Wine in Vietnam Sep2013

WINE IN VIETNAM
Euromonitor International
September 2013
W INE IN VIETNAM
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LIST OF CONTENTS AND TABLES

Headlines ..................................................................................................................................... 1
Trends .......................................................................................................................................... 1
Production, Imports and Exports .................................................................................................. 2
Competitive Landscape ................................................................................................................ 3
Prospects ..................................................................................................................................... 3
Category Data .............................................................................................................................. 4
Table 1
Table 2
Table 3
Table 4
Table 5
Table 6
Table 7
Table 8
Table 9
Table 10
Table 11
Table 12
Table 13
Table 14
Table 15
Table 16
Table 17
Table 18
Table 19
Table 20
Table 21
Table 22
Table 23
Table 24
Table 25
Table 26
Sales of Wine by Category: Total Volume 2007-2012 .................................. 4

Sales of Wine by Category: Total Value 2007-2012 ..................................... 4
Sales of Wine by Category: % Total Volume Growth 2007-2012 ................. 5
Sales of Wine by Category: % Total Value Growth 2007-2012 .................... 5
Sales of Wine by On-trade vs Off-trade: Volume 2007-2012 ....................... 5
Sales of Wine by On-trade vs Off-trade: Value 2007-2012 .......................... 6
Sales of Wine by On-trade vs Off-trade: % Volume Growth 2007-2012 ....... 6
Sales of Wine by On-trade vs Off-trade: % Value Growth 2007-2012 .......... 6
Sales of Still Red Wine by Price Segment: % Off-trade Volume 20072012 ............................................................................................................. 6
Sales of Still White Wine by Price Segment: % Off-trade Volume
2007-2012 .................................................................................................... 7
Sales of Still Ros Wine by Price Segment: % Off-trade Volume
2007-2012 .................................................................................................... 7
Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume
2007-2012 .................................................................................................... 7
Sales of Still Red Wine by Grape/Varietal Type: % Total Volume
2007-2012 .................................................................................................... 7
Sales of Still White Wine by Grape/Varietal Type: % Total Volume
2007-2012 .................................................................................................... 8
Sales of Still Ros Wine by Grape/Varietal Type: % Total Volume
2007-2012 .................................................................................................... 8
Sales of Still Red Wine by Quality Classification: % Total Volume
2007-2012 .................................................................................................... 8
Sales of Still White Wine by Quality Classification: % Total Volume
2007-2012 .................................................................................................... 8
Sales of Still Ros Wine by Quality Classification: % Total Volume
2007-2012 .................................................................................................... 8
GBO Company Shares of Still Light Grape Wine: % Total Volume
2008-2012 .................................................................................................... 9
NBO Company Shares of Still Light Grape Wine: % Total Volume
2008-2012 .................................................................................................... 9
LBN Brand Shares of Still Light Grape Wine: % Total Volume 20092012 ............................................................................................................. 9
GBO Company Shares of Champagne: % Total Volume 2008-2012 ......... 10
NBO Company Shares of Champagne: % Total Volume 2008-2012 ......... 10
LBN Brand Shares of Champagne: % Total Volume 2009-2012 ................ 11
GBO Company Shares of Other Sparkling Wine: % Total Volume
2008-2012 .................................................................................................. 11
NBO Company Shares of Other Sparkling Wine: % Total Volume
2008-2012 .................................................................................................. 11
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Table 27
Table 28
Table 29
Table 30
Table 31
Table 32
Table 33
Table 34
Table 35
Table 36
Table 37
Table 38
Table 39
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LBN Brand Shares of Other Sparkling Wine: % Total Volume 20092012 ........................................................................................................... 11
GBO Company Shares of Non-grape Wine: % Total Volume 20082012 ........................................................................................................... 12
NBO Company Shares of Non-grape Wine: % Total Volume 20082012 ........................................................................................................... 12
LBN Brand Shares of Non-grape Wine: % Total Volume 2009-2012 ......... 12
Production, Imports and Exports of Wine: Total Volume 2006-2011 .......... 13
Imports of Wine by Country of Origin: Total Volume 2006-2011 ................ 13
Imports of Wine by Country of Origin: Total Value 2006-2011 ................... 13
Exports of Wine by Country of Destination: Total Volume 2006-2011 ........ 13
Exports of Wine by Country of Destination: Total Value 2006-2011 ........... 13
Forecast Sales of Wine by Category: Total Volume 2012-2017 ................. 13
Forecast Sales of Wine by Category: Total Value 2012-2017 .................... 14
Forecast Sales of Wine by Category: % Total Volume Growth 20122017 ........................................................................................................... 14
Forecast Sales of Wine by Category: % Total Value Growth 20122017 ........................................................................................................... 14
II
W INE IN VIETNAM
WINE IN VIETNAM
HEADLINES
Wine records 5% total volume growth in 2012 to reach 33 million litres
Wine witnesses packaging innovation from imported products
Still red wine continues to record the fastest growth in total volume terms of 11%
Thang Long Liquor JSC remains the leading player with 23% volume share in 2012
Wine is predicted to grow by a total volume CAGR of 6% over the forecast period
TRENDS
Towards the end of the review period, the leading manufacturers such as Thang Long Liquor
JSC and LamDong Foodstuffs JSC (Ladofoods) focused on improving packaging to be more
appealing in order to attract consumers attention. This was due to the fact that wine was
normally purchased in Vietnam as gifts for business partners, family members and friends
during special occasions such as Christmas or New Year. As a result, attractive packaging
played an important role in attaining consumer attention.
In 2012, wine witnessed total volume growth of 5%, which was on par with 2011. Demand for
wine was stable in the country due to a lack of significant product innovation. The majority of
wine was either mature, being very familiar to many consumers, such as local non-grape
wine, or niche and had not gained enough popularity, such as sparkling wine and still light
grape wine.
Within wine, still red wine recorded the fastest total volume growth in 2012 in line with
increasing consumer awareness toward its health benefits. Public media such televisions, or
magazines usually advised consumers to occasionally drink still red wine as it is believed to
have more health benefits such as digestive aid and high antioxidant levels compared to other
wines. Moreover, the increasing popularity of still red wine was also due to the fact that still
red wine was the most suitable to accompany Vietnamese meals. As a result, still red wine
rapidly gained consumer attention in 2012.
Still white wine also recorded strong total volume growth of 8% in 2012, which is due to the
greater influence of Western culture especially Western food. Vietnamese consumers became
more sophisticated and particular about what they ate and drank. For example, when they eat
fish and chicken, they prefer to drink still white wine.
Among wine, local non-grape wine received a high amount of attention from both
manufacturers and consumers. Local non-grape wine, which tends to be made from a
combination of local fruits, was popular for its affordable price and adaptable taste. In 2012,
local non-grape wine accounted for the biggest percentage of wine with 74% total volume
share.
The unit price of wine through both on-trade and off-trade rose in 2012 for various reasons.
For export wines, it was the rising transportation costs and the devaluation of the Vietnam
Dong against the US dollar that forced importers to raise prices. Local manufacturers also
faced higher manufacturing costs as electricity and water prices both increased during the
year, alongside increasing transportation costs.
While still light grape wine was often preferred by affluent and health-conscious middle-aged
consumers, sparkling wine seemed to be more popular amongst a younger base of
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consumers such as people in their 20s. This was mainly because the younger adults found
the sweeter taste quite palatable and appreciated the refreshing feeling of sparkling wine.
In 2012, on-trade accounted for 71% share of total volumes sales. The high percentage of ontrade sales was due to the fact that Vietnamese consumers perceived wine as not being a
mass product, only drinking wine during special occasions in restaurants. In spite of the high
percentage of on-trade sales, the percentage of on-trade sales also grew over the review
period supported by the development of consumer foodservice as a result of growing income
levels which also resulted in more frequent eating out habits.
As wine as a whole remained a niche drink for most Vietnamese, consumers had little
knowledge of wine tasting and varietal type. They usually opted for restaurants
recommendations, or the product price itself, rather than the grape/varietal type. In terms of
grape, Cabernet Sauvignon was the most popular for still red wine and still ros wine, while
Chardonnay remained as the most popular grape for still white wine. The popularity of
Cabernet Sauvignon and Chardonnay was due to their suitability to Vietnamese taste
preferences.
Towards the end of the review period, glass bottle was the most popular packaging in
Vietnam. Glass could protect the quality and flavours of the wine and is also often associated
with premium quality and luxury by Vietnamese consumers. Wine in glass bottles was sold in
both on- and off-trade channels in Vietnam. Some non-grape wine, however, can be found in
ceramic or PET bottles.
Generally, there were two classes of wine in Vietnam. Lower-priced wine, often of lower
quality, was usually sold at supermarkets and some other informal retail outlets. Higher-priced
wine, considered premium quality, with dominant brand names like Jacobs Creek and JP
Chenet, is often marketed and sold in high-end restaurants or boutique shops, targeting more
sophisticated and affluent groups of customers. Local players like Thang Long Liquor and
LamDong Foodstuffs, which are usually considered to be at the lower end of the quality
spectrum, have both turned out premium brands of Thang Long and Dalat wine, respectively,
and are employing these premium marketing channels to promote their products, while
retaining their competitive advantage in price.
New World wine, such as wine from countries like the US, Chile, Australia and South Africa,
entered Vietnam later than Old World wine from France and Italy. However, wine from these
countries also gained a lot of popularity with brands like Jacobs Creek gaining notable sales
share. Nevertheless, the countries that imported the most wine into Vietnam included France,
Italy, and Chile, followed by Argentina, Germany and Australia. New Zealand wine entered in
2008 and was gradually being accepted by customers. French wine, however, continued to be
popular among Vietnamese consumers.
PRODUCTION, IMPORTS AND EXPORTS

Like in most other alcoholic drink categories, wine in Vietnam was divided into two main
streams. The first referred to products that came from industrial production lines of factories,
and the second was homemade alcohol that came from trade villages. High-quality wine is
mainly imported. The export of wine was very low over the review period, as domestic
industrial alcohol manufacturers mostly provided for local consumers.
Imported wine remained widely popular in Vietnam. Wine from Old World countries like
France and Italy are associated with premium quality due to their early presence and longestablished prestige. In terms of volume, French wine led in 2012 for imported wine. However,
New World wine from Australia and South American countries such as Argentina and Chile
gained considerable recognition among consumers. For domestic wine, Thang Long, which
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was widely popular in the north due to extensive distribution networks and competitive prices,
led. Dalat wine by LamDong Foodstuff, although believed to be of superior quality to Thang
Long Wine, had a smaller distribution base.
Apparent consumption differs from Euromonitor Internationals market size data because of
the huge difference in volume between homemade, industrial and imported alcohol.
COMPETITIVE LANDSCAPE
In 2012, Thang Long Liquor led wine with a total volume share of 23%. The company also
enjoyed the biggest increase in value share in 2012, gaining three percentage points. Its
success was due to its constant efforts to improve packaging as well as to diversify its product
range over the review period. More importantly, the company possessed a wide distribution
system; thus it was able to capture increasing demand for wine in Vietnam. In addition, its
taste was more suitable to Vietnameses consumers as Thang Longs taste seemed to be
sweeter than other products.
In general, imported products were perceived to have better quality than local products due to
their higher price. However, only affluent consumers were able to purchase imported wine
due to their expensive pricing. On the other hand, local wine brands like Thang Long or Dalat
appeared to more affordable and available in most retailing channels. Therefore, some
consumers usually drink local wines as a healthy substitute for other alcoholic drinks like beer
and spirits.
Wine witnessed a good mix of local and international players. Although the top two positions
were taken by local companies with a total volume share of nearly 33%, the remaining
companies were pretty fragmented with a mix of foreign and domestic players. While the
domestic brands have an advantage in terms of price, imported brands have an advantage in
terms of brand image and quality.
During 2011-2012, wine witnessed packaging innovations from imported products. For
example, Bordeaux Le Tonneau in a flexible aluminium pack was introduced by small trading
companies such as AGT JSC. New flexible aluminium pack provided high convenience for
both retailers and consumers, being easier to stock and transport. Consumers found them
easy to carry out for parties and the price appeared to be cheaper than glass bottles.
The presence of private label remained insignificant due to low interest from retailers and
manufacturers in 2012.
PROSPECTS
Wine is projected to record a total volume CAGR of 6% over the forecast period, which is on
par with the total volume CAGR over the review period. Demand for wine will be contributed
by a rising young adult generation, disposable household incomes as well as increasing
habits of consumers to go out and drink in the country. In addition, the growing young adult
generation, which is becoming increasingly influenced by Western culture also contributed to
the total volume growth of wine over the forecast period.
Still red wine, which recorded the fastest volume growth of 2012, is expected to retain this
position over the forecast period due to its strong potential. Red wine is more suitable to
accompany Vietnamese cuisine, which has many red meat dishes, than other kinds of wine.
Moreover, still red wine is also believed to be healthier than other types due to its digestive
benefits. Thus, still red wine will see rising consumption during the forecast period.
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The main threat to growth would be the counterfeit/contraband wine environment, which still
exists prominently in the country. Although it is an old issue, the government is still experience
difficulties in dealing with the situation. Counterfeit/contraband wine still exists in the country,
contributing to the large percentage of total volume of wine sold in the country.
The unit price in constant value terms is expected to increase gradually over the forecast
period due to the participation due to increasing number of imported brands. As Vietnamese
consumers will have increasing demand for more sophisticated products, more premium
brands are likely to be imported by small trading companies.
On-trade is predicted to record more sales than off-trade, due to increasingly busy lifestyles of
consumers and the rising trend of eating out in the country. In the short term of the forecast
period, wine would still be limited to high-end restaurants and hotels, while in the long-term,
the market will slowly expand to the mass market.
Leading players such as Thang Long Liquor and LamDong Foodstuffs are expected to invest
in advertising and marketing activities to affirm their positions before more new brands enter
and increase the level of competition within wine. They are expected to cooperate with public
media such as television, magazines or newspapers to create a premium image for their
products as well as to educate consumers about the benefits of wine to enhance their overall
awareness of wine.
CATEGORY DATA
Table 1
Sales of Wine by Category: Total Volume 2007-2012
'000 litres
Fortified Wine and

Vermouth
Non-Grape Wine
- Local Non-Grape Wine
Sparkling Wine
- Champagne
- Other Sparkling Wine
Still Light Grape Wine
- Still Red Wine
- Still Ros Wine
- Still White Wine
Wine
Source:
2007
2008
2009
2010
2011
2012
23.9
24.6
25.3
26.1
26.8
27.5
19,115.0
19,115.0
1,327.4
7.6
1,319.8
4,309.0
3,512.1
22.2
774.7
24,775.3
20,232.5
20,232.5
1,395.6
8.0
1,387.7
4,740.5
3,878.6
22.9
839.0
26,393.3
21,314.3
21,314.3
1,458.4
8.3
1,450.1
5,159.1
4,239.6
23.5
896.0
27,957.1
22,366.9
22,366.9
1,531.3
8.7
1,522.6
5,641.4
4,655.8
24.2
961.4
29,565.7
23,426.9
23,426.9
1,620.9
9.1
1,611.8
6,194.3
5,132.9
25.0
1,036.4
31,268.8
24,466.8
24,466.8
1,723.8
9.7
1,714.2
6,830.9
5,682.6
25.8
1,122.5
33,048.9
Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Table 2
Sales of Wine by Category: Total Value 2007-2012
VND billion
Fortified Wine and

Vermouth
Non-Grape Wine
Sparkling Wine
- Champagne
2007
2008
2009
2010
2011
2012
6.8
7.2
7.6
8.1
9.3
10.4
851.4
851.4
291.5
19.7
919.5
919.5
319.2
21.6
1,002.3
1,002.3
352.4
23.8
1,087.5
1,087.5
390.8
26.3
1,273.5
1,273.5
464.4
30.8
1,464.9
1,464.9
546.7
36.0
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- Still Red Wine
- Still Ros Wine
- Still White Wine
Wine
Source:
271.8
1,617.1
1,362.2
5.0
249.9
2,766.8
297.6
1,824.3
1,546.0
5.2
273.1
3,070.3
328.6
2,067.8
1,762.5
5.5
299.8
3,430.1
364.5
2,354.5
2,018.3
5.9
330.4
3,840.9
433.6
2,742.2
2,355.0
6.5
380.7
4,489.4
510.6
3,211.6
2,756.6
7.4
447.6
5,233.6
Table 3
Sales of Wine by Category: % Total Volume Growth 2007-2012
% total volume growth
Fortified Wine and Vermouth

Non-Grape Wine
Sparkling Wine
- Champagne
- Still Red Wine
- Still Ros Wine
- Still White Wine
Wine
Source:
2011/12
2007-12 CAGR
2007/12 Total
2.6
4.4
4.4
6.4
5.7
6.4
10.3
10.7
3.4
8.3
5.7
2.8
5.1
5.1
5.4
4.9
5.4
9.7
10.1
3.1
7.7
5.9
14.9
28.0
28.0
29.9
27.0
29.9
58.5
61.8
16.4
44.9
33.4
Table 4
Sales of Wine by Category: % Total Value Growth 2007-2012
% local currency, current value growth

Non-Grape Wine
Sparkling Wine
- Champagne
- Still Red Wine
- Still Ros Wine
- Still White Wine
Wine
Source:
2011/12
2007-12 CAGR
2007/12 Total
12.7
15.0
15.0
17.7
17.0
17.8
17.1
17.1
12.8
17.6
16.6
8.9
11.5
11.5
13.4
12.8
13.4
14.7
15.1
8.3
12.4
13.6
52.9
72.1
72.1
87.5
82.8
87.9
98.6
102.4
48.7
79.1
89.2
Table 5
Sales of Wine by On-trade vs Off-trade: Volume 2007-2012
million litres
Off-trade
On-trade
2007
2008
2009
2010
2011
2012
7.5
17.3
8.0
18.4
8.4
19.6
8.8
20.7
9.3
22.0
9.8
23.3
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Total
Source:
24.8
26.4
28.0
29.6
31.3
33.0
Table 6
Sales of Wine by On-trade vs Off-trade: Value 2007-2012
VND billion
Off-trade
On-trade
Total
Source:
2007
2008
2009
2010
2011
2012
512.8
2,254.0
2,766.8
561.5
2,508.8
3,070.3
618.6
2,811.5
3,430.1
682.5
3,158.4
3,840.9
790.5
3,698.9
4,489.4
915.1
4,318.4
5,233.6
Table 7
Sales of Wine by On-trade vs Off-trade: % Volume Growth 2007-2012
% volume growth
Off-trade
On-trade
Total
Source:
2011/12
2007-12 CAGR
2007/12 TOTAL
5.2
5.9
5.7
5.4
6.1
5.9
30.3
34.7
33.4
Table 8
Sales of Wine by On-trade vs Off-trade: % Value Growth 2007-2012
% current value growth
Off-trade
On-trade
Total
Source:
2011/12
2007-12 CAGR
2007/12 TOTAL
15.8
16.8
16.6
12.3
13.9
13.6
78.5
91.6
89.2
Table 9
Sales of Still Red Wine by Price Segment: % Off-trade Volume 2007-2012
% off-trade
Under VND50000
VND51000 to VND100000
VND110000 to VND200000
VND210000 to VND300000
VND310000 to VND400000
VND400000 and above
Total
Source:
2007
2008
2009
2010
2011
2012
6.0
23.5
23.5
20.0
14.0
13.0
100.0
5.5
23.5
23.0
20.0
14.5
13.5
100.0
4.5
23.0
23.0
20.0
15.0
14.5
100.0
3.0
23.0
23.0
20.0
16.0
15.0
100.0
2.0
22.5
23.0
20.5
16.5
15.5
100.0
1.0
20.9
22.5
22.5
17.3
15.8
100.0
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Table 10
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Sales of Still White Wine by Price Segment: % Off-trade Volume 2007-2012
% off-trade
Under VND50000
VND51000 to VND100000
VND110000 to VND200000
VND210000 to VND300000
VND310000 to VND400000
VND400000 and above
Total
Source:
2007
2008
2009
2010
2011
2012
9.5
20.0
28.0
20.0
13.5
9.0
100.0
8.5
19.0
28.0
20.0
14.0
10.5
100.0
6.5
19.0
28.0
20.0
15.0
11.5
100.0
5.0
19.0
28.0
20.0
16.0
12.0
100.0
3.5
18.5
28.5
20.5
16.5
12.5
100.0
2.1
17.5
27.9
22.5
17.3
12.6
100.0
Table 11
Sales of Still Ros Wine by Price Segment: % Off-trade Volume 2007-2012
% off-trade
Under VND100000
VND110000 to VND140000
VND141000 to VND180000
VND181000 to VND220000
VND221000 to VND260000
VND261000 and above
Total
Source:
2007
2008
2009
2010
2011
2012
9.5
16.5
20.0
26.0
18.5
9.5
100.0
9.5
14.5
19.0
26.0
19.5
11.5
100.0
8.0
13.0
19.0
26.0
21.0
13.0
100.0
6.5
11.0
19.0
27.0
22.5
14.0
100.0
5.0
9.5
19.5
28.0
23.0
15.0
100.0
4.0
8.3
18.9
29.7
24.1
15.0
100.0
Table 12
Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 20072012
% off-trade
Under VND50000
VND50000 to VND100000
VND110000 to VND150000
VND151000 to VND200000
VND210000 to VND250000
VND251000 and above
Total
Source:
2007
2008
2009
2010
2011
2012
18.0
20.0
20.5
24.5
9.5
7.5
100.0
18.0
20.0
20.0
24.5
9.5
8.0
100.0
18.0
19.5
19.5
25.0
9.5
8.5
100.0
18.0
19.5
18.0
26.0
9.5
9.0
100.0
17.5
19.5
17.5
26.5
10.0
9.0
100.0
17.2
19.1
17.2
27.2
10.3
9.0
100.0
Table 13
Sales of Still Red Wine by Grape/Varietal Type: % Total Volume 2007-2012
% total volume
Cabernet Sauvignon
Merlot
Shiraz/Syrah
Others
2007
2008
2009
2010
2011
2012
28.0
24.0
16.0
32.0
28.0
24.0
16.0
32.0
28.0
24.0
16.5
31.5
28.0
24.5
16.5
31.0
28.0
24.5
16.0
31.5
28.0
24.3
16.1
31.6
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Total
Source:
100.0
100.0
100.0
100.0
100.0
100.0
Table 14
Sales of Still White Wine by Grape/Varietal Type: % Total Volume 2007-2012
% total volume
Chardonnay
Sauvignon Blanc
Others
Total
Source:
2007
2008
2009
2010
2011
2012
51.5
12.0
36.5
100.0
51.5
12.0
36.5
100.0
52.0
12.5
35.5
100.0
52.0
13.0
35.0
100.0
52.5
13.5
34.0
100.0
52.0
13.5
34.5
100.0
Table 15
Sales of Still Ros Wine by Grape/Varietal Type: % Total Volume 2007-2012
% total volume
Cabernet Sauvignon
Garnacha/Grenache
Merlot
Others
Total
Source:
2007
2008
2009
2010
2011
2012
32.0
17.0
26.0
25.0
100.0
32.0
17.0
26.5
24.5
100.0
32.5
17.5
26.5
23.5
100.0
33.0
17.5
26.5
23.0
100.0
33.5
17.5
27.0
22.0
100.0
33.5
17.8
27.1
21.6
100.0
Table 16
Sales of Still Red Wine by Quality Classification: % Total Volume 2007-2012
% total volume
New World
Old World
Total
Source:
2007
2008
2009
2010
2011
2012
33.0
67.0
100.0
33.0
67.0
100.0
34.0
66.0
100.0
34.5
65.5
100.0
35.0
65.0
100.0
35.5
64.5
100.0
Table 17
Sales of Still White Wine by Quality Classification: % Total Volume 2007-2012
% total volume
New World
Old World
Total
Source:
Table 18
2007
2008
2009
2010
2011
2012
40.0
60.0
100.0
40.5
59.5
100.0
41.0
59.0
100.0
41.5
58.5
100.0
42.0
58.0
100.0
42.3
57.7
100.0
Sales of Still Ros Wine by Quality Classification: % Total Volume 2007-2012
W INE IN VIETNAM
Passport
% total volume
New World
Old World
Total
Source:
Thang Long Liquor JSC

Pernod Ricard Groupe
Grands Chais de France
SA, Les
Accolade Wines Ltd
LamDong Foodstuffs JSC
(Ladofoods)
Treasury Wine Estates Ltd
Baron Philippe de
Rothschild SA
Constellation Brands Inc
Foster's Group Ltd
Southcorp Holdings Ltd
Others
Total
2010
2011
2012
37.0
63.0
100.0
37.0
63.0
100.0
37.5
62.5
100.0
38.0
62.0
100.0
38.5
61.5
100.0
38.7
61.3
100.0
2008
2009
2010
2011
2012
13.9
10.8
7.6
14.5
10.5
7.9
15.0
10.3
8.1
15.5
10.0
8.2
16.5
9.9
8.3
7.6
7.4
7.0
7.4
6.8
7.4
6.9
3.2
3.1
3.0
7.3
2.9
6.8
2.8
7.6
7.6
41.8
100.0
7.6
7.6
41.5
100.0
7.5
7.4
41.7
100.0
41.8
100.0
41.5
100.0
Table 20
NBO Company Shares of Still Light Grape Wine: % Total Volume 2008-2012
% total volume
Company
SA, Les
(Ladofoods)
Baron Philippe de
Rothschild SA
Foster's Vietnam Co
Others
Total
Table 21
2009
GBO Company Shares of Still Light Grape Wine: % Total Volume 2008-2012
% total volume
Company
Source:
2008
Table 19
Source:
2007
2008
2009
2010
2011
2012
13.9
10.8
7.6
14.5
10.5
7.9
15.0
10.3
8.1
15.5
10.0
8.2
16.5
9.9
8.3
7.6
7.6
7.6
7.4
7.5
7.0
7.4
6.8
7.4
6.9
4.6
3.2
4.7
3.1
4.6
3.0
4.5
2.9
4.0
2.8
3.0
41.8
100.0
2.9
41.5
100.0
2.8
41.7
100.0
2.8
41.8
100.0
2.8
41.6
100.0
LBN Brand Shares of Still Light Grape Wine: % Total Volume 2009-2012
W INE IN VIETNAM
Passport
% total volume
Brand (Global Brand
Owner)
Thang Long
JP Chenet
Jacob's Creek
Hardys (Accolade
Wines Ltd)
Dalat
Penfolds (Treasury
Wine Estates Ltd)
Baron Philippe de
Rothschild
Wolf Blass
(Treasury Wine
Estates Ltd)
Wyndham Estate
Hardys
Others
Total
Source:
2009
2010
2011
2012

SA, Les
14.5
7.9
15.0
8.1
15.5
8.2
16.5
8.3
8.3
-
8.3
-
8.1
7.4
8.0
7.4

(Ladofoods)
7.4
7.0
6.8
6.9
4.5
4.0
Baron Philippe de
Rothschild SA
Foster's Vietnam Co
3.1
3.0
2.9
2.8
2.8
2.8
2.1
7.6
49.0
100.0
2.0
7.5
49.1
100.0
2.0
41.8
100.0
1.9
41.6
100.0

Others
Total
Table 22
GBO Company Shares of Champagne: % Total Volume 2008-2012
% total volume
Company
LVMH Mot Hennessy
Louis Vuitton SA
Europenne de
Participations
Industrielles (EPI) SAS
Rmy Cointreau Group
Boizel Chanoine
Champagne SA
Others
Total
Source:
Company
2008
2009
2010
2011
2012
76.6
78.4
78.9
79.5
78.9
3.3
3.2
3.8
-
3.6
-
3.4
-
19.6
100.0
18.0
100.0
17.7
100.0
17.2
100.0
17.9
100.0
Table 23
NBO Company Shares of Champagne: % Total Volume 2008-2012
% total volume
Company
LVMH Mot Hennessy
Louis Vuitton SA
Rmy Cointreau Group
DeVenoge
Others
Total
2008
2009
2010
2011
2012
76.6
78.4
78.9
79.5
78.9
3.8
19.6
100.0
3.6
18.0
100.0
3.4
17.7
100.0
3.3
17.2
100.0
3.2
17.9
100.0
10
W INE IN VIETNAM
Source:
Passport
Table 24
LBN Brand Shares of Champagne: % Total Volume 2009-2012
% total volume
Brand (Global Brand
Owner)
Mot & Chandon Brut
Imperial
Cuve Dom Prignon
Piper Heidsieck
(Europenne de
Participations
Industrielles (EPI)
SAS)
Piper Heidsieck
Venoge (Boizel
Chanoine Champagne
SA)
Others
Total
Source:

(Ladofoods)
Others
Total
2011
2012
LVMH Mot Hennessy

Louis Vuitton SA
LVMH Mot Hennessy
Louis Vuitton SA
Rmy Cointreau Group
47.0
47.5
48.0
47.2
31.3
31.4
31.5
31.7
3.3
3.2
Rmy Cointreau Group

DeVenoge
3.6
-
3.4
-
18.0
100.0
17.7
100.0
17.2
100.0
17.9
100.0
Others
Total
2008
2009
2010
2011
2012
15.9
8.6
17.2
9.0
18.0
8.7
18.5
8.5
21.0
9.3
75.5
100.0
73.8
100.0
73.3
100.0
73.0
100.0
69.7
100.0
Table 26
NBO Company Shares of Other Sparkling Wine: % Total Volume 2008-2012
% total volume
Company
(Ladofoods)
Others
Total
Table 27
2010
GBO Company Shares of Other Sparkling Wine: % Total Volume 2008-2012
% total volume
Company
Source:
2009
Table 25
Source:
Company
2008
2009
2010
2011
2012
15.9
8.6
17.2
9.0
18.0
8.7
18.5
8.5
21.0
9.3
75.5
100.0
73.8
100.0
73.3
100.0
73.0
100.0
69.7
100.0
LBN Brand Shares of Other Sparkling Wine: % Total Volume 2009-2012
11
W INE IN VIETNAM
Passport
% total volume
Brand (Global Brand
Owner)
Thang Long
Dalat
Others
Total
Source:
Company
2009
2010
2011
2012

(Ladofoods)
Others
Total
17.2
9.0
18.0
8.7
18.5
8.5
21.0
9.3
73.8
100.0
73.3
100.0
73.0
100.0
69.7
100.0
Table 28
GBO Company Shares of Non-grape Wine: % Total Volume 2008-2012
% total volume
Company
(Ladofoods)
Others
Total
Source:
2010
2011
2012
17.5
9.4
18.9
9.4
20.0
10.0
22.0
11.0
25.3
11.2
73.1
100.0
71.8
100.0
70.0
100.0
67.0
100.0
63.5
100.0
NBO Company Shares of Non-grape Wine: % Total Volume 2008-2012
% total volume
Company
(Ladofoods)
Others
Total
2008
2009
2010
2011
2012
17.5
9.4
18.9
9.4
20.0
10.0
22.0
11.0
25.3
11.2
73.1
100.0
71.8
100.0
70.0
100.0
67.0
100.0
63.5
100.0
Table 30
LBN Brand Shares of Non-grape Wine: % Total Volume 2009-2012
% total volume
Brand (Global Brand
Owner)
Thang Long
Dalat
Others
Total
Source:
2009
Table 29
Source:
2008
Company
2009
2010
2011
2012

(Ladofoods)
Others
Total
18.9
9.4
20.0
10.0
22.0
11.0
25.3
11.2
71.8
100.0
70.0
100.0
67.0
100.0
63.5
100.0
12
W INE IN VIETNAM
Table 31
Passport
Production, Imports and Exports of Wine: Total Volume 2006-2011
Million litres
Wine Production
Wine Apparent
consumption
Source:
Note:
2006
2007
2008
2009
2010
2011
290.1
290.1
364.2
364.2
343.5
343.5
375.1
375.1
387.5
387.5
2009
2010
2011
2009
2010
2011
2010
2011
2009
2010
2011
GTIS, Euromonitor International

- indicates data not available
Table 32
Imports of Wine by Country of Origin: Total Volume 2006-2011

2006
Source:
Note:
Imports of Wine by Country of Origin: Total Value 2006-2011

2006
2008
Exports of Wine by Country of Destination: Total Volume 2006-2011

2006
2007
2008
2009

Table 35
Exports of Wine by Country of Destination: Total Value 2006-2011

2006
Source:
Note:
2007

Table 34
Source:
Note:
2008

Table 33
Source:
Note:
2007
2007
2008

Table 36
Forecast Sales of Wine by Category: Total Volume 2012-2017
'000 litres
Fortified Wine and

Vermouth
Non-Grape Wine
Sparkling Wine
- Champagne
2012
2013
2014
2015
2016
2017
27.5
28.1
28.8
29.4
30.0
30.5
24,466.8
24,466.8
1,723.8
9.7
1,714.2
25,496.5
25,496.5
1,841.9
10.3
1,831.7
26,510.9
26,510.9
1,977.3
10.9
1,966.4
27,504.6
27,504.6
2,142.5
11.8
2,130.7
28,472.4
28,472.4
2,342.9
12.8
2,330.0
29,408.9
29,408.9
2,577.1
14.1
2,563.0
13
W INE IN VIETNAM
Passport

- Still Red Wine
- Still Ros Wine
- Still White Wine
Wine
Source:
6,830.9
5,682.6
25.8
1,122.5
33,048.9
7,568.6
6,320.4
26.8
1,221.3
34,935.2
8,425.5
7,062.4
28.0
1,335.0
36,942.5
9,423.2
7,928.0
29.3
1,466.0
39,099.7
10,588.3
8,940.4
30.7
1,617.1
41,433.5
11,952.5
10,128.2
32.3
1,792.0
43,969.0
Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Table 37
Forecast Sales of Wine by Category: Total Value 2012-2017
VND billion
Fortified Wine and

Vermouth
Non-Grape Wine
Sparkling Wine
- Champagne
- Still Red Wine
- Still Ros Wine
- Still White Wine
Wine
Source:
Table 38
2012
2013
2014
2015
2016
2017
10.4
10.7
11.0
11.3
11.5
11.8
1,464.9
1,464.9
546.7
36.0
510.6
3,211.6
2,756.6
7.4
447.6
5,233.6
1,532.2
1,532.2
589.6
38.6
551.0
3,505.8
3,012.1
7.7
486.1
5,638.4
1,597.8
1,597.8
638.9
41.6
597.3
3,887.0
3,348.8
8.0
530.3
6,134.8
1,661.4
1,661.4
698.5
45.0
653.5
4,329.5
3,740.0
8.4
581.1
6,700.7
1,722.5
1,722.5
770.7
49.1
721.6
4,844.5
4,195.9
8.8
639.8
7,349.2
1,781.1
1,781.1
851.7
53.9
797.9
5,434.4
4,719.6
9.2
705.5
8,079.0
trade sources
Forecast Sales of Wine by Category: % Total Volume Growth 2012-2017
% total volume growth

Non-Grape Wine
Sparkling Wine
- Champagne
- Still Red Wine
- Still Ros Wine
- Still White Wine
Wine
Source:
Table 39
2016/17
2012-17 CAGR
2012/17 Total
1.8
3.3
3.3
10.0
9.6
10.0
12.9
13.3
5.2
10.8
6.1
2.1
3.7
3.7
8.4
7.8
8.4
11.8
12.3
4.6
9.8
5.9
11.2
20.2
20.2
49.5
45.5
49.5
75.0
78.2
25.3
59.6
33.0
trade sources
Forecast Sales of Wine by Category: % Total Value Growth 2012-2017
% local currency, constant value growth

Non-Grape Wine
2012-17 CAGR
2012/17 TOTAL
2.4
4.0
12.7
21.6
14
W INE IN VIETNAM

Sparkling Wine
- Champagne
- Still Red Wine
- Still Ros Wine
- Still White Wine
Wine
Source:
Passport
4.0
9.3
8.4
9.3
11.1
11.4
4.6
9.5
9.1
trade sources
21.6
55.8
49.5
56.3
69.2
71.2
24.9
57.6
54.4
15

Wine in Vietnam Sep2013

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WINE IN VIETNAM

LIST OF CONTENTS AND TABLES

Sales of Wine by Category: Total Volume 2007-2012 .................................. 4

PRODUCTION, IMPORTS AND EXPORTS

Sales of Wine by Category: Total Volume 2007-2012

Fortified Wine and

Sales of Wine by Category: Total Value 2007-2012

Fortified Wine and

- Other Sparkling Wine

Sales of Wine by Category: % Total Volume Growth 2007-2012

% total volume growth

Fortified Wine and Vermouth

Sales of Wine by Category: % Total Value Growth 2007-2012

% local currency, current value growth

Fortified Wine and Vermouth

Sales of Wine by On-trade vs Off-trade: Volume 2007-2012

Sales of Wine by On-trade vs Off-trade: Value 2007-2012

Sales of Wine by On-trade vs Off-trade: % Volume Growth 2007-2012

Sales of Wine by On-trade vs Off-trade: % Value Growth 2007-2012

% current value growth

Sales of Still Red Wine by Price Segment: % Off-trade Volume 2007-2012

Sales of Still White Wine by Price Segment: % Off-trade Volume 2007-2012

Sales of Still Ros Wine by Price Segment: % Off-trade Volume 2007-2012

Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 20072012

Sales of Still Red Wine by Grape/Varietal Type: % Total Volume 2007-2012

Sales of Still White Wine by Grape/Varietal Type: % Total Volume 2007-2012

Sales of Still Ros Wine by Grape/Varietal Type: % Total Volume 2007-2012

Sales of Still Red Wine by Quality Classification: % Total Volume 2007-2012

Sales of Still White Wine by Quality Classification: % Total Volume 2007-2012

Sales of Still Ros Wine by Quality Classification: % Total Volume 2007-2012

Thang Long Liquor JSC

Thang Long Liquor JSC

LamDong Foodstuffs JSC

Pernod Ricard Groupe

GBO Company Shares of Champagne: % Total Volume 2008-2012

NBO Company Shares of Champagne: % Total Volume 2008-2012

LBN Brand Shares of Champagne: % Total Volume 2009-2012

Thang Long Liquor JSC

LVMH Mot Hennessy

Rmy Cointreau Group

NBO Company Shares of Other Sparkling Wine: % Total Volume 2008-2012

GBO Company Shares of Other Sparkling Wine: % Total Volume 2008-2012

LBN Brand Shares of Other Sparkling Wine: % Total Volume 2009-2012

Thang Long Liquor JSC

GBO Company Shares of Non-grape Wine: % Total Volume 2008-2012

NBO Company Shares of Non-grape Wine: % Total Volume 2008-2012

LBN Brand Shares of Non-grape Wine: % Total Volume 2009-2012

Thang Long Liquor JSC

Production, Imports and Exports of Wine: Total Volume 2006-2011

GTIS, Euromonitor International

Imports of Wine by Country of Origin: Total Volume 2006-2011

Imports of Wine by Country of Origin: Total Value 2006-2011

Exports of Wine by Country of Destination: Total Volume 2006-2011

GTIS, Euromonitor International

Exports of Wine by Country of Destination: Total Value 2006-2011

GTIS, Euromonitor International

GTIS, Euromonitor International

GTIS, Euromonitor International

Forecast Sales of Wine by Category: Total Volume 2012-2017

Fortified Wine and

Still Light Grape Wine

Forecast Sales of Wine by Category: Total Value 2012-2017

Fortified Wine and

Forecast Sales of Wine by Category: % Total Volume Growth 2012-2017