When it was first launched, a crate of White Lion cost VND40,000 ($1.7) less than the cheapest domestic brand at the time, resulting in large sales in the southern region. Masan’s beer brand, White Lion, launched five years ago, is becoming less significant in the group’s financial reports as longer-established players retain a firm hold in the market. "The beer business costs a lot of advertising money, and we do not want to spend tens of millions of dollars a year for a brand that cannot be in the top 3," he said. If the company cannot create a new and competitive product, it will have to withdraw from the market, he added. Masan expects a loss of $15 million this year from its White Lion beer brand, Danny Le, board member of Masan Consumer Holdings, said at an investors’ meeting last month.
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