With over 100 million inhabitants and one of the fastest-growing economies in Southeast Asia, Vietnam today represents a strategic market for the internationalization of Italian wine. In 2024, the country recorded a GDP growth of +7%, driven by increasing urbanization, rising incomes, and a growing middle class (now 15% of the total population). For the wine industry the combined amount of revenues in-home and out-of home reach 232 million US dollar in 2024. Per capita consumption is steadily increasing, with particularly positive trends in major cities such as Ho Chi Minh City and Hanoi.

Italy ranks among the top exporting countries alongside France and Chile. Italian wines hold a significant market share, with varieties from Piemonte and Tuscany but also a growing appreciation for Prosecco and Chianti by a young and cosmopolitan people, due to their diverse flavours and competitive prices.

The on-trade channel (restaurants, hotels, bars) is experiencing strong development, thanks to the dynamism of the tourism sector and the opening of new high-end venues. The post-pandemic recovery has accelerated the integration of wine into urban consumption habits, particularly among young professionals. Forecasts indicate a +6.9% CAGR by 2028 from 17,7 million to 23,5 million liters.