HCMC — Italian wine producers are seeking to expand their presence in Vietnam, citing that demand for wine is growing in the Southeast Asian country.
Fabio Cascione, general director of a wine producer from Italy, said Vietnamese consumers are showing increasing interest in wine culture. “The Vietnamese market is eager to learn and develop wine appreciation, moving beyond traditional preferences for beer and spirits,” he told The Saigon Times on the sidelines of the launching ceremony of the Vietnam Best Sommelier in Italian Wines 2025 program on May 31.
Cascione noted that wines from southern Italy, known for their full-bodied and fruity profiles, are well-suited to Vietnamese cuisine. He added that pairing Italian wines with local dishes offers strong potential for market growth.
Despite the opportunities, Italian wine exporters face challenges. Cascione cited the need for improved wine storage facilities to preserve product quality in Vietnam’s tropical climate. He also pointed to competition from low-cost wines that threaten to commoditize the market.
To address these challenges, Italian companies are focusing on education and training initiatives. One of the key efforts is the Vietnam Best Sommelier in Italian Wines 2025 competition, aimed at enhancing knowledge of Italian wines among Vietnamese professionals.
“We are not competing on price. Our focus is on maintaining quality and educating consumers on what they are drinking,” Cascione said.
Italy was Vietnam’s second-largest wine supplier in 2024, with imports valued at over US$20 million. As Vietnamese consumers become more discerning, Italian exporters are positioning themselves to capture a larger share of the market.
According to Cascione, Italian wine associations and exporters would expand educational efforts following the competition, as part of a broader strategy to build long-term demand for Italian wines in Vietnam.
