Alcoholic
Alcoholic Drinks

Alcoholic Drinks in the Philippines

Philippines

Euromonitor International's Alcoholic Drinks in the Philippines market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.

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Tables: 147  |  Publication date: Apr 2008
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Product coverage

Beer; Cider/perry; RTDs/High-strength premixes; Spirits; Wine

Executive summary

2007 is a Comeback Year for Alcoholic Drinks

The consumption of alcoholic drinks in Philippines in 2007 recorded dynamic volume growth. This growth was an optimistic pointer for manufacturers, after the slow volume growth in 2006 that was due to the increase in VAT. Although excise tax was further increased in 2007, it did not deter Philippine consumer consumption. This was due to several factors, such as improved economy, and it was also election year.

Spirits and Beer Promotion Boosts Overall Growth in Alcoholic Drinks

Beer and spirits were the largest contributors in alcoholic drinks in Philippines in 2007. Key manufacturers, such as San Miguel Corp, Tanduay Distillers Inc and Emperador Distillers Inc, promoted aggressively to entice increased drinking by Philippine consumers. There was a clear push to shift consumers from one type of drink to another, such as spirits against beer or brandy against gin, where drinks' consumption was relatively mature. On the other hand, the promotions of wine and RTDs/High-strength were relatively quiet compared to those for spirits and beer.

Smaller Domestic Companies Gain Prominence

San Miguel Corp continued to be the leading player and the key manufacturer in 2007. It was the organisation that other smaller and emerging brewers and distillers were trying to topple. Smaller domestic companies, such as Emperador Distillers – a subsidiary of Consolidated Distillers of the Far East Inc – was notably successful in its bid to increase its position in alcoholic drinks in Philippines. This was due to its improved marketing strategy and enhanced product offering.

Traditional Channels Remain the Chief Conduits of Distribution

With domestic beer and spirits remaining the dominant alcoholic drinks of choice in Philippines in 2007, sari-sari stores and independent food stores continued to be the preferred channels as points of purchase. Their importance was exceptionally pronounced in the suburbs and rural areas where there was absence of widespread presence of modern retailers such as supermarkets/hypermarkets. On the other hand, alternative channels such as specialists gained visibility over the review period. This was due to their efforts to expand their reach to smaller cities in Philippines.

Alcoholic Drinks Expected to Be Positive over the Forecast Period

Despite the current uncertain outlook for the Philippines' economy, consumption and sales of alcoholic drinks are projected to expand positively over the forecast period. With increasing disposable incomes, a young demographic population will evolve. This, together with the emerging influence of Western drinking and pub culture, will collectively act to positively increase alcoholic drinks in the country. In terms of types of alcoholic drinks, beer and spirits will continue to comprise the largest volumes. Wine and RTDs/High-strength premixes, however, will lead the volume growth charge.

Table of contents

ALCOHOLIC DRINKS IN THE PHILIPPINES : MARKET INSIGHT

EXECUTIVE SUMMARY

2007 is a Comeback Year for Alcoholic Drinks

Spirits and Beer Promotion Boosts Overall Growth in Alcoholic Drinks

Smaller Domestic Companies Gain Prominence

Traditional Channels Remain the Chief Conduits of Distribution

Alcoholic Drinks Expected to Be Positive over the Forecast Period

KEY TRENDS AND DEVELOPMENTS

Younger Generation Is the New Star of Consumers

Modern Retailers Are Continuously Expanding

Female Drinkers Boost Sales of 'Lighter' Alcoholic Drinks

Domestic Companies Remain Strong Leaders in Alcoholic Drinks

'Sin Tax' Increases As Planned in 2007

Specialist Retailers

Summary 1 Leading Specialist Retailers 2006

Market Merger and Acquisition Activity

MARKET BACKGROUND

Legislation

TAXATION AND DUTY LEVIES

Summary 2 Taxation and Duty Levies on Alcoholic Drinks 2007

Table 1 Taxation and Duty Levies on Domestically Produced Beer Brand 2007

Table 2 Taxation and Duty Levies on Imported Beer Brand 2007

Table 3 Taxation and Duty Levies on Imported Wine Brand 2007

Table 4 Taxation and Duty Levies on Domestically Produced Spirits Brand 2007

Table 5 Taxation and Duty Levies on Imported Spirits Brand 2007

Table 6 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Sectors 2007

Table 7 Selling Margin of a Typical Domestically Produced Beer Brand 2007 – San Miguel Pale Pilsen

Table 8 Selling Margin of a Typical Imported Wine Brand 2007 – Carlo Rossi

Table 9 Selling Margin of a Typical Imported Spirits Brand 2007 – J&B

Table 10 Selling Margin of a Typical Domestically Produced Spirits Brand 2007 – Ginebra San Miguel Premium

OPERATING ENVIRONMENT

MARKET INDICATORS

Table 11 Retail Consumer Expenditure on Alcoholic Drinks 2002-2007

MARKET DATA

Table 12 Sales of Alcoholic Drinks by Sector: Total Volume 2002-2007

Table 13 Sales of Alcoholic Drinks by Sector: Total Value 2002-2007

Table 14 Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2002-2007

Table 15 Sales of Alcoholic Drinks by Sector: % Total Value Growth 2002-2007

Table 16 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Volume 2007

Table 17 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Value 2007

Table 18 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Volume 2007

Table 19 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Value 2007

Table 20 Company Shares of Alcoholic Drinks by Global Brand Owner 2003-2006

Table 21 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2007

Table 22 Off-trade Sales of Alcoholic Drinks by Sector and Distribution Format: % Volume Analysis 2007

Table 23 Forecast Sales of Alcoholic Drinks by Sector: Total Volume 2007-2012

Table 24 Forecast Sales of Alcoholic Drinks by Sector: Total Value 2007-2012

Table 25 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2007-2012

Table 26 Forecast Sales of Alcoholic Drinks by Sector: % Total Value Growth 2007-2012

DEFINITIONS

Summary 3 Research Sources

LOCAL COMPANY PROFILES - PHILIPPINES

ASIA BREWERY INC - ALCOHOLIC DRINKS - PHILIPPINES

STRATEGIC DIRECTION

KEY FACTS

Summary 4 Asia Brewery Inc: Key Facts

Summary 5 Asia Brewery Inc: Operational Indicators 2004-2006

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 6 Asia Brewery Inc: Competitive Position 2006

DESTILERíA LIMTUACO & CO INC - ALCOHOLIC DRINKS - PHILIPPINES

STRATEGIC DIRECTION

KEY FACTS

Summary 7 Destilería Limtuaco & Co Inc: Key Facts

Summary 8 Destilería Limtuaco & Co Inc: Operational Indicators 2004-2006

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 9 Destilería Limtuaco & Co Inc: Competitive Position 2006

EMPERADOR DISTILLERS INC - ALCOHOLIC DRINKS - PHILIPPINES

STRATEGIC DIRECTION

KEY FACTS

Summary 10 Emperador Distillers Inc: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 11 Emperador Distillers Inc: Competitive Position 2006

PREMIER WINE & SPIRITS INC - ALCOHOLIC DRINKS - PHILIPPINES

STRATEGIC DIRECTION

KEY FACTS

Summary 12 Premier Wine & Spirits Inc: Key Facts

Summary 13 Premier Wine & Spirits Inc: Operational Indicators 2004-2006

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 14 Premier Wine & Spirits Inc: Competitive Position 2006

TANDUAY DISTILLERS INC - ALCOHOLIC DRINKS - PHILIPPINES

STRATEGIC DIRECTION

KEY FACTS

Summary 15 Tanduay Distillers Inc: Key Facts

Summary 16 Tanduay Distillers Inc: Operational Indicators 2004-2006

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 17 Tanduay Distillers Inc: Competitive Position 2006

BEER IN THE PHILIPPINES

HEADLINES

TRENDS

PRODUCTION, IMPORTS AND EXPORTS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR BACKGROUND

Lager Price Band Methodology

Summary 18 Lager by Price Band 2007

SECTOR DATA

Table 27 Sales of Beer by Subsector: Total Volume 2002-2007

Table 28 Sales of Beer by Subsector: Total Value 2002-2007

Table 29 Sales of Beer by Subsector: % Total Volume Growth 2002-2007

Table 30 Sales of Beer by Subsector: % Total Value Growth 2002-2007

Table 31 Sales of Beer by On-trade vs Off-trade Split: Volume 2002-2007

Table 32 Sales of Beer by On-trade vs Off-trade Split: Value 2002-2007

Table 33 Sales of Beer by On-trade vs Off-trade Split: % Volume Growth 2002-2007

Table 34 Sales of Beer by On-trade vs Off-trade Split: % Value Growth 2002-2007

Table 35 Beer: Production, Imports and Exports: Total Volume 2001-2006

Table 36 Beer Exports by Country of Destination: Total Volume 2001-2006

Table 37 Beer Exports by Country of Destination: Total Value 2001-2006

Table 38 Beer Imports by Country of Origin: Total Volume 2001-2006

Table 39 Beer Imports by Country of Origin: Total Value 2001-2006

Table 40 Company Shares of Beer by National Brand Owner 2002-2006

Table 41 Company Shares of Beer by Global Brand Owner 2002-2006

Table 42 Brand Shares of Beer 2003-2006

Table 43 Forecast Sales of Beer by Subsector: Total Volume 2007-2012

Table 44 Forecast Sales of Beer by Subsector: Total Value 2007-2012

Table 45 Forecast Sales of Beer by Subsector: % Total Volume Growth 2007-2012

Table 46 Forecast Sales of Beer by Subsector: % Total Value Growth 2007-2012

CIDER/PERRY IN THE PHILIPPINES

HEADLINES

TRENDS

PRODUCTION, IMPORTS AND EXPORTS

PROSPECTS

SECTOR DATA

Table 47 Cider/Perry Production, Imports and Exports: Total Volume 2001-2006

RTDS/HIGH-STRENGTH PREMIXES IN THE PHILIPPINES

HEADLINES

TRENDS

PRODUCTION, IMPORTS AND EXPORTS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 48 Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2002-2007

Table 49 Sales of RTDS/High-strength Premixes by Subsector: Total Value 2002-2007

Table 50 Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2002-2007

Table 51 Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2002-2007

Table 52 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Volume 2002-2007

Table 53 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Value 2002-2007

Table 54 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Volume Growth 2002-2007

Table 55 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Value Growth 2002-2007

Table 56 Company Shares of RTDS/High-strength Premixes by Global Brand Owner 2002-2006

Table 57 Company Shares of RTDS/High-strength Premixes by National Brand Owner 2002-2006

Table 58 Brand Shares of RTDS/High-strength Premixes 2003-2006

Table 59 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2007-2012

Table 60 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Value 2007-2012

Table 61 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2007-2012

Table 62 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2007-2012

WINE IN THE PHILIPPINES

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 63 Sales of Wine by Subsector: Total Volume 2002-2007

Table 64 Sales of Wine by Subsector: Total Value 2002-2007

Table 65 Sales of Wine by Subsector: % Total Volume Growth 2002-2007

Table 66 Sales of Wine by Subsector: % Total Value Growth 2002-2007

Table 67 Sales of Wine by On-trade vs Off-trade Split: Volume 2002-2007

Table 68 Sales of Wine by On-trade vs Off-trade Split: Value 2002-2007

Table 69 Sales of Wine by On-trade vs Off-trade Split: % Volume Growth 2002-2007

Table 70 Sales of Wine by On-trade vs Off-trade Split: % Value Growth 2002-2007

Table 71 Volume Sales of Still Red Wine by Price Segment 2004-2007

Table 72 Volume Sales of Still White Wine by Price Segment 2004-2007

Table 73 Volume Sales of Still Rosé Wine by Price Segment 2004-2007

Table 74 Volume Sales of Other Sparkling Wine by Price Segment 2004-2007

Table 75 Sales of Still Red Wine by Grape/Varietal Type 2004-2007

Table 76 Sales of Still White Wine by Grape/Varietal Type 2004-2007

Table 77 Sales of Still Rosé Wine by Grape/Varietal Type 2004-2007

Table 78 Sales of Still Red Wine by Quality Classification 2002-2007

Table 79 Sales of Still White Wine by Quality Classification 2002-2007

Table 80 Sales of Still Rosé Wine by Quality Classification 2002-2007

Table 81 Wine Production, Imports and Exports: Total Volume 2001-2006

Table 82 Wine Exports by Country of Destination: Total Volume 2001-2006

Table 83 Wine Exports by Country of Destination: Total Value 2001-2006

Table 84 Wine Imports by Country of Origin: Total Volume 2001-2006

Table 85 Wine Imports by Country of Origin: Total Value 2001-2006

Table 86 Company Shares of Still Light Grape Wine by National Brand Owner 2002-2006

Table 87 Company Shares of Still Light Grape Wine by Global Brand Owner 2002-2006

Table 88 Brand Shares of Still Light Grape Wine 2003-2006

Table 89 Company Shares of Champagne by National Brand Owner 2003-2006

Table 90 Company Shares of Champagne by Global Brand Owner 2003-2006

Table 91 Brand Shares of Champagne 2003-2006

Table 92 Company Shares of Other Sparkling Wine by National Brand Owner 2002-2006

Table 93 Company Shares of Other Sparkling Wine by Global Brand Owner 2002-2006

Table 94 Brand Shares of Other Sparkling Wine 2003-2006

Table 95 Company Shares of Fortified Wine and Vermouth by National Brand Owner 2003-2006

Table 96 Company Shares of Fortified Wine and Vermouth by Global Brand Owner 2003-2006

Table 97 Brand Shares of Fortified Wine and Vermouth 2003-2006

Table 98 Forecast Sales of Wine by Subsector: Total Volume 2007-2012

Table 99 Forecast Sales of Wine by Subsector: Total Value 2007-2012

Table 100 Forecast Sales of Wine by Subsector: % Total Volume Growth 2007-2012

Table 101 Forecast Sales of Wine by Subsector: % Total Value Growth 2007-2012

SPIRITS IN THE PHILIPPINES

HEADLINES

TRENDS

PRODUCTION, IMPORTS AND EXPORTS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR BACKGROUND

Vodka, Gin and Other Blended Scotch Whisky Price Band Methodology

Summary 19 Benchmark Brands – Philippines

Vodka Dominated by Cheap Domestic Brands

Gin Giant Ginebra San Miguel Dictates Price

Other Blended Scotch Whisky

SECTOR DATA

Table 102 Sales of Spirits by Subsector: Total Volume 2002-2007

Table 103 Sales of Spirits by Subsector: Total Value 2002-2007

Table 104 Sales of Spirits by Subsector: % Total Volume Growth 2002-2007

Table 105 Sales of Spirits by Subsector: % Total Value Growth 2002-2007

Table 106 Sales of Spirits by On-trade vs Off-trade Split: Volume 2002-2007

Table 107 Sales of Spirits by On-trade vs Off-trade Split: Value 2002-2007

Table 108 Sales of Spirits by On-trade vs Off-trade Split: % Volume Growth 2002-2007

Table 109 Sales of Spirits by On-trade vs Off-trade Split: % Value Growth 2002-2007

Table 110 Sales of Blended Scotch Whisky by Premium/Super-premium Split 2004-2007

Table 111 Sales of Gin by Premium/Super-premium Split 2004-2007

Table 112 Sales of Vodka by Premium/Super-premium Split 2004-2007

Table 113 Sales of Flavoured vs Non-flavoured Vodka 2004-2007

Table 114 Spirits Production, Imports and Exports: Total Volume 2001-2006

Table 115 Whisk(e)y Production, Imports and Exports: Total Volume 2001-2006

Table 116 Brandy & Cognac Production, Imports and Exports: Total Volume 2001-2006

Table 117 Vodka Production, Imports and Exports: Total Volume 2001-2006

Table 118 Gin Production, Imports and Exports: Total Volume 2001-2006

Table 119 Rum Production, Imports and Exports: Total Volume 2001-2006

Table 120 Liqueurs Production: Total Volume 2001-2006

Table 121 Other Spirits Production: Total Volume 2001-2006

Table 122 Company Shares of Spirits by National Brand Owner 2002-2006

Table 123 Company Shares of Spirits by Global Brand Owner 2002-2006

Table 124 Brand Shares of Spirits 2003-2006

Table 125 Forecast Sales of Spirits by Subsector: Total Volume 2007-2012

Table 126 Forecast Sales of Spirits by Subsector: Total Value 2007-2012

Table 127 Forecast Sales of Spirits by Subsector: % Total Volume Growth 2007-2012

Table 128 Forecast Sales of Spirits by Subsector: % Total Value Growth 2007-2012

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