After more than 13 years in Vietnam, Alfredo de la Casa reflects on his enriching journey of immersing himself in the vibrant Vietnamese culture. With a passion for bridging the gap between Vietnamese and Western wine preferences, Alfredo is dedicated to guiding locals in discovering the delightful art of pairing wine with traditional cuisine.
What inspired you to move to Vietnam, and how has your journey been since then?
I felt the need for a change. Despite having an esteemed position as a senior adviser to the British Government, I found myself feeling unfulfilled and restless. Deep down, I sensed that my future lay in Asia. So, I embarked on a journey of exploration. I was familiar with Thailand, but not much beyond that. A close Vietnamese friend of mine, who was studying in London, encouraged me to visit Vietnam and even arranged for me to experience my first Vietnamese wedding in Hue. It was a beautiful introduction to the culture, and I fell in love with the country. I’ve been living in Vietnam for over 13 years now, and my 6-year-old son is Vietnamese. Overall, it’s been a wonderful experience, and I’m eagerly looking forward to the next 13 years!
How did your journey with So Sexy Wines begin?
My journey with So Sexy Wines began with my passion for wine, which led me to become a qualified sommelier. I initially moved to Vietnam to teach at an international university, but after two schools closed shortly after my arrival, I was determined to stay. Noticing a lack of quality Spanish wines in the market, I teamed up with my friend Mr. Tan Le and my wife Ms. Thoa Kieu to create So Sexy Wines. Our goal was to import the best Spanish wines. Nine years later, our selection surpasses that of the three largest importers combined, and we believe wine should be fun and offer great value at all price points.
How do you think the Vietnamese palate differs from Western wine preferences?
Vietnamese wine preferences vary significantly, similar to food. In the South, people often enjoy sweeter wines, such as those from Southern Italy, while the North leans towards savory flavors. Wine is relatively new in Vietnam, and high taxes make it less accessible, so many are still experimenting and learning. Unlike traditional wine-producing countries like France and Italy, where wine is a regular part of meals, in Vietnam, it’s often consumed like beer. This approach misses the wonderful potential of pairing wine with the diverse flavors of Vietnamese cuisine, which can create amazing culinary experiences.
What challenges have you faced while promoting wine culture in Vietnam, and how have you overcome them?
Promoting wine culture in Vietnam comes with challenges like language barriers, high prices, and shyness. Despite my fluency in four languages, I’ve struggled with Vietnamese, making technical explanations difficult for locals. Imported wine faces high taxes, making it a luxury item, unlike in Europe where it’s more accessible. Convincing people to spend on wine, which is best learned by trying, is tough. While many Vietnamese are eager to learn, their shyness often prevents them from asking questions. It’s essential to encourage curiosity and understanding that mistakes are part of the learning process in discovering great wines.
Looking ahead, what are your future plans for further integrating wine culture into Vietnamese hospitality?
It is already happening, but slowly. Once people travel more to the West and get exposed to what we could call wine culture, they will love it and bring back to Vietnam without me having to do anything about it. On my side I already wrote a few years ago the first, and I think only, book about pairing wine with Vietnamese food. That is the future, to help people discover which wines go better with local dishes. I am also planning to prepare more materials and events for non English speakers, with a translator and assistants, that way my language handicap can be solved.
It is known that you have just participated in the Salon Deluxe Vietnam. What kind of wine experience did you bring to the visitors here?
Yes it was an amazing event, unbelievable. I could say the wine experience was threefold: First, I gave a masterclass about fine wine, how to recognise it, mostly attended by Vietnamese guests, super relaxed and fun, with lots of interesting questions. Second, I presented a very special wine, made in 1955, very limited production, lots of people taking photos with the bottle. Finally, some of my wines were served at the event, and the feedback was great.