To sell any drink in Vietnam, you first have to understand how Vietnamese actually drink. The country has a deep, social drinking culture, and it is shifting fast. Traditional rice wine still flows at village gatherings, beer dominates the streets, but wine, whisky and premium drinks are rising quickly among a young, urban, aspirational crowd. Here is a look at the popular wine and drinking culture in Vietnam, and what it means for beverage brands.

Vietnam’s drinking culture in numbers (2025-2026)

• The wine market is worth around $2 billion and growing.
• Most wine is now drunk at home, after strict drink-driving laws.
• Imported wines, led by Chile, France, Italy and Australia, dominate the premium end.
• Whisky and premium spirits are rising among young professionals.

What Vietnamese drink, and how it is changing

Vietnam has long been a beer nation, with local and international lagers dominating streets and gatherings. Traditional rice wine, known as ruou, still plays a role in the countryside and at ceremonies. But the picture is changing fast. As incomes rise and cities modernize, a young, urban middle class is embracing wine, whisky and cocktails, drawn by their image of sophistication and lifestyle.

Wine in particular is on the rise. Imported wines, especially Chilean, French, Italian and Australian, lead the premium end, and wine fits the growing culture of home entertaining, nice meals and gifting. Whisky is climbing too, popular with young professionals influenced by Western culture. This shift from mass-market beer toward premium, lifestyle-led drinks is the story every beverage brand should watch.

What this means for beverage brands

Wine fits the home and the occasion

With strict drink-driving laws pushing consumption home, wine suits meals, gatherings and gifting. Position your product for these moments, with retail, e-commerce and gift packaging, rather than relying on bars and restaurants.

Premium and lifestyle sell

Young Vietnamese are trading up. Wine, whisky and premium spirits carry an image of success and refinement. Sell the lifestyle and the story, not just the liquid, and you tap into what is driving the shift.

Educate a young, curious market

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

Respect tradition and occasion

Drinking in Vietnam is social and tied to occasions, from Tet to business dinners. A brand that understands and fits these moments, and respects local drinking culture, connects far more deeply than one that ignores it.

The mistakes beverage brands make

• Relying on bars and restaurants. Much consumption moved home after drink-driving laws.
• Selling liquid, not lifestyle. Young buyers are trading up for image and story.
• Skipping education. A young market needs help choosing wine and spirits.
• Ignoring gifting and occasions. Tet and celebrations are prime selling moments.
• Underestimating tax and rules. Alcohol is heavily regulated, with taxes rising.

What this means for you

Vietnam’s drinking culture is shifting from mass-market beer toward wine, whisky and premium, lifestyle-led drinks, mostly enjoyed at home. Fit the occasions, sell the lifestyle, educate the market and respect tradition. For background, see the world of wine and the economy of Vietnam.

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

FAQ: drinking culture in Vietnam

What do Vietnamese drink most?

Beer still dominates, with traditional rice wine at ceremonies, but wine, whisky and premium spirits are rising fast among young, urban consumers who see them as sophisticated and lifestyle-led.

Is wine popular in Vietnam?

Increasingly, yes. The wine market is worth around $2 billion and growing, led by imported wines from Chile, France, Italy and Australia, and it fits the culture of home entertaining and gifting.

Why did drinking move to the home?

Strict zero-tolerance drink-driving laws curbed drinking in bars and restaurants, pushing consumption into the home. That shift suits wine and premium drinks enjoyed at meals and gatherings.

How should a beverage brand market in Vietnam?

Sell lifestyle and story, fit the home and gifting occasions, educate a young market on styles and pairings, and respect local drinking culture and regulations.

Grow your beverage brand in Vietnam with GMA

At GMA, we help foreign wine, spirits and beverage brands grow in Vietnam. Our team builds lifestyle positioning and storytelling, runs digital and creator marketing, ties into gifting occasions, and connects you with the right import and distribution partners. If you want to grow your drink brand in 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.