隨著歐美消費者因健康意識抬頭而減少飲酒，全球啤酒產業正面臨生存危機。顧問公司羅蘭貝格預測，未來25年全球酒精飲料消費量將減少一半。全球最大啤酒商百威英博剛從三年的銷量低迷中恢復，而排名第二的海尼根股價較2023年高點下跌了28%。為維持產能運轉，各大啤酒商紛紛將目光投向越南等新興市場。

海尼根自1991年進入越南以來，已投資超過10億美元。越南擁有亞洲第二高的人均啤酒消費量，每年達41公升。2024年海尼根以43%的市佔率穩居第一，遠超泰飲集團的35%和嘉士伯的8%。該公司在越南部署數千名業務代表深入酒吧、餐廳和街角小店，推廣旗艦品牌及虎牌、Edelweiss等區域品牌與Bivina、Larue等在地品牌。2025年海尼根在越南的銷量逆勢成長近10%，而競爭對手泰飲越南營收下滑19%，嘉士伯則虧損3000萬美元。

海尼根正將越南模式複製到亞洲、非洲和拉丁美洲。公司去年宣布斥資27億美元在墨西哥建設新廠，並針對各地口味推出客製化產品，如印度的翠鳥檸檬瑪薩拉啤酒和印尼的橙蜜風味啤酒。越南也成為新產品的試驗場，海尼根銀標和虎牌Crystal均從此地發跡並推廣至亞太地區。儘管越南啤酒稅將從65%提高至90%、酒駕零容忍政策也抑制了消費，但海尼根透過深耕文化、密集的消費者研究和龐大的推廣團隊，持續在當地保持強勁成長。

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.