Vietnam is considered as one of the strongest potential wine markets in the Asia-Pacific region thanks to its young population and the influence of French culture in the country. Therefore, many brands, especially those from France and Italy, try hard to penetrate the Vietnamese market regardless of the economic crisis. In response, domestic players, namely Thang Long Liquor JSC and LamDong Foodstuffs JSC (Ladofoods), put extensive efforts into improving product quality as well as brand awareness by celebrating festivals and events. The Da Lat Wine Night festival held by LamDong Foodstuffs JSC in 2013 was a successful event attracting a large number of consumers to visit.