An introduction to

On Premise channels in Vietnam

OPUS Vietnam
 91%
87%
of On Premise Users surveyed
in Vietnam have visited the
sector in the past three
months

of On Premise visitors visit the

channel at least weekly

Source: CGA OPUS Vietnam December 2022, sample size: 5000

 With food-led occasions driving On Premise visitation, there are opportunities for suppliers to capitalize on
the extra visit within food-led occasions

Food-led occasions Drinks-led occasion

12.1 6.9
times per month times per month

Source: CGA OPUS December 2022 Vietnam, sample size: 5003

 Vietnamese consumers value recommendations from friends/ family or online reviews to
judge venues and do take hygiene ratings into consideration
Which, if any, of the following factors are important to you when choosing a specific venue to visit? Please select all
that apply.

Has a good hygiene rating 28%

Wide selection of food available 27%

Recommendation from friends and family 26%

Has good online reviews 26%

Familiarity (e.g. somewhere that I have visited before / visit regularly) 24%

Wide selection of drinks available 24%

Has my favourite drink brand 24%

Multiple spaces to socialise (e.g. beer garden and indoor seating) 23%

Is an ethical / sustainable venue 23%

Has my favourite drink category (e.g. draught beer) 22%

Has food deals / promotions 21%

Source: CGA OPUS Vietnam December 2022, sample size: 5003

 Vietnamese channel definitions

Quán ăn Quán nhậu Nhà hang

Mainstream On-premise with Mainstream On-premise with Premium On-Premise venues with
Food-led consumer behavior. predominantly drink-led consumer both drink-led or food-led visits.
Quán ăn behavior, but some also sometimes Commonly private rooms and big
venues can be self-service or for food. Quán nhậu halls. Knowledgeable servers with
in-house service venues are mostly well-service, in- good service. Can be in-house or
house or out-of-house located. garden.
 Food-led venues are the most popular On Premise channels visited, led by Quán ăn,
while beer gardens and bars are also popular channels for consumers in Vietnam

Which venues would you typically visit in a 3 month period? Please select all that apply

53%
48%

39%
31%
25%
20%
14%
11%

Quán ăn Nhà hang Quán nhậu Bars Karaoke bars Hotel Clubs Craft beer bar /
brewery

Source: CGA OPUS Vietnam December 2022, sample size: 5000

 Across all channels, visitation is high, with over a quarter of On Premise users visiting the likes of Nha Hang
at least weekly, while Quan an attracts visitors even more frequently

How often would you typically visit the following venue(s) in a 3-month period?

1%
7%
5%

2%
16%
11%
3%

45% 10% 5%

6%
27% 10%
26% 1%
7% 3% 1%
18% 3%
10% 7% 9% 7%

Quán ăn Nhà hang Quán nhậu Bars Karaoke bars Hotel Clubs Craft beer bar /
brewery
Weekly Monthly Once every 2-3 months

Source: CGA OPUS Vietnam December 2022, sample size: 5003

 Domestic and imported beers are the common drink choices across the top 5 channels, with cocktails also
playing a key role across most venues

What do you typically drink when visiting a restaurant/ bar/ pub/ hotel/ nightclub? (Top 5)

Quán ăn Nhà hang Quán nhậu Bars Karaoke bars

Soft drinks 43% Soft drinks 30% Domestic Beer 48% Cocktails 35% Domestic Beer 43%

Domestic Beer 26% Imported Beer 28% Imported Beer 36% Whisk(e)y 34% Imported Beer 37%

Hot drinks 21% Domestic Beer 25% Soft drinks 19% Imported Beer 30% Soft drinks 35%

Rice Wine/Rice
Energy drinks 19% Whisk(e)y 19% liquor
17% Vodka 24% Energy drinks 22%

Imported Beer 17% Cocktails 16% Vodka 16% Domestic Beer 21% Cocktails 21%

Source: CGA OPUS December 2022 Vietnam, sample size: 1160 - 1769
 Quán nhậu Channel Behaviour

87%
Top 10 categories typically drank in Quán nhậu
48%

36%

19% 17% 16% 14% 13% 13% 12% 10%

Of Quán nhậu visitors are likely to pay
extra for a better-quality drink Domestic beer Imported beer Soft drinks Rice wine/rice Vodka Whisk(e)y Radlers Craft beer Energy drinks Cocktails
liquor

Why do you typically visit Quán Top 5 drinks categories that consumers would consider drinking in Top 3 occasions visit for
nhậu? Quán nhậu

To both eat and drink

After work drinks
85%

Special occasion
To eat 7%
Imported beer Soft drinks Craft beeer Energy drinks Vodka High tempo drinks
To drink 8% 15% 13% 13% 12% 11%

Sample size: 1971

 Contact Us
To learn more or to speak to a member of the team, please feel
free to get in touch:

Scott Elliott Tony Auvray

Managing Director of Expansion Markets Associate Director

scott.x.elliott@nielseniq.com tony.auvray@nielseniq.com