In Vietnam, particularly in both urban 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” is where connections are deepened, stories are told, and a sense of community is nurtured over glasses of rice wine or beer.

At the heart of this culture lies rượu đế — a traditional Vietnamese rice wine, typically made from fermented and distilled glutinous or regular rice. Known for its strong alcohol content, ranging from 30% to 40%, rượu đế is a rustic spirit rooted in the daily lives of people in the Mekong Delta.

The name “rượu đế” dates back to the French colonial period, when local moonshining was outlawed to maintain the colonial monopoly on alcohol production. Villagers, however, continued to distill their own liquor in secret, hiding it in clumps of wild grass known as đế to avoid detection. Hence, the name — rượu đế.

Rượu đế is more than a beverage — it is a cultural symbol. It’s present at festivals, ancestral worship, family gatherings, and friendly get-togethers. It speaks to the simplicity, resilience, and self-reliant spirit of the Vietnamese people.

With this packaging project, we’ve drawn inspiration from the raw, earthy materials native to the Mekong Delta. The design captures a unique harmony between tradition and modernity — where the rustic soul of rượu đế is preserved within a more elevated, refined aesthetic. This is an effort to reintroduce a humble, time-honored spirit in a way that resonates with contemporary sensibilities, while still honoring its origins.

Crafting traditional rượu đế is a meticulous and labor-intensive process — from selecting the right grains, to fermenting, cooking, and carefully distilling to obtain its purest essence. Through this design, we hope to elevate the cultural and artisanal value of rượu đế, preserving not just a drink, but a heritage — the rice wine craft and the “nhậu” culture of the Mekong Delta.

Native to Southern Vietnam, rượu đế is not only a cherished drink but also serves many everyday purposes:

Its moderate alcohol content aids digestion, especially when consumed during heavy or greasy meals. A small sip can help warm the body in cold weather. It is also often infused with herbs, fruits, or even animals like geckos or snakes to create traditional medicinal tinctures — believed to alleviate pain, improve blood circulation, and enhance overall vitality. Additionally, rượu đế can be used as a disinfectant or as a preservative for herbs.

Symbolizing sincerity and hospitality, rượu đế is often offered to guests, used in ceremonial offerings, or served during important family gatherings.