Vietnam’s wine industry has been steadily developing as a core growth area in Vietnam’s food and beverage industry, driven by a growing middle class with a rising interest in wine culture and foreign imports.
While traditionally a market dominated by beer and spirits, wine is increasingly gaining popularity, especially among urban consumers who appreciate the sophistication and health benefits often associated with wine consumption.
French, Chilean, and Italian wines are the most popular imports, with a wide variety of labels available in supermarkets, wine shops, and restaurants across the country.
Domestic production is also on the rise, with Vietnam’s central highlands, particularly in regions like Dalat, becoming known for producing local wines.
Dalat Wine, a prominent local brand, has found a niche market among both local consumers and tourists, further diversifying the offerings within the industry.
Free trade agreements with countries such as the European Union and Chile have contributed to the growing availability of imported wines, making them more affordable.
However, the industry faces challenges such as competition from other alcoholic beverages and a lack of wine education among the broader population.
Despite these obstacles, the wine market in Vietnam is expected to expand as consumer preferences continue to shift towards a more diversified range of alcoholic beverages.
Wine in Vietnam in numbers
Vietnam’s wine market is set to generate a combined revenue of US$227.3 million in 2024, driven by both at-home and out-of-home consumption.
Revenue generated from at-home wine sales, such as those in supermarkets and convenience stores, is projected to reach US$170.0 million. Meanwhile, out-of-home sales, including revenue from restaurants and bars, will contribute US$57.2 million, according to data from Statista.
The at-home wine segment is expected to experience steady growth, with an annual compound growth rate of 2.35 percent from 2024 to 2029.
This rise reflects the increasing preference for wine consumption among Vietnamese consumers, particularly in urban areas where wine is becoming more popular due to its association with a refined lifestyle.
GUIDE: How to Open a Bar in Vietnam
From France to Australia wine from all over the world is now in demand in Vietnam and a myriad of bars have opened to cater to this emerging market. Many are doing very well too.
But opening a bar in Vietnam for foreign firms or individuals can be tricky. Not only are there a number of technical and licensing requirements that need to be met, but Vietnam has also developed its own very distinct drinking culture which can make penetrating Vietnam’s booming consumer class challenging.
Understanding the nuances of Vietnamese drinking culture and the complexities of business establishment procedures in advance of entering the market can, therefore, be crucial to the success of a new bar in Vietnam.
Domestic wine makers in Vietnam
Grape based wines, as opposed to rice wine, are not commonly made in Vietnam. That said, there are a few local wineries in operation.
Ladora Winery
Ladora Winery is one of the largest and most well-known wine producers in Vietnam. Based in the Central Highlands, particularly Dalat, Ladora Winery produces a variety of wines under the Dalat Wine label. The company focuses on both local and international markets, making it a key player in the Vietnamese wine industry. Its wines are widely available in supermarkets, restaurants, and hotels across the country.
Vang Dalat
Vang Dalat is another significant name in Vietnam’s wine market. Produced in the Dalat region, Vang Dalat wines are known for their accessibility and affordability, making them popular among both local consumers and tourists. The brand offers a range of products, from table wines to premium selections, appealing to a broad demographic.
Thang Long Wine Company
Thang Long Wine Company is a Hanoi-based producer that has been active in the wine industry for decades. It primarily produces traditional Vietnamese wines made from rice, along with grape-based wines. Thang Long caters mainly to the domestic market, and its products are found in retail stores and restaurants throughout the country.
These key players, both local and international, drive the diversity and growth of Vietnam’s wine industry, meeting the evolving tastes of Vietnamese consumers.
Imported wines in Vietnam
To sell wine in Vietnam, businesses must obtain the appropriate licences from the Ministry of Industry and Trade. This includes a wine distribution licence or a wine retail licence depending on the scale and scope of the business. Foreign investors looking to enter the retail space will also need to navigate Vietnam’s Economic Needs Test (ENT) regulations unless exempted under a free trade agreement. Licensing is generally handled at the provincial level, and processing times can vary considerably.
With its own industry only small and its local brands not well known, imported wines have become very popular. Some of the key source countries include:
France
France is one of the leading exporters of wine to Vietnam, with well-known regions like Bordeaux and Burgundy providing a wide selection of premium wines. French wines are highly regarded for their quality and heritage, making them popular in high-end restaurants, wine shops, and among connoisseurs. French brands such as Château Margaux and Château Lafite are common in the Vietnamese market, appealing to affluent consumers.
Chile
Chilean wine has gained significant market share in Vietnam due to its affordability and consistent quality. Brands like Concha y Toro and Casillero del Diablo are well-represented in both retail outlets and restaurants. Chile benefits from Vietnam’s free trade agreements, which have reduced tariffs, making its wines more accessible to a broader range of consumers.
Italy
Italy is another key player in Vietnam’s wine import market, with a variety of wines from regions like Tuscany and Piedmont available. Italian wines, especially Prosecco and Chianti, are increasingly popular due to their diverse flavours and competitive pricing. Brands like Antinori and Barone Ricasoli have carved out a niche among Vietnamese wine enthusiasts.
Australia
Australian wines, such as those from brands like Penfolds and Jacob’s Creek, are well-represented in Vietnam. Known for their bold flavours and value for money, Australian wines appeal to both casual drinkers and more discerning wine lovers. Australia’s proximity to Vietnam also helps streamline imports and reduce costs, contributing to the rising popularity of its wines.
USA
The United States, particularly California, is another key source of wine imports to Vietnam. Brands like Robert Mondavi and Barefoot offer a range of products that cater to different tastes and price points. American wines are often featured in supermarkets and wine shops, providing consumers with a diverse selection from affordable to premium offerings.
These key import players, representing different regions of the world, provide Vietnamese consumers with a rich variety of wine choices, contributing to the growing wine culture in the country.
GUIDE: How to Import Wine into Vietnam
Importing wine into Vietnam for foreign firms can be tricky. Not only are there a number of technical and legal requirements that need to be met, but a myriad of free trade agreements has made navigating tariffs and trade restrictions complex.
Understanding the nuances of importing goods into Vietnam, including how to find a distributor, establish a trading company, and customs procedures, before attempting to access Vietnam’s 100 million-strong consumer market, can make the difference between a foreign firm’s success or failure. In this light, this runs through what new importers should know.
Online wine sales in Vietnam
Online sales of wine in Vietnam are growing, particularly in large cities like Ho Chi Minh City and Hanoi. E-commerce platforms such as Tiki, Shopee, and Lazada, along with niche platforms like RuouVang.vn, have enabled consumers to explore and order wine online.
However, there are strict regulations on advertising and selling alcohol online, and compliance with labelling and delivery age checks is essential.
Labelling and packaging
Wine imported into Vietnam must meet the country’s labelling requirements, which include Vietnamese-language labels detailing alcohol content, origin, importer details, and health warnings.
Labels must also comply with regulations set by the Ministry of Health and the Ministry of Industry and Trade. Non-compliant labels can lead to customs delays or rejection of shipments.
See also: How to Import Food into Vietnam: Ultimate Guide
FAQ
1. How popular is wine in Vietnam?
Wine consumption is growing in Vietnam, particularly among urban middle-class consumers. While beer and spirits have traditionally dominated, wine is increasingly seen as a sophisticated and health-conscious option.
2. Who are the major wine producers in Vietnam?
Key domestic producers include Ladora Winery and Vang Dalat, both based in the Dalat region, as well as Thang Long Wine Company in Hanoi. These brands offer affordable and accessible wines that appeal to both locals and tourists.
3. Which countries export wine to Vietnam?
Vietnam imports wine mainly from France, Chile, Italy, Australia, and the United States. French and Chilean wines are especially popular, with trade agreements helping reduce tariffs and increase availability.
4. How big is Vietnam’s wine market?
Vietnam’s wine market is projected to generate US$227.3 million in 2024. Of this, US$170.0 million will come from at-home consumption and US$57.2 million from restaurants and bars, reflecting steady consumer interest.
5. What are the challenges for wine businesses in Vietnam?
The industry faces competition from beer and spirits, a lack of widespread wine knowledge, and regulatory hurdles. Nonetheless, demand for wine is rising, especially for imports and premium products, creating strong opportunities for foreign firms.
What’s next?
Vietnam’s wine industry has steadily grown, driven by an expanding middle class and a rising interest in wine culture. While traditionally dominated by beer and spirits, wine is becoming increasingly popular, particularly in urban areas.
The domestic wine industry is centred around the Central Highlands, with Dalat being the hub of local production. Brands like Ladora Winery and Vang Dalat are well-known, offering affordable and accessible options to Vietnamese consumers.
In addition to local production, Vietnam imports a wide range of wines from countries like France, Chile, Italy, and Australia.
French and Chilean wines are particularly popular due to their quality and affordability, aided by free trade agreements that have made imported wines more accessible.
Imported wines are commonly found in supermarkets, restaurants, and specialty wine shops, catering to the growing demand for international products.
However, challenges remain, such as competition from other alcoholic beverages and limited wine knowledge among the broader population.
Despite this, the wine market is expected to expand further as consumer preferences continue to evolve, making wine a more prominent feature in Vietnam’s beverage landscape.
That said, Vietnam’s business environment is dynamic and can turn on a dime.
With this in mind, foreign firms considering entering the wine space in Vietnam should make sure to keep up to date with the latest developments by subscribing to the-shiv.
First published October 16, 2024. Last updated April 4, 2025.