Heineken was a direct competitor of Thaibev for the acquisition of Sabeco in late 2017. However, Thaibev won the race by spending US$4.89 billion for a nearly 54% stake of Sabeco.

In the first 11 months of 2019, rural areas achieved a 9.3% value growth, while urban areas grew by 6.1% over the same period last year, mainly driven by the increase in sales volume.