JBC vietnam wine market study

“Comprehensive Study of the
Vietnamese Wine Market”
Conducted by JBC International
In Collaboration with:
Wine Institute
WineAmerica
The California Association of Winegrape Growers
The Winegrape Growers of America

Contact:

James Gore
Vice President
JBC International
1776 I St. NW, Suite 916
Washington, D.C. 20006

www.jbcinternational.com

This project was funded in part by the Emerging Markets Program (EMP) of the United States Department of
Agriculture (USDA) Foreign Agricultural Service (FAS).
The EMP program is a market access program that provides funding for technical assistance activities intended to
promote exports of U.S. agricultural commodities and products to emerging markets in all geographic regions,
consistent with U.S. foreign policy. EMP Project E08MXVTM011, “Comprehensive Study of the Vietnamese Wine
Market,” was funded by the Commodity Credit Corporation (CCC), an agency and instrumentality of the United
States within the USDA.


Date: April 2010
EMP Project Report # E08MXVTM01
Vietnam – Wine “Comprehensive Study of the Vietnamese Wine Market”

Report Highlights:
Present day Vietnam is a country that has seen dramatic increases in the standard of living
of its people and the country’s integration with the world market. With this globalization the
Vietnamese wine market has exploded, with hotels, restaurants, and retailers offering a
wide variety of wines from around the world.
Along with this overall progress and increase in economic activity, the wine market in
Vietnam is on the rise. Consumption, product availability, disposable income, and education
are all up. However, despite the strength of these indicators, those looking to introduce
their product to Vietnam must do so with a firm understanding of the market dynamics, and
the potential risk, of entering this emerging market.
In the large cities of Hanoi and Ho Chi Minh City (formerly Saigon) U.S. wine marketers will
find a true excitement about U.S. wines and a vested interest in matching them with the
local cuisine. In the tourist areas, wine has a definite place as an alcohol beverage and food
accompaniment of choice. Additionally, the large Ex-Patriot community and upper class
Vietnamese enjoy quality wines with their meals, and the general population has a growing
interest in value-based wines.
Vietnam offers an exciting opportunity; however, as with any emerging market, that
opportunity comes with risk. In a country where the government controls a large part of
organized retail, market access is never assured. Therefore, potential gains should be
measured and evaluated through long-term strategic planning.

Note: Specific information on sales, consumption, production, and imports for wine in
Vietnam varies widely depending on the data source. Wineries, importers, distributors and
retail shops in Vietnam do not readily hand out detailed information on their company
workings. It is therefore difficult to pinpoint specific levels of production and consumption
because of improper acknowledgment of market specific data. Due to this variation in
reporting, the authors of this study spent significant time conducting primary research in
both the U.S. and Vietnam before developing the wine market statistics and estimates
contained in this report.

Table of Contents

Page #

I. Project Background

1

II. Strategy for Market Entry
1. Research the Market
2. Find an Importer/Distributor
3. Arrange Market Strategy and Fulfill Compliance Needs
4. Continue Marketing Promotion

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III. Vietnam Wine Market Analysis
1. Statistical Highlights
2. Political and Economic Outlook
3. Alcohol in Vietnamese Culture
4. Population, Demographics, and Consumer Segmentation
4.1 Potential Market
4.1.1 Population Segmentation
4.1.2 Tourism

4.2 Geographical Concentration
4.3 Other Demographics
4.3.1 Literacy
4.3.2 Ethnic Groups
4.4 Tastes, Preferences, and Presentation
5. Geography
5.1 Climate and Topography
5.2 Vietnam Grape and Wine Production
5.3 Local Producers
6. Availability and Price Structure of Wine
6.1 Currency and Measurement Conversions
6.2 Price Structure
6.3 Organized Retail
6.4 Hotels, Restaurants, and Specialty Shops
7. Marketing and Advertising
7.1 On-Site
8. Importers and Distributors
8.1 Distribution Rights
8.2 Local Wine Distributors
8.3 Cold Chain
8.4 Convenience Stores and Minimarts
8.5 Modern Retail Trade: Supermarkets and Hypermarkets
8.6 Traditional Trade: Wet Markets and Small Shops
9. Infrastructure Capacity
9.1 Ports
9.2 Railways

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IV. Vietnam Trade Report
1. Tax and Duty Structure
1.1 Federal Taxes and Duties
1.1.1 Import Tariff
1.1.2 Additional Tax
1.1.3 Value Added Tax (VAT)
1.2 Duty Free
2. Regulatory Structure
2.1 Import Procedures
2.1.1 Nature of Import Procedures and Timeline
2.1.2 Import Documents
2.2 Customs
2.2.1 Customs Valuation
2.2.2 Customs Clearance
2.2.3 Customs Dispute Resolution Mechanism
2.3 Import Policy and Regulation
2.3.1 Certificate of Origin
2.3.2 Storage Regulations
2.3.3 SPS Standards
2.3.4 Maximum Residue Levels
2.3.5 Wholesale and Distribution Licensing
2.3.6 Brand and Label Registration
2.3.7 Labeling Requirements
2.4 Intellectual Property Rights Analysis
3. Trade Policy
3.1 WTO
3.2 Bilateral Trade Agreements

3.2.1 U.S.–Vietnam
3.2.2 Vietnam–EU
3.2.3 ASEAN Trade Agreements
4. Rules of Origin

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V. Local Importers

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VI. Relevant Contacts

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VII. Reference Endnotes

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Comprehensive Study of the Vietnamese Wine Market

1

I. Project Background
This project is the result of a collaborative effort taken between JBC International and the
Wine Institute, Wine America, The California Association of Winegrape Growers (CAWG),
and The Winegrape Growers of America (WGA). The project is supported by the U.S.
Department of Agriculture Emerging Markets Program (USDA EMP) and is titled, Vietnam: A
Comprehensive Study of U.S. Wine Market Potential (E08MXVTM01). It follows successful

EMP projects conducted by JBC International on India and Guatemala and will be followed
by further studies focusing on Russia and Brazil. These studies address a need voiced by
many Californian wineries and wine grape growers, and as a series they will provide
stakeholders in the U.S. wine industry with the practical information needed to identify
strategies to expand exports into these emerging markets.
The prime objective and focus of this study has been the creation of a “blueprint” for market
entry, one which exposes the risks, while outlining the potential rewards for U.S. wine
exports to Vietnam. This report serves as a critical educational resource for U.S. companies
by:
1. Providing detailed information concerning the regulatory environment for wines in
Vietnam; illuminating on existing trade barriers against wine imports from the United
States; identifying the challenges and strategies for entering the market and selling
wines there;
2. Forecasting developments in Vietnam’s wine market, supply chain, distribution
network, and trade activities; and
3. Reporting on where the market opportunities exist for imported wine by specific
market, supply chain, importer and distributor throughout the country.
In addition to U.S.-based research, JBC International staff traveled to Vietnam to conduct a
practical, on-the-ground research study. During this visit, staff traveled throughout the
Country and investigated markets in Hanoi, Ho Chi Minh City, and Da Lat. They conducted
meetings with government officials, distributors, importers, vineyard owners and wine
producers. They also spent significant time visiting retail markets, restaurants, and hotels
where wine is predominantly sold.


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II. Strategy for Market Entry

1. Research the Market
Using this report and relevant contacts (U.S. and Vietnam based) as initial resources,
prospective exporters can make informed decisions about export opportunities to Vietnam.
2. Find an Importer/Distributor
The choice of which importer and distributor to work with in Vietnam is a crucial decision for
U.S. wineries and exporters. These entities will ultimately be the ones representing your
product line and facilitate everything from navigating the regulatory and distribution chains
to marketing the product and ensuring its quality integrity once it reaches Vietnam. In
making these decisions, some foreign wine companies have formed partnerships and/or
joint ventures with established Vietnamese beverage alcohol companies to leverage their incountry expertise to assist in representing and distributing their brands. U.S. companies
with an interest in investigating this option can contact the authors of this study for further
information. While in Vietnam, JBC International Staff met with top officials from Vietnam’s
largest wine and alcohol producers and retailers, including Vang Da Lat, Halico, Thang Long,
and Hapro. The possibility of forming a partnership with one of these large companies offers
a divergent strategy for market access (rather than the traditional method of working with
an importer); however, the benefit of such a partnership must be weighed against the
structure of the agreement and resultant business activities.
3. Arrange Market Strategy and Fulfill Compliance Needs
U.S. wineries that are successful in exports usually take one to two trips to the target
country before making sales. The first visit is used to determine if the target markets,
whether regional (Hanoi, Ho Chi Minh City, Da Lat) or sector-based (hotels, restaurants or
retail). The same visit can be used to meet with importers to evaluate their personalities
and operations before making a decision on whom to approach with the intent of forming a
business agreement. If necessary, the exporter will travel back a second time to finalize the
arrangements with the selected importer/distributor and ensure that both they and the
importer are ready to do business together. This step is oftentimes needed to ensure that all
regulatory approval issues and import processes are in order before orders can be solicited
and subsequently fulfilled.
4. Continue Market Promotion and Research
The growing market opportunities in Vietnam for U.S. wine exporters are in a variety of

areas. While meeting with representatives from International Trading Development
Investment (a Vietnamese wine importer) JBC staff members found that this importer saw
opportunity at both ends of the price spectrum. The company foresaw great opportunities
for selling low priced U.S. boxed wine to local Vietnamese consumers at high volumes, and
a similar opportunity to sell high value U.S. wines at lower volumes to Hotels and
Restaurants. For wineries that are members of the Wine Institute International Program
(based in San Francisco, CA), they can coordinate trade visits and market promotion with a
group of participants. Additionally, the USDA – Foreign Agricultural Service (FAS)
representatives at the U.S. Embassy and Consulate in Hanoi and Ho Chi Minh City can find
assistance with understanding the market and identifying future business opportunities. The
FAS representatives can help U.S. wine exporters by supplying them with up-to-date market
information, importer lists, and distributor data, as well as by endorsing U.S. Pavilions at
trade shows and organizing various marketing events. The U.S. Alcohol and Tobacco Tax
and Trade Bureau (TTB) has an International Trade Division and website (www.ttb.gov) that
can similarly assist U.S. wineries and exporters with market information and regulatory
compliance issues.


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III. Vietnam Wine Market Analysis
1. Statistical Highlights
• The Vietnamese wine market is estimated at approximately 25 million liters. While
this volume appears large, in reality 19 million liters of this consumption comes from
non-grape produced local wine. Of the remaining 6 million liters of grape-based wine
consumed, we estimate that some 73 percent (4.4 million liters) is imported.
• Of this 4.4 million liters in imports, approximately 50 percent come from France, 14
percent from Australia, six percent from the United States, five percent from Chile,

four percent from Italy, and two percent from Spain.
• Locally produced wines account for about 27 percent of the total wine market.
Imported wine, which accounts for the rest, is perceived as a luxury product in
Vietnam and demand for it largely comes from expatriates and tourists.1
• On-Trade sales (i.e. restaurants and bars) represent 70 percent of total sales, with
Off-Trade sales (i.e. retail outlets) representing the remaining 30 percent.
• Cabernet is the premier red variety of grape-based wine consumed, with 1.2 million
liters consumed in 2009, a 33 percent increase from 2006. Chardonnay is the leading
variety among the white wines, with consumption rising from 0.7 million liters in
2006 to 0.9 million liters in 2009—a 29 percent increase.
• According to a market sample conducted by Euromonitor in May 2009, the majority
of still red and white wines are priced at Level 2 (US $6.50-13.10).
• Demand for wine is seasonal. The highest demand occurs around the year-end
festive season; during the Tet festival (Lunar New Year) around February every year,
Christmas holiday, and New Year celebration. Some retailers state that between 60
and 70 percent of the wine sales occur during this period. Demand is generally low
during other periods of the year.2
*Note: for the remainder of this study, when we refer to “wine,” we are referring to grapebased wine, not wine made from fruit, rice, or other agriculture inputs.
2. Political and Economic Outlook
Vietnam’s Communist Party maintains control over discussions of political and economic
reform and is often accused of endemic corruption. Due to the global recession, Vietnam’s
export-driven economy has reported a modest real GDP growth of 5.3 percent and 6.9
percent inflation in 2009.3
3. Alcohol in Vietnamese Culture
For most Vietnamese, drinking alcohol is primarily a male activity that can involve
competition and inebriation. Most prefer liquors, beers, or various wines, including medicinal
wines, which may be infused with herbs or parts of, or whole reptiles or other animals.
Many current-day Vietnamese have had the opportunity to travel, and their exposure to
wine has increased. Within Vietnam however, wine remains too expensive for most
consumers and national preference for wine has been slow to fully develop. Due to both

cheaper prices and taste preferences, Vietnamese continue to show preference towards rice
wines, whiskey, vodka, or homemade liquors. As a result of consumer taste and product
awareness, a market for wine in Vietnam will take time to fully develop. Local producers,
such as Vang Dalat Wines, have a strong understanding of the local market and produce
wines suited to regional preferences. This focus on domestic production bodes well for the
import market. As domestic wineries familiarize the population with wine, those emerging
consumers are more likely to develop into moderate wine consumers, thus opening
opportunities for U.S. wine exporters.


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4. Population, Demographics, and Consumer Segmentation
4.1 Potential Market
The average income per-capita in Vietnam is around $790 per year, which is lower than its
neighboring countries, such as Thailand and the Philippines. Alcoholic beverages represent
one of the fastest growing sectors in Vietnam’s food market. Wine, seen as a luxury good, is
benefiting from this growth although at a much slower rate than beer, which is available
from cheaper local producers.4
Approximately half of Vietnam’s population consists of consumers under the age of 30. This
group is experiencing a substantial rise in living standards accompanied by an increase in
disposable income, rising demand for foreign goods, and a willingness to experiment with
new products. Because wine has not been a traditional aspect of the Vietnamese culture,
this market segment (ages 20-35), which accounts for 25 million people will likely form the
core consumer group for new products and brands as the market continues to grow.
Wine Coolers and light fruit wines have proven popular among Vietnamese female
consumers.
4.1.1 Population Segmentation5

Age
Total
0-4
5-9
10-14
15-19
20-24
25-29
30-34
35-39
40-44
45-49
50-54
55-59
60-64
65-69
70-74
75-79
80-84
85-89
90-94
95-99
100+
Median Age

Total
Population
89,571,130
7,722,994
7,603,821

7,606,965
8,765,454
8,962,536
8,586,695
7,349,340
6,659,580
5,965,278
5,614,401
4,563,928
3,156,814
2,044,465
1,489,064
1,352,029
1,050,601
669,186
299,520
89,599
17,062
1,798
27.4

Male
Population
44,644,262
4,062,891
3,977,465
3,954,336
4,532,820
4,607,997
4,370,997

3,733,573
3,346,486
2,952,999
2,720,981
2,130,316
1,446,405
903,492
622,182
546,083
398,242
231,879
82,724
19,601
2,601
192
26.4

Female
Population
44,926,868
3,660,103
3,626,356
3,652,629
4,232,634
4,354,539
4,215,698
3,615,767
3,313,094
3,012,279
2,893,420

2,433,612
1,710,409
1,140,973
866,882
805,946
652,359
437,307
216,796
69,998
14,461
1,606
28.5

Percent
Total
100.0
8.6
8.5
8.5
9.8
10.0
9.6
8.2
7.4
6.7
6.3
5.1
3.5
2.3
1.7

1.5
1.2
0.7
0.3
0.1
0.0
0.0

Percent
Male
100.0
9.1
8.9
8.9
10.2
10.3
9.8
8.4
7.5
6.6
6.1
4.8
3.2
2.0
1.4
1.2
0.9
0.5
0.2
0.0

0.0
0.0

Percent
Female
100.0
8.1
8.1
8.1
9.4
9.7
9.4
8.0
7.4
6.7
6.4
5.4
3.8
2.5
1.9
1.8
1.5
1.0
0.5
0.2
0.0
0.0

Sex
Ratio

99.4
111.0
109.7
108.3
107.1
105.8
103.7
103.3
101.0
98.0
94.0
87.5
84.6
79.2
71.8
67.8
61.0
53.0
38.2
28.0
18.0
12.0

4.1.2 Tourism
As a new destination for tourists and foreign investment, Vietnam receives over 4.5 million
visitors per year creating USD 3.5 billion in value. This demand has led to an increase in the
number of high end hotels and resorts across the country, but particularly in the coastal
areas of Baria Vung Tao, Mui Ne, Nha Trang, and Danang. The tourism industry has

Comprehensive Study of the Vietnamese Wine Market

5

experienced growth rates above 10 percent, pressing demand for high quality imported
products such as California Wine. 6

4.2 Geographical Concentration
The five key urban areas are Hanoi, Ho Chi Minh City (HCMC), Hai Phong, Danang, and
Catho. These cities account for 30 percent of national GDP, and are expected to experience
increased rural to urban migration.7 Only 28 percent of the population lives in urban areas
where demand for and availability of foodservices and high value products is higher.8 As
many seasoned exporters are fully aware, exporting to an emerging market often translates
to exporting to its cities and tourist areas. There is a large divide between rich and poor,
and urban and rural.
4.3 Other Demographics
4.3.1 Literacy
Defined as over the Age of 15 and able to read and write:
Total:
90.3 percent
Male:
93.9 percent
Female:
86.9 percent
4.3.2 Ethnic Groupings
Kinh (Viet) 86.2 percent, Tay 1.9 percent, Thai 1.7 percent, Muong 1.5 percent, Khome 1.4
percent, Hoa 1.1 percent, Nun 1.1 percent, Hmong 1 percent, others 4.1 percent.9
4.4 Tastes, Preferences, and Presentation
The Vietnamese retail and tourism sectors are rife with imported wine. French and Italian
wines dominate the market; however, wines from new world producers such as the U.S.,

Australia, Chile, South Africa, and Argentina are prevalent. California wines of all price
ranges are already in the market and available through various outlets.
Vietnamese food matches well with red, white, and rose wines, and therefore market
demand exist for all categories.
With regards to presentation, the upper class expects traditional packaging and labeling;
however, the lower and middle classes have no such preconceived notions. This openness
has led to increased sales of value-based wines packaged for convenient transportation and
consumption, such as boxed wines and tetra paks.
5. Geography
5.1 Climate and Topography
Vietnam’s climate ranges from tropical in the South, to monsoonal in the North, with hot,
rainy and warm, dry seasons. The country’s terrain ranges from a flat delta in the North and
South to central highlands, and to hilly relief in North/Northwest.
Vietnam’s climate and topography create several microclimates where wine grape growing
may thrive. The combination of rainfall and temperature experienced by Vietnam allow for
grapes to be harvested up to three times per year.
Vineyards are found in the Ba Vi mountain range near Hanoi, the Central Highland region
along the Annamite Range, the region of Phan Rang, and the Southern Coastal plain of Nihn
Thuan.


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5.2 Vietnam Grape and Wine Production
“According to the Vietnam Beverages Association, there are approximately 15 wine
producers operating in Vietnam with a total annual capacity of approximately 1.5 to two
million liters. However, their market share is quite limited in comparison to their foreign
rivals who have built up brand awareness and have a good reputation for quality and

consistency. Vietnamese wineries such as Da Lat Winery, which makes some of the best
locally made wines, can only penetrate the lower market segment with prices ranging from
U.S. $2 to U.S. $5. In addition, the shortage of raw materials is another problem that most
local producers are facing. So far, the wine producers in Vietnam are mostly confined to a
few regions like Lam Dong and Phan Rang provinces, and the grapes do not seem to be of a
quality for making premium wines, according to some experts. Recently Da Lat Winery had
to import grapes and wine inputs from France to produce better quality wine.”10
During the in-country investigation portion of this project, the authors of this study travelled
to the agriculture valley located in between the Da Lat and the South China Sea. They had
the unique opportunity to walk through a winegrape vineyard where Syrah and Sauvignon
Blanc varietals were being grown. Vietnam’s climate offers tropical winegrape growing;
therefore, the vines do not go dormant. This reality means that if a grape grower wants to
produce one high-quality crop, he/she must prune the vines at least twice to force vine
dormancy. In wine producing areas in India, this form of production is often followed. In
Vietnam; however, most vineyards are not forced into dormancy, and therefore produce two
to three crops per year. While conversing with the vineyard owners in Vietnam, it was
discovered that this specific vineyard produced close to 30 Tons per acre each year. That is
10 Tons per acre with three crops per year. This sort of excessive production does not yield
a qualitative product, and is said to drastically reduce the life cycle of the vine. With three
crops per year, the vines are said to only produce for approximately seven to eight years. In
California and other wine producing countries, without taking into consideration disease and
pest variation, it is common for vines to produce for 40 to 60 years, with some vines still in
production that reach 60 years plus.
From the buyer’s side of the equation, the authors of this study learned that there is no
current incentive to produce winegrapes for quality. The winegrape buyers purchase with
quantity in mind. The farmers related that they have a difficult time getting their crop to
reach even 16 degrees brix (a measure of the sugar, and subsequent ripeness of the
grape). They asked one of the authors how they could improve on that number. The
response from the author with viticulture experience was, “You have to thin out your crop
levels and allow a more moderate crop to ripen.” The dilemma is that these farmers were

paid for the quantity, not the quality and/or ripeness of their grapes; therefore, it didn’t
make any economical sense to produce a quality product. Overall, the authors of this study
discovered that winegrapes can be grown in Vietnam, but the technical know-how and
market structure are underdeveloped.
In addition to the vineyards referenced above, Cardinal and Chambourcin grapes are other
domestically harvested grape varieties in Vietnam. There is also a high level of fruit wine
production from Vietnam’s local fruits. Currently, joint ventures with British and Australian
wine producers are attempting to establish more varieties of internationally accepted winegrape production in Vietnam. U.S. wineries should definitely consider jointventure/partnership opportunities in Vietnam. The agriculture sector and the alcohol
companies desire to produce winegrapes and wine; however, they need assistance. Such
assistance could be offered while receiving similar support from the Vietnamese partners in
accessing local markets and efficient supply/distribution chains.


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5.3 Local Producers
Hanoi Liquor Co Ltd (Halico)
Halico produces alcoholic drinks in Vietnam in both wine and spirits, but it is especially
strong in spirits. In 2006 Halico produced just over 10 million liters of wine and spirits and
expected to produce 15 million liters of wine and spirits in 2007.
The company is the largest spirits manufacturer in Vietnam, with its key brands being Hanoi
Lua Moi (New Rice), Hanoi Nep Moi (New Sticky Rice), and Vodka Hanoi, a form of nonflavored vodka. In 2006 Halico controlled almost 41 percent of the spirits in Vietnam,
largely due to the popularity of its flagship brand, Hanoi Lua Moi.
The company has products in both still light grape wine and sparkling wine. However, its
presence in wine remains low in this highly fragmented environment, and the company has
not yet managed to accrue a quantifiable volume share in wine.
By investing in modern product line technology and diversifying its products, Halico is
aiming to meet increasing customer demands and serve all segments in spirits and wine.

Halico will not only concentrate on its traditional market in the Northern Vietnam, but also
plans to expand to central provinces, southern areas, Laos and Cambodia markets.
Additionally, Halico will export its premium brands to Korea, Japan and Taiwan as well as
expect to enter the U.S. market in the next few years.11
Lam Dong Foodstuffs JSC (Ladofoods)
Ladofoods is in a good position to perform well over the forecast period, especially with the
increasingly favorable image of red wine and its health benefits. The company is likely to
also focus on its “traditional” spin to red wine, to add to the unique positioning for its Dalat
brand.
The export market has yet to become a focus for the company – instead, it is set to
intensify its promotional efforts for wine sales in the domestic market. That said, in July
2007 Ladofoods negotiated with French strategic alliance P&P Import & Export Co to
establish the Dalat France Wine JV in order to grow grapes as well as produce and trade
wine in Vietnam.
Ladofoods is mostly famous for its wine products, with specialties in producing and trading
varieties of Dalat red wines, Dalat white wines, Dalat strawberry wine, Dalat mulberry wine,
Dankia wine, Lemon liquor, Dalat whiskey, Dalat rum, and Aviva wine coolers. Its grape
varietal is Cardinal, which is grown in Ninh Thuan province. The wine processing technology
employed by Ladofoods comes from Italy and Germany, thus its wine products meet
international standards. All products from Ladofoods, including wine and non-alcoholic
products such as soft drinks and spreads, are manufactured at its factory located in Dalat
city. The winery of Ladofoods had annual production capacity of three million liters in 2006,
and the company aims to upgrade its capacity to five million liters per annum in 2010. In
the alcoholic drinks category, Ladofoods concentrates mostly on wine. The company has a
presence in both grape wine and local non-grape wine sectors, although its share of nongrape wine is very small. Its key products include still grape wines, sparkling, strawberry,
mulberry, and mixed-fruit wines. Still grape wine, particularly still red wine, accounts for the
largest amount of sales. Ladofoods’ products are mainly sold in Southern Vietnam,
particularly in Ho Chi Minh City.12

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Thang Long Liquor Co
Thang Long Liquor Co is one of the largest producers (distributors) of wine in Vietnam,
falling behind Ladofoods in 2005. The company’s key brands include Thang Long fruit wine,
Thang Long Still Grape Wine, Thang Long Dry Wine, Thang Long Sparkling Wine, and Thang
Long Vodka. All of Thang Long’s products are manufactured locally, and the majority of its
sales occur through off-trade outlets in Northern Vietnam. Thang Long Liquor Co. has a
grape wine manufacturing factory in Ninh Thuan province. It has also built a winery with
annual production capacity that is expected to reach 10 million liters in 2010 in Ninh Thuan
province, for the production of cardinal, shiraz and saw-blanc grape varietals. Thang Long
Liquor Company’s strongest presence is in Northern Vietnam, followed by the Central
Vietnam. The company’s share in South Vietnam is rather low due to its weak distribution
network and a lack of effective marketing activities. The widespread presence of local wine
companies coupled with a growing presence of Australian still red and white wine brands,
such as Jacob Creek have hindered the company’s development in the South.
Although its product types were continuously diversified and their prices were economically
positioned (retail prices were just only from VND 17,000 to VND 36,000 per Thang Long
bottle), its brands still face competition from counterfeit wines.
In order to improve its competitiveness, Thang Long has decided to invest more capital in
production technology, to ensure its product quality, to demonstrate care for the
environment by setting up a new winery in Ninh Thuan, and train farmers there to ensure
the good quality of shiraz and sauvignon blanc grape varietals. It has also focused on
branding by launching some marketing campaigns aimed at health conscious consumers for
the company’s products made from tropical fruits.13
6. Availability and Price Structure of Wine
6.1 Currency and Measurement Conversions
As of March 30, 2010:

1 U.S. Dollar (USD) = 19,005.00 Vietnamese Dong (VND)
1 Vietnamese Dong (VND) = 0.0000526177 U.S. Dollar (USD)
6.2 Price Structure
Level

Price Range (in VND)

Price Range (in USD)

I
II
III
IV
V

50,000.00-125,000.00
125,000.01-250,000.00
250,000.01- 350,000.00
350,000.01-500,000.00
500,000.01 +

2.63-6.50
6.50-13.10
13.10-18.30
18.30-26.20
26.20+

As a part of a market study conducted by Euromonitor, 56 wines were selected from store
shelves. Of these, 30 percent of all wines were priced at Level II price range. The majority
of wines in this category are still red (10), still white (4), and rose (3). At price Level I, nine

out of 13 wines were still red wines. At price levels III and IV, out of 13 samples, seven
were of still red wine, three of still white wine, and three of rose. At price level V, six out of
13 samples were of still red wine, four of champagne, and three of the still white wine. This
trend shows that while the Vietnamese enjoy wines that are reasonably priced, they are
willing to try high-quality and high-priced wines.14


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9

6.3 Organized Retail
“Modern retail stores (supermarkets, hypermarkets, cash and carry wholesale stores,
convenience stores and minimarts, and department stores) account for only 10 percent of
total food and beverage sales, however these types of stores are experiencing an average
expansion rate of 18 percent per year and will play an increasingly important role in future
markets. Hanoi currently has more than 24 large shops and supermarkets and HCMC has
over 56 modern shops. French owned Big C supermarkets operate the largest supermarkets
in Vietnam. Other Supermarkets include Metro Cash and Carry, Pakson’s, and Superbowl
Shopping Center. Key domestic owned supermarket chains are Saigon Coopmart, Maximark,
Citimart, Vinatex, FiviMart, and Intimex.
“Open-Air and Enclosed traditional/local markets, commonly referred to as wet-markets,
play a critical role in Vietnam, accounting for over 60 percent of total consumer sales of
food and beverages. Exporters should pursue local partners capable of accessing both wet
market and supermarket distribution. Wine purchases from supermarkets are expected to
drive increased sales as consumers look to entertain guests and enjoy the product at
home.”
6.4 Hotels, Restaurants, and Specialty Shops
“Vietnam has over 60 resorts nationwide and hopes to build an additional 20 Five Star
Hotels to meet rising demand from tourists and business visitors.

“Family owned restaurants dominate the restaurant sector as most prefer Vietnamese food
when dining out. Among the middle and upper classes, some fast food chains and
international cuisine restaurants are becoming popular. Cafeteria Outlets, particularly in
Hanoi and HCMC are also becoming increasingly popular.”15
7. Marketing and Advertising
Vietnamese have a high value perception of American made products and deem them as
premium quality products. However, the level of brand awareness in Vietnam is relatively
low, and as such, importers will need to establish a strong consumer base and brand image
early on.16
Alcoholic drinks that contain less than 10 percent alcohol are permitted to be advertised in
Vietnamese newspapers, on radio and television and via the Internet. Alcoholic drinks that
contain over 15 percent alcohol are permitted to be advertised only within the premises of
retail shops, bars and restaurants. For alcoholic drinks containing over 30 percent alcohol, a
license for advertising must first be obtained from the Ministry of Trade.
Advertising expenditure is limited to a maximum of 10 percent of the total expenditure of
the enterprise.
7.1 On-Site
There are no official statistics available on the number of on-trade establishments in
Vietnam, and since there is no real concerted government effort to enforce any control over
the activities of these establishments, it could be some time before such statistics become
available.17
Good quality wines can be found in mid-upper range restaurants and there are many small
wine bars and shops in cities such as Ho Chi Minh City and Hanoi. As a vibrant youth culture
and disposable income increase, the popularity of On-Site consumption in clubs and bars is
likely to increase.


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8. Importers and Distributors
8.1 Distribution Rights
While regulations pertaining to distribution rights are changing, the Ministry of Trade
currently restricts rights of distribution to Vietnamese companies. Therefore, foreign
companies must obtain local import and distribution partners.18
8.2 Local Wine Distributors
Ho Chi Minh City
Name: Nhan Phu Co., Ltd
Address: 128 Nguyen Van Cu, Nguyen Cu Trinh Ward, Dist., 1
Tel: 08.9202389
Fax: 08.9203248
Email:
Hanoi
Name: Thanh Hung Co., Ltd
Address: 104 Nguyen Van Cu, Long Bien, Hanoi
Tel: 04.8731414
Fax: 04.8274038
Da Nang
Name: Tam Nhan Co., Ltd
Address: 341 Hai Phong, Da Nang City
Tel: 0511.6529444
Vinh Long
Name: Agency in Vinh long
Address: 172A Tan Hoi, Vinh Long commune, Vinh Long
Tel: 070.815049
Fax: 070.815049
Nha Trang
Name: Agency in Nha Trang
Address: 6 To Vinh Dien, Nha Trang

Tel: 058.822085
Vung Tau
Name: Nguyen Hien Co., Ltd
Address: 71 Bacu, Vung Tau
Tel: 064.811016
Plei Ku Gia Lai
Name: Thai Lan Hung Co., Ltd
Address: 56B Dinh Tien Hoang, Plei Ku, Gia Lai
Tel: 059.827941
Nghe An
Name: Viet Lao Co.,
Address: 01 Phan Boi Chau, Vinh, Nghe An
Tel: 038.531513


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11

8.3 Cold Chain
The Cold Chain system in Vietnam is cited as poor by the USDA, particularly on the import
side. Most domestic cold chain suppliers do not adequately supervise the temperature and
humidity of their chillers and the cold chain is subject to frequent power outages.
Additionally, most consumers have not purchased in home refrigerators. These conditions
may result in shortened product life and/or reduced product quality. 19
8.4 Convenience Stores and Minimarts
Lead by Saigon Corp, Vissan, and Trung Nguyen Coffee Corporation, this distribution
segment is expected to experience a substantial growth due to increased urban
concentration, higher traffic, and busier workweeks in Vietnam’s major cities. These stores
are mostly air-conditioned and modern in terms of product display and offer a range of

imported packaged food and drink products.20
8.5 Modern Retail Trade: Supermarkets and Hypermarkets
Modern Retail trade is expected to expand at a rate of over 20 percent over the next three
years. Between 18 and 20 percent of imported high value food and drink items are sold
through these modern outlets. Most Supermarkets, hypermarkets, and wholesale stores
purchase products from importers or distributer agents, though some choose to import
directly from the manufacturer.21
8.6 Traditional Trade: Wet Markets and Small Shops
There are over 8,000 traditional wet markets and hundreds of thousands of small private
shops throughout Vietnam. These shops are still the most popular among Vietnamese,
however, most have a very limited product selection, a lack of refrigeration, and a limited
floor space. Away from major cities, the food industries rely heavily on these stores with an
estimated 80 percent of imported foods distributed in this manner.22
9. Infrastructure Capacity
Road:
222,179 km
Waterway:
17,702 km
Ports:
8, main ports: Ho Chi Minh City and Haiphong (major ports)
Airports:
44
Railways:
2,347 km
9.1 Ports
Vietnam has 3,200km-long (5,000 km navigable by vessels-CIA) coastline with a total of
266 seaports, 14 of which are relatively large and named as the ‘keys to economic
development’. These ports handle 80 percent of all imports.23 In comparison to neighboring
countries ports’, Vietnam’s port capacity is small in regards to maximum vessel size and
overall storage capacity. These limitations result in much of Vietnam’s trade operating as

transshipments through its neighbors and higher overall shipping costs. Backups are
estimated to cost companies between USD 0.80 and 2.40 per day in storage fees in addition
to losses due to late delivery. Several projects are underway to increase domestic port
capacity and efficiency. Only nine ports could be upgraded to handle 50,000 DWT cargo
ships or 3,000 TEU container ships. Logistics costs have accounted for 15 percent to 20
percent of Vietnam’s gross domestic product (almost twice compared with developed
countries).24
9.2 Railways
The Singapore-Kunming Rail Link (SKRL), stretching across 3,000 miles between Kunming,
China and Singapore, via Vietnam, Cambodia, and Thailand was proposed in 1995. Due to
high costs and unavailability of funds, the building of roadway in certain parts has been


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12

hindered. However, the investors and the ASEAN business council are very optimistic about
completing the stretch by 2015. Once completed, the extensive rail connection will provide
interconnected infrastructure to ASEAN members.
IV. Vietnam Trade Report
1. Tax and Duty Structure
1.1 Federal Taxes and Duties
1.1.1 Import Tariff
Wines and other wines produced within the U.S. are subjected to an import tax of 65
percent. This duty will be reduced to 55 percent in 2012 when the country comes to the
final bound level of its World Trade Organization (WTO) accession agreement. Lower tariffs
might increase competition and drag down the final price of imported wines, which will help
boost local demand.
1.1.2 Additional Tax

Special Consumption Tax of 20 percent (based on CIF price + import duty).
1.1.3 Value Added Tax (VAT)
VAT is 10 percent (based on CIF price + import duty + special consumption tax).25
1.2 Duty Free
While there are no official figures for sales of duty-free alcoholic drinks in Vietnam, sales are
estimated by the trade to be above USD 14 million per annum, equivalent to only a small
proportion of off-trade sales.26
2. Regulatory Structure
2.1 Import Procedures
2.1.1 Nature of Import Procedures and Timeline
According to the World Bank report “Doing Business 2010,” the following is an average
timeline for the procedures necessary to import a standardized cargo of goods into Vietnam:
Documents preparation

12 days

Customs clearance and technical control

4 days

Ports and terminal handling

4 days

Inland transportation and handling

1 days

Total

21 days

2.1.2 Import Documents
The following is a list of documents that the World Bank report “Doing Business 2010”
states are the documents necessary to import a standardized cargo of goods into Vietnam:
•
•
•
•

Bill of lading
Cargo release order
Commercial invoice
Customs import declaration


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•
•
•
•

13

Inspection report
Packing list
Technical standard/health certificate
Terminal handling receipts

2.2 Customs
2.2.1 Customs Valuation
As of 2006, Vietnam has implemented the WTO Customs Valuation Agreement through its
2006 Customs Law. This law makes the use of transaction value applicable to all imports
and provides a full application of the computed value and deductive methods.
Changes have drastically improved customs valuation in Vietnam.
2.2.2 Customs Clearance
These tables list the procedures necessary to import and export a standardized cargo of
goods in Guatemala. The documents required to import and export the goods are also
shown.
Nature of Import Procedures

Duration (days)

Cost (USD)

12

70

Customs clearance and technical control

4

89

Ports and terminal handling

4

431

Inland transportation and handling

1

350

21

940

Documents preparation

Total

Nature of Export Procedures

Duration (days)

Documents preparation

Cost (USD)

12

107

Customs clearance and technical control

4

100

Ports and terminal handling

3

369

Inland transportation and handling

3

180

22

756

Total
Customs Clearance Procedures occur in Five Steps:
1.
2.
3.
4.
5.

Receipt of Application File, Primary Examination, Declaration
Registration, Form Decision and Inspection Level

Detail Inspection on Application File; pricing and taxation
Actual Inspection of Goods
Collection of Customs Fees, seal of ‘customs procedures completed’,
declarations returned to importer
Selection and Response of Application File and Certifications


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14

2.2.3 Customs Dispute Resolution Mechanism
The Vietnamese legal system is highly complex and is driven by overlapping resolutions,
ordinances, laws, orders, decrees, decisions, directives, and circulars. With its ascension
into the WTO, attempts are being made to coordinate regualations and procedures.
Importers and U.S. companies seeking entry into Vietnam are advised by the USDA to
contact a locally established law firm for legal assistance. A list of these firms can be found
at the U.S. Mission’s Country Commercial Guide (CCG) from the Department of State and
Department of Commerce.
2.3 Import Policy and Regulation
As Vietnam’s legal and regulatory environment is currently undergoing significant change,
United States wine exporters are advised to stay in touch with their importers on these
issues.
2.3.1 Certificate of Origin
The Certificate of Origin must be issued by a ‘relevant body’; a designated department of
the government of the exporting country such as the Ministry of Trade, Ministry of Finance,
Chamber of Commerce, or Ministry of Industry. The C/O submitted to the Customs Office
must be an original and must include:
•
•

•
•
•
•
•
•

Issuance Number of C/O
Name and Address of the exporter, the exporting country
Name and Address of the importer, the importing country
The Trademark and Label; quantity and type of packs; description of goods.
Weight
Goods Origin
Enterprise Requesting the CO Issuance and Date of Request
C/O Issuing Organization including name, Date, and Stamp.

In Regards to the C/O Stamp, an official stamp in Vietnam is expected to be a circular
stamp that produces a raised seal and is readable by the reviewing official. Failure to meet
these requirements may result in the rejection of the document.27
2.3.2 Storage Regulations
There are no regulations on the size or weight of imported food containers or regulations on
recycling requirements. Packaging materials are imposed on ceramic, and glass, synthetic
plastic, and alloy. These regulations apply to impurities in these products and to their
testing methods. Details of these requirements are available in USDA Gain Report VM9019.
2.3.3 SPS Standards
Sanitary and Phyto-Sanitary inspection is done before Customs Clearance and is performed
by the Ministry of Agriculture and Rural Development’s Plant Protection Department and the
Department of Animal Health (DAH).28 Vietnam established the SPS National Authority in
2007 and is pushing to align its SPS standards with the World Trade Organization and
international standards.

2.3.4 Maximum Residue Levels
The Ministry of Health defines food additives as substances which are not considered food or
the main ingredients of food, and which have little nutritional value, and are added in food
in limited amounts, and are harmless. Food additives are used in order to maintain the
quality, shape, odor, alkalinity or acidity of food, or, to meet the technological requirements
for the production, processing, packaging, transportation and preservation of food. Such
contaminants as poisonous micro-fungus, heavy metals, herbal preserving agents, animal


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15

medicines, etc., are not considered food additives. The list of food additives allowed in food
is presented in Decree No. No.3742/2001/QD-BTY.
State Control/Testing Agencies (SCA) associated with the Ministry of Health (MOH) and the
Ministry of Science and Technology (MOST) who have been appointed to verify imported
foods in compliance with food quality and safety regulations:
Northern Region

National Nutrition Institute (MOH)
Technical Center Number 1 (MOST)

Central Region

Nha Trang Pasteur Institute (MOH)
Technical Center Number 2 (MOST)

Highlands Region Epidemiological and Hygiene Institute (MOH)
Southern Region

Public Health and Hygiene Institute (MOH)
Technical Center Number 3 (MOST)

2.3.5 Wholesale Distribution and Licensing
Foreign Participation in commission agents’ services, wholesale services, retail services, and
franchising is limited to joint ventures until January 2009 at which point the restriction will
be lifted and 100 percent foreign owned entities will be allowed to operate in this sector. Per
the U.S.–Vietnam Bilateral Trade Agreement, 100 percent U.S. owned Distribution Services
Companies may be established effective December of 2008. Vietnam has not made any
commitments on Cross Border Distribution Services which would allow a U.S. company to
provide distribution services from abroad.29
2.3.6 Brand and Label Registration
The Committee of State for Co-operation and Investment (THIS) is the organization where
status must be registered.
2.3.7 Labeling Requirements30
Labels for alcoholic products must contain:31
•
•
•

Quantity
Alcohol content
Instructions on preservation (for wine)

The Ministry of Trade manages labeling requirements of imported goods. The Ministry of
Health requires that each food product have labeling that lists:
1.
2.
3.

4.
5.
6.
7.
8.
9.
10.

Name of the Food
Name and Address of the premise where food is made
Quantity/Volume
Components
Main Quality Measures
Manufacture date, Expiry Date, and Shelf Life
Instruction for Use and Preservation (especially for Wine)
Origin of Food
Alcohol Content
Warning of Safety and Hygiene


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16

Bulk Containers must also list:
1.
2.
3.

Country of Origin

Manufacturer’s name
Name of the Packing and Bagging Center

2.4 Intellectual Property Rights Analysis
Trademarks and trade names are recognized and protected under the Vietnam Intellectual
Property Law that became effective on in July of 2006.32 Additionally, Vietnam has made
commitments under TRIPS and is also participant in several multilateral IPR agreements
such as the Madrid Agreement Concerning International Registration of Marks. Jurisdiction
of IPR Law falls under the Vietnam Customs Office.
For Registration for Copyright Protection at the Customs Office, applicants must submit an
application for long term copyright protection. Procedure details are available at
.
3. Trade Policy
3.1 WTO
Vietnam became the 150th member of the World Trade Organization in January of 2007. It
has committed to reduce tariffs on many consumer-oriented products, beverages, and
agricultural goods.33
3.2 Bilateral Trade Agreements
3.2.1 U.S.–Vietnam
This agreement went into effect in 2001. The main objective of this agreement is to open
Vietnamese markets, promote reform and trade, and to eliminate non-tariff barriers to U.S.
exports.
3.2.2 Vietnam–EU
The negotiations for the agreement began in March of 2010.
3.2.3 ASEAN Trade Agreements
Vietnam is a member of the Association of the Southeast Asian Nations (ASEAN), and is
involved or in the process being a signatory in the following Free Trade Areas:
•
•
•

•
•

ASEAN–Australia New Zealand FTA signed in February 2009.
ASEAN–China FTA currently the countries are in the sixth consultation, discussing
the importance of promoting regional peace and success.
ASEAN–India FTA member countries met for the seventh consultation in August of
2009 and signed the ASEAN-India Trade in Goods (TIG) agreement. The countries
believe this TIG would sustain regional growth and create an open market.
ASEAN–Japan FTA signed an agreement on Comprehensive Economic Partnership
in 2008 to help liberalize and facilitate trade.
ASEAN–Republic of Korea FTA signed in 2005.

FTAs have been established with the EU (2004), Chile (2004), Argentina (2004), Brazil
(2004), Singapore (2004), Uruguay (2005), Korea (2005), Japan (2005), Canada (2005),
China (2005), Columbia (2005), South Korea (2005), and Iceland (2005).


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17

ASEAN members have made progress in lowering intra-regional tariffs through the Common
Effective Preferential Tariff (CEPT) Scheme for AFTA, more than 99 percent of tariffs have
been reduced to between zero and five percent. More information on AFTA is available at
/>4. Rules of Origin
Vietnam Rules of Origin as defined by ASEAN must have a regional value content of not less
than 40 percent; or a change to subheading 2204 from any other category.34
Wines produced within the Asian Free Trade Area have had import tax rates reduced to five

percent as of 2006.


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18

V. Local Wine Importers
Company

Contact

Phone/Fax

Allied Domecq Vietnam
621 Pham Van Chi St,
Ward 7, District 6
Ho Chi Minh City

Ms. Agnes Yeo
(CEO)

p.848.3854.4067

Ample & Associates, Ltd (BVI)
78 Truc Duong St,
An Phu Ward, District 2
Ho Chi Minh City

Mr. Youri

Korsakoff

p.848.3744.4597
f.848.3512.6401

Annam Fine Foods
36/26 Duong D2,
Phuong 25, Binh Thanh District
Ho Chi Minh City

Ms. Nguyen Thi
Phuong Ha
(Managing
Director)

p.848. 3512.6400
f.848. 3512.6401

Annam Group
36/26 Duong D2,
Phuong 25, Binh Thanh District
Ho Chi Minh City, Vietnam

Mr. Simon Briggs p.848.3512. 6400 simon.briggs@annam(General
f.848.3512.6401 group.com
Manager)

Au A Co
290/13E, Nam Ky Khoi Nghia St,
District 1

Ho Chi Minh City

Ms. Nguyen Thi
Hoang Anh
(Director)

p.848.3848.0838
f.848.3848.1306

Brown Forman
20 lo O, Cu Xa Vinh Hoi,
Ben Van Don, District 4
Ho Chi Minh City

Mr. Nguyen
Thanh Phong
(Director)

c.84.909.146.364

LES CELLIERS D'ASIE VIETNAM Mr. Sylvain
18 Pho Yen The,
Bournigault
Ba Dinh,
(Country
Ha Noi
Manager)

p.844. 747.4889
f.844.747.4886

Email




CMKT Company
238/2 Pasteur,
District 3
Ho Chi Minh City

Mr. Tran Duc
Vuong (Sales)

p.848.3290.7306
f.848.3290.7307

Dathaco
18 Ba Vi St,
Ward 4, Tan Binh District
Ho Chi Minh City

Mr. Nguyen The
Tien (Director)

p.848.3810.1941
f.848.3811.6244

Dong A Co
37 Do Quang Dau St,

District 1
Ho Chi Minh City

Mr. Phi Hong Tien p.848.3836.8810
(Director)

Dong Do Joint-Stock Co
99 Pham Viet Chanh St,
Ward 19, Binh Thanh District
Ho Chi Minh City

Mr. Quan Xuan
Hieu (Chairman)

Fine Wines Joint Stock
Company
38 Dang Thi Nhu,
Dist.1,
Ho Chi Minh City

Mr. Huynh Van
p.848.3914.2215
Thien (Chairman, f.848.3914.2216
CEO)

p.848.3903.7729
f.848.3899.0342


Comprehensive Study of the Vietnamese Wine Market

Food & Beverage International Ms. Nguyen Thi
37 Ngo 548/55 Nguyen Van Cu St, Lien (Director)
Hanoi

19

p.844.3872.2054

Hai Nam Seafood Company
55 Pham Ngoc Thach,
District 3
Ho Chi Minh City

Mr. Vu Van Hieu
(Director)

p.848.3822.2730
f.848. 3829.4440

Hoa Anh Company
78 Ba Trieu,
Hoan Kiem District,
Hanoi

Ms. Phan Minh Tu p.844.3943.7500
(Deputy Director) f.844.3943.7667

Hoa Binh Co (Fine Wine)
223/5A Thich Quang Duc St,
Ward 4, Phu Nhuan District

Ho Chi Minh City

Mr. Tran Huu
Binh (Director)

Hung Thinh Trading&Servive
Co., Ltd
27-29 Nguyen Van Giai St,
District 1
Ho Chi Minh City

Mr. Do Minh Triet p.848.3829.7054
(Deputy Director) f. 848.3820.7068

Huong Vang Co., Ltd
625 Kim Ma St,
Ba Dinh District,
Hanoi

Ms. Hoang Thu
Giang (Vice
Director)

INTERNATIONAL TRADINGDEVELOPMENT INVESTMENT
CO.,LTD
3-6/14 Doinhan st,
Badinh Dist.,
Hanoi

Mr. Nguyen Tuan p.844. 5143.5677

p.844.5143.5670
Dung (General
Manager)
f.844.3856.2535 www.wine99.com.vn

KHA VY Wine Merchant
Vietnam
54 Le Thanh Ton,
District 1,
Ho Chi Minh City

Mr. Vuong Tieu
p.848.3821.8464
Lan (Commercial f. 848.3821.7463
Director)

Lan Ngoc Company
75 Duong A4, P. 12,
Tan Binh District
Ho Chi Minh City

Mr. Nguyen Xuan p.848.3216.8075
Hung (Director) f.848.3811.6062

Lang Thu Enterprise
55A Phan Chau Trinh St,
Hoan Kiem District,
Hanoi

Mr. Hoang Manh

Khai (Director)

p.844.3933.3683
f.844. 3933.3684

Linh An Co/L'Hexagone
14 Le Anh Xuan St,
District 1,
Ho Chi Minh City

Ms. Nguyen Thi
Luan (Director)

p.848.3822.7978
f.848.3827.4877

Mesa Company
Lo 3/23 B, Duong 19/5 A,
Khu CN Tan Binh,
P. 14, Tan Binh
Ho Chi Minh City

Mrs. Luu Tuyet
Mai (General
Director)

p.848.3816.3055
f.848.3816.3212

p.848.3844.9035

f.848.3844.9035

p.844.3766.6468
f.844.3766.6469


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20

Mesa Company/Hanoi Branch
20 Bui Thi Xuan St,
Hanoi

Ms. Nguyen Kim
Hoa (Sales
Executive)

Mesa Group
202 A Ly Chinh Thang,
Dist.3,
Ho Chi Minh City

Mr. Sean Ngo
(Business
Development
Director)

Metro Cash & Carry
Head office, An Phu, An Khanh,,

District 2
Ho Chi Minh City

Mr. Nguyen
Hoang (Wine
Sales Manager)

f. 848-35190373

My A Compay
023, Pho My Hoang,
Nguyen Van Linh Blvd, District 7
Ho Chi Minh City

Mr. Nguyen Tan
Huy (Director)

p.848.3412.0118
f.848.3421.0119

My Tin Co
18th floor, Bitexco
19-25 Nguyen Hue, District 1,
Ho Chi Minh City

Mr. Nguyen Quoc p.848.3821.0880 quocdung.nguyen@maxximu
Dung (Trade
f.848.3821.0960 m.com
Marketing
Representative)

Nam Thien Trading Co., Ltd
187/12A Dien Bien Phu St,
District 1,
Ho Chi Minh City

Mr. Nguyen Chi
Vinh (Director)

p.848.3824.4251
f.848.3825.0047

Phu & Em Co., Ltd
489 Xo Viet Nghe Tinh St,
Binh Thanh District,
Ho Chi Minh City

Ms. Bui Thi Ngoc
Dinh (Director)

p.848.3898.4890
f.848.3899.2962

Phu Ly Co., Ltd
36 Dang Thi Nhu St,
District 1,
Ho Chi Minh City

Ms. Ly T. Phuong p.848.3821.4136
Tam (Director)

f.848.3821.8908

Saigon Co-op Supermarket
199-205 Nguyen Thai Hoc St,
District 1,
Ho Chi Minh City

Ms. Bui Hanh Thu p.848.3837.1930
(Deputy General f.848.3837.0560
Director)

Saigon Food
80 Nguyen Hue St,
District 1,
Ho Chi Minh City

Mr Bui Duy Chinh p.848.3829.7998
(Director)
f.848.3829.2385

Song Hang Co
28 Mac Dinh Chi St,
District 1,
Ho Chi Minh City

Mr. Ngo Hong
p.848.3829.0585
Chuyen (Director) f.848.3822.6043

T.S.M Vietnam Ltd (Hong Linh

Co)
215D Hoang Van Thu St,
Ward 8, Phu Nhuan District,
Ho Chi Minh City

Ms. Nguyen Thi
Hong Linh;
(Director)

Tan Binh Minh Co
2 Hat Giang St,
Tan Binh District,
Ho Chi Minh City

p.844.3826.3418
f.844.3943.0187




p.848.3844.5520
p.848.3844.9631
f.848.3842.3960

p.848.3848.7699
f.848.3848.9617


Comprehensive Study of the Vietnamese Wine Market

21

Tan Khoa Trading Co., Ltd
360B Ben Van Don,
District 4,
Ho Chi Minh City

Mr. Le Quang Huy p.848.3945.1023
(Director)
f.848. 3945.1051

Tay Au Trading Co., Ltd
A2, Tran Trong Cung St,
District 7,
Ho Chi Minh City

Mr. Nguyen Van
Duoc (Director)

p.848.3873.0022
f.848.3873.0199

Thanh Tung Co., Ltd
125 Thai Ha St,
Dong Da District,
Hanoi

Mr. Nguyen Duc
Hung (Director)

p.844.3837.0635
f.844.3537.0445

Thien Minh Co. Ltd.
19 Tran Nhat Duat,
District 1,
Ho Chi Minh City

Mr. Ly Xuan Binh p.848.3823.8456
(Director)
f.848.3827.4132 vn;

Vast Fund Vietnam
621 Pham Van Chi St,
District 5,
Ho Chi Minh City

Mr. Tran Hung
p.848.3854.4067
Quoc (Area Sales
Manager)

Viet Nang Co., Ltd (Hanoi
Office)
4 Tran Hung Dao St,
Hoan Kiem District,
Hanoi

Mr. Le Minh Quoc p.844.3933.2479
(Director)

f.844.3933.2475

Viet Thai Trading Im-Ex Co.,
Ltd
72 Hung Vuong St,
Hai Chau,
Da Nang City

Mr. Bui Quoc Viet p.845.1182.1696
f.845.1183.7559

Vine Quality Hospitality Group
Hanoi
31A Xuan Dieu St,
Tay Ho District,
Hanoi

Thomas S.
O'Connor
(General
Director)

p.844.3719.8321
Ext 400
f.844.3719.8001

Vine Group-HCMC Office
32 A Cao Ba Nha,
Ho Chi Minh City

Mr. Michael
Kloster
(Manager)

p.848.3836.4171
f.848.3836.4182

Vineyard Trading Service Co,
Ltd
63 Ni Su Hoang Lien,
Ward 10, Tan Binh District,
Ho Chi Minh City

Mr. Nguyen
Phuoc Thanh
(Director)

p.848.975.1119
f.848.975.1120

Vino
74/17 Hai Ba Trung,
District 1,
Ho Chi Minh City

Mr. Jim Cawood
(Manager)

Vive Group
13/1 Le Thanh Ton,

Ben Nghe Ward, District 1,
Ho Chi Minh City

Thuy Nguyen
(Managing
Director)

Wine Link
80/15 Dang Van Ngu St,
Phu Nhuan District,
Ho Chi Minh City

Mr. Phil Lam
(President)






p.848.6290.9437
p.848.6291.0357
f.848.6290.9438