The warm welcome the market has given Chateau Dalat, the first Vietnamese premium wine brand, has surprised distributors of alcoholic beverages, the business community and wine market watchers.
They were surprised because Vietnamese consumers warmly welcomed and consumed the "made-in-Vietnam" Chateau Dalat after for long preferring imported wines, especially from the Western.
Statistics show that in 2015 Vietnam consumed around 32 million litres of wine. The wine culture has quickly spread deep into modern Vietnamese cuisine. Wine has become popular with everyone and is no longer limited to big events celebrated by the upper class.
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Chateau Dalat has four major products: Tradition, Special, Reserve and Signature. Launched last September, Chateau Dalat has been warmly welcomed by upper class customers, businesses, cuisine experts, and gourmets.
Chateau Dalat has started to expand its presence into supermarkets, restaurants and luxury hotels across the country.
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With its current growth rate, Vietnam has become a highly attractive market for global wine companies, who regard it as one of the most promising Asian markets.
The Vietnamese wine market has various brand names from different nations in all segments. Vietnam does not have a tradition of making wine from grapes, and therefore most wines in the market are imported.
European wines, especially from France, Italy, Germany, and Belgium, have dominated the Vietnamese market for many years.
However, a new and young generation of customers recently demanded fresh and strong wine products and we witnessed the rise of "New World" wines from the US, Australia, New Zealand, Chile, South Africa, which too do not have a tradition of making wine.
Wines in the "New World" are made from grapes grown at higher temperatures, and taste different from those made in the home of wine in Europe.
The strong tastes and creative spirit of ‘New World" wines are inspirations that new Vietnamese wine fans are looking for. Therefore, it is no surprise to see Australian, New Zealand, and Chilean wines usurping market dominance from European brands, those from France excepting.
Opportunity for Vietnamese premium wines
In the mid-range segment at prices of VND60,000 - 160,000 (US$2.7 - 7.3) per 750ml bottle, local wine brands had a strong presence in the market. But in the premium segment where prices are above VND200,000 ($10) per bottle, there were no Vietnamese brands and the entire segment was owned by imports until the appearance of Chateau Dalat.
Chateau Dalat is the result of breakthroughs in strategy, vision, production, and business capability on the part of Ladora Winery, Vietnam's first professional wine producer.
Ladora Winery has spent many years investing, researching and testing with a passion to become a professional wine maker, bring new choices to local customers and establish a Vietnamese brand name in the premium wine market.
With its quality products, strong and fascinating tastes a "New World" wines, Chateau Dalat immediately attracted the attention of wine gourmets and distributors.
It also helped Chateau Dalat quickly conquer the local market. People are fascinated to see a premium Vietnamese wine for the first time ever.
It is clear that the opportunity for local wines is huge if wine makers understand people's tastes in the premium segment and offer them good products.