Heineken overcomes heavy traffic fine rule, volume grows over 50% in Vietnam

The sales volume of Heineken “grew in the fifties” in Vietnam in 2024, the Dutch brewer said in its 2024 performance review.

Heineken attributed its strong performance to the continued success of premium brand Heineken Silver and the rollout of the 25cl (250 cubic millimeters) cool-pack innovation.

Heineken also noted that its mainstream portfolio in Vietnam grew over 10%, with Larue Smooth momentum accelerating and Bia Viet up almost 60%, in line with the brewer’s strategy of strengthening its products and expanding into areas outside its “strongholds.”

In terms of net revenue per before exceptional items and amortization (beia) formula, Heineken said the figure organically increased by a high-single-digit. Meanwhile, its beer volume went up by a mid-single-digit growth.

The brewer highlighted in 2024, the Vietnamese beer market stabilized, with aggregate market growth just positive for the year, led by the off-premise rebounding to a growth trajectory for the year, and the on-premise returning to growth in the last quarter.

Regarding the global performance, Heineken said its revenue reached €36 billion, down 1.2% year-on-year, but its net revenue per beia formula went up 5% to €30 billion. The net revenue (beia) improvement was led by its largest markets of Brazil, Mexico, Nigeria, South Africa, Vietnam, and India.

In another note to review 2024, Heineken said it “cycled the impact” of Vietnam's Decree 100 in November. Decree 100 stipulates heavy fines against “driving under the influence” violations.