Vietnam's Mixology Moment: How A Quiet Niche Became A Regional Talking Point

Five years ago, the question was whether Vietnam even had a cocktail scene. Today, the conversation has moved on to what makes it distinct.

That shift, says Anoop Saxena, General Manager of Diageo Vietnam, has been both cultural and creative. International travel, a maturing urban lifestyle and the gravitational pull of social media have produced a consumer who actively seeks out craft, experience and authenticity. Bartending, once treated as a service role, has been reframed as a creative profession, and F&B has become a critical differentiator for luxury hospitality.

The receipts are starting to arrive. Hanoi's Halflington debuted at No. 47 on Asia's 50 Best Bars in 2024. Five Vietnamese venues appeared on the extended list in 2025. "The scene is deepening, not just growing," Saxena says.

Where Vietnam Sits On The Regional Map

Vietnam is no longer a footnote, but it is not yet Singapore, Bangkok or Tokyo either. What sets it apart, according to Saxena, is an authenticity rooted in the innovative use of local flavors and ingredients. What it still needs is continued investment in local talent, more international exposure, and distinct bar concepts capable of delivering consistent quality, the unsexy discipline that separates a moment from a movement.

What World Class Has Built In Vietnam

Diageo's World Class program, launched globally in 2009 and active in Vietnam since 2012, has evolved from a technical competition into a holistic platform covering mentorship, upskilling and business acumen. It draws participants from more than 180 countries each year.

Vietnam has crowned seven national champions. Vang Hieu Trung (2022), Ngo Kim Uyen (2024, the first-ever female national winner who represented Vietnam at the global finals) and Nguyen Ngoc Khanh (2025, also a global finalist) now lead award-winning bars, champion Vietnamese ingredients and mentor the next generation. Kat Phuong, the 2026 Reserve winner, credits the program with deepening her industry knowledge and expanding her network locally and abroad.

The ripple effect is most visible in individual careers. Khanh, known as Patrick, spent five years with World Class, earning Rising Star in 2024 before taking the national title in 2025 with Challenge Winner awards in both the Zacapa and Don Julio categories. He now leads at The Hudson Rooms in Hanoi, a venue recognized on Asia's 100 Best Bars two years running, reinterpreting Vietnamese heritage through modern technique. Bien Ngoc Vu (Will Vu), the 2021 national champion, co-founded The Enigma Mansion in Ho Chi Minh City, a sensory-driven cocktail bar named Tatler Best Bar of the Year in Vietnam.

The Talent Gap

The talent shortage is the industry's quiet ceiling. Studies cited by Saxena suggest only around 43 percent of the existing tourism workforce has received formal professional training, and many of those still need retraining on the job. "The industry needs quality, skilled labour, not just quantity," he says.

Beyond World Class, Diageo's Learning for Life initiative, run in partnership with the Kenan Foundation Asia, supported the upskilling of more than 1,000 students across Vietnam over two years, with 95 percent reporting greater confidence in their job prospects after completing the curriculum.

A Distinctly Vietnamese Cocktail Identity

The most interesting story unfolding behind the bar, Saxena argues, is not technical at all. Bartenders are building drinks around phở spices, cà phê, nước mắm and tropical fruit, not as exotic garnish but as the foundation of a uniquely Vietnamese narrative. It is, in his words, a strong cultural signature, and for travellers passing through, an experience to savour.

Premium, But Not Luxury For Luxury's Sake

Premiumisation in Vietnam is being led by Scotch whisky, especially blended and single malts in the premium and super-premium segments, propelled by a strong gifting culture, status appeal and a growing appreciation for craftsmanship. RTD and mixed drinks, including premium serves like the Johnnie Walker Highball, are resonating with younger consumers who want lighter, more accessible occasions. Cocktail culture and tequila are gaining ground in urban nightlife.

The underlying signal, Saxena notes, is not luxury for its own sake. Vietnamese consumers are trading up for occasions that feel more elevated, more social and more experience-led.

On Responsible Drinking

Saxena pushes back on the idea that promoting moderation sits in tension with growth. Diageo's DrinkIQ platform provides tools and information for making informed choices, and in Vietnam, in partnership with the AA Association, the company has backed the Power of No campaign, aimed at empowering young people to refuse drink-driving.

What Success Looks Like In Three To Five Years

For Saxena, success means Vietnam's bar scene is credibly competing with established regional hubs, and recognized worldwide for a distinct, authentic identity. Getting there will require consistent excellence across the industry, and the agility to respond as consumer tastes evolve.

The signal he is watching: not just whether more Vietnamese bars make the lists, but whether the world starts treating Vietnam as a place that defines a category rather than borrows one.