Beer for Vietnamese

- Heineken, 333, Tiger are the top 3 brands

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.

Do you drink alcohol? What do you drink?

93% Vietnamese drink alcohol. Beer is the most common

and 95% drink it regularly.

Yes93%

No7%

25

8

5

7

10

3

3

2

3

70

59

56

52

42

34

24

23

44

0 20 40 60 80 100

Beer

Rice/Banana/White wine

Wine

Vodka

Cocktail

Whisky

Brandy

Sake

Others

Always

Sometimes

How often do you drink beer?

51% male drink beer regularly. Female drink much less

than that.

53

8

35

49

6

14

16

73

0

10

20

30

40

50

60

70

80

Several times aday

DailySeveral times aweek

Once/twice perweek

Only whennecessary

Male

Female

Brand preference

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

What is the best beer brand for you?Which beer do you drink?

Most people have a certain brand to stick, although it

is not strong enough.

Same brand18%

Flexible27%

Mostly same brand but

sometimes flexible55%

Do you drink the same brand or flexible?

82% drink beer with ice.

With ice82%

Without ice4%

It depends14%

Do you drink beer with ice?

Images for beers

0

20

40

60

80

100

120

140

160

180

200

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

Beer at home 1

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.

Yes, always18%

Yes, sometimes

66%

No16%

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

Do you drink beer at home? Which beer do you drink?

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 fordrinking beer at home (50%) and most of peoplebuy 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

Generalstore

Beer agency

Beer store

Supermarket

Conveniencestore

Restaurant

Local market

Others

Male Female

When do you usually drink beer

at home?

Where do you buy beer?

Types of Beer

38%

14%

48%51%

9%

40%

0%

10%

20%

30%

40%

50%

60%

Can Bottle Both

Male Female

Female has higher ratio of can. They choose can because of theconvenience to carry and bottle mainly because of the price.

16

46

24

27

59

41

46

5

5

16

40

55

11

8

3

13

-10 10 30 50 70

Promotions

Approriate size

Taste

Price

Convenient to carry

Easy to keep

Easy to throw away afterusing

I do not choose

Those who choose canThose who choose bottle

Do you buy beer can or bottle? Why do you choose that?

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.

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.

Survey information

• “Beer for Vietnamese”

• 300 male / female Vietnamese above 18 years old

• Conducted on Oct 25-Nov 2