On September 24, 2026, the inaugural Vietnam Wine & Spirits Conference successfully brought together 150 attendees and 24 sponsors and partners, including importers, producers, industry experts, business owners, and professionals who are helping shape the future of Vietnam’s wine and spirits industry.
Organized by Ngonista, in collaboration with the Vietnam Sommelier Association (VSA) and Rosemary, with the support of industry partners, the conference also marked the official introduction of Ngonista, a dedicated Wine & Dining media platform in Vietnam.
The positive feedback from the F&B community following its first edition highlighted a growing need for a platform where industry knowledge, business opportunities, and wine culture can come together.
From an Idea to a Platform for Industry Connections
Founded in late 2025 by storyteller and entrepreneur Phương Maxy, Ngonista has received encouraging support from Vietnam’s F&B community. The Vietnam Wine & Spirits Conference provided an opportunity to introduce the platform to a wider network of industry professionals.
Ngonista was built on the belief that Vietnam needs a dedicated media platform to tell the stories of the people behind its wine and spirits industry and to capture the developments shaping its future.
Beyond its role as a media platform, Ngonista aims to connect producers, importers, F&B professionals, and consumers while creating meaningful experiences where knowledge is shared, new perspectives emerge, and lasting relationships are built.
Insights from ProWine: Vietnam, a Rising Star in Southeast Asia
Opening the conference, Renee Zhao, representing ProWine Asia, a leading international trade exhibition for wines and spirits, shared insights into the global market landscape and emerging opportunities across Southeast Asia.
According to figures presented during the session, global alcoholic beverage consumption declined by 2%, reflecting significant challenges and changing consumer behavior across international markets.
While many established markets continue to face declining consumption, Southeast Asia remains a strategic region for international wine and spirits producers.
According to ProWine, Vietnam ranks among the three most attractive markets in Southeast Asia for international wine and spirits businesses.
Wine currently accounts for only approximately 1% of Vietnam’s alcoholic beverage market, according to the figures shared at the conference. While this reflects the relatively early stage of wine consumption in the country, it also points to considerable long-term growth potential.
With a population of approximately 100 million people, a developing economy, an expanding tourism industry, and a rich culinary culture, Vietnam offers favorable conditions for the continued development of its wine and spirits market.
A New Era for Vietnamese Spirits
One of the conference’s most memorable highlights was the Vietnamese Spirits Masterclass, featuring three founders of Vietnamese spirits brands: Phoebe Trần (Rượu Làng), Madame Mầm (Mầm Distillery), and Dr. Michael Rosen (Về Để Đi).
Attendees had the opportunity not only to hear the founders’ personal journeys but also to taste six distinctive spirits from the three brands, exploring the diversity of ingredients, styles, and approaches to spirits production in Vietnam.
Three founders, three different journeys, yet one shared belief: Vietnam has the potential to produce world-class spirits with a distinctive identity of its own.
Following the masterclass, Mr. Đồng Khởi, owner of Cocotte restaurant, expressed his surprise at the quality of Vietnamese spirits and the fascinating stories behind the brands.
The stories of Rượu Làng, Mầm, and Về Để Đi offered more than entrepreneurial inspiration. They reflected the emergence of a new generation of producers who are increasingly confident in bringing Vietnamese ingredients, culture, and creativity to the global spirits landscape.
From Challenges to Opportunities: Voices Shaping the Industry
The panel discussion, “From Challenges to Opportunities: Wine & Spirits in Vietnam Now,” continued the conversation by exploring the real challenges and opportunities facing the industry.
Moderated by Lê Hoàng Khánh Vi, Vice President of the Vietnam Sommelier Association, who has played an active role in supporting the development of Vietnam’s younger generation of sommeliers, the discussion brought together three speakers representing different areas of the industry.
Jack In Bartender, a content creator with more than 600,000 followers across social media platforms, shared his perspective on how digital content is transforming the way brands communicate and connect with consumers.
Nimmi Malhotra, a wine journalist and judge who contributes to The Drinks Business and Decanter, offered international perspectives and insights drawn from her experience across Southeast Asian markets.
Meanwhile, Mary Vu, co-founder of MAD Wine Bar, one of Saigon’s pioneering wine bars and a popular destination among the city’s wine community, shared her firsthand experience of running a hospitality business, adapting to market changes, and creating meaningful wine experiences in Ho Chi Minh City.
From building communities through social media and navigating the challenges of the F&B business to learning from neighboring markets, the discussion offered diverse perspectives on the transformation of Vietnam’s wine and spirits industry.
The speakers explored shifting consumer behavior, business pressures, and how companies can turn challenges into opportunities for adaptation and innovation.
One key message emerged throughout the discussion: the industry’s future depends not only on the products it offers, but also on its ability to understand consumers, build trust, and adapt to a changing market.
Beyond Conversations: Creating Real Experiences
Beyond the conference sessions, the Vietnam Wine & Spirits Conference offered an interactive experience area where attendees could discover products and engage directly with wine importers, spirits producers, and food brands.
These experiences helped bridge the knowledge shared on stage with real-world products and conversations, while providing opportunities for brands to showcase their offerings, exchange ideas, and explore potential collaborations.
The evening networking program further encouraged connections among business owners, media representatives, industry influencers, and members of the wine and spirits community.
For Ngonista, this represents one of the conference’s most important values: turning conversations into meaningful connections and creating new opportunities for collaboration within the industry.
The success of the inaugural edition was made possible through the trust and support of its partners.
Ngonista extends its sincere appreciation to its Diamond Sponsors: ProWine, TASU+ Fine Sake & Beyond, and WAREHOUSE; Gold Sponsors: Galerie Wine & Spirit, Quality Western Australian Wines, Parcelles Wine Merchant, Đa Lộc, WINECELLAR.VN, Rượu Làng, Về Để Đi, and Mầm; as well as its partners KadeKa, Epic Food, Minh Phú Green Food, Tinh Hoa Toàn Cầu, Balava Chocolate, Kay Production, Bach Suites Saigon, NSS, Em Flora, and OT Fruits & Flowers.
Special appreciation also goes to the Vietnam Sommelier Association and Rosemary, whose collaboration helped bring together industry expertise, brands, and the wider business community.
The Journey Has Just Begun
The Vietnam Wine & Spirits Conference 2026 concluded with positive feedback, meaningful conversations, and new connections across the industry.
For Ngonista, however, this is not the end of a journey, but the beginning of a much longer one.
Vietnam’s wine and spirits industry is entering a period of significant opportunity while also navigating challenges related to market conditions, changing consumer behavior, and the broader business environment.
Sustainable growth requires more than quality products. It calls for knowledgeable professionals, forward-thinking businesses, and a community willing to share, collaborate, and move forward together.
Ngonista aspires to become a bridge connecting the people, brands, and organizations shaping Vietnam’s wine and spirits industry. A platform where diverse voices are heard, meaningful stories are shared, and new ideas have the opportunity to become reality.
Phuong Maxy began her journey as a storyteller, sharing untold stories about people in the wine industry on her personal blog. She also contributes to international publications, bringing perspectives from Vietnam’s emerging wine culture to a global audience.
With over 10 years of experience in wine marketing and communications, Phuong is passionate about connecting people, culture, and knowledge through the world of food and wine.
Her work has been recognized as one of the Top 50 Influential Women and awarded Writer of the Year by Women in Wine & Spirits Award 2025.
