Wine Events in Vietnam
Wine history and background
Wine, the drink of the Gods. A drink with personality and character, with origins
going back 8000 years in the country of Georgia. Traces of fermentation and wine
making were later found in Iran, Lebanon, Greece and Sicily. From there, wine-
making expanded all over Europe and subsequently propagated by Europeans in other
regions like Australia, South Africa and South America, which are today recognized
as the ‘new world’ in terms of wine-making.
Today, wine plays a fundamental role for many countries and represents a good slice
of their GDP. Just imagine that in the French wine region of Bordeaux, wine employs
75% of the overall population in a wide range of areas: viticulture, wine-making,
logistics, insurance, investments, education, hospitality, as well as sales, marketing
and events. The latter is the focus of this article.
The Vietnamese wine market
Six years ago, after gaining my degree in Wine Business at Plumpton College (University of Brighton), UK, I decided to experience life in Asia and so moved to Vietnam. Since then, I have worked for three different wine importers and distributors all over the country and had the opportunity to learn about the wine market in Vietnam. This includes the main players, trends and consumer behavior. The wine industry and market are growing in Vietnam, but it remains a niche market. This is partly because Vietnam is the 3rd largest beer producer in the world and the beer market is a very valuable sector for the local economy. The government tends to protect the beer industry by applying a considerable import tax on wine. This makes wine unaffordable for the majority of the population. Wine is mainly a growing trend among professionals, higher social classes and tourists and is popular in gifting and special occasions.
It is also important to mention that Vietnam is subdivided into three regions: North, Centre and South. Consumer behavior and trends vary from region to region, and this is due to their diverse background and histories.
Northern Vietnam is considered to be more conservative and ideal for experiencing the real Vietnamese culture. This is also reflected in the culinary trends and consumer behavior. Consumers are generally attracted by the package, heavy glass bottles and flashy golden labels, and it is usually of traditional grape varieties from France, Chile, Italy and Australia. Wine is often consumed on special occasion celebrations, like the Lunar Year.
Central Vietnam is considered to be a blend between the Northern and Southern Vietnam regions. In this region, wine consumers are more reserved and keener mainly on the very well-known international wine grape varieties, such as Cabernet Sauvignon, Merlot, Shiraz, Chardonnay and Sauvignon Blanc. They are also interested in locally produced wine. However, tourism plays a big role in Central Vietnam as a consequence of the high number of resorts and grand hotels.
Southern Vietnam is considered to be culturally more vibrant and diverse. Wine consumers tend to be more adventurous and knowledgeable. This is in addition to a larger expat community, business tourism and a more stable climate pattern. This is the main region for wine sales in Vietnam.
While wine is also sold online, in a few specialized wine shops and B2B to the HoReCa and retailers’ channels, there remains a gap in connecting wine to the Vietnamese people—as a product and a lifestyle—in an informatively and entertaining way.
This is where the ispiration came from
One of the things I have been doing in Vietnam in the past 6 years is to organize wine events. These events have generally been aimed at professionals in the wine and hospitality industry. Their main rationale is strengthening existing partnerships or building new ones. These events are also often sponsored and a public relations tool. They are essentially about business, supporting the securing of contracts. These events are clearly vital to the wine and hospitality market, not just in Vietnam but all over the world. That said, in the current format, these events don’t offer enough to attract the big dormant market segments, which represent a huge potential for the wine industry in Vietnam. Those segments are classified as ‘wine beginners’ and ‘wine curious.’
This is why I decided to put all my knowledge, experience and effort together to create a platform, a tool to reach this new target market and to communicate wine and wine culture with a twist. This platform is called ‘Home-winevents.’
I started Home-winevents towards the end of the Covid pandemic as a hobby. Only recently I have decided to take it to the next level. The page associated with the business. already counts on around 600 followers, mainly in the Hanoi and Da Nang areas. It has also already garnered interest and has been the catalyst for some wine events. These events have had well attended, and generated highly positive feedback. They have also been an important tool to identify the gap in the market and fine-tune the approach needed to approach ‘wine beginners’ and ‘wine curious in a different, targeted way. The research has evidenced that wine beginners and wine curious are a lot more interested in the knowledge of wine and in wine as a lifestyle and not in the wine itself as a product. Among the questions they repeatedly asked or emerged in the conversations were: why we make such a big deal about wine. why is it so important to us, and what is it about wine that makes it so popular? It follows that it is essential to frame wine events to also answer these questions. Thus framed, wine events would not only inspire their interest. It would also broaden the appeal of wine beyond the current limited strata. That, in final analysis, would benefit the entire wine industry.
Home-winevents are thus framed as an approachable space where anyone can learn about wine in an entraining and social manner. They are also affordable. Home-winevents offers what the Vietnamese wine market is missing and a unique way to celebrate a special occasion or to unwind in style at the end of the working week.
Taste Like a Pro
About Our Events
Home-winevents portfolio is divided into four categories.
1 – Customised Home Wine events
2 – Events and workshops
3 – The Wine Team Building Experience
4 – Training and Stock Management for Hospitality Businesses
Events and workshops
These events are fully customizable and can be held in private houses or public venues. The ‘Wine and Art’ and ‘Taste like a Pro’ have been the most popular format.
Wine and Art is a 6-hour event which incorporates a cocktail and canapes reception, a wine tasting and wine talk, a two-hour acrylic on canvas painting class, and wine and food. In slightly more detail, the event starts with a mimosa cocktail and canapes reception/ The first part of the painting class lasts approximately one hour. The wine tasting and wine talk follow, with wine and lunch served afterwards. The second part of the painting class takes place after lunch, with more wine served during the painting. Guests take their artwork home as a memory of the experience.
‘Taste like a Pro’ offers the opportunity to learn how to evaluate and appreciate wine with the systematic approach of the 6 S’s: See, Swirl, Smell, Sip, Swish and swallow or spit.
The workshops last between 2 and 2.5 hours and include a presentation paired with a booklet with all the necessary information. There are usually five wines available to taste (and enjoy) during the workshop. Taste like a Pro’ has been our most sought-after workshop and a very interesting, and affordable, way to spend a productive/pleasurable Sunday afternoon
The Wine Team Building Experience
We all understand the importance of working well together, of good communication, collaboration, and so away, and we also understand that team building is essential in the business world.
The Vietnamese business scenario is characterized by an enormous number of enterprises of any size and represents great potential. These team-building activities are aimed at small groups of between 10 and 40 people and include six constructive, educational and entertaining games and challenges.
Wine cocktails challenge
The blind wine waiter
Blend design and pitch your wine
Chocolate and wine pairing
Cheese and wine pairing
Taste your knowledge (quiz)
These can be fully customized according to the needs of clients.
Training and Stock Management
This is a consultancy service aimed at helping small hospitality businesses increase their wine sales and margins. Areas of training include scientific stock management, staff training and marketing strategies. Clients can choose from a range of ready training courses or we can fully customized package as needed. Free initial consultancy is available.
Basic wine knowledge
Wine service
Wine and food pairing
Wine list training and upselling
Wine sourcing and wine list design
Stock management and marketing
Overall, Home-winevents is a new experience and a tool currently lacking in the Vietnamese wine landscape. It offers the opportunity to bring wine closer to broader public in a different, attractive and unique way.
get in touch if interested to know more about what we can offer you.