Da Lat Wine - A Vietnamese Trademark on the World Market

Lam Dong Foodstuff Joint Stock Company (Ladofoods), formerly named Lafaro enterprise (once a French-run production establishment specialising in wine-making) was established in 1992. In January 2004, it converted to a joint stock company and focused on making wine of various kinds, as well as cashew nuts for export and other farm produce. It has so far built two large plants named Da Lat Wine and Export Cashew Nut Processing Plant.

Over the past 11 years, Ladofoods has taken measures suitable to its practical situation so as to learn about local and world markets and launch its products to the selective markets of the United States, Japan and the European Union. The year of 1998 marked a turning point in the growth of the company's products and markets. Da Lat Wine, which is high quality, reasonably priced, well designed and comes in several categories, has won customers' confidence.

Da Lat Wine has to date been made available in most cities and provinces nationwide and is exported to China, Japan, South Korea, Malaysia, Cambodia and Switzerland, amongst others. Particularly, Japan ranks as one of the world’s most fastidious markets with extremely strict requirements for quality, trademarks, packaging and supply services of imported products.

Notwithstanding these demands, Da Lat Wine finds favour with Japanese consumers. To date, a large and stable quantity of Da Lat Wine has been exported to Japan and the export volume is growing strongly. This is a source of great pride for the company and the Vietnamese wine trademark’s establishment in Japan and world market.

Da Lat Wine is made from grapes using advanced European technology. It follows the best fermenting process without using any kinds of chemical substances and follows trade secrets to create a wine with a unique flavour and high stability. Ladofoods has managed to release many kinds of wines namely Da Lat Red Wine, Da Lat Wine for export, Da Lat White Wine, Da Lat Strawberry Wine, etc. with various designs and categories in an effort to serve the increasing demand of local and foreign customers. The company has adopted the ISO 9001:2000 quality standard management system for its Da Lat Wine Plant and HACCP standard at its Cashew Nut Processing Plant.

During the past four years, Da Lat Wine has been continually chosen by consumers as a "Vietnamese High Quality Product". It received the "Vietnam Golden Star" award in 2003, the gold medal at the International Fair of Science, Technology and Environment in 2002 and medals for Da Lat Red Wine, Da Lat White Wine, and Da Lat Wine for export at the Hanoi Beverage Fair held in 2003. Ladofoods achieved total revenues of VND79.5 billion (US$5.09 million), including the export value of nearly US$2.9 million in 2003. In the first six months of 2004, the company recorded VND42.4 billion ($2.71 million) in revenues (fulfilling 49.8 per cent of the year’s plan) and US$2.35 million in export value, realising 48.9 per cent.  

Mr Nguyen Van Viet, the company’s director, said that the export value in 2004 is expected to reach approximately US$5 million and rise by 30 per cent in the years to come. Ladofoods plans to further boost the export of Da Lat Wine and cashew nuts to traditional markets, as well as expand its exports of wine to Asia and of cashew nuts to Eastern Europe, Russia, the European Union and Japan.

Ladofoods and its staff consistently devote their time to mapping out a long-term business strategy so as to achieve a firm position in domestic and foreign markets.

• Luu Hiep