NHẬU WINE | PACKAGING | LABEL DESIGN

PROJECT: “NHAU” RICE WINE PACKAGING
WINE PACKAGING DESIGN • BRAND • LABEL DESIGN

RICE WINE & “NHẬU” CULTURE

In Vietnam—both in cities and rural areas—“nhậu” is more than just a drinking habit; it’s a vibrant part of everyday social life. It represents moments of bonding, heartfelt conversations, and shared laughter among friends, colleagues, and family. “Nhậu” deepens connections, gives rise to storytelling, and nurtures a communal spirit over cups of rice wine or beer.

At the heart of this culture is rượu đế, a traditional Vietnamese rice spirit made from glutinous or regular rice that’s fermented and distilled. Known for its potent strength—typically 30% to 40% alcohol by volume—rượu đế is a humble spirit rooted in the daily life of the Mekong Delta.

The name “rượu đế” dates back to the French colonial period, when local distilling was banned to protect the colonists’ monopoly on alcohol production. Villagers continued to distill in secret, hiding their stills in patches of weeds called “đế” to evade authorities—and so the name stuck.

Rượu đế is more than a drink: it’s a cultural emblem. It appears at festivals, ancestral rites, family gatherings, and friendly get-togethers, symbolizing the simplicity, resilience, and self-reliance of the Vietnamese people.

For this packaging project, we draw inspiration from the raw, rustic materials of the Mekong Delta, crafting a design that captures the unique harmony of tradition and modernity—where the spirit’s earthy soul is preserved within an elegant, premium aesthetic. This is our effort to reintroduce an age-old, unassuming libation in a way that resonates with contemporary sensibilities while honoring its origins.

Traditional rượu đế production is a meticulous, labor-intensive craft—from selecting the right grains, fermenting, cooking, and carefully distilling to achieve the purest flavor. Through this design, we aim to elevate the cultural and artisanal value of rượu đế—not just preserving a beverage, but celebrating a heritage: the craft of rice wine and the “nhậu” culture of the Mekong Delta.

Originating in southern Vietnam, rượu đế isn’t only enjoyed for pleasure—it has everyday practical uses, too. Its moderate alcohol content aids digestion, especially during rich or fatty meals, and a small sip can warm you on a cool day. It’s often infused with herbs, fruits, or even animals like geckos or snakes to create traditional remedies believed to relieve pain, improve circulation, and boost vitality. Rượu đế can also serve as a disinfectant or a preservative for herbs.

Symbolizing sincerity and hospitality, rượu đế is served to guests, used in ceremonial offerings, and poured at important family gatherings.