The launch of the franchise allows SMWS to serve members in one of the world’s top 10 markets for Ultra-Premium Scotch Whisky, based on value, with an estimated total addressable market of $239 million (c. £176m). It marks another milestone in the group’s strategic expansion in Asia, complementing the more recent 2023 franchise launches in Korea and subsidiary in Taiwan respectively, alongside the longer established China and Japan subsidiaries.

Andrew Dane, CEO, said: “The addition of the new market in Vietnam further expands our footprint in Asia and gives us direct access to one of the top 10 Ultra-Premium Scotch whisky markets, helping us to capture demand for our unique combination of Ultra-Premium and limited-edition whiskies and outstanding experiences and knowledge.”