Vietnam has always been a beer country. That is changing. As incomes rise and cities grow, a new generation of Vietnamese is discovering wine, and imported wine in particular. For foreign wine producers and distributors, this is a young, fast-opening market with room to grow. But it is also shaped by local taste, tough alcohol rules and specific import channels. Here is a clear overview of Vietnam’s wine market and how to find your place in it.

Vietnam’s wine market in numbers (2025-2026)

The market

• The wine market is worth around $2 billion and growing steadily.
• Most wine is consumed at home, a shift accelerated by strict drink-driving laws.
• Imported wine leads the premium end.
• Wine is still small next to beer and spirits, which means room to grow.

What they drink

• Chilean wines lead imports, around 25%.
• French, Italian and Australian wines are close behind.
• Red wine dominates, but white and sparkling are rising.
• Premium and gift wines do well around holidays like Tet.

Who drinks it

• Urban, middle-class professionals.
• Younger consumers drawn to wine and cocktail culture.
• Buyers who see wine as sophisticated and health-friendly.
• Gift-givers, especially at festivals and business occasions.

The rules to know

• A zero-tolerance drink-driving law pushed drinking into the home.
• Alcohol taxes are rising, heading toward 100% by 2030.
• Import and labeling rules require local compliance.
• A local distributor is usually essential.

Why wine is growing in Vietnam

The story is the rising middle class. As people earn more and cities modernize, tastes broaden. Wine carries an image of sophistication and, rightly or not, of being healthier than spirits or beer. Younger urban Vietnamese are building a wine and cocktail culture, trying imported labels and sharing the experience online. Gifting also matters: a good bottle of imported wine is a respected present at Tet and business occasions.

One factor reshaped the market recently. The zero-tolerance drink-driving law introduced in 2019 hit bars and restaurants hard and moved a lot of drinking into the home. That was bad for on-trade beer, but it actually suited wine, which fits home meals and gatherings. For a wine brand, this means the retail and e-commerce channels matter more than ever.

How to succeed in Vietnam’s wine market

Lead with origin and story

Vietnamese wine buyers care about where a wine comes from. French, Italian, Chilean and Australian origins carry weight. Tell your story clearly, make your region and heritage part of the sell, and help new drinkers feel confident about what they are buying.

Win the home and gifting occasions

With so much consumption at home, focus on retail, e-commerce and gift positioning. Attractive packaging, gift sets and holiday campaigns around Tet capture the occasions where wine sells best in Vietnam.

Educate a young market

Many Vietnamese are new to wine. Content that explains pairings, styles and how to choose builds confidence and demand. Tastings, social media and creator content turn curious beginners into regular buyers.

Get import and distribution right

Alcohol is tightly regulated and taxed in Vietnam, and taxes are rising. Work with a distributor who knows import rules, labeling and the retail and restaurant channels. This is not a market to enter without a local partner.

The mistakes wine brands make

• Assuming Vietnam drinks like the West. Most consumption is at home, and the market is young.
• Ignoring gifting. Gift occasions like Tet are prime selling moments.
• Skipping education. New drinkers need help choosing. Content builds demand.
• Underestimating tax and rules. Alcohol is heavily regulated and taxes are rising.
• Entering without a distributor. Import and channel access need a local partner.

What this means for you

Vietnam’s wine market is young, premium-leaning and growing, driven by a rising middle class and a shift to home consumption. Lead with origin and story, win the gifting occasions, educate new drinkers, and get import and distribution right. For background, see the economy of Vietnam and the world of wine.

Read next on our blog: the latest consumer trends in Vietnam and how we help brands and suppliers enter the market.

FAQ: Vietnam’s wine market

How big is the wine market in Vietnam?

Around $2 billion and growing steadily. Wine is still small next to beer and spirits, which leaves plenty of room to grow, especially at the imported and premium end.

Which imported wines are most popular?

Chilean wines lead imports at around a quarter, with French, Italian and Australian wines close behind. Red dominates, while white and sparkling are rising.

Where do Vietnamese buy and drink wine?

Increasingly at home, a shift driven by strict drink-driving laws. That makes retail, e-commerce and gifting the key channels rather than bars and restaurants.

Do I need a distributor to sell wine in Vietnam?

Almost always. Alcohol is tightly regulated and taxed, with taxes rising toward 100% by 2030. A distributor who knows import rules and channels is essential.

Grow your wine brand in Vietnam with GMA

At GMA, we help foreign wine and spirits brands enter and grow in Vietnam. Our team handles positioning and storytelling, digital and social marketing, gifting campaigns, and connections to the right import and distribution partners. If you want to bring your wine to Vietnam, tell us about your project and we will map the first steps with you.

GMA (Gentlemen Marketing Agency) is a French agency based in Shanghai with more than 75 specialists. We run marketing and distribution for foreign brands across Asia, from Vietnam and China to Indonesia, the Philippines and Thailand. One team, one network, from first strategy to first sale.