizes three first-hand observation points in the market:
1. The Chinese New Year is the peak season of the beer industry, and it is necessary to seize the opportunity to carry out festive marketing activities
Second, Vietnam's international beer brands are hot, and foreign brands have a great opportunity to enter the attention of consumers
3. Promotional activities effectively attract the attention of Vietnamese people and attract consumers through preferential promotions
The Vietnamese beer market has considerable potential, but there are already many domestic and foreign brands competing in the market, and to stand out in the Vietnamese beer market, the localization of products (such as developing local tastes), the use of Vietnamese-style packaging design, and the launch of intimate marketing advertisements are the directions that international brands can strive for.