Vietnam consumes beer the most among SEA countries. We looked into the reality of drinking beer in Vietnam: -93% Vietnamese drink alcohol and beer is the most common (95%) -Heineken (90%), 333 (80%), Tiger (81%) are the top 3 brands in terms of the recognition and consumption. Heineken is considered to have the best quality. -Beer with ice (82%) is much more popular than the one without (4%). -Heineken is known as good flavor (61%) whereas 333 is known as strong (37%). -Female mostly choose can beer (51%) while this ratio is lower with male (38%). Cans are favorable due to the convenience to carry. Bottles are popular due to the price.

1. Beer for Vietnamese
- Heineken, 333, Tiger are the top 3 brands

2. Executive summary
• 93% Vietnamese drink alcohol and beer is the most
common (95%)
• Heineken (90%), 333 (80%), Tiger (81%) are the top 3
brands in terms of the recognition and consumption.
Heineken is considered to have the best quality.
• Beer with ice (82%) is much more popular than the one
without (4%).
• Heineken is known as good flavor (61%) whereas 333 is
known as strong (37%).
• Female mostly choose can beer (51%) while this ratio is
lower with male (38%). Cans are favorable due to the
convenience to carry. Bottles are popular due to the
price.

3. Do you drink alcohol? What do you drink?
Yes
93%
No
7%
25
8
5
7
10
3
3
2
3
70
59
56
52
42
34
24
23
44
Always
Sometimes
0 20 40 60 80 100
Beer
Rice/Banana/
White wine
Wine
Vodka
Cocktail
Whisky
Brandy
Sake
Others
93% Vietnamese drink alcohol. Beer is the most common
and 95% drink it regularly.

4. How often do you drink beer?
Male
Female
5
3
8
35
49
6
1
4
16
73
80
70
60
50
40
30
20
10
0
Several times a
day
Several times a Daily
week
Once/twice per
week
Only when
necessary
51% male drink beer regularly. Female drink much less
than that.

5. Brand preference
Which beer do you drink? What is the best beer brand for you?
Heineken, 333 and Tiger are consumed most. Heineken
is considered by far as the best beer
56
17
9
6
4
3
2
1
1
1
0
0
0
0
1
0 20 40 60
Heineken
Ha Noi beer
Tiger
333
Sapporo
Green Sai…
Red Sai Gon
Huda
Carlsberg
San Miguel
Halida
White lion
Zorok beer
Corona beer
Other
69
48
46
38
31
31
13
8
5
5
3
3
3
3
5
0 20 40 60 80
Heineken
Tiger
333
Ha Noi beer
Green Sai…
Red Sai Gon
Sapporo
Halida
Huda
Carlsberg
San Miguel
White lion
Zorok beer
Corona beer
Other

6. Do you drink the same brand or flexible?
Same brand
18%
Flexible
27%
Mostly same
brand but
sometimes
flexible
55%
Most people have a certain brand to stick, although it
is not strong enough.

7. Do you drink beer with ice?
With ice
82%
It depends
14%
Without ice
4%
82% drink beer with ice.

8. Images for beers
200
180
160
140
120
100
80
60
40
20
0
Good flavor Good smell Not bitter Strong Expensive Good price
Heineken 333 Tiger Red Sai Gon
Ha Noi beer Green Sai Gon Sapporo San Miguel
Heineken by far the best for good flavor

9. Beer at home 1
Do you drink beer at home? Which beer do you drink?
Yes,
always
18%
Yes,
sometimes
66%
No
16%
84% drink beer at home. Heineken, 333, Hanoi Beer and
Tiger are the 4 most common brands. There is a lots
difference between Ho Chi Minh city and Hanoi.
59
45
2
43
32
21
43
17
69
14
3
4
0 20 40 60 80
Heineken
333
Ha Noi beer
Tiger
Red Sai Gon
Green Sai Gon
Ho Chi Minh Hanoi

10. Beer life at home 2
10%
22%
18%
50%
Weekday daytime
Weekday night time
Weekend daytime
Weekend night time
Weekend night time is the common time for
drinking beer at home (50%) and most of people
buy beer at general store.
63
35
33
25
17
17
6
2
70
37
29
44
22
14
10
6
0 20 40 60 80
General
store
Beer agency
Beer store
Supermarket
Convenience
store
Restaurant
Local market
Others
Male Female
When do you usually drink beer
at home?
Where do you buy beer?

11. Types of Beer
Do you buy beer can or bottle? Why do you choose that?
38%
14%
48%
51%
9%
40%
60%
50%
40%
30%
20%
10%
0%
Can Bottle Both
Male Female
16
5
Promotions
Approriate size
Taste
Price
Convenient to carry
Easy to keep
Easy to throw away after
using
I do not choose
Female has higher ratio of can. They choose can because of the
convenience to carry and bottle mainly because of the price.
46
24
27
59
41
46
5
16
40
55
11
8
3
13
-10 10 30 50 70
Those who choose can
Those who choose bottle

12. Interview with Vietnamese (heavy drinker)
• Male in 20’s
• Monthly income (individual): 10M VND ($500)
• Living in a private house with his parents in
HCM
• Drinks beer 4-5 times per week with a group of
more than 4 friends at local restaurant.
• Spends 200K – 500K VND ($10-$25) per time
to drink beer. In average, spends 4M VND
($200) for beer!
• He likes can beer and Tiger is his favorite. He
loves its taste and the fact that feels it takes
long to get drunk and less headache.
• TV advertisement also pushes him to be Tiger
fan.
• He is not influenced by the campaign ladies for
what he drinks.
• “Drink with ice” is his style as it has less alcohol
and easy to drink.

13. Interview with Vietnamese who drinks beer a lots (2)
• Male in 20’s
• 4 years university student at Hanoi University Of
Science and Technology
• Works part-time (6 hours per day) as a waiter in a
restaurant and earns 1M - 2M VND ($50-$100). It
makes him easy to drink (at his restaurant).
• Lives in a private house with his family (5 members
including him) in Hanoi
• Never drinks beer alone but always with the group
of more than 5 friends.
• Always choose crowded restaurant as a sign of
good atmosphere to drink.
• Spends around 50K – 150K ($2,5 – $7,5) for
drinking beer. 10 beers are his full capacity.
• He loves cask ale and Green Sai Gon. No intention
to switch to the other. His choice is not affected by
ads or staff.
• Always drinks beer with ice as he loves cold.

14. Survey information
• “Beer for Vietnamese”
• 300 male / female Vietnamese above 18 years old
• Conducted on Oct 25-Nov 2