Beer sales frothy despite flat economy

Hanoi (VNA) - The beer and alcoholic beverages market this year will reach a growth rate of 12-14 percent despite the high inflation and economic downturn, according to the Vietnam Alcohol, Beer and Beverage Association.

Bia hoi, or draught beer, remains particularly popular with Vietnamese drinkers,
said the association, with 1,500 to 5,000 litres imbibed daily. Meanwhile, sales of
bottled beer for home consumption are also up- as are prices: a 24-bottle case now
retails for 30,000-50,000 VND more than last year.

Hang Buom Street , famous in the capital city of Hanoi as the centre for
beer, soft drink and candy sales, maintains its hectic atmosphere. Vendors there say
the rising retail cost of a case of brew reflects the higher wholesale costs they're
paying.

"All costs have risen from 30 to 70 percent, so the price of beer is going to go
up, too," said a vendor.

Still, consumers keep guzzling. At Tet (Lunar New Year Festival), no one forgets to
add beer, especially bottled beer, to the menu, and consumers buy masses of beer to
serve to visiting friends and relatives.

With Tet only about a month away, beer manufacturers have announced promotions to
attract consumers.

Halida's promotion programmes, giving everyone 18 or older who buys Halida beer a
chance to win gold, are worth nearly 4.4 billion VND (258,000 USD).

Vietnam is viewed by brewers as an enormous market, with 33 million people aged
20-40 and an average beer consumption of about 18 litres per person per year - about
16 percent of the consumption in Ireland and half the level guzzled in the Republic
of Korea. Vietnamese beer companies are targeting an average consumption here of 28
litres a head by 2010.-Enditem