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In the minds of many, wine is traditionally a symbol of lavish parties, Michelin-starred restaurants with pristine white tablecloths, and strict rules of enjoyment. However, young Vietnamese people are simplifying this Western style. This is where "street wine" emerges – a term that is both down-to-earth and romantic, representing the Vietnamese adaptation of a global experience.
"Standing echo" in Paris and "Sidewalk echo" in Hanoi
Looking back at history, wine has never been entirely the domain of the elite. In France, the cradle of wine culture, the most original image is found in the zinc bars (Le Zinc) at corner cafés. There, people lean their elbows on the metal counter, sipping a simple vin de table (table wine) with a slice of toast. There are no sommeliers, no lengthy lectures on history, just a short break between workdays and a very down-to-earth feeling.
Under the characteristic yellow lights of Hanoi's night streets, low wooden tables close to the sidewalk become a relaxed space for young people to enjoy wine.
The story of "sidewalk wine" in Vietnam seems to be recreating that core spirit: connecting people through simplicity. When wine leaves its enclosed spaces and steps onto the sidewalk, it sheds its "luxurious" and pressure-filled attire to embrace freedom. On a weekend evening in the city center, the yellow streetlights cast a glow on the street, a group of young people sit around a low wooden table, on which sits a chilled bottle of white wine in an ice bucket, a few plates of cold cuts and cheese. The noisy traffic, the echoing night vendors' calls, all blend together to create a setting that is both contrasting and strangely captivating.
"Benchmark"
The appeal of the sidewalk wine trend lies in the contrast between the drink and the setting. Wine is traditionally associated with sophistication and refinement, while the sidewalk embodies the warm, intimate atmosphere of Vietnamese urban life. Placing an iconic Western beverage on small wooden benches in the heart of the city is a new statement about lifestyle.
The intriguing contrast between the delicate glass of white wine and the rustic cold cut on the wooden table redefines the concept of luxury in an open urban space.
For Millennials and Gen Z, luxury is no longer about social distance or rigid norms. They prioritize personalized experiences and absolute comfort. A refreshing glass of Sauvignon Blanc or a light red wine, priced between 180,000 and 250,000 VND, becomes a "pleasant" choice to start an endless conversation. Here, the line between luxury and everyday life is blurred. People drink wine not to show off their status, but to enjoy the moment when the city slows down around them.
The "drink less, but drink more" trend is gaining traction. Modern consumers, especially women – who make up 95% of the customer base – seek a safe, conversational environment without the pressure of drinking too much. They are willing to pay for a quality glass of wine in exchange for an open space where they can sip while observing the rhythm of city life.
Without strict rules, "sidewalk wine" focuses on connection and late-night conversations, bringing wine back to its most ordinary essence.
This culture is similar to the French concept of apéro or the Italian concept of un'ombra – short pauses to "break the ice" and connect. While currently trending, for "sidewalk wine" to become a stable part of urban culture, operators need to delve deeper. The true elegance of this model lies not in the flashy check-in photos, but in the quality of the product and the expertise of the service. Preserving wine in Vietnam's hot and humid climate or advising customers on finding the perfect wine are challenges that only professionals can effectively address.
Once the initial hustle and bustle subsides, those spaces that prioritize authentic experiences will be the ones that remain. "Street vending" will no longer be a fleeting trend, but a new branch of experience existing alongside it, enriching the soul of a constantly evolving Hanoi.
Ending a long day by sitting on the sidewalk, raising a glass of wine and watching the city lights come on, you'll realize that wine, whether in a cellar or on the pavement, is ultimately just an excuse to bring us closer together.
