Non-alcoholic drinks trend in Vietnam

Demand for low- and non-alcoholic beverages is rising in Vietnam, while some categories of spirits, cocktails, and wine are seeing a decline in sales, according to the Future of Food 2027 report.

Marriott International, a U.S.-based global hospitality company, released the report on Oct. 6, analyzing culinary trends across the Asia-Pacific region (excluding China).

It is based on insights from chefs, culinary experts, and hoteliers across 284 Marriott hotels and resorts in 20 countries and territories in the region.

A survey of the Vietnamese market found 41% of restaurants and bars saying the demand for non-alcoholic or low-alcoholic drinks is increasing.

Some 43% of establishments reported an increase in the sales of fruit juices and smoothies, and 28% saw a decline in the sales of high-end spirits and cocktails. The declines were 21% in the case of wine and 3% in the case of beer.

This trend is widespread at restaurants.

Travis Nguyen, beverage manager at Akuna, a Michelin-starred restaurant in downtown Ho Chi Minh City, said four out of 10 guests choose non-alcoholic drink pairings for courses in the tasting menu.

The number of people choosing this option has increased since the restaurant opened in 2023, he said.

"The trend of choosing low- and non-alcoholic drinks is popular among women guests and tourists."

The fine dining segment is developing non-alcoholic beverages to pair with dishes.

Tales By Chapter restaurant in Ho Chi Minh city has developed a dedicated non-alcoholic menu paired with a 10-course tasting menu priced at VND750,000 (US$29).

It said the non-alcoholic drinks are handmade from botanical ingredients.

Nguyen Linh, 31, of Ho Chi Minh city, said she frequently dines at high-end restaurants to meet business partners, but could not always consume alcohol due to health limitations.

When choosing a meeting venue, she prioritizes places that offer both alcoholic and non-alcoholic menus, with the latter requiring diverse flavors and beautiful presentations, she said.

The switch to non-alcoholic drinks is spreading across the Asia-Pacific region, with 42% of surveyed restaurants and bars reporting an increase in non-alcoholic drink sales, and 56% developing dedicated non-alcoholic menus.

Kazutaka Ozawa, co-owner of Crony restaurant in Tokyo, believes premium teas can be explored as a liquor alternative.

According to experts, non-alcoholic drinks are moving away from being a niche, health-associated option to becoming a more mainstream part of the dining experience.

Demand is growing among urban youth and international visitors.