Gloomy beer and beverage market for Tet 2025

Lunar New Year is approaching, the beer and beverage market has started to launch many incentives to stimulate demand, however purchasing power is still very quiet.

Many incentives to stimulate people

The 2025 Tet beer market is recording changes in prices and promotional policies as the Lunar New Year approaches.

According to a survey by reporters from Cong Thuong Newspaper, the price of Tet 2025 beer at some agents in inner-city districts of Hanoi such as Cau Giay, Bac Tu Liem, Tay Ho, Dong Da... increased slightly from 5,000-25,000 VND/carton compared to before the New Year.

A representative of a distributor in the Hanoi area commented: " This price increase is mainly to offset increased production and transportation costs this year. However, major beer companies also launched many promotional programs to stimulate demand ."

Tet beer products are on sale with many promotional programs. Photo: Khanh Linh

A survey at several large supermarkets in Cau Giay and Dong Da districts showed that the average price of beer this year ranges from 300,000-450,000 VND/carton (24 cans), depending on the brand. Some brands have adjusted their prices slightly by about 5,000-30,000 VND/carton, but not much higher than last year.

At convenience stores and retail grocery stores, beer prices are slightly higher, with Heineken beer prices ranging from 440,000 - 460,000 VND/carton, about 15,000 VND/carton higher than supermarkets. Saigon beer is sold at stores for 240,000 - 260,000 VND/carton, about 5,000 - 15,000 VND/carton higher than supermarkets, and Tiger beer is sold at about 60,000 - 70,000 VND/carton higher than supermarkets.

Mr. Xuan Hoa - owner of a retail store on Hoang Hoa Tham Street (Ba Dinh District, Hanoi) commented that beer and soft drink prices may continue to increase until closer to Lunar New Year.

“The closer we get to Tet, when demand increases, prices will also increase. Prices will probably peak around after December 23 to before New Year’s Eve,” said Mr. Hoa.

Soft drinks are displayed in the center of supermarkets. Photo: Khanh Linh

Besides beer, many beverage brands have also launched attractive promotions and incentives.

According to a staff member at a Winmart supermarket in Cau Giay district, the prices of products this year are "slightly" higher than last year's Tet, but the increase is not significant. This staff member also revealed that the company has applied promotional programs such as giving away gifts or winning opportunities to attract consumers.

Market is gloomy

In Cau Giay district, supermarkets, retail stores and Tet beer stalls continuously launch many attractive promotional programs such as giving gifts when buying in large quantities and lucky draws. However, most customers still prioritize direct discounts on products instead of participating in lucky draws.

Mr. Xuan Hoa - owner of a retail store on Hoang Hoa Tham Street shared: " If customers buy 20 boxes or more, the store will have a discount policy of 2-5%, but we do not apply direct discounts to each product. This makes consumers somewhat hesitant during the spending time near Tet."

Many large supermarkets also launched promotions such as "buy 5 cans, get 1 free" or discounts of 5% - 10%. At BigC Thang Long supermarket, Heineken Silver beer is currently sold at VND451,900/carton and comes with 2 bottles of Sting soft drink as gifts; Saigon Special beer is reduced to VND327,000/carton. Habeco also launched a program to buy a case of 24 cans of beer and have a chance to win a SH motorbike, SJC gold or phone cards. Similarly, 333 beer attracts customers with a cash prize of VND100 million, 24K gold and online discount codes.

Tet beer stall "deserted" with customers. Photo: Van Anh

However, according to records, these incentives have not really boosted purchasing power. Some retailers assessed that this year the beer market is particularly slow in both wholesale and retail segments. Similarly, beer consumption in retail distribution systems is also very slow compared to the same period of Tet 2024.

Explaining this situation, some traders said that because there are still about 2 weeks left until Tet, people are not in a hurry to go shopping.

“ This year, New Year and Lunar New Year are close together, so people don’t have much time to shop for Tet. I predict that after Ong Cong Ong Tao Tet, the market will be more vibrant, ” said Ms. Van Mai, owner of a grocery store on Nguyen Phong Sac Street (Cau Giay, Hanoi).

Source: https://congthuong.vn/am-dam-thi-truong-bia-nuoc-giai-khat-tet-2025-370207.html