Did you know that in Vietnam, the rise of craft beer has been so explosive that it's turned casual drinkers into dedicated community members, loyal to their local breweries as they are to their favorite football clubs?
This transformation is just one example of how Vietnam's food and beverage (F&B) industry is undergoing a profound evolution, driven by innovative marketing strategies that are reshaping consumer behaviors and redefining market standards.
Premiumization: Craft Meets Class in Vietnam's Brewing Scene
In recent years, Vietnam’s craft brewing scene has embraced premiumization, turning what was once a niche market into a symbol of quality and sophistication. The idea of premiumization—elevating a brand’s offering through strategic positioning and luxury design—has found fertile ground in the country’s thriving craft sector.
Contrary to the belief that “craft” and “premium” are incompatible, the two have proven to be a powerful combination. The small-batch production, meticulous attention to detail, and unique flavor profiles that define craft beer align seamlessly with the principles of premiumization.
For today’s discerning consumers, it’s not just about the taste; it’s about the entire experience—a reflection of their identity and sophistication.
Pasteur Street Brewing Co., one of Vietnam’s leading craft breweries, is crafting more than just beer; they’re crafting a narrative. From the choice of local ingredients to the design of the packaging, every element is carefully curated to create a premium brand experience.
This approach has allowed them to elevate their brand from a local favorite to an internationally recognized name, while still maintaining their craft roots.
As Vietnam’s craft beer industry continues to evolve, the trend of premiumization will likely drive both brand growth and industry elevation. What was once a niche product is now a symbol of cultural pride and quality, poised to make its mark on both the domestic and international stages.
Plant-Based Cuisine: The Green Wave Sweeping Across Vietnam
Vietnam's burgeoning interest in plant-based cuisine is more than just a passing fad—it's part of a larger movement toward healthier, more conscious eating.
According to a recent survey by Rakuten Insight in February 2024, an impressive 86 percent of Vietnamese respondents reported having tried plant-based alternatives to animal-based food products.
Health is the primary driver behind this shift, with 58 percent of respondents choosing plant-based foods because they believe they’re better for their well-being.
But it’s not just about health. Concerns about animal welfare and the environmental impact of livestock farming are also significant factors, mentioned by 39 percent and 33 percent of respondents, respectively.
For many, trying plant-based foods is about exploring new culinary trends, with 33 percent embracing these options simply out of curiosity or a desire to keep up with the latest food movements.
This growing interest is reshaping Vietnam’s dining landscape. Whether it’s at traditional markets or modern supermarkets, plant-based options are becoming increasingly available, reflecting a shift in how people are thinking about their food.
As more Vietnamese consumers become aware of the benefits of plant-based diets, this trend is likely to gain even more traction, influencing everything from personal eating habits to the broader food culture in the country.
Nescafé Case Study: Coffee, Technology and... Tarot Cards.
Nescafé’s Tarot Cà Phê campaign has taken Vietnam by storm, not just reviving the brand’s market share but catapulting it to new heights with a staggering 212% increase in eCommerce sales. How did they do it? By ingeniously blending the beloved ritual of coffee drinking with the mystique of Tarot readings, Nescafé tapped into the spiritual and emotional needs of Vietnamese millennials and Gen Z.
The campaign’s centerpiece, the "Coffee Tarot" web-app, offered users personalized life guidance based on their coffee preferences, making every cup a moment of introspection. This unique approach struck a chord with the target audience, resulting in a 24% growth in the urban market and over 68,000 unique users engaging with the brand.
Beyond just a marketing initiative, "Tarot Cà Phê" offered a fresh take on the coffee experience, highlighting Nescafé’s approach to aligning with consumer interests. By combining modern technology with elements of cultural tradition, the campaign contributed to both increased sales and enhanced engagement with Vietnam’s younger demographic.
The Future of F&B Marketing in Vietnam
Vietnam’s F&B industry is in the midst of a transformation, driven by brands that are not afraid to push boundaries and redefine what’s possible. From craft beer to plant-based cuisine and for-Gen-Z marketing campaign, the future belongs to those who can anticipate and respond to changing consumer preferences with creativity and flair.
The question is, who will be the next to lead this dynamic industry forward? In a market as vibrant and fast-paced as Vietnam’s, the possibilities are endless—and the potential for innovation is boundless.
Flavors Vietnam 2024, a partnership between Vietcetera and Mastercard, is a five-month long celebration of Vietnam's F&B scene. An annual occurrence since 2018, this year's theme is focused on “Crafting shared culinary experiences.”
Part of Flavors Vietnam 2024, Flavors Conference 2024 themed “Building a Resilient and Thriving F&B Industry in Vietnam” is a one-day event, bringing together F&B experts and communities to celebrate and elevate the Vietnamese F&B industry.
Place: New World Saigon Hotel, 76 Le Lai St., Dist. 1, HCMC
Date: 9:00 - 16:00, Wednesday, September 18th, 2024.
For more details and to register for the event, visit website or contact us at @events.rsvp@vietcetera.com.
Special thanks to our sponsors and partners of Flavors Conference 2024: Title Sponsor (Mastercard), Major Sponsor (Diageo - Owner of Johnnie Walker, Tanqueray and Don Julio), Venue Sponsor (New World Saigon Hotel), Partner Sponsor (Nestle Professional and Tân Nhất Hương), Travel Partner (Be), Communications Partner (Vero Asean), Content Curator (Kamereo Vietnam) and Creative Partner (InSpace-Creative).
18+ Drink Responsibly.
Please do not share with those under legal drinking age.