Vietnam: Heineken competes with Sabeco for the top position

Since the beginning of 2020, Vietnam's beer industry has been under the double impact of Decree 100, a drastic anti-drunk driving law, and the COVID-19 pandemic. For the first time in years of growth, the beer industry saw a double-digit decline. According to the General Statistics Office, the total volume of beer produced last year reached about 43.9 million hectoliters, down 14% from the year before. Beer consumption per capita last year reached 40.5 liters, down 7.1 liters compared to 2019.

The two largest brewery groups in the country were able to cope with the situation differently. Vietnam’s leading brewer Sabeco, in which ThaiBev holds a majority stake since December 2017 (, 18.12.2017) recorded a decrease in revenue of more than VND 7,000 billion (USD 307,000) to only VND 30,167 billion (USD 1.3 million).

On the other hand, Heineken Vietnam Beer and Beverage Co., the company responsible for distributing Heineken beer and beverage products, could increase revenue slightly, reaching more than 55,700 billion VND (USD 65.4 million). copper. In previous years, Heineken's revenue in Vietnam grew even stronger, reaching nearly 20% per year.

Already in June 2019, Leo Evers, at that time managing director of Heineken Vietnam and since 1.7.2021 Carlsberg’s Executive Vice President for Asia (, 27.1.2021), told the press that “we aim for the No. 1 position, not only in profit but also in volume.” Before the pandemic the Dutch brewer already held a 31% market share (up from 20% five years earlier) which came close to the estimated slightly over 40% of Sabeco. (, 5.6.2019)

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