Lush Beer Packaging Design by Blackmoon Studios Illustrating the Evolution of Vietnam’s Beer Market

Vietnam’s beer market has long been dominated by a few traditional brands with high alcohol by volume (ABV). These brands have built a strong loyalty among Vietnamese consumers due to their long-standing history. The high ABV of these beers caters to some consumers who seek stronger and more potent alcoholic beverages, often seen as a symbol of strength and masculinity in cultural and social norms.

However, the beer market in Vietnam is undergoing a transformation. Younger consumers are more inclined towards different preferences, seeking lighter and more refreshing options that can be enjoyed without the immediate impact on the following day. This preference shift is driven by the younger generation’s growing health consciousness and their desire to avoid the negative effects of heavy drinking.

Changes in social dynamics and lifestyles have also contributed to this shift. Younger consumers want to enjoy an evening out with friends or colleagues without compromising their productivity and well-being the next day, fueling the demand for lighter and lower-ABV beers.



Recognising this changing consumer demand, some breweries in Vietnam have started introducing lighter beer options. These beers are often marketed as refreshing and suitable for social gatherings without the negative effects of heavy drinking.

The challenge was to create a brand for a new generation of health-conscious Vietnamese consumers. The solution was a harmonious blend of Premium Lager Beer and 100% Natural Fruit, fermented at zero degrees, for extreme refreshness.



A strong brand icon was created in the form of a sunset made up of barley ears, the sunset being a metaphor for the drinking time occasion. To help balance the beer credentials, a strong word mark was crafted referencing the bold style ubiquitous to the category. The white and blue colour palette paired with fresh flavour colour helps support the brand’s easy-to-drink position. Modern icons were created to indicate the exotic ingredients.



In conclusion, while traditional brands with high ABV have historically dominated Vietnam’s beer market, the preferences of younger consumers are gradually shifting towards lighter and more drinkable options. This shift is influenced by changing attitudes towards health and well-being, as well as the desire for a more balanced lifestyle. Breweries are responding to this demand by introducing lighter beer options that cater to the preferences of younger consumers and their desire to enjoy an evening out without impacting the next day.