Alcoholic Drinks in the 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.
Buy online to access strategic market analysis and an interactive statistical database of volume and value market sizes including on-trade and off-trade, company and brand shares, distribution and pricing data.
Tables: 143 | Publication date: Mar 2009
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Beer; Cider/perry; RTDs/High-strength premixes; Spirits; Wine
Executive summary
Expanding consumer base underpins volume growth
Volume consumption of alcoholic drinks continued to show positive growth in 2008 albeit at a slower pace. An expanding consumer base, with women and younger drinkers being tapped by local manufacturers, has contributed to the sustained volume growth in 2008. With increasing disposable incomes due to more entering the work force, young adults have increased their spending on alcoholic drinks. Due to economic slowdown, consumption slowed slightly in 2008 but was not significantly impacted by the economic crisis; while generally people drink for a reason, Filipinos find a reason to drink.
Brandy survives weaker market
2008 was swamped with economic challenges as the market was faced with rising commodity and raw material prices, but despite this weakened market situation, brandy survived as a consumer preference because of its affordability. Secondly, brandy has been actively marketed to younger male and female drinkers, all the while broadening the consumer base and encouraging more volume sales.
Domestic companies hold leading shares
The top five players in the alcoholic drinks market were all domestic companies. San Miguel Corp continued to be the market leader in 2007 due to the strength of beer consumption particularly during what was an election year. Other domestic companies worthy of note in 2007 were Ginebra San Miguel Inc, which is a subsidiary of San Miguel Corp, Asia Brewery Inc, Tanduay Distillers Inc and Emperador Distillers Inc, completing the top five. The competitive advantage of domestic companies over multinational competitors is based primarily on distribution, pricing (due to much lower excise tax) and influence over the local market.
Chained off-trade expansion
Off-trade channels remained the prime volume contributor for alcoholic drinks. The expansion of chained supermarkets/hypermarkets and specialist retailers, encouraging greater brand presence and availability, has positively impacted volumes. Expansion ranged from more chained outlets to increased shelf space in existing outlets, with modern distribution channels extending beyond Metro Manila to other big cities in Visayas and Mindanao.
Value will grow faster than volume over the forecast period
Two more excise tax increases in 2009 and 2011 are expected to put pressure on manufacturers’ pricing strategies. This trend will force manufacturers to pass some of the increased costs onto consumers which will lead to higher unit prices over the forecast period. Therefore volume growth over the forecast period is expected to be slower compared to the review period coupled with the economic slowdown. Nevertheless, the general election in 2010 will help to sustain volume consumption during the middle part of the forecast period.
Table of contents
ALCOHOLIC DRINKS IN THE PHILIPPINES : MARKET INSIGHT
EXECUTIVE SUMMARY
Expanding consumer base underpins volume growth
Brandy survives weaker market
Domestic companies hold leading shares
Chained off-trade expansion
Value will grow faster than volume over the forecast period
KEY TRENDS AND DEVELOPMENTS
Players push existing repertoire to young working drinkers
Local brands hold clout in the market
Tourism influx boosts on-trade in provinces
Modern grocery retailers are expanding
Specialist retailers’ activity helps to increase consumption
Summary 1 Leading Specialist Retailers 2007
Market mergers and acquisitions activity
Mergers and acquisitions
Summary 2 Speculated Mergers and Acquisitions Activity
Market Background
TAXATION AND DUTY LEVIES
Table 1 Taxation and Duty Levies on Alcoholic Drinks 2008
Table 2 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Sectors 2008
Table 3 Selling Margin of a Typical Domestically Produced Beer Brand 2008
Table 4 Selling Margin of a Typical Imported Wine Brand 2008
Table 5 Selling Margin of a Typical Imported Spirits Brand 2008
Table 6 Selling Margin of a Typical Domestic Spirits Brand 2008
OPERATING ENVIRONMENT
Contraband/Parallel Trade
MARKET INDICATORS
Table 7 Retail Consumer Expenditure on Alcoholic Drinks 2003-2008
MARKET DATA
Table 8 Sales of Alcoholic Drinks by Sector: Total Volume 2003-2008
Table 9 Sales of Alcoholic Drinks by Sector: Total Value 2003-2008
Table 10 Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2003-2008
Table 11 Sales of Alcoholic Drinks by Sector: % Total Value Growth 2003-2008
Table 12 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Volume 2008
Table 13 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Value 2008
Table 14 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Volume 2008
Table 15 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Value 2008
Table 16 Company Shares of Alcoholic Drinks by Global Brand Owner 2004-2007
Table 17 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2008
Table 18 Off-trade Sales of Alcoholic Drinks by Sector and Distribution Format: % Volume Analysis 2008
Table 19 Forecast Sales of Alcoholic Drinks by Sector: Total Volume 2008-2013
Table 20 Forecast Sales of Alcoholic Drinks by Sector: Total Value 2008-2013
Table 21 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2008-2013
Table 22 Forecast Sales of Alcoholic Drinks by Sector: % Total Value Growth 2008-2013
DEFINITIONS
Sources
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 2005-2007
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 6 Asia Brewery Inc: Competitive Position 2007
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 2005-2007
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 9 Destilería Limtuaco & Co Inc: Competitive Position 2007
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 2007
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 2005-2007
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 14 Premier Wine & Spirits Inc: Competitive Position 2007
TANDUAY DISTILLERS INC - ALCOHOLIC DRINKS - PHILIPPINES
STRATEGIC DIRECTION
KEY FACTS
Summary 15 Tanduay Distillers Inc: Key Facts
Summary 16 Tanduay Distillers Inc: Operational Indicators 2005-2007
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 17 Tanduay Distillers Inc: Competitive Position 2007
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 2008
SECTOR DATA
Table 23 Sales of Beer by Subsector: Total Volume 2003-2008
Table 24 Sales of Beer by Subsector: Total Value 2003-2008
Table 25 Sales of Beer by Subsector: % Total Volume Growth 2003-2008
Table 26 Sales of Beer by Subsector: % Total Value Growth 2003-2008
Table 27 Sales of Beer by On-trade vs Off-trade Split: Volume 2003-2008
Table 28 Sales of Beer by On-trade vs Off-trade Split: Value 2003-2008
Table 29 Sales of Beer by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 30 Sales of Beer by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 31 Beer: Production, Imports and Exports: Total Volume 2002-2007
Table 32 Beer Exports by Country of Destination: Total Volume 2002-2007
Table 33 Beer Exports by Country of Destination: Total Value 2002-2007
Table 34 Beer Imports by Country of Origin: Total Volume 2002-2007
Table 35 Beer Imports by Country of Origin: Total Value 2002-2007
Table 36 Company Shares of Beer by National Brand Owner 2003-2007
Table 37 Company Shares of Beer by Global Brand Owner 2003-2007
Table 38 Brand Shares of Beer 2004-2007
Table 39 Forecast Sales of Beer by Subsector: Total Volume 2008-2013
Table 40 Forecast Sales of Beer by Subsector: Total Value 2008-2013
Table 41 Forecast Sales of Beer by Subsector: % Total Volume Growth 2008-2013
Table 42 Forecast Sales of Beer by Subsector: % Total Value Growth 2008-2013
CIDER/PERRY IN THE PHILIPPINES
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
PROSPECTS
RTDS/HIGH-STRENGTH PREMIXES IN THE PHILIPPINES
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 43 Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2003-2008
Table 44 Sales of RTDS/High-strength Premixes by Subsector: Total Value 2003-2008
Table 45 Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2003-2008
Table 46 Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2003-2008
Table 47 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Volume 2003-2008
Table 48 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Value 2003-2008
Table 49 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Volume Growth 2003-2008
Table 50 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Value Growth 2003-2008
Table 51 Company Shares of RTDS/High-strength Premixes by Global Brand Owner 2003-2007
Table 52 Company Shares of RTDS/High-strength Premixes by National Brand Owner 2003-2007
Table 53 Brand Shares of RTDS/High-strength Premixes 2004-2007
Table 54 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2008-2013
Table 55 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Value 2008-2013
Table 56 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2008-2013
Table 57 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2008-2013
WINE IN THE PHILIPPINES
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 58 Sales of Wine by Subsector: Total Volume 2003-2008
Table 59 Sales of Wine by Subsector: Total Value 2003-2008
Table 60 Sales of Wine by Subsector: % Total Volume Growth 2003-2008
Table 61 Sales of Wine by Subsector: % Total Value Growth 2003-2008
Table 62 Sales of Wine by On-trade vs Off-trade Split: Volume 2003-2008
Table 63 Sales of Wine by On-trade vs Off-trade Split: Value 2003-2008
Table 64 Sales of Wine by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 65 Sales of Wine by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 66 Volume Sales of Still Red Wine by Price Segment 2003-2008
Table 67 Volume Sales of Still White Wine by Price Segment 2003-2008
Table 68 Volume Sales of Still Rosé Wine by Price Segment 2003-2008
Table 69 Volume Sales of Other Sparkling Wine by Price Segment 2003-2008
Table 70 Sales of Still Red Wine by Grape/Varietal Type 2003-2008
Table 71 Sales of Still White Wine by Grape/Varietal Type 2003-2008
Table 72 Sales of Still Rosé Wine by Grape/Varietal Type 2003-2008
Table 73 Sales of Still Red Wine by Quality Classification 2003-2008
Table 74 Sales of Still White Wine by Quality Classification 2003-2008
Table 75 Sales of Still Rosé Wine by Quality Classification 2003-2008
Table 76 Wine Production, Imports and Exports: Total Volume 2002-2007
Table 77 Wine Imports by Country of Origin: Total Volume 2002-2007
Table 78 Wine Imports by Country of Origin: Total Value 2002-2007
Table 79 Company Shares of Still Light Grape Wine by National Brand Owner 2003-2007
Table 80 Company Shares of Still Light Grape Wine by Global Brand Owner 2003-2007
Table 81 Brand Shares of Still Light Grape Wine 2004-2007
Table 82 Company Shares of Champagne by National Brand Owner 2004-2007
Table 83 Company Shares of Champagne by Global Brand Owner 2004-2007
Table 84 Brand Shares of Champagne 2004-2007
Table 85 Company Shares of Other Sparkling Wine by National Brand Owner 2003-2007
Table 86 Company Shares of Other Sparkling Wine by Global Brand Owner 2003-2007
Table 87 Brand Shares of Other Sparkling Wine 2004-2007
Table 88 Company Shares of Fortified Wine and Vermouth by National Brand Owner 2004-2007
Table 89 Company Shares of Fortified Wine and Vermouth by Global Brand Owner 2004-2007
Table 90 Brand Shares of Fortified Wine and Vermouth 2004-2007
Table 91 Forecast Sales of Wine by Subsector: Total Volume 2008-2013
Table 92 Forecast Sales of Wine by Subsector: Total Value 2008-2013
Table 93 Forecast Sales of Wine by Subsector: % Total Volume Growth 2008-2013
Table 94 Forecast Sales of Wine by Subsector: % Total Value Growth 2008-2013
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
Domestic economy brand determines going rate for vodka
Giant Ginebra San Miguel commands gin price
Other blended Scotch whisky
SECTOR DATA
Table 95 Sales of Spirits by Subsector: Total Volume 2003-2008
Table 96 Sales of Spirits by Subsector: Total Value 2003-2008
Table 97 Sales of Spirits by Subsector: % Total Volume Growth 2003-2008
Table 98 Sales of Spirits by Subsector: % Total Value Growth 2003-2008
Table 99 Sales of Spirits by On-trade vs Off-trade Split: Volume 2003-2008
Table 100 Sales of Spirits by On-trade vs Off-trade Split: Value 2003-2008
Table 101 Sales of Spirits by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 102 Sales of Spirits by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 103 Sales of Other Blended Scotch Whisky by Premium/Super-premium Split 2003-2008
Table 104 Sales of Gin by Premium/Super-premium Split 2003-2008
Table 105 Sales of Vodka by Premium/Super-premium Split 2003-2008
Table 106 Sales of Flavoured vs Non-flavoured Vodka 2003-2008
Table 107 Spirits Production, Imports and Exports: Total Volume 2002-2007
Table 108 Spirits Exports by Country of Destination: Total Volume 2002-2007
Table 109 Spirits Exports by Country of Destination: Total Value 2002-2007
Table 110 Spirits Imports by Country of Origin: Total Volume 2002-2007
Table 111 Spirits Imports by Country of Origin: Total Value 2002-2007
Table 112 Whisk(e)y Production, Imports and Exports: Total Volume 2002-2007
Table 113 Brandy & Cognac Production, Imports and Exports: Total Volume 2002-2007
Table 114 Vodka Production, Imports and Exports: Total Volume 2002-2007
Table 115 Gin Production, Imports and Exports: Total Volume 2002-2007
Table 116 Rum Production, Imports and Exports: Total Volume 2002-2007
Table 117 Liqueurs Production: Total Volume 2002-2007
Table 118 Company Shares of Spirits by National Brand Owner 2003-2007
Table 119 Company Shares of Spirits by Global Brand Owner 2003-2007
Table 120 Brand Shares of Spirits 2004-2007
Table 121 Forecast Sales of Spirits by Subsector: Total Volume 2008-2013
Table 122 Forecast Sales of Spirits by Subsector: Total Value 2008-2013
Table 123 Forecast Sales of Spirits by Subsector: % Total Volume Growth 2008-2013
Table 124 Forecast Sales of Spirits by Subsector: % Total Value Growth 2008-2013