Vietnam drinks, and it drinks more premium every year. Wine, whisky and other spirits are moving from special occasions into everyday aspiration among the urban middle class. But marketing alcohol here has its own rules and channels. How do you build a wine or spirit brand that Vietnamese consumers want? Here are five tips to market a wine and spirit brand in Vietnam in 2026.
Wine and spirits in Vietnam (2025-2026)
- A young, urban middle class trading up to premium drinks.
- Gifting, dining out and celebrations drive a lot of demand.
- Imported wine and spirits carry strong prestige.
- Discovery happens on social, through creators and at events.
5 tips to market a wine and spirit brand in Vietnam
1. Sell the story and the occasion
Wine and spirits sell on origin, craft and occasion. Build a story around your brand, where it comes from, how it is made, and when to enjoy it. In Vietnam, gifting and celebration are powerful hooks.
2. Position for premium and status
Vietnamese buyers of imported drinks are aspirational. Position your brand as a mark of taste and status, not a discount product. Premium image supports premium price.
3. Use social and creators
Discovery happens on Facebook, Instagram, TikTok and YouTube, and through creators. Use tastings, pairings and lifestyle content to build desire and reach the right audience.
4. Win the on-trade
Restaurants, bars, hotels and clubs are where consumers discover and try premium drinks. A strong on-trade presence builds prestige and trial that pull through to retail and gifting.
5. Respect the rules and sell responsibly
Alcohol marketing has restrictions. Follow local rules, market responsibly, and lean on story, quality and experience rather than aggressive promotion. It protects your brand and builds trust.
The costly mistakes in wine spirit
- Selling on price. Vietnamese buyers of imported drinks want status and story.
- Ignoring gifting. Gifting and celebration drive big demand.
- Skipping the on-trade. Bars and restaurants build prestige and trial.
- No social presence. Discovery runs on creators and lifestyle content.
- Ignoring the rules. Respect alcohol marketing restrictions and sell responsibly.
The conclusion we draw
Marketing wine and spirits in Vietnam means selling story and occasion, positioning premium, using social and creators, winning the on-trade, and respecting the rules. The premium market is growing; build desire and you build the brand. For context, see the economy of Vietnam and its Digital 2025 profile.
Further reading: how to sell wine in Vietnam and working with distributors in Vietnam.
What brands ask us about marketing wine and spirits in Vietnam
Is there demand for premium drinks in Vietnam?
Yes, and it is growing. A young, urban middle class is trading up to premium wine and spirits, driven by gifting, dining out and celebrations.
How should I position my brand?
Premium. Buyers of imported wine and spirits are aspirational, so position your brand around taste, status and story rather than competing on price.
Which channels build a wine or spirit brand?
Social and creators for discovery, and the on-trade, bars, restaurants and hotels, for prestige and trial. Together they build desire that pulls through to sales.
Are there rules on alcohol marketing?
Yes. Alcohol marketing has restrictions in Vietnam. Follow local rules, market responsibly, and rely on story, quality and experience rather than aggressive promotion.
Where we can help with wine spirit
At GMA, we help wine and spirit brands grow in Vietnam. We build desire through story, social and creators, develop your on-trade presence, and connect you to the right distribution, all within the rules. If you want to build your drinks brand in Vietnam, talk it through with us and we will map the first steps with you.
GMA is a Shanghai-based French agency. Our brief is usually the same: get a foreign brand selling in a market it does not know. We work mainly across Vietnam, China and Southeast Asia.