In previous years, the Lunar New Year was considered the peak season for the beer and liquor market. However, as the Tết Ất Tỵ 2025 approaches, traditional markets, liquor stores, and supermarkets in Điện Biên Phủ City are experiencing a decline in demand. At the Thích Dậu Grocery Store in Central Market No.1, Tân Thanh Ward, beer stocks are fully prepared to meet consumer needs, but lower purchasing activity has led to their reduced restocking volume compared to previous years.

Mrs. Lê Thị Dậu, owner of the Thích Dậu Grocery Store, shared: “Over the past years, starting from the 23rd day of the 12th lunar month, our store would be packed with customers buying crates of beer and bottles of liquor to prepare for Tết. However, this year, the market is quite sluggish. The number of customers has significantly decreased, and most purchases are made by organizations for gift-giving rather than individuals. As a result, we have reduced our beer restocks by about 80% compared to the same period last year.”

The declining demand is not only affecting premium beer brands like Heineken and Tiger, but also common brands such as Hanoi Beer and Saigon Beer, which have seen significant drops in sales. Many stores and supermarkets have had to cut back on restocking such products to prevent surplus inventory after Tết. Mrs. Nguyễn Thị Hà, owner of a grocery store in Thanh Bình Ward, Điện Biên Phủ City, stated: “Beer and liquor prices have remained stable this year, with no significant increase. However, stricter penalties for drink driving have made people more cautious about drinking. Many are opting to limit beer and liquor consumption to avoid violations. Nevertheless, I am hopeful that sales will pick up in the coming days so we can earn some extra income for Tết.”

Apart from traditional stores, beer and liquor sales in supermarkets have also been sluggish. The Tâm Đỏ Supermarket in Thanh Bình Ward is offering a wide range of beers at various prices. Tiger Platinum Wheat Lager is priced between VNĐ 390,000 - 410,000 per box, Tiger Green at VNĐ 320,000, Saigon Lager at VNĐ 285,000, Saigon Special at VNĐ 370,000, Heineken (330ml) at VNĐ 465,000, Tiger Silver at VNĐ 360,000, and Hanoi Beer (330ml) at VNĐ 285,000. In addition to domestic brands, the supermarket also offers imported beers from Germany and Russia. However, even with a diverse selection, purchasing power remains quite low.

Mrs. Hoàng Thị Dung, manager of the Tâm Đỏ Supermarket, explained that this year, the supermarket has stocked around 200 boxes of beer, mainly domestic brands. Prices have remained unchanged from last year, but sales have been minimal. It seems that a healthier lifestyle is becoming a trend, with many people opting for soft drinks, fruit juices, or non-alcoholic beers instead of traditional beer and liquor products.

The sluggish beer and liquor market this Tết is not only due to economic difficulties but also reflects increasing public awareness and stricter regulations. As of January 1, 2025, Decree 168/2024/NĐ-CP of the Government regulating administrative sanctions for violations of road traffic order and safety has just come into effect, imposing hefty fines for any detectable alcohol content in the blood or breath of drivers. These strict regulations have led many to reconsider their alcohol consumption, especially during festive periods. Many families are shifting away from beer and liquor in favor of safer alternatives to comply with the law.

According to Mr. Hoàng Anh Tuấn, a resident of Nam Thanh Ward, Điện Biên Phủ City, Tết is not about how much beer or liquor people drink, but about the joy of reuniting with family and friends. This year, instead of buying a lot of beer, he is focusing on sweets, food, and fruits for gifts. He only buys a few symbolic bottles of alcohol. “Nowadays, when we host guests, we often serve fruit juice instead of beer or liquor to reduce alcohol consumption and comply with traffic laws. Tết should be fun, but safety must always come first”, he underlined.

As the year draws to a close, retailers and supermarkets remain hopeful that beverage sales will improve. However, even with declining beer and liquor sales, the festive atmosphere of Tết remains unchanged. Tết is a time for family and friends to meet each other, and it does not have to revolve around alcohol-fueled gatherings. Encouraging a culture of reduced alcohol consumption promotes a healthier, safer, and more civilized way to celebrate Tết, ensuring a joyful and safe Lunar New Year for everyone.