01
Importer and distributor search
We find licensed importers and distributors with the reach and ambition to build your brand, and help agree terms that work for both sides.
Markets / Vietnam
Taking a Drinks Brand into Vietnam.
Vietnam is one of the most exciting growth markets in Asia. A young population, rising incomes and a strong drinking culture are creating real demand for premium imported brands. The opportunity is large, and so is the need to choose the right partner and plan carefully.
The Market.
Beer dominates consumption and Vietnam is one of Asia's largest beer markets. Premium spirits, particularly whisky and cognac, and imported wine are growing quickly among urban consumers, and gifting plays an important role.
Ho Chi Minh City and Hanoi lead demand, with growing interest in tourist centres such as Da Nang. Restaurants, bars, karaoke and modern retail all matter, and traditional trade remains important outside the big cities.
We assess every opportunity through local knowledge and our own experience of developing new markets, backed by market statistics, so our advice on where a brand fits reflects what is really happening on the ground.
How to Enter.
Alcohol must be imported and distributed by licensed businesses, and products need the correct registration and Vietnamese labelling before sale. Partner choice is critical, because the importer's licences and network shape the whole route to market.
A special consumption tax applies to alcohol on top of import duty and value added tax, so taxes form a large part of the shelf price. The price structure needs to be built before terms are agreed.
Advertising of stronger alcohol is restricted, and strict drink driving enforcement has changed how and where people drink. Activation plans need to reflect both.
How We Help in Vietnam.
02
Pricing and route to market
A full price build for each channel, including the impact of consumption tax, so the brand lands at the right price.
03
Registration and launch planning
A clear plan for registration, labelling and first orders, with a realistic launch timetable.
04
Activation on the ground
A retained team that works your distributor and drives on trade and off trade activity in the major cities.
Common Questions.
Do I need a licensed importer in Vietnam?
Yes. Alcohol must be imported and distributed by businesses holding the correct licences, which is why choosing the right partner is the first and most important step.
Which drinks categories are growing in Vietnam?
Beer remains the largest category, while premium whisky, cognac and imported wine are growing fastest among urban consumers.
What makes Vietnam different from Thailand?
Vietnam is younger, faster growing and less mature in imported wine and spirits, so there is more room for new brands, but distribution is more fragmented and partner choice matters even more.
Does Bukit Strategy Group work in Vietnam?
Yes. We work with local partners to ensure that we have consistent coverage in the market and regularly visit the market to ensure we maintain all the necessary relationships.