“The story you tell is the brand you sell.”
Jim Signorelli
Nowhere is this truer than in Vietnam, where beer isn’t just a drink. It’s a cultural cornerstone. With the country ranking 9th globally in beer consumption, according to Visual Capitalist, it’s no wonder international breweries are pouring serious investments into the market. But cracking the Vietnamese beer scene isn’t just about distribution; it’s about crafting a story that resonates.
Let’s take a look at how Carlsberg, a Danish beer giant, has brewed a localization strategy that taps into Vietnamese consumers’ thirst.
Carlsberg’s Playbook: Blending Danish Roots with Local Relevance
As the 6th largest beer producer globally, Carlsberg has built a reputation for quality, heritage, and that iconic tagline: “Probably the best beer in the world.” In Europe, its campaigns lean into its Danish origins, often featuring actor Mads Mikkelsen, sipping a pint while strolling through Copenhagen.
But in Vietnam? That Nordic minimalism wasn’t going to cut it. Carlsberg needed a louder, bolder, and more culturally in-tune strategy.
The brand entered the market strategically through a series of M&A, first with Hue brewery, a well-known Vietnamese beer company owning the brand “Huda”, then with Habeco – Hanoi & Vung Tau beer company, to establish a strong distribution network. On the branding front, Carlsberg has embraced innovative strategies to build brand recognition while maintaining its Danish identity.
Creative Campaigns Tailored for Vietnamese Consumers
To carve out a distinct position in Vietnam’s beer scene, it rolled out attention-grabbing, culturally attuned campaigns that played on local preferences for social engagement and success-driven narratives.
2022: The Interactive Beer Board: Getting Vietnam to Say "Carlsberg" (and Drink It Too)
Ever noticed how some brand names just don’t roll off the tongue easily in foreign markets? Carlsberg turned this into a brilliant, buzzworthy activation, a talking beer board that challenged Vietnamese consumers to pronounce “Carlsberg” correctly. Say it right, and you’d get a free beer. Simple, fun, and a perfect mix of brand education meets product sampling.
2023: Sponsoring Shark Tank Vietnam
If there’s one thing Vietnam loves, it’s a success story. Recognizing the aspirational mindset of young entrepreneurs and professionals, Carlsberg signed on as a premium sponsor of Shark Tank Vietnam, one of the country’s top business reality shows.
The sponsorship wasn’t just about slapping a logo on the screen. Carlsberg crafted a powerful brand narrative: “The beer for celebrating milestones and achievements.” By featuring famous investors like Shark Hùng and Shark Minh, the campaign positioned Carlsberg as the drink of choice for those sealing deals, launching businesses, and making power moves.
- Prime-Time Domination: Shark Tank Vietnam airs on VTV3’s peak time slot, putting Carlsberg front and center with Vietnam’s biggest TV audience.
- Viral Social Buzz: The brand rode the wave of organic conversations, benefiting from Shark Tank’s huge social media engagement.
- Skyrocketing Awareness: Brand mentions soared 7x, and Carlsberg landed in Vietnam’s Top 10 Most Popular Beer Brands.
Takeaway: Winning in Vietnam Requires More Than Just Great Beer
Carlsberg’s success in Vietnam is a masterclass in brand localization. It didn’t just bring its beer, it brought a winner’s story that resonated. By leveraging local ambassador partnerships, smart sponsorships, and interactive campaigns, the brand positioned itself as more than just a drink – it became a symbol of achievement and celebration.
In a review for the first quarter of 2023, Danish beer brand Carlsberg says it recorded a growth of 20% in volume, outpacing the market figure of 5%. Carlsberg had a total market share of 8%, thanks to the strong growth of local brand Huda. The brand invested significant money in Vietnam in the fourth quarter of 2022, and has been reaping the rewards ever since, said Carlsberg CEO Cees ‘t Hart.
For brands looking to crack new markets, Carlsberg’s approach is a reminder that winning isn’t just about product – it’s about presence, perception, and playing the long game.
