Anheuser Busch appointed DDMA to provide an overview of the Vietnamese drinks market in terms of structure, distribution and trading practices. DDMA were also to evaluate the strengths and weaknesses of a potential domestic brewing partner and of other key competitors in the market.

DDMA conducted a series of qualitative focus groups across four key cities in South, Central and North Vietnam. This research was held among consumers, retailers and key distributors. In addition, DDMA worked closely with the local domestic brewer's team to learn more about the structure of their operations and their approach to the market. The data was further reinforced and supported by a round of quantitative consumer research.

DDMA also identified several second and third tier markets where Coors should focus their marketing efforts and spend. These markets met a set of pre-determined economic, social and trade criteria and, most importantly, had a significant premium beer segment which was not dominated by other international players. Two of the key markets selected were Kunming and Lhasa. Once the markets were selected, a trade overview was conducted which identified key on-premise, and hence, image building accounts. Suitable local distributors were appointed to support these accounts. A complete re-launch strategy was then developed and implemented.

Anheuser Busch are still in discussions with the local brewer with a view to entry. The results of this project altered their initial approach to the market.