Market Trends: Champagne Demand in Vietnam – 2024 Review

Champagne demand in Vietnam reflects an emerging market in Southeast Asia, characterized by steady growth, a youthful consumer base, and increasing interest in luxury and celebratory products. Understanding current trends and market dynamics in Vietnam is essential for importers and distributors seeking to capture opportunities as the country’s wine culture continues to evolve.

Market Overview

• Volume (2024): 179,018 bottles
• Value (2024): €4,423,715
• Share of Global Exports: 0.1%
• Evolution vs. 2023: Volume up 2.2%, value down 0.6%
• Global Rank: 62 (by value and volume)
• Number of Exporters: 49
• Top 5 Exporters’ Share: 59.0% (105,647 bottles)

Champagne Quality and Style Preferences

• Most Popular Style: Brut (83.4%)
• Notable Trends: Rosé is the second most popular style, while interest in Cuvée Spéciale and drier styles such as Extra Brut and Brut Nature is gradually increasing.

Packaging Trends

• Dominant Format: Standard bottle (96.1%)
• Special Trends: Demi-bottles are more common in Vietnam than in many other emerging markets, likely catering to smaller gatherings, gifting occasions, and individual consumption.

Exporter Profile

• Market Concentration: International brands dominate the market, but independent houses and cooperatives hold a meaningful and growing share.

Market Trends and Consumer Behavior

• Premiumization: Vietnamese consumers increasingly associate Champagne with luxury, status, and special occasions, particularly in major urban centers.
• Brut Dominance: Brut remains the clear favorite, though Rosé and specialty cuvées are gaining visibility among younger and more urban consumers.
• On-Trade and Gifting: Champagne consumption is strongly linked to high-end hotels, restaurants, nightlife venues, and gifting during holidays and celebrations.
• Competition: Champagne faces competition from other imported sparkling wines and luxury beverages, but its international prestige and celebratory image remain strong.

Challenges and Opportunities

• Market Development: While still a small market, Vietnam shows consistent growth potential driven by urbanization and rising disposable incomes.
• Distribution Complexity: Success depends on strong local partnerships, regulatory understanding, and effective on-trade positioning.
• Opportunities for Importers: Boutique, sustainable, and story-driven Champagne producers can differentiate themselves through education, storytelling, and targeted hospitality placements.

Global Context

Over the 12 months to April 2025, global Champagne exports reached approximately 272 million bottles, down 4.6% year-on-year. Although Vietnam accounts for just 0.1% of total exports, it remains one of the more dynamic Champagne markets in Southeast Asia.

Conclusion

Vietnam represents a promising and evolving Champagne market, supported by a young consumer base, premium aspirations, and a strong hospitality sector. Importers who focus on education, brand positioning, and premium storytelling are well placed to capture long-term growth as Champagne consumption continues to mature.

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Source:
Market figures and trends referenced in this article are derived from official Champagne shipment statistics published by the Comité Champagne (CIVC) and industry-standard trade data.