Habeco chairman: Hanoi beer industry faces headwinds as on-premises consumption declines, Habeco remains in an uptrend

Habeco, Hanoi Beer – Alcohol – Beverage Joint Stock Corporation (BHN) held its 2026 annual general meeting, approving a business plan that is more cautious than in previous years. The revenue target is VND 7,799 billion, up about 2%, while projected net profit after tax is VND 234 billion, down 41% from 2025. Management said the planned profit was trimmed due to the still uncertain global economy. Early in the year, the supply chain was affected by geopolitical tensions in the Middle East, contributing to volatility in exchange rates, interest rates, oil prices and logistics costs.

2025 performance and results

In 2025, Habeco performed relatively well despite industry headwinds. Net revenue reached over VND 7,683 billion, up 4.3% and surpassing the plan by 3%. Net profit after tax was about VND 400 billion, up 75% versus the target.

AGM discussion: consumer behavior and market position

During the AGM, Mr. Tran Dinh Thanh, Chairman of Habeco’s Board, said 2025 was a challenging period for the beer industry, particularly after Decree 100 changed consumer behavior. He noted that consumers now buy and display fewer beer bottles at social gatherings and events. “Now when you go to restaurants, parties, people no longer stockpile beer, instead displaying only a few bottles on the table. At weddings, the table typically shows only two bottles or cans, not as before. Even at conferences, attendees do not drink,” he said.

Despite the broader environment, the Hanoi Beer brand remains on an uptrend. While many large beer brands saw revenue declines, Habeco maintained its leadership in the northern market and recorded breakthroughs in the southern region.

Southern expansion and product innovation

Habeco’s expansion into the southern market has shown clear results, with growth above 80% over the past few years. Hanoi Beer products are increasingly present at restaurants and eateries, areas previously dominated by brands such as Heineken, Tiger, and Saigon Beer.

Alongside market expansion, the company focuses on product innovation, pursuing a strategy of launching a new improvement each year. In 2025, the launch of the Keng 1L product was described as very successful and helped elevate the Hanoi Beer brand.

Nam tiến strategy and shift in drinking habits

On the Nam tiến strategy, Habeco’s leadership said the presence of Hanoi Beer is helping shift consumer habits in the south, especially the popularity of draft beer. Draft beer production at several southern units has grown significantly in recent years. The company stated that draft beer production has increased from 10 million liters per year to 20–30 million liters.

Mr. Thanh added that Habeco will continue changing drinking habits in the south from beer with ice to cold beer without ice to preserve the beer’s refined aroma.