Hanoi Beer Alcohol and Beverage, commonly known as Habeco, is setting its sights on expanding its export market to the United States and Japan. In an effort to counteract the slowing beer consumption within Vietnam, one of Asia's largest beer markets, the Vietnamese brewer is pursuing growth overseas. This strategic shift aims to capitalize on new opportunities in international markets, as outlined by Habeco's chairman, Tran Dinh Thanh, during his recent visit to Tokyo.
Tran Dinh Thanh emphasized the potential for increasing exports to Japan, highlighting the growing Vietnamese community and the compatibility of beer with Japanese cuisine.
"There are more Vietnamese people in Japan, and beer goes well with Japanese food, so we want to actively market to Japan." – Chairman Tran Dinh Thanh
In 2024, Habeco achieved significant sales, moving over 500 million liters of beverages, including the popular Hanoi Beer. However, with domestic consumption showing signs of stagnation, the company is determined to expand its business beyond Vietnam’s borders. The focus on the U.S. and Japan represents a calculated effort to tap into these promising markets.
During his visit to Tokyo, Tran Dinh Thanh discussed Habeco's international expansion plans with Nikkei. The conversation underscored the company's commitment to seeking new avenues for growth amidst shifting consumption patterns in Vietnam.
The strategy to boost exports aligns with Habeco's long-term vision of establishing a stronger global presence. By targeting markets with a high affinity for beer and a growing Vietnamese demographic, Habeco anticipates a rise in export volumes in the coming years.
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