Red Ruby Max

How to Craft Masculinity in Vietnam’s Beer Market

In 2023, Masan Group introduced Red Ruby Max, a product crafted with a unique brewing method involving triple malt and hops, intensifying the flavour of its original and renowned Red Ruby Beer. The aspiration was to bring a more robust beer experience to the Mekong Delta, but the challenge revolved around brand perception – Red Ruby is often perceived as a light and female-skewed beverage, posing a challenge for the new beer packaging design for Red Ruby Max.

This insight shaped our strategy – injecting masculinity into the new variant without losing craftsmanship or flavour.

Our creative journey began with the ambitious concept of “more & more,” drawing inspiration from the name “MAX” that was generated and the aspiration to surpass expectations. We embraced the iconic hexagon shape from the original variant as the centerpiece in our packaging design, introduced fresh colours and an evolving graphic language that radiates modernity and masculinity.

The result was a transformation from an iconic brand shape to an extended visual language, instilling brand confidence and modernity that spoke true to Mekong Delta consumers. Coupled with exquisite detailing, signalling craftsmanship and flavour, the final result allowed Red Ruby Max to make a successful splash in the market.

In-Depth Case Study

Beer Consumption Trends in Vietnam

Vietnam is one of the world’s most vibrant beer markets, with consumption deeply woven into social and professional life. In 2024, total annual beer consumption reached around 3.8 million kilolitres, translating to an average of 43-46 litres per person per year – among the highest in Asia [1]. Beer is enjoyed in casual “bia hơi” street venues, over shared meals, and increasingly as part of modern urban lifestyles.

This culture is also evolving. Younger consumers are seeking more premium experiences, gravitating toward beers with bolder flavours, stronger visual identities, and beer packaging design that signals authenticity and confidence [2]. Against this backdrop, brands must work harder to differentiate, especially when aiming to shift perceptions around who their beer appeals to and what it represents.

Beer Packaging Design Execution

From Light to Bold
The visual system moves away from delicate cues, signalling strength and resilience through deeper hues and angular geometry.

Hexagon Heritage
The hexagon remains the brand’s anchor, ensuring continuity even as the brand’s character evolves.

Masculine Colour Palette
Dark reds, blacks, and metallic tones replace lighter colours, delivering a distinctly masculine aesthetic.

Dynamic Energy
Layered graphics and typography give the pack a sense of momentum and intensity, reflecting the amplified taste experience.

Market Response to Masculine Beer Branding

Initial feedback from Masan’s internal teams and early consumer testing has been positive. Ruby Max is recognised as a bold step forward for the brand – one that projects masculinity, modernity, and strength while remaining true to the Red Ruby family.

The new beer packaging design aligns with broader beer trends in Vietnam, where consumers are seeking premium cues and bolder experiences. It reinforces Ruby Max as a beer made for today’s confident, sociable drinkers who want more than the ordinary.

Beer Branding in Vietnam: The Red Ruby Max Outcome

Vietnam’s beer market is both fast-growing and fiercely competitive. For a brand like Red Ruby, shifting consumer perception was essential to capturing new audiences. With Red Ruby Max, Masan Group has successfully elevated its beer portfolio, delivering a variant that feels stronger in both flavour and design.

Through the “more & more” concept and masculine visual system, Cowan helped redefine what Red Ruby stands for—turning a female-skewed perception into a bold, masculine identity that resonates with modern beer drinkers.

This project reflects Cowan’s global expertise in alcohol design and our deep understanding of beer branding in Asia. By blending heritage with modern masculinity, Red Ruby Max is poised to stand out in Vietnam’s evolving beer culture and build stronger connections with new generations of consumers.

References:
[1] Astute Analytica’s Vietnam Beer Market Report
[2] Asia Brewers Network on Vietnam Beer Growth