Research of why Vietnamese put ice on beer

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Research about why Vietnamese put ice in beer
Asia Plus Inc.

Overview
Vietnam is one of the best beer drinking in terms of
the consumptions. The market is growing year by
year and the country is top 10 beer consumption
country worldwide already.
This survey was made in order to have the better
understanding in the Vietnamese behaviors of
drinking beer with ice, to have the clues of why they
put ice on it
This survey was conducted among 682 male /
female who drink beer. The survey was conducted in
January 2019.

Motivations to put ice in beer

Influence factors for drinking with ice / without ice
Temperature (weather)
Usage of beer goes down from
86% to 51% when the
temperature is cold. They use
ice simply as they feel hot.
Beer condition
Those who prefer to put ice
when beer is cold is less than
half (49%). Ice is used to make
beer cooler, especially as some
restaurants (street vendors)
tend to keep beer lukewarm
Taste preference
Some prefers to put ice to make
its taste lighter. They are mainly
those who drink less or female.
On the other hand, there are
minor people who avoid ice to
keep original taste
Atmosphere
Peer pressure for 1-2-3 customs
or hesitation to get drunk may
let them choose drink beer with
lighter choice. They tend to
choose beer without ice when
drinking alone

Who are non-ice users
Those who prefers beer without ice is still minor but they have the behavior as below
More North area people than
South area
The ratio of non-ice users in
Hanoi is twice as high as HCM.
There are 3 reasons of the
difference. The difference of
the weather (temperature),
popularity of Bia Hoi (draft
beer) and more attention to
sanitary may be linked to their
behaviors
Enjoys more variety of beer Wealthy background Less drink opportunities with
colleagues
Non-ice users enjoy more
variety of beer brands (6.9
brands vs 5.2 brands of ice
users). They also keen on
trying new tastes more. Also
they use restaurants with
better refrigeration (air-con
restaurants, bar) more
Those who prefers to use ice
are on the decrease when the
income get higher. Wealthy
people tend to have more
international exposure (beer
without ice) as well as selection
of better restaurants (where
beer is cold)
Non-ice users have less
opportunities of drinking with
colleagues (50%=ice users,
38%=non ice users), presuming
that they have less occasions of
harsh drinking such as 1-2-3,
which most people drink with
ice

Factors to move forward to non-ice usage
Preference over the
original taste
The trend of enjoying
original taste is on the
increase although it is still
a minor, as seen in the
trend of enjoying craft
beer, for instance. Such
trend may end up with
running themselves away
from using ice in beer.
Refrigeration
equipment
Make beer colder is one
of the biggest motivation
of the behaviors. The
Increase of better cold
facilities may result in
less usage of ice, as
lukewarm beer is
common choice
especially at street
vendors.
Atmosphere and
Environment
Hesitance to get drunken
or too much drink over
long lasting 1-2-3
behavior is linked with
their usage of ice. Less of
drink-push may result in
drinking beer without
lightening it.
Exposure of new
brands
Popular beer brand
concentrates on some
such as Heineken, Tiger
and Bia Hanoi. More
exposures of other beers
and consumer
understanding may have
them choose the one they
like, without lighting them
with ice.

Motivations to put ice on beer

Ice usage
With ice is more popular in terms of preference and frequency. 75% of beer
drinkers in Vietnam prefers beer with ice
65%
10%
16%
4%5%
Beer preference
Definitely with ice Relatively with ice
Average Relatively without ice
Definitely without ice
48%
31%
15%
5%2%
Occasions to use
Always use ice Relatively more with ice
Both are same Relatively more without ice
Always without ice
60%
10%
19%
5%
7%
Taste better
Definitely with ice Relatively with ice
Average Relatively without ice
Definitely without ice
75% 79% 70%
Q. Which one do you prefer, beer with ice or without ice? / How do you drink beer? / Which do you think taste better - beer with ice or without ice?

Reasons for using ice
2%
6%
7%
14%
18%
30%
46%
64%
Other reason
As store staff or PG put ice on
the glass
As others do the same
Beer taste is too strong
As I could drink less in 1-2-3
As I will not get drunk easily
I like to lighten the taste with ice
To make beer colderTemperature
Beer is not cold and need ice to make it
cooler
Taste
Beer taste does not fit their taste and
prefers to make it lighter
Avoid being drunk
Make beer lighter so that they could avoid
being drunk and drink less in 1-2-3
Environment
Drink as others do or use ice as someone
put it
Q. Why do you drink beer with ice? (N=671)

Reasons for not using ice
6%
4%
4%
9%
14%
17%
23%
25%
27%
39%
Other reason
As I prefer to get drunk more
quickly
As I do not have ice in my
drinking places
I like to enjoy the stronger
alcohol
As I do not like to change the
taste of the beer
Concerns on the sanitary of ice
I like to enjoy the original taste
As temperature outside is cold
enough
As the beer I drink is cool
enoughTemperature
Beer is cold enough and no need for putting
ice on it
Taste
They do not want to lose the taste because
of icing
Sanitary
Concerns on the health impact by putting
ice in it
Environment
Lack of ice in their drinking environment etc
Q. Why do you drink beer without ice? (N=353)

Ice usage analysis (1)
- Temperature
Vietnam is in the tropical climate and they prefer to
drink it cool in general. More users avoid ice when the
climate is cold.
86%
59%
83%
42%
When temperature is hot When temperature is cold
Ice usage by temperature
South part North part
Q. How do you drink beer under the condition?

Ice usage analysis (2) - Beer condition
Non-Ice users tend to drink at restaurants where beer tends to be maintained cold while
ice-users drink at street vendors more. This difference may come from how those
restaurant keep the beers (restaurants tend to keep beers in colder conditions).
12%
30%
26%
21%
Restaurants Street restaurants
The location where beer is taken
the most
With ice users WIthout ice users
Q. Where do you drink beer at most often?
6%
7%
14%
18%
30%
46%
64%
As store staff or PG put ice on the…
To make beer colder
With ice
9%
14%
17%
23%
25%
27%
39%
As I do not have ice in my drinking…
I like to enjoy the stronger alcohol
As I do not like to change the taste…
As temperature outside is cold…
As the beer I drink is cool enough
Without ice

Ice usage analysis (3) - Taste
Some feel that original taste is too strong. Female and those who drink beer less
frequently tend to put ice on it. On the other hand, those who like original taste tend to
avoid ice usage
53%
43%
36%
Low Mid High
By drink frequency
6%
7%
14%
18%
30%
46%
64%
To make beer colder
With ice
9%
14%
17%
23%
25%
27%
39%
Without ice
50%
42%
Female Male
By gender
Demand of lightening beer by profile

Ice usage analysis (4) - atmosphere
The usage of ice when drinking alone is less. When drinking with someone, they may feel
the pressure of 1-2-3 or get drunk. Also they use ice to avoid being drunk.
69%
77% 78%
14%
7%
10%
Alone With friends Party
Usage of ice by drinking occasions
With ice Without ice
6%
7%
14%
18%
30%
46%
64%
To make beer colder
With ice
9%
14%
17%
23%
25%
27%
39%
Without ice

More cooling effect, can drink for longer (without getting drunk). Ice can decrease the alcohol level in
beer, thus the alcohol in blood can be filtered out faster.
(Taste) easier to drink, less beer smell. Because I’m a woman
Ice reduces the alcohol level of beer so easier to drink
I often drink beer with ice, because it’s not very easy for me to drink beer without ice.
Reasons to prefer with ice
33/HCM/Female
23/Hanoi/Male
20/HCM/Female
21/CanTho/Male
Drinking beer with ice makes me feel cooler and the beer with ice don’t have a bitter flavor as
consumed alone. That’s how I feel.
22/Hanoi/Female

Chill the beer in the fridge at -2 Celsius degrees will make the beer taste better.
I’d like to drink chilled beer as to enjoy the original taste of the beer. Drinking beer with ice will reduce
the beer aroma and flavor.
Drinking beer without ice allows me to really feel the taste of the beer.
I can’t drink cold drinks so I don’t like using ice. Putting ice in beer makes the taste less intense.
Reasons to prefer without ice
24/HCM/Female
38/HaiPhong/Male
28/QuangNinh/Female
29/Hanoi/Female
(I’d like to) drink chilled beer without ice to keep the flavor better. A moderate temperature (not too
cold) enables the taste buds feel the beer taste better.
20/HCM/Male

Behavior change of drinking beer with ice

Behavior change of using ice on beer
37% use ice in beer less than before, due to their concerns on the health /
sanitary issues. Some do that due to their preference over original taste
11%
16%
18%
30%
Easy to drink
Less alcohol
I like to drink with ice
More delicious
Reasons of more ice
6%
31%
56%
5%2%
Ice usage difference vs a year ago
Decreased significantly Decreased a little
No change Increased a little
Increased significantly
Q. How does your usage of ice change compared with a year ago? / Please describe reasons for the change.
11%
12%
16%
38%
I like the taste
Weather condition
Enjoy original taste
Health problems
Reasons of less ice

Consumers with less ice than before
- Health worriers
The ones who are concerned over the quality of ice
and impact to the health
• Female in late 20’s and 30’s
• Middle-level drinking frequency but do not consider
themselves as strong drinker
• Prefers ice as it is easy to drink but have faced
health issues such as sore throats
• Less usage of street vendors but more at
restaurants
• Preference over Saigon Lager, Bia Larue, Huda

Consumers with less ice than before
- Original beer taste lovers
The ones who enjoys drinking a variety of beers and
do not like ice to damage the taste
• Male in 30’s. Relatively rich in HCM
• High frequency of drinking beer and considered as
strong beer drinkers
• Those who use snobby places such as pub or beer
club
• Higher preference over Sapporo (taste) and
Budweiser (atmosphere)
• Sapporo: Most favorite user among this group 5% (total 1%)
• Budweiser: Those who have used this brand among this
group: 31% (total 22%)

Easy to be sore throat & ice is not guaranteed hygiene safety.
Decreasing drinking with ice will help decreasing affecting to throat, larynx
Like the original taste of beer, better if do not drink with ice but drink beer already kept at cold
temperature
When drinking a lot of beer, I found that drinking beer with ice is not as good as being chilled.
Therefore I decrease the number of times I drunk beer with ice.
Who drinks beer less - Comment
26/Hanoi/Female
38/HCM/Female
25/Hanoi/Female
28/HaiPhong/Male
Opinions related with health concerns
Opinions related with taste preference

Summary
• Over 70% of Vietnamese drink beer with ice. They feel more
comfortable of dinking beer with ice as well as they like the taste of
beer with ice better
• This behaviors come from the four factors - temperature, beer
coldness, taste preference and atmosphere.
• The behaviors tend to change based on where they drink. Ice is
used more in case when they drink at street vendors. They use ice
less when beer is served with enough coldness.
• On the other hand, those who drink with ice seem to get less than
before, due to their concerns over sanitary issues and preference
over the original taste
• There are trend to enjoy beer tastes better, while refrigeration infra
is more equipped. Such trend may affect Vietnamese drinking
behaviors little by little, although it will take time to as those are long
lasting tradition and street drinking remains to be popular nation-
wide for a while.

Frequency of drinking beer
35% people drink beer at least 1 or 2 days per week. Those who live in South
area more often drink beer than North area.
Q. How often do you drink beer? (N=682)
4%
12%
19%
22%
10%
33%
Total
Every day / almost every day 3 - 4 days per week
1 - 2 days per week 1 - 3 times per month
Less than 1 - 3 times per month Only for a special occasion
Total Male
Femal
e
18-24 25-29 30-39
South
area
North
area
Only for a special
occasions
33% 26% 39% 40% 28% 33% 30% 37%
Less than 1-3 times per
month
10% 7% 12% 10% 10% 9% 10% 10%
1-3 times per month 22% 23% 22% 25% 22% 20% 23% 22%
1-2 days per week 19% 27% 12% 15% 18% 23% 22% 15%
3-4 days per week 12% 12% 12% 7% 17% 11% 12% 12%
Everyday / almost
everyday
4% 5% 4% 3% 5% 5% 4% 5%
By Demographics

People who drink beer with
Friends Family / Relatives Co-workers Boy / Girl friend Alone
Total 68% 67% 57% 15% 12%
Male 77% 59% 60% 14% 14%
Female 61% 73% 53% 16% 10%
18-24 73% 56% 43% 10% 14%
25-29 68% 70% 61% 19% 11%
30-39 64% 74% 66% 16% 10%
South area 72% 63% 61% 16% 14%
North area 64% 71% 52% 14% 9%
Male tend to drink beer with friends and female tend to drink it with family.
Q. Who do you drink beer with? (N=682)

Strength with alcohol (self-evaluation)
Basically, male think themselves as more strong with alcoholic drinks than
female.
Q. How strong do you think you are for alcohol? (N=682)
7% 8% 7% 6% 8% 8% 7% 8%
21% 22%
20% 20%
21% 22% 21% 20%
38%
43%
34%
43% 38% 33% 39% 37%
23%
19%
26%
20% 22%
27%
22%
24%
9%
7%
10% 7% 9% 10% 7% 10%
2% 1% 4% 5% 2% 0% 3% 2%
Total Male Female 18-24 25-29 30-39 South area North area
Very strong Strong Average Weak Very weak I do not know
Gender Age Area

Place to drink beer - total
About 30% people drink beer most at their home. Few people drink beer at Bar
/ Pub.
Q. Where do you drink beer at? Please choose all applicable. (N=682)
61%
53% 52% 51% 50%
35%
17% 15%
29%
12%
25%
14% 14%
3% 2% 1%
Home Friends' /
Relatives' house
Street vendor /
Small restaurants
by the street
Restaurants Party / Event Karaoke Beer club Bar / Pub
Place Place - most often

Place to drink beer - demographic
Home
Friends' /
Relatives'
house
Street vendor /
Small
restaurants by
the street
Restaurants Party / Event Karaoke Beer club Bar / Pub
Total 61% 53% 52% 51% 50% 35% 17% 15%
Male 56% 53% 64% 52% 49% 40% 19% 17%
Female 65% 53% 43% 51% 52% 31% 15% 14%
18-24 55% 53% 52% 45% 49% 35% 13% 13%
25-29 63% 55% 54% 52% 48% 36% 21% 18%
30-39 65% 50% 52% 57% 54% 33% 16% 15%
South area 60% 56% 60% 51% 57% 40% 22% 17%
North area 63% 49% 44% 51% 43% 29% 11% 13%
More male drink beer at street vendor / small restaurant by street. Those who
live in South area also tend to drink beer there.
Q. Where do you drink beer at? Please choose all applicable. (N=682)

Place to drink beer most - demographic
Home
Street vendor /
Small
restaurants by
the street
Restaurants Party / Event
Friends' /
Relatives'
house
Karaoke Beer club Bar / Pub
Total 29% 25% 14% 14% 12% 3% 2% 1%
Male 20% 34% 15% 11% 13% 2% 2% 2%
Female 36% 17% 13% 16% 12% 4% 1% 1%
18-24 28% 26% 12% 10% 16% 5% 2% 1%
25-29 28% 25% 14% 14% 13% 4% 1% 1%
30-39 30% 23% 15% 17% 9% 2% 3% 2%
South area 23% 31% 13% 17% 10% 3% 2% 1%
North area 34% 18% 15% 10% 15% 4% 1% 1%
More male drink beer at street vendor / small restaurant by street. Those who
live in South area also tend to drink beer there.
Q. Where do you drink beer at most often? (N=682)

Top-of-mind beer brand
Heineken Tiger Bia Hanoi Sai Gon 333 Others
Total 28% 25% 22% 13% 5% 6%
Male 25% 25% 24% 16% 5% 5%
Female 31% 24% 21% 10% 6% 8%
18-24 26% 25% 22% 15% 6% 6%
25-29 26% 28% 19% 12% 6% 9%
30-39 32% 21% 27% 12% 4% 4%
South area 31% 42% 1% 15% 5% 6%
North area 25% 6% 46% 11% 6% 7%
Q. When you hear the beer, what brand comes up first? (OA) (N=682)
Heineken, Tiger and Bia Hanoi are highly federated with beer image. About half of those
who live in South area came up with “Tiger” and those who live in North area came up
with “Bia Hanoi” first.

Popular beer brand
More than 50% people have drunken Heineken, Tiger, 333, Saigon Special, Bia
Hanoi and Sapporo ever.
Q. What are the beer brands that you drink before. Please choose all applicable. (N=682)
85%
79%
67%
56%
53%
35%
29%
25% 23% 21% 19% 18% 16%
11% 8% 7% 6%
1%
26% 26%
7%
11%
25%
1% 1% 1% 1% 1% 0% 0% 1% 0% 0% 0% 0% 0%
Brand in use Brand in use most

Popular beer brand - demographic
Heinek
en
Tiger 333
Saigon
Special
Bia
Hanoi
Sappor
o
Bia
Saigon
lager
Halida
Budwei
ser
Huda
Bia
Larue
Carlsb
erg
Saigon
Export
San
Miguel
Zorok Beck's Corona Others
Total 85% 79% 67% 56% 53% 35% 29% 25% 23% 21% 19% 18% 16% 11% 8% 7% 6% 1%
Male 84% 76% 64% 61% 50% 35% 34% 25% 26% 22% 23% 18% 18% 12% 10% 10% 8% 1%
Female 86% 82% 69% 52% 55% 35% 26% 25% 20% 21% 17% 18% 15% 9% 7% 5% 4% 1%
18-24 84% 79% 62% 51% 51% 27% 27% 17% 20% 17% 14% 6% 11% 5% 3% 5% 3% 1%
25-29 84% 77% 69% 59% 53% 43% 31% 27% 29% 22% 24% 19% 18% 10% 10% 11% 7% 1%
30-39 88% 82% 69% 58% 53% 35% 30% 30% 21% 25% 20% 28% 19% 15% 11% 6% 8% 1%
South area 87% 88% 70% 60% 20% 49% 31% 11% 29% 19% 28% 15% 19% 15% 14% 11% 8% 1%
North area 83% 69% 64% 52% 89% 20% 27% 40% 17% 24% 10% 21% 13% 5% 1% 4% 4% 1%
Bia Hanoi is so famous especially in North area. Sapporo tend to be drunken
by those who live in South area.
Q. What are the beer brands that you drink before. Please choose all applicable. (N=682)

Popular beer brand (most)
Heineken Tiger Bia Hanoi
Saigon
Special
333 Budweiser
Saigon
Export
Bia Saigon
lager
Sapporo Halida Huda Others
Total 26% 26% 25% 11% 7% 1% 1% 1% 1% 1% 1% 1%
Male 19% 29% 25% 15% 6% 2% 1% 1% 0% 0% 1% 1%
Female 31% 23% 24% 7% 7% 1% 1% 1% 1% 1% 0% 2%
18-24 23% 28% 27% 10% 6% 2% 2% 0% 0% 0% 0% 0%
25-29 24% 31% 21% 10% 6% 1% 1% 2% 2% 0% 0% 3%
30-39 29% 18% 25% 12% 9% 2% 1% 1% 0% 1% 1% 1%
South area 30% 44% 1% 10% 5% 2% 2% 1% 1% 0% 1% 2%
North area 21% 5% 50% 11% 9% 1% 0% 1% 1% 1% 0% 1%
Heineken has large share in all category. Tiger has dominant share in South
area and Bia Hanoi has it in North area.
Q. What is the beer brands that you drink the most? (N=682)

Ice usage preference in drinking beer

Ice usage preference
Through the all category, more than 70% people prefer to drink beer with ice.
Q. Which one do you prefer, beer with ice or without ice? (N=682)
65% 63% 66% 68%
62% 64% 68%
61%
10%
11%
9% 8%
12% 9%
9%
11%
16% 18% 15% 15% 17% 17%
16%
17%
4% 3% 5% 3% 3% 4% 3%
5%
5% 6% 5% 6% 5% 5% 4% 6%
Definitely with ice Relatively with ice Average Relatively without ice Definitely without ice
Gender Age Area

Reasons – prefer with ice
Cool Easy to drink More delicious Less alcohol I like cold Habbit None Others
Total 31% 30% 28% 24% 5% 5% 7% 3%
Male 33% 31% 26% 22% 5% 6% 7% 3%
Female 28% 30% 30% 26% 6% 3% 6% 2%
18-24 32% 26% 28% 26% 5% 4% 8% 3%
25-29 27% 33% 28% 22% 8% 5% 7% 2%
30-39 33% 32% 27% 25% 3% 5% 5% 3%
South area 20% 34% 24% 26% 5% 5% 8% 3%
North area 43% 26% 32% 21% 6% 3% 6% 2%
More people care about taste and coldness compared to strength of alcohol.
Q. What are the reasons for your previous question? - Like ice (OA) (N=511)

Reasons – prefer without ice
Keep original
taste
More
delicious
Sore throat Rich taste Fragrant Cold Cool None Others
Total 39% 19% 15% 10% 5% 2% 2% 6% 13%
Male 54% 31% 4% 8% 12% 0% 0% 4% 4%
Female 28% 11% 22% 11% 0% 3% 3% 8% 19%
18-24 52% 14% 10% 5% 5% 0% 5% 5% 14%
25-29 26% 26% 11% 21% 5% 0% 0% 11% 11%
30-39 36% 18% 23% 5% 5% 5% 0% 5% 14%
South area 36% 20% 20% 4% 4% 0% 4% 12% 12%
North area 41% 19% 11% 14% 5% 3% 0% 3% 14%
More male try to keep original taste of beer and more female care about sore
throat.
Q. What are the reasons for your previous question? - Like without ice (OA) (N=62)

48% 47% 49% 49% 45%
51% 55%
41%
31% 31% 31% 30% 34%
29%
29%
33%
15% 16% 14% 15% 15% 13%
11%
18%
5% 5% 4% 5% 4% 4% 4% 6%
2% 1% 2% 1% 1% 3% 1% 2%
Always use ice Relatively more with ice Both are same Relatively more without ice Always without ice
Ice usage frequency
The percentage those who use ice to beer is high in South area compared to
North area.
Q. How do you drink beer? (N=682)
Gender Age Area

Reasons - using ice
To make beer
colder
I like to lighten
the taste with
ice
As I will not get
drunk easily
As I could drink
less in 1-2-3
Beer taste is
too strong
As others do
the same
As store staff
or PG put ice
on the glass
Other reason
Total 64% 46% 30% 18% 14% 7% 6% 2%
Male 67% 42% 29% 17% 11% 7% 6% 4%
Female 62% 50% 32% 19% 17% 7% 6% 1%
18-24 58% 44% 31% 18% 14% 7% 8% 2%
25-29 65% 47% 29% 16% 17% 6% 5% 1%
30-39 68% 47% 32% 21% 11% 8% 5% 4%
South area 64% 45% 30% 21% 15% 9% 7% 2%
North area 64% 47% 31% 16% 13% 5% 5% 3%
In South area, higher ratio of people answer “as I could drink less in 1-2-3”
compared with North area.
Q. Why do you drink beer with ice? (N=671)

Reasons – not using ice
Temperature of outside highly affect the usage of ice especially in .
Q. Why do you drink beer without ice? (N=353)
As the beer
I drink is
cool enough
As
temperature
outside is
cold enough
I like to
enjoy the
original
taste
Concerns
on the
sanitary of
ice
As I do not
like to
change the
taste of the
beer
I like to
enjoy the
stronger
alcohol
As I do not
have ice in
my drinking
places
As I prefer
to ger drunk
more
quickly
As others
do the same
Other
reason
Total 39% 27% 25% 23% 17% 14% 9% 4% 4% 6%
Male 38% 23% 27% 23% 15% 15% 8% 4% 2% 7%
Female 40% 30% 23% 23% 18% 13% 10% 4% 5% 5%
18-24 33% 21% 29% 19% 19% 15% 9% 4% 4% 6%
25-29 41% 29% 19% 22% 13% 10% 11% 3% 3% 6%
30-39 43% 30% 27% 28% 18% 16% 6% 5% 4% 6%
South area 35% 18% 28% 24% 19% 19% 7% 2% 4% 9%
North area 42% 35% 23% 22% 15% 9% 10% 6% 4% 3%

Taste preference - with / without ice
There is no significant difference between categories. About 70% people think
that taste of beer with ice is better.
Q. Which do you think taste better - beer with ice or without ice? (N=682)
60% 57%
63% 63% 59% 59% 62% 58%
10% 11%
9% 7% 10% 11% 9%
10%
19% 21% 17% 18% 20% 18% 17% 20%
5% 5% 5% 5% 5% 5% 6% 4%
7% 7% 7% 7% 7% 7% 6% 8%
Definitely with ice Relatively with ice Average Relatively without ice Definitely without ice
Gender Age Area

Ice usage trend - compared with a year ago
6% 5% 7% 5% 6% 6% 3%
9%
31% 32% 31% 31% 31% 33%
33%
29%
56% 56% 56% 55%
59% 54% 56% 57%
5% 5% 4% 5%
3%
6% 6% 3%
2% 2% 2% 4% 0% 2% 2% 2%
Decreased significantly Decreased a little No change Increased a little Increased significantly
In both south and north area, more than 35% people have decreased the
number of times to use ice.
Q. How does your usage of ice change compared with a year ago? (N=682)

Reasons – increase to use ice
A few people increase to drink beer with ice and most of them care about taste
and alcohol of beer.
Q. Please describe reasons for the change. - Increase (OA) (N=44)
More delicious
I like to drink
with ice
Less alcohol Easy to drink I like the taste
Depend on
weather
None Others
Total 30% 18% 16% 11% 7% 5% 11% 14%
Male 23% 14% 23% 14% 5% 5% 5% 23%
Female 36% 23% 9% 9% 9% 5% 18% 5%
18-24 33% 22% 28% 17% 6% 0% 0% 6%
25-29 22% 22% 0% 11% 11% 0% 22% 22%
30-39 29% 12% 12% 6% 6% 12% 18% 18%
South area 30% 11% 22% 15% 7% 4% 11% 15%
North area 29% 29% 6% 6% 6% 6% 12% 12%

Reasons – decrease to use ice
Health
problems
Enjoy
original
taste
Weather
condition
I like so
More
delicious
Drink
beer less
Beer
already
cold
Ice not
hygiene
Easy to
full
No ice None Others
Total 38% 16% 12% 6% 5% 4% 4% 3% 2% 1% 5% 11%
Male 35% 22% 9% 4% 5% 3% 3% 3% 2% 1% 6% 15%
Female 40% 12% 15% 8% 5% 4% 4% 3% 2% 1% 4% 9%
18-24 38% 15% 10% 8% 5% 3% 4% 3% 0% 0% 9% 14%
25-29 38% 15% 17% 8% 6% 5% 4% 2% 4% 0% 2% 8%
30-39 37% 19% 10% 3% 4% 4% 3% 3% 2% 3% 4% 12%
South area 42% 19% 8% 2% 5% 3% 3% 3% 3% 1% 6% 12%
North area 33% 14% 17% 10% 6% 5% 4% 2% 1% 2% 4% 10%
Especially, those who live in South area tend to care about health problems.
More male enjoy to original taste of the beer compared to female.
Q. Please describe reasons for the change. - Decrease (OA) (N=255)

Ice on beer? - behaviors by occasions

Drink preference by profile
Preference is stable regardless of the profile in general. North area has less
preference of ice usage than South area.
75% 73% 76% 75% 74% 75% 77% 72%
9% 9% 9% 9% 8% 9% 7%
11%
16% 18% 15% 16% 17% 16% 16% 17%
With ice Without ice Others
Q. Which one do you prefer, beer with ice or without ice?
Gender Age Area

Drink preference by behaviors
Those who tend to use street vendors like with ice, while restaurant users have
more ratio of without ice
75% 75% 74% 74% 75% 77%
70%
79%
71%
9% 9% 10% 8% 10% 7%
7%
6%
12%
16% 16% 16% 18% 15% 16%
23%
14% 17%
Total Drink - low Drink - mid Drink - high Home Street vendor Friends' house Party / Event Restaurant
Drink frequency Location

Usage of ice by occasions
74% 78% 77%
69%
77% 72% 78%
86%
54%
84%
49%
8%
9% 8%
14%
7%
9%
10%
5%
21%
5%
26%
18% 13% 15% 18% 16% 18% 12% 9%
25%
11%
24%
Home Restaurant
(with Air-
con)
Restaurant
(w/o air-
con)
Alone With
friends
Dating Party Hot Cold Beer is not
cold
Beer is
cold
Ice user is getting less when drinking beer alone. The usage of ice also goes down when
temperature is low or beer is already cold.
Location Occasion Temperature Temperature

Ice usage on beer - at home
Always use ice
Relatively more with
ice
Both are same
Relatively more
without ice
Always without ice
Never drink beer at
the place
Total 52% 21% 14% 6% 5% 2%
Male 51% 22% 14% 6% 4% 2%
Female 53% 19% 13% 7% 5% 2%
18-24 51% 20% 12% 8% 6% 3%
25-29 51% 22% 15% 5% 4% 2%
30-39 54% 19% 14% 6% 4% 2%
South area 58% 21% 12% 4% 4% 0%
North area 45% 25% 16% 8% 6% 0%
Those who live in North area are less likely to use ice regardless the location.
Q. How do you drink beer at the place below? – Home (N=681)

Ice usage on beer - at restaurant (with air-con)
Always use ice
ice
Both are same
Relatively more
without ice
Always without ice
Never drink beer at
the place
Total 50% 25% 12% 5% 4% 4%
Male 50% 28% 10% 6% 2% 3%
Female 50% 22% 15% 5% 5% 4%
18-24 51% 25% 10% 5% 5% 5%
25-29 45% 28% 16% 4% 3% 4%
30-39 55% 21% 12% 6% 3% 3%
South area 55% 24% 10% 7% 1% 2%
North area 44% 28% 16% 5% 5% 3%
Q. How do you drink beer at the place below? - Restaurant / Bar etc (inside of the facility where air-con is on) (N=681)

Ice usage on beer - at restaurant (without air-con)
Always use ice
ice
Both are same
Relatively more
without ice
Always without ice
Never drink beer at
the place
Total 51% 23% 13% 6% 2% 4%
Male 50% 26% 12% 7% 1% 4%
Female 52% 21% 14% 6% 2% 5%
18-24 50% 21% 13% 7% 2% 6%
25-29 51% 25% 14% 4% 1% 5%
30-39 52% 22% 13% 8% 3% 2%
South area 57% 21% 11% 6% 1% 3%
North area 42% 29% 17% 8% 3% 2%
Q. How do you drink beer at the place below? - Restaurant / Bar etc (outside of the facility where air-con is off) (N=681)

Ice usage on beer - alone
Always use ice
ice
Both are same
Relatively more
without ice
Always without ice
Never drink beer
with the people
Total 43% 18% 15% 7% 6% 11%
Male 43% 21% 14% 8% 6% 8%
Female 43% 15% 15% 6% 6% 14%
18-24 42% 17% 17% 7% 9% 8%
25-29 41% 20% 16% 7% 4% 13%
30-39 47% 16% 11% 8% 5% 13%
South area 48% 15% 12% 8% 6% 12%
North area 38% 21% 17% 7% 6% 11%
Around 10% people never drink beer alone.
Q. How do you drink beer with the people below? - When you drink alone (N=681)

Ice usage on beer - with friends / colleagues
Always use ice
ice
Both are same
Relatively more
without ice
Always without ice
Never drink beer
with the people
Total 54% 22% 14% 6% 2% 1%
Male 50% 27% 15% 6% 1% 1%
Female 58% 18% 13% 7% 3% 1%
18-24 59% 18% 15% 6% 1% 1%
25-29 51% 23% 17% 6% 1% 2%
30-39 54% 26% 11% 7% 3% 0%
South area 60% 19% 12% 6% 1% 1%
North area 48% 25% 17% 7% 2% 1%
Those who live in North area tend not to use ice.
Q. How do you drink beer with the people below? - When you drink with friends / colleagues (N=681)

Ice usage on beer - in dating
Always use ice
ice
Both are same
Relatively more
without ice
Always without ice
Never drink beer
with the people
Total 45% 18% 14% 7% 4% 13%
Male 44% 20% 15% 6% 3% 13%
Female 46% 16% 13% 8% 4% 13%
18-24 44% 12% 18% 6% 3% 17%
25-29 45% 19% 13% 8% 4% 11%
30-39 46% 21% 11% 6% 3% 12%
South area 53% 15% 12% 7% 2% 11%
North area 36% 21% 16% 7% 5% 15%
Q. How do you drink beer with the people below? - When you are on dating (N=681)

Ice usage on beer - on party
Always use ice
ice
Both are same
Relatively more
without ice
Always without ice
Never drink beer
with the people
Total 56% 21% 12% 7% 2% 2%
Male 56% 22% 12% 7% 2% 1%
Female 56% 20% 13% 6% 3% 2%
18-24 58% 22% 13% 5% 2% 0%
25-29 52% 21% 14% 8% 1% 3%
30-39 57% 21% 11% 6% 4% 1%
South area 65% 18% 8% 6% 2% 1%
North area 46% 25% 17% 7% 3% 2%
Q. How do you drink beer with the people below? - When you are on party (N=681)

Ice usage on beer - hot weather
Always use ice
ice
Both are same
Relatively more
without ice
Always without ice
Never drink beer
under the condition
Total 73% 11% 8% 4% 2% 2%
Male 73% 11% 8% 6% 1% 1%
Female 73% 11% 8% 3% 2% 3%
18-24 72% 11% 8% 4% 2% 3%
25-29 73% 12% 10% 3% 1% 1%
30-39 74% 10% 6% 6% 3% 2%
South area 76% 10% 6% 3% 1% 3%
North area 71% 12% 9% 6% 3% 0%
When it comes to the usage of ice, through all categories, there is few
difference when it is hot.
Q. How do you drink beer under the condition? - When it is hot (N=681)

Ice usage on beer - cold weather
Always use ice
ice
Both are same
Relatively more
without ice
Always without ice
Never drink beer
under the condition
Total 31% 19% 18% 14% 11% 6%
Male 33% 20% 19% 14% 10% 3%
Female 30% 19% 17% 13% 12% 9%
18-24 28% 21% 13% 18% 11% 9%
25-29 32% 21% 20% 14% 9% 4%
30-39 33% 17% 21% 9% 14% 6%
South area 38% 21% 15% 11% 7% 7%
North area 24% 18% 21% 16% 16% 5%
Those who live in North area are much less likely to use ice when the
temperature is low.
Q. How do you drink beer under the condition? - When it is cold (N=681)

Ice usage on beer - when beer is lukewarm
Always use ice
ice
Both are same
Relatively more
without ice
Always without ice
Never drink such a
beer
Total 65% 18% 9% 5% 2% 1%
Male 68% 16% 8% 5% 1% 1%
Female 63% 19% 9% 5% 2% 1%
18-24 64% 17% 10% 6% 1% 1%
25-29 65% 20% 8% 4% 1% 1%
30-39 66% 17% 8% 5% 3% 0%
South area 72% 15% 7% 4% 2% 1%
North area 58% 21% 11% 7% 2% 0%
Those who live in South area use ice more regardless the temperature of the
beer.
Q. How do you drink beer when the beer is cold / not? - When beer is not cold (N=682)

Ice usage on beer - when beer is cold
Always use ice
ice
Both are same
Relatively more
without ice
Always without ice
Never drink such a
beer
Total 30% 18% 20% 14% 15% 2%
Male 30% 17% 21% 16% 14% 2%
Female 29% 20% 19% 13% 16% 3%
18-24 26% 21% 21% 16% 13% 4%
25-29 30% 19% 23% 12% 15% 1%
30-39 33% 15% 16% 16% 16% 3%
South area 39% 18% 16% 14% 11% 3%
North area 20% 19% 24% 15% 19% 2%
Those who live in South area use ice more regardless the temperature of the
beer.
Q. How do you drink beer when the beer is cold / not? - When beer is already cold (N=681)

Respondent profile (N=682)
Male, 45%
Female, 55%
Gender
18-24, 32%
24-29, 34%
30-39, 34%
Age
HCM,
45%
Hanoi,
40%
Others,
15%
City
24%
37%
39%
<= 10M
10-20M
> 20M
Household income
South
area, 52%
North
area,
48%
Area

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