随著欧美消费者因健康意识抬头而减少饮酒，全球啤酒产业正面临生存危机。顾问公司罗兰贝格预测，未来25年全球酒精饮料消费量将减少一半。全球最大啤酒商百威英博刚从三年的销量低迷中恢复，而排名第二的海尼根股价较2023年高点下跌了28%。为维持产能运转，各大啤酒商纷纷将目光投向越南等新兴市场。

海尼根自1991年进入越南以来，已投资超过10亿美元。越南拥有亚洲第二高的人均啤酒消费量，每年达41公升。2024年海尼根以43%的市占率稳居第一，远超泰饮集团的35%和嘉士伯的8%。该公司在越南部署数千名业务代表深入酒吧、餐厅和街角小店，推广旗舰品牌及虎牌、Edelweiss等区域品牌与Bivina、Larue等在地品牌。2025年海尼根在越南的销量逆势成长近10%，而竞争对手泰饮越南营收下滑19%，嘉士伯则亏损3000万美元。

海尼根正将越南模式复制到亚洲、非洲和拉丁美洲。公司去年宣布斥资27亿美元在墨西哥建设新厂，并针对各地口味推出客制化产品，如印度的翠鸟柠檬玛萨拉啤酒和印尼的橙蜜风味啤酒。越南也成为新产品的试验场，海尼根银标和虎牌Crystal均从此地发迹并推广至亚太地区。尽管越南啤酒税将从65%提高至90%、酒驾零容忍政策也抑制了消费，但海尼根透过深耕文化、密集的消费者研究和庞大的推广团队，持续在当地保持强劲成长。

The global beer industry faces an existential crisis as health-conscious consumers in the US and Europe cut back on drinking. Alcohol consumption worldwide is projected to halve over the next 25 years. Industry leader Anheuser-Busch InBev is just recovering from a three-year volume slump, and Heineken's shares remain 28% below their 2023 peak. To sustain growth, major brewers are pivoting aggressively toward emerging markets where beer culture remains vibrant.

Heineken has invested over $1 billion in Vietnam since 1991, capitalizing on the country's status as Asia's second-highest per capita beer consumer at 41 liters annually. The company commands 43% market share, far ahead of ThaiBev at 35% and Carlsberg at 8%. Heineken deploys thousands of sales representatives across bars, restaurants, and corner shops, promoting a diverse portfolio spanning its flagship brand, regional labels like Tiger and Edelweiss, and local favorites such as Larue and Bivina. While competitors struggled in 2025—ThaiBev's Vietnam revenue dropped 19% and Carlsberg reported a $30 million loss—Heineken's Vietnam sales volume grew nearly 10%.

Heineken is replicating its Vietnam playbook across Asia, Africa, and Latin America, including a $2.7 billion brewery project in Mexico and localized products like Kingfisher Lemon Masala for India. Vietnam serves as a critical test bed for new products; both Heineken Silver and Tiger Crystal were launched there before expanding across Asia Pacific. Despite headwinds including beer taxes rising from 65% to 90% by 2031 and strict drunk-driving enforcement, Heineken maintains momentum through deep cultural engagement, extensive consumer research, a network of 3,000 brand promoters, and five breweries producing 23 million cans daily.