Vietnam's guzzling more beer than ever as the economy accelerates and the population gets younger. Vietnam Brewery Limited (VBL) wants to ensure the pint glasses don't stay empty.
Established in 1991 as a joint venture between Dutch beer giant Heineken and local partner Saigon Trading Group, VBL targets the premium beer segment. It is now the second largest brewery in Vietnam with 25 percent market share after state-owned Sabeco.
"Of the total alcohol consumed in Vietnam, 94% is beer, so it is really part of the Vietnamese culture," says Leo Evers, managing director of VBL.
"Walk into any restaurant or bar and you'll notice that everyone is drinking beer," Evers says in a "Managing Asia" interview.
The frenetic growth – Vietnam is aiming to raise beer output by 25 percent from 2015 to 2020, according to a January statement by the Vietnam Beer Alcohol Beverage Association – has been underpinned by a combination of factors.