A market research study was conducted in Vietnam to understand beer consumption among Vietnamese consumers. The key findings were: - 77% of respondents consumed beer, with the average drinker consuming beer 4 times per month and 2 bottles each time. - Heineken, 333, and Tiger were the top 3 most recognized beer brands. Nearly half of Vietnamese under 18 have consumed beer. - Television advertising was the most effective marketing channel for building brand awareness. Foreign brands like Heineken and Tiger had the largest market shares in Vietnam. - Good flavor, being a trusted brand, and not causing headaches were the top reasons for choosing a particular beer brand over others. The survey provided insights into Vietnamese beer drinking behaviors, brand

1. March 2015
STUDY ABOUT BEER CONSUMPTION OF
VIETNAMESE
BY DI-MARKETING (www.di-onlinesurvey.com)

2. 1
SCOPE OF WORK
 The survey was conducted to study about beer consumption of
Vietnamese.
 Methodology: Online survey
 Fieldwork time: 3 days (21/3/2015 to 24/3/2015)
 Sample size: N = 1175
 Geography: 5 key cities
• Ho Chi Minh, Ha Noi, Hai Phong, Da Nang, Can Tho

3. 2
What is your age group?
N=1175
DEMOGRAPHIC INFORMATION
What is your gender?
What is your current living place? What is your current occupation?
3%
41%
27%
29%
Under 18
18-25
26-30
Over 30
38%
62%
Male
Female
26%
1%
3%
2%
15%
52%
Others
Can Tho
Da Nang
Hai Phong
Hanoi
Ho Chi Minh
3%
4%
5%
6%
10%
11%
27%
33%
Worker
Job seeker/retired
Housewife
Others
Self-employed
Engineer/doctor/teacher
Student
Office worker

4. 3
KEY FINDINGS
• 77% of respondents are drinking beer
• Average Vietnamese drinkers drink beer 4 times/month & 2 bottles of
each time
• Heineken (90%), 333 (84%) & Tiger (83%) are top 3 brands aware the
most
• Surprising, Sapporo brand just enter Vietnam market few years but this
brand in top 4 brand awareness with 59%
• TV is the most effective marketing channel for gaining brand awareness
• Foreign brands are take advantage in Vietnam market since Heineken &
Tiger are consumed the most with 32% & 18% respectively
• Good flavor, don't cause headache and trusted brand are top 3 criteria
for choosing a brand of Vietnamese

5. 4
Which beverage below have you consumed in last
month?
77% Vietnamese are drinking beer
Which beverage below have you consumed in last
month?
Surprising nearly half of Vietnamese under 18
are drinking beer
N=1175 N=1175
VIETNAMESE SPEND AROUND $3.17* BILLIONS/YEAR
FOR DRINKING BEER
77%
92%
67%
23%
8%
33%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Male Female
No
Yes 77%
47%
75%
81% 79%
23%
53%
25%
19% 21%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Grand
Total
Under 18 18-25 26-30 Over 30
No
Yes
*:population*penetration*frequency*amount consume*average price

6. 5
ON AVERAGE, DRINKING BEER FREQUENCY OF VIETNAMESE IS
ABOUT 4 TIMES/MONTH
How often do you drink beer in last month?
N=902
4% 6%
2%
7%
9%
4%
18%
30%
8%
19%
17%
20%
27%
23%
31%
26%
14%
35%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Male Female
Once/month
2-3 times/month
Once/week
2-3 times/week
4-6 times/week
Everyday
Male drinking a lot since majority of them drink 2-3 times/week

7. 6
77% DRINK 1-3 BOTTLES OF BEER EACH TIME
How many beers have you drink each time on average?
N=902
39%
18%
57%
38%
42%
35%
15%
26%
6%6%
10%
2%2% 3%
1%1% 1% 0%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Male Female
Over 10 bottles
8-10 bottles
6-7 bottles
4-5 bottles
2-3 bottles
One bottle

8. 7
SAIGON, HEINEKEN & 333 ARE TOP 3 BRANDS GAIN HIGHEST
AWARENESS
What beer brands below do you aware of?
N=1175
2%
6%
7%
15%
15%
21%
31%
35%
38%
39%
47%
59%
83%
84%
90%
98%
Others
Beck's
Corrona
Sagota
Budweiser
White Lion
Larue
Huda
Halida
Carlsberg
Bia Hà Nội
Sapporo
Tiger
333
Heineken
Saigon

9. 8
TV AD IS THE MOST EFFECTIVE MARKETING CHANNEL FOR BEER
How do you know about those beer brands?
N=1175
5%
23%
27%
36%
44%
47%
51%
56%
57%
73%
Others
Sale person introduce the brand to
me
Outdoor ads (banner, bilboard,…)
Online Ads (Website, facebook,
forums….)
Ads on newspaper/magazine
Friends /family recommendation
I saw many people drink that brand
See the brand in many restaurants
See the brand in many selling
places ( supermarket, convenient…
TV commercials

10. 9
HEINEKEN IS THE MOST FAVOURITE BRAND SINCE 72%
VIETNAMESE HAVE DRUNK IT
What beer brands below have you drink in the past 3
months?
N=902
26%
1%
1%
2%
3%
3%
4%
6%
7%
7%
7%
8%
9%
14%
19%
26%
51%
51%
72%
Net beer Saigon
Others
Corrona
Sagota
Budweiser
Beck's
White Lion
Sai Gon Export
Larue
Sai Gon Lager
Carlsberg
Huda
Halida
Sai Gon Special
Sapporo
Bia Hà Nội
Tiger
333
Heineken

11. 10
10%
1%
1%
2%
2%
3%
7%
14%
18%
32%
12%
1%
1%
2%
3%
4%
9%
13%
14%
21%
25%
7%
0%
1%
2%
3%
6%
14%
16%
14%
39%
Net beer Saigon
Beck's
White lion
Carlsberg
Sai Gon Export
Halida
Sai Gon Lager
Huda
Larue
Sapporo
Sai Gon Special
333
Bia Hà Nội
Tiger
Heineken
Female
Male
Total
AGAIN, HEINEKEN IS DONINANT BEER MARKET IN VIETNAM WITH
32% MARKET SHARE. FOLLOWING BY TIGER BRAND WITH 18%
Which beer brand do you drink the most?
N=902
Heineken is preferred the most by female (39%) while Tiger is drunk the most by male (21%)

12. 11
GOOD FLAVOR, TRUSTED BRAND & DON’T CAUSE HEADACHE ARE
TOP 3 REASONS FOR DRINKING BRAND
What are the reasons why do you choose that brand? (drink the most)
N=902
1%
5%
7%
9%
9%
10%
10%
20%
28%
29%
30%
30%
39%
42%
59%
6%
6%
10%
11%
9%
11%
21%
30%
27%
31%
26%
43%
40%
63%
1%
4%
8%
8%
8%
10%
9%
19%
25%
32%
30%
34%
36%
44%
56%
Others
My favorite ceblerity represent that brand
Frequently have good sales and promotion
Brand can not be faked
Foreign brand
Nice packaging
Love the the advertising
Vietnamese brand
That brand don't cause digestive problem after…
Friends /family recommendation
Good price
Many people drink that brand
That brand don't cause headache after drink
Trusted brand
Good flavor
Female
Male
Total

13. 12
VIETNAMESE DON’T CARE TOO MUCH ABOUT THE PRICE. THE MOST
IMPORTANT CRITERIA FOR THEM TO CHOOSE A BRAND IS FLAVOR
What are your criteria for choosing beer brand?
N=902
1%
4%
9%
18%
18%
33%
40%
44%
48%
52%
65%
1%
5%
8%
19%
14%
26%
41%
43%
42%
51%
66%
1%
3%
9%
18%
22%
39%
39%
44%
54%
52%
64%
Others
High alcohol level
Foreign brand
Vietnamese brand
Brand can not be faked
Low alcohol level
Good price
That brand don't cause digestive problem after drink
(diarrhea, lost of destive enzyme..)
Trusted brand
That brand don't cause headache after drink
Good flavor
Female
Male
Total

14. 13
VIETNAM, DENMARK & GERMANY ARE TOP 3 COUNTRIES
What origins of beer that you would like to drink in?
N=902
2%
4%
8%
9%
10%
11%
15%
18%
19%
27%
31%
55%
Other
Mexico
Switzerland
Czech
Singapore
Nertherland
USA
I don't care
Japan
Germany
Denmark
Vietnam

15. 14
SURPRISINGLY , MOST VIETNAMESE ARE DRINKING BEER
AT HOME (73%)
Where you usually drink beer?
Home & street beer café are most
favorite places for drinking
What are the purposes for drinking?
To celebrate & relax are the main
purposes for drinking of Vietnamese
N=902 N=902
6%
12%
16%
54%
55%
73%
0% 20% 40% 60% 80%
Others
Bar
Beer club
Restaurant
Street beer café
At home
3%
7%
20%
20%
37%
57%
60%
67%
0% 20% 40% 60% 80%
Others
To express manliness
To forget sad things
My hobby/habit
Enhance business relationship
Build social relationship
Relax
To celebrate
The survey was conducted after Tet; therefore
many people answer that they drink beer at home

16. 15
58% VIETNAMESE AWARE OF FREE ALCOHOL BEER. ONLY 42% OF
THOSE WHO AWARE OF IT HAVE TRIED THIS TYPE OF BEER
Do you aware of free alcohol beer* in the
market?
58% people aware of free alcohol beer
If yes, have you tried it before?
42% of them have tried it before
N=1175 N=678
58%
42%
0% 10% 20% 30% 40% 50% 60% 70%
Yes
No
42%
58%
0% 20% 40% 60% 80%
Yes
No
*:Non-alcohol beer contains 0% alcohol

17. 16
VIETNAMESE HAVE VERY HIGH INTENTION TO TRY
FREE ALCOHOL BEER
If free alcohol beer are become popular in the market
and its flavor is good, are you willing to try it?
N=678
1% 1% 2%2% 2% 2%
8% 7%
10%
19% 21%
17%
69% 69% 69%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Male Female
Definitely will try
Will try
Either try or not try
Will not try
Definitely will not try

18. 17
CONTACT US
• Japan & Taiwan:
o Address: 3 Chome-2-6 Kasumigaseki, Chiyoda, Tokyo 100-0013, Japan
o Contact person: Mr. Hideyuki Kato (CEO)
o Email: hideyuki.kato@di-mktg.com
o Contact number: +81 3-5532-3200
• Vietnam:
o Address: 9-15, Vincom center, 45A Ly Tu Trong, Ben Nghe ward, District 1,
Ho Chi Minh City, Vietnam
o Contact person: Mr. Ho Hai Dang (Manager - DI Marketing)
o Email: dang.hohai@di-marketing.com.vn
o Contact number: +84 902-73-9944
• Thailand:
o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622
o Contact person: Ms. Woon Khiaozen (Manager - DI Marketing)
o Email: woon.k@di-mktg.com
o Contact number: +66 092-282 7992

19. 18
CONTACT US
• Singapore, Indonesia, Malaysia:
o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622
o Contact person: Mr. Hendry Pratama (Manager - DI Marketing)
o Email: pratama.hendry@dreamincubator.com.sg
o Contact number: +65 6671 9290 | +65 8518 3870
• India:
o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622
o Contact person: Mr. Sujit Kunte (Regional representative)
o Email: kunte.sujit@dreamincubator.com.sg
o Contact number: +65 9127 7654

20. 19