VIETNAM

BEER CONSUMPTION BEHAVIOR

Pr.Dr.N. PRIME
Group 5:
1. Lê Hùng
2. Trần Bảo Hương
3. Hoàng Huy Phương
4. Nguyễn Thị Mỹ Lệ
History of B…E…E…R
Men prefer beers to women because
Beer is...
• A beer is never in a bad mood
 One of the world's oldest
• With
and mosta widely
beer,consumed
NO mother-in-law
• alcoholic
You canbeverage.
consume 2 beers at the same
 The
timethird most popular
without anydrink
problem
overall after water and tea.
• A beer is never jaleous
Considered to be a social
of another one
• lubricant
You arein never ashamed to be seen with a
many societies.

beer “Beer is proof that God loves us and

wants us to be happy.”
• A beer is not allergic to Football !Benjamin Franklin
History of B…E…E…R
 Beer forms part
Hi, welcome of the culture of
to Vietnam…
various beer drinking nations, and
has acquired various social
traditions and associations, such
as beer festivals and a rich pub In France…
culture.

In Japan…

In London…
In Saint-Petersburg…
In Canada… In S.Africa…
Basic Ingredients
Water: different regions were originally
better suited to making certain types of
beer, thus giving them a regional character

Starch source: a key determinant of

the strength and flavour of the beer
Hops: Flavouring beer is the sole
major commercial use of hops
Yeast:is the microorganism that is
responsible for fermentation in beer
Clarifying agent: for removal of organic compounds; to
either improve clarity or adjust flavor/aroma. This process
makes the beer appear bright and clean
4 steps to make beer
Malting The wort is
The
boiled, and hops
Mashing introduction of
are added. The
yeast starts the
character of the
fermentation.
beer comes from
Yeast
The grain is the varietals of
consumes the
soaked in hops.
sugars created
water until it is during the
partially malting, and
germinated; it produces
is then kilned, alcohol and
or dried The malt is then carbon dioxide.
mixed with hot
water. This
releases the
sugars from the
malt into the Brewing
water. This
create the wort Fermentation
Varieties of beer Exceptionally
strong beers

Alcoholic
strength

Ale

Related
beverages
Lambic

Stout

Colour

Lager
 Global beer consumption
facts & figures
- Global beer consumption is around 1.8 billion hectoliter
- Globally, around 30 liters/person per year
- Growth rate is around 5%, mainly driven by emerging
countries
- Drinking beer is culture in many countries… Beer Festival
Global beer consumption
facts & figures
Rank Country Consumption (L/yr)
1 Czech Republic 156.9
2 Republic of Ireland 131.1
3 Germany 115.8
4 Australia 109.9
5 Austria 108.3
6 United Kingdom 99.0
7 Belgium 93.0
8 Denmark 89.9
9 Finland 85.0
10 Luxembourg 84.4
11 Slovakia 84.1
12 Spain 83.8
13 United States 81.6
14 Croatia 81.2
15 Netherlands 79.0
16 New Zealand 77.0
17 Hungary 75.3
18 Poland 69.1
19 Canada 68.3
20 Portugal 59.6
 Beer consumption in
Vietnam facts & figures

• Beer recorded strong performance in 2008

with total volume growth of more than 9%,
despite high price inflation in Vietnam

• In 2008, on-trade sales recorded slightly

higher growth than off-trade sales to account
for more than 72% of total volume. This is in
line with the lifestyles of Vietnamese
consumers.

• Consumption of beer in Vietnam is also

spurred by economy development, the
appearance of bar, discotheques and the hot
weather in summer, Christmas season and
traditional Tet festival
 Beer consumption in
Vietnam facts & figures
• Currently, 18 liter/person per year

• Forecast to increase to 28 liter/person per

year by 2010 due to living standard
improvement and the changing drinking habit
from rice-wine to beer

• Domestic brand still leads the market with

over 80% market share ( some big name
such as: Saigon Brewery Co, Hanoi Brewery
Co ) as domestic players target Vietnamese
3
2.7 consumers in the standard product segment
2.5
with reasonable prices and quality
2.1
2
1.9
1.7
1.5 1.5
1.29 1.37

1
0.685
0.5

0
97

03

04

05

06

07

08

)
ed
19

20

20

20

20

20

20

st
ca
re

Vietnam beer consumption Source: Vietnam Investment Review

(f o
10
20
 Consumer behavior

VIETNAM WESTERN STYLE

Thirst quenching Health
=>Drinking beer with ice Culture pride
 Drinking in open air and => theme of design in
“Bia hoi” bar and club is
 Enjoy the important e.g in
environment/atmosphere Munich
around=> outdoor
drinking not the specific
design
 Maslow’s hierarchy of needs:

Enhance my appetite Discovery

=> Limited their beer
portfolio in a small number
of brands.
It’s very hard for a new
brand to become popular in
Vietnam: time, effort
willingness to try
new things.
E.g: Tiger’s
positioning as
“Asia exotic” in
Western countries:
England, Australia
 Individual vs Group

• Have fun with friends, to Western consumer is

fit in with my friends => usually an
drinking very noisily, individual.
cheer and DZO => beer is for personal,
drinking in bottle
• Celebrate good moments
=> Top of consumption
occasion is Festive, game
and sport.
 Individual vs Group
• Relax after a working Relax for individual
day => Going out to bar pub
• time of drink is after till midnight like in
4 p.m to 10 p.m South of Vietnam.
mostly true for the
North people or
after 5 till midnight
in South.
 Individual vs Group
• Sales channel • Sales
channel”
• On premise: restaurant, bar => 60%
of the total beer volume. Drinking at
home is
• Off premise: supermarket, retail more for
store, market => home individual:
consumption 40% => increase as when
people tend to more family watching
sport on TV,
oriented than in the Western friend party.
countries.
• => Vietnam: drinking with your
friend or family in home with meal
in a group
 Consumer behavior and motivation

• Service: International
- More dynamic,
Viet Nam self-service
- Serve by lady (PG)
 Consumer behavior and motivation

• Culture:
Beer in funeral!!!

Beer in wedding
 Globalization vs localization
• For VN consumers drinking beer is a western style of
life adopted and imitated by Vietnam
• Beer brands strongly emphasis on the ingredient of
beers: malt, yeast.
• Zorok’s message “a combination of 2 malt and
water”.
• ……and it’s now localization.
• Hanoi beer’s message “A crucial part of Hanoi culture
• Saigon beer’s “Beer of Vietnam”
 Globalization vs localization
Drinking beer to celebrate moments, associating with gaming
and winning.
e.g: Man drinking beer and like football
Zorok takes Calisto- Vietnam coach as brand ambassador
Tiger’s football fan club hold viewing party to gather man
watching Champion league
Budweiser and MU
 Consumer communication
Language adaptation
Zorok is a brand of Sabmiller
Zo is similar to Dzo in Vietnamese means
“cheer”.
Rok like “Rot” in VN mean pouring beer
Saigon = beer brand of VN: export “333” Beer.
Heineken is called “ken” in Vietnam
 THANK YOU
AND ENJOY YOUR LIFE WITH
B…E…E…R…!