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Country Report

Philippines Flag Alcoholic Drinks in the Philippines

| Pages: 79

Price: US$2,100

About this Report

EXECUTIVE SUMMARY

Demand for alcoholic drinks declines slightly in 2015

Following signs of recovery in the alcoholic drinks market in 2014, total volume sales declined slightly in 2015. The lower demand for domestic lager and dark rum contributed to the overall decline, especially since these products account for significant volume shares. The excise tax increases on fermented liquors and spirits also partly drove the decline in alcoholic drinks. Meanwhile, wine registered strong total volume growth, which demonstrates that the category was the least affected by excise tax.

Whiskies remains the fastest growth category in spirits

Thanks to significant growth in blended Scotch whisky, overall whiskies increased rapidly from 2011. Strong growth is expected to be sustained during the forecast period, as blended Scotch whisky brands, particularly Johnnie Walker, become more aggressive in marketing in the off-trade and on-trade channels. New whisky products which were launched in 2015, which included The Dalmore, Jura and Andy Player, will further drive growth in the category. Also, the popularity of whisky bars and cocktail bars which showcase imported spirits is crucial in increasing awareness of whisky. Overall, the forecast for whiskies remains strong.

Emperador acquires Beam Suntory’s Spanish brandy and sherry business

In November 2015, Emperador Inc entered into an agreement with Beam Suntory, involving the sale of the latter’s Spanish brandy and sherry business to Emperador for Ps13.8 billion (US$291.4 million). This brand acquisition will give ownership of the popular brandy brands Fundador Pedro Domecq, Terry Centario and Tres Cepas, as well as the UK’s top-selling sherry, Harveys, to Emperador. This product portfolio expansion is crucial in Emperador’s continuous pursuit to maintain its market share in the Philippines and increase its access to international markets. This latest acquisition by Emperador will help to strengthen the prospects of the brandy category, and may encourage stronger sales of sherry in the Philippines.

On-trade consumption strengthens

Whilst the bulk of total volume sales of alcoholic drinks are still through the off-trade channel, the on-trade channel registered a stronger performance during the review period. This was supported by the increase in the number of restaurants and bars, which continued to be important sales channels, particularly for more premium brands. It is in these establishments that consumers are more willing to pay a premium for alcoholic drinks they can get at a lower price in supermarkets or convenience stores. Moreover, there are also more restaurants and bars which target price-conscious consumers which are trying to lower the mark-ups on alcoholic drinks. Ultimately, even on-trade establishments offer different price points to cater to different consumer segments.

Wine remains the fastest growing category

Despite the excise tax on wine, the rising number of middle- and higher-income consumers has sustained the growth of wine, particularly in on-trade establishments. Moreover, the strength of the category leader, Bel Mondo Italia Corp, in marketing and distribution has helped to create awareness of wine as an aspirational product which appeals to the Filipino market. The category registered strong growth in 2015, and is expected to continue expanding strongly during the forecast period.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Alcoholic Drinks industry in Philippines with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Alcoholic Drinks industry in Philippines, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Philippines for free:

The Alcoholic Drinks in Philippines market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Production, imports by origin, exports by destination
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Alcoholic Drinks in Philippines?
  • What are the major brands in Philippines?
  • Have there been any alcoholic drinks legislative changes over the past 12 months?
  • How is the alcoholic drinks industry affected by the recession?
  • What is consumed more; beer, wine or spirits?
  • What have been the key trends seen in new product developments?
  • Do alcoholic drinks consumers want value for money or added value?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Alcoholic Drinks market research database.

Table of Contents

Alcoholic Drinks in the Philippines - Industry Overview

EXECUTIVE SUMMARY

Demand for alcoholic drinks declines slightly in 2015

Whiskies remains the fastest growth category in spirits

Emperador acquires Beam Suntory’s Spanish brandy and sherry business

On-trade consumption strengthens

Wine remains the fastest growing category

KEY TRENDS AND DEVELOPMENTS

Emperador acquires Beam Suntory’s Spanish brandy and sherry business

Whiskies remains the fastest growth category within spirits

The cocktail culture strengthens in the on-trade channel

Key new product launches

  • Summary 1 Key New Product Developments 2015

MARKET BACKGROUND

Legislation

  • Table 1 Number of On-trade Establishments by Type 2010-2015

TAXATION AND DUTY LEVIES

  • Summary 2 Taxation and Duty Levies on Alcoholic Drinks 2015
  • Table 2 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Categories 2015
  • Table 3 Selling Margin of a Typical Beer Brand in Retail Channel Which Uses Wholesalers 2015 – Red Horse
  • Table 4 Selling Margin of a Typical Beer Brand in Retail Channel Which Does Not Use Wholesalers 2015 – Red Horse
  • Table 5 Selling Margin of a Typical Wine Brand in Retail Channel Which Uses Wholesalers 2015 – Carlo Rossi California Red Wine
  • Table 6 Selling Margin of a Typical Wine Brand in Retail Channel Which Does Not Use Wholesalers 2015 – Carlo Rossi California Red Wine
  • Table 7 Selling Margin of a Typical Spirits Brand in Retail Channel Which Uses Wholesalers 2015 – Johnnie Walker Red Label
  • Table 8 Selling Margin of a Typical Spirits Brand in Retail Channel Which Does Not Use Wholesalers 2015 - Johnnie Walker Red Label

OPERATING ENVIRONMENT

Contraband/parallel trade

Duty-free

Cross-border/private imports

MARKET INDICATORS

  • Table 9 Retail Consumer Expenditure on Alcoholic Drinks 2010-2015

MARKET DATA

  • Table 10 Sales of Alcoholic Drinks by Category: Total Volume 2010-2015
  • Table 11 Sales of Alcoholic Drinks by Category: Total Value 2010-2015
  • Table 12 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2010-2015
  • Table 13 Sales of Alcoholic Drinks by Category: % Total Value Growth 2010-2015
  • Table 14 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2015
  • Table 15 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2015
  • Table 16 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2015
  • Table 17 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2015
  • Table 18 GBO Company Shares of Alcoholic Drinks: % Total Volume 2011-2015
  • Table 19 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2010-2015
  • Table 20 Distribution of Alcoholic Drinks by Format and Category: % Off-trade Volume 2015
  • Table 21 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2015-2020
  • Table 22 Forecast Sales of Alcoholic Drinks by Category: Total Value 2015-2020
  • Table 23 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2015-2020
  • Table 24 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2015-2020

DEFINITIONS

SOURCES

  • Summary 3 Research Sources

Alcoholic Drinks in the Philippines - Company Profiles

Emperador Distillers Inc in Alcoholic Drinks (Philippines)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 4 Emperador Distillers Inc: Key Facts
  • Summary 5 Emperador Distillers Inc: Operational Indicators

COMPETITIVE POSITIONING

  • Summary 6 Emperador Distillers Inc: Competitive Position 2015

Ginebra San Miguel Inc in Alcoholic Drinks (Philippines)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 7 Ginebra San Miguel Inc: Key Facts
  • Summary 8 Ginebra San Miguel Inc: Operational Indicators

COMPETITIVE POSITIONING

  • Summary 9 Ginebra San Miguel Inc: Competitive Position 2015

San Miguel Brewery Inc in Alcoholic Drinks (Philippines)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 10 San Miguel Brewery Inc: Key Facts
  • Summary 11 San Miguel Brewery Inc: Operational Indicators

COMPETITIVE POSITIONING

  • Summary 12 San Miguel Brewery Inc: Competitive Position 2015

Tanduay Distillers Inc in Alcoholic Drinks (Philippines)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 13 Tanduay Distillers Inc: Key Facts
  • Summary 14 Tanduay Distillers Inc: Operational Indicators

COMPETITIVE POSITIONING

  • Summary 15 Tanduay Distillers Inc: Competitive Position 2015

Beer in the Philippines - Category Analysis

HEADLINES

TRENDS

PRODUCTION, IMPORTS AND EXPORTS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY BACKGROUND

Lager price band methodology

  • Summary 16 Lager by Price Band 2015

CATEGORY DATA

  • Table 25 Sales of Beer by Category: Total Volume 2010-2015
  • Table 26 Sales of Beer by Category: Total Value 2010-2015
  • Table 27 Sales of Beer by Category: % Total Volume Growth 2010-2015
  • Table 28 Sales of Beer by Category: % Total Value Growth 2010-2015
  • Table 29 Sales of Beer by Off-trade vs On-trade: Volume 2010-2015
  • Table 30 Sales of Beer by Off-trade vs On-trade: Value 2010-2015
  • Table 31 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2010-2015
  • Table 32 Sales of Beer by Off-trade vs On-trade: % Value Growth 2010-2015
  • Table 33 GBO Company Shares of Beer: % Total Volume 2011-2015
  • Table 34 NBO Company Shares of Beer: % Total Volume 2011-2015
  • Table 35 LBN Brand Shares of Beer: % Total Volume 2012-2015
  • Table 36 Production, Imports and Exports of Beer: Total Volume 2009-2014
  • Table 37 Imports of Beer by Country of Origin: Total Volume 2009-2014
  • Table 38 Imports of Beer by Country of Origin: Total Value 2009-2014
  • Table 39 Exports of Beer by Country of Destination: Total Volume 2009-2014
  • Table 40 Exports of Beer by Country of Destination: Total Value 2009-2014
  • Table 41 Forecast Sales of Beer by Category: Total Volume 2015-2020
  • Table 42 Forecast Sales of Beer by Category: Total Value 2015-2020
  • Table 43 Forecast Sales of Beer by Category: % Total Volume Growth 2015-2020
  • Table 44 Forecast Sales of Beer by Category: % Total Value Growth 2015-2020

Cider/Perry in the Philippines - Category Analysis

TRENDS

RTDs/High-Strength Premixes in the Philippines - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 45 Sales of RTDS/High-strength Premixes by Category: Total Volume 2010-2015
  • Table 46 Sales of RTDS/High-strength Premixes by Category: Total Value 2010-2015
  • Table 47 Sales of RTDS/High-strength Premixes by Category: % Total Volume Growth 2010-2015
  • Table 48 Sales of RTDS/High-strength Premixes by Category: % Total Value Growth 2010-2015
  • Table 49 Sales of RTDS/High-strength Premixes by Off-trade vs On-trade: Volume 2010-2015
  • Table 50 Sales of RTDS/High-strength Premixes by Off-trade vs On-trade: Value 2010-2015
  • Table 51 Sales of RTDS/High-strength Premixes by Off-trade vs On-trade: % Volume Growth 2010-2015
  • Table 52 Sales of RTDS/High-strength Premixes by Off-trade vs On-trade: % Value Growth 2010-2015
  • Table 53 GBO Company Shares of RTDS/High-strength Premixes: % Total Volume 2011-2015
  • Table 54 NBO Company Shares of RTDS/High-strength Premixes: % Total Volume 2011-2015
  • Table 55 LBN Brand Shares of RTDS/High-strength Premixes: % Total Volume 2012-2015
  • Table 56 Forecast Sales of RTDS/High-strength Premixes by Category: Total Volume 2015-2020
  • Table 57 Forecast Sales of RTDS/High-strength Premixes by Category: Total Value 2015-2020
  • Table 58 Forecast Sales of RTDS/High-strength Premixes by Category: % Total Volume Growth 2015-2020
  • Table 59 Forecast Sales of RTDS/High-strength Premixes by Category: % Total Value Growth 2015-2020

Spirits in the Philippines - Category Analysis

HEADLINES

TRENDS

PRODUCTION, IMPORTS AND EXPORTS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY BACKGROUND

Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology

  • Summary 17 Benchmark Brands 2015

CATEGORY DATA

  • Table 60 Sales of Spirits by Category: Total Volume 2010-2015
  • Table 61 Sales of Spirits by Category: Total Value 2010-2015
  • Table 62 Sales of Spirits by Category: % Total Volume Growth 2010-2015
  • Table 63 Sales of Spirits by Category: % Total Value Growth 2010-2015
  • Table 64 Sales of Spirits by Off-trade vs On-trade: Volume 2010-2015
  • Table 65 Sales of Spirits by Off-trade vs On-trade: Value 2010-2015
  • Table 66 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2010-2015
  • Table 67 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2010-2015
  • Table 68 Sales of Dark Rum by Price Platform: % Total Volume 2010-2015
  • Table 69 Sales of White Rum by Price Platform: % Total Volume 2010-2015
  • Table 70 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2010-2015
  • Table 71 Sales of English Gin by Price Platform: % Total Volume 2010-2015
  • Table 72 Sales of Vodka by Price Platform: % Total Volume 2010-2015
  • Table 73 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2010-2015
  • Table 74 GBO Company Shares of Spirits: % Total Volume 2011-2015
  • Table 75 NBO Company Shares of Spirits: % Total Volume 2011-2015
  • Table 76 LBN Brand Shares of Spirits: % Total Volume 2012-2015
  • Table 77 Production, Imports and Exports of Brandy & Cognac: Total Volume 2009-2014
  • Table 78 Production, Imports and Exports of Rum: Total Volume 2009-2014
  • Table 79 Production, Imports and Exports of Tequila (and Mezcal): Total Volume 2009-2014
  • Table 80 Production, Imports and Exports of Whiskies: Total Volume 2009-2014
  • Table 81 Production, Imports and Exports of Gin: Total Volume 2009-2014
  • Table 82 Production, Imports and Exports of Vodka: Total Volume 2009-2014
  • Table 83 Forecast Sales of Spirits by Category: Total Volume 2015-2020
  • Table 84 Forecast Sales of Spirits by Category: Total Value 2015-2020
  • Table 85 Forecast Sales of Spirits by Category: % Total Volume Growth 2015-2020
  • Table 86 Forecast Sales of Spirits by Category: % Total Value Growth 2015-2020

Wine in the Philippines - Category Analysis

HEADLINES

TRENDS

PRODUCTION, IMPORTS AND EXPORTS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 87 Sales of Wine by Category: Total Volume 2010-2015
  • Table 88 Sales of Wine by Category: Total Value 2010-2015
  • Table 89 Sales of Wine by Category: % Total Volume Growth 2010-2015
  • Table 90 Sales of Wine by Category: % Total Value Growth 2010-2015
  • Table 91 Sales of Wine by Off-trade vs On-trade: Volume 2010-2015
  • Table 92 Sales of Wine by Off-trade vs On-trade: Value 2010-2015
  • Table 93 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2010-2015
  • Table 94 Sales of Wine by Off-trade vs On-trade: % Value Growth 2010-2015
  • Table 95 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2010-2015
  • Table 96 Sales of Still White Wine by Price Segment: % Off-trade Volume 2010-2015
  • Table 97 Sales of Still Rosé Wine by Price Segment: % Off-trade Volume 2010-2015
  • Table 98 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2010-2015
  • Table 99 Sales of Still Red Wine by Grape/Varietal Type: % Total Volume 2010-2015
  • Table 100 Sales of Still White Wine by Grape/Varietal Type: % Total Volume 2010-2015
  • Table 101 Sales of Still Rosé Wine by Grape/Varietal Type: % Total Volume 2010-2015
  • Table 102 GBO Company Shares of Still Light Grape Wine: % Total Volume 2011-2015
  • Table 103 NBO Company Shares of Still Light Grape Wine: % Total Volume 2011-2015
  • Table 104 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2012-2015
  • Table 105 GBO Company Shares of Champagne: % Total Volume 2011-2015
  • Table 106 NBO Company Shares of Champagne: % Total Volume 2011-2015
  • Table 107 LBN Brand Shares of Champagne: % Total Volume 2012-2015
  • Table 108 GBO Company Shares of Other Sparkling Wine: % Total Volume 2011-2015
  • Table 109 NBO Company Shares of Other Sparkling Wine: % Total Volume 2011-2015
  • Table 110 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2012-2015
  • Table 111 GBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2011-2015
  • Table 112 NBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2011-2015
  • Table 113 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume 2012-2015
  • Table 114 Production, Imports and Exports of Wine: Total Volume 2009-2014
  • Table 115 Imports of Wine by Country of Origin: Total Volume 2009-2014
  • Table 116 Imports of Wine by Country of Origin: Total Value 2009-2014
  • Table 117 Exports of Wine by Country of Destination: Total Volume 2009-2014
  • Table 118 Exports of Wine by Country of Destination: Total Value 2009-2014
  • Table 119 Forecast Sales of Wine by Category: Total Volume 2015-2020
  • Table 120 Forecast Sales of Wine by Category: Total Value 2015-2020
  • Table 121 Forecast Sales of Wine by Category: % Total Volume Growth 2015-2020
  • Table 122 Forecast Sales of Wine by Category: % Total Value Growth 2015-2020

Segmentation

This market research report includes the following:

  • Alcoholic Drinks
    • Beer
      • Dark Beer
        • Ale
        • Sorghum
        • Weissbier/Weizen/Wheat Beer
      • Lager
        • Flavoured/Mixed Lager
        • Standard Lager
          • Premium Lager
            • Domestic Premium Lager
            • Imported Premium Lager
          • Mid-Priced Lager
            • Domestic Mid-Priced Lager
            • Imported Mid-Priced Lager
          • Economy Lager
            • Domestic Economy Lager
            • Imported Economy Lager
        • Lager by Origin
          • Domestic Lager
            • Domestic Premium Lager
            • Domestic Mid-Priced Lager
            • Domestic Economy Lager
          • Imported Lager
            • Imported Premium Lager
            • Imported Mid-Priced Lager
            • Imported Economy Lager
      • Non/Low Alcohol Beer
      • Stout
    • Cider/Perry
    • RTDs/High-Strength Premixes
      • High-Strength Premixes
      • RTDs
        • Malt-based RTDs
        • Spirit-based RTDs
        • Wine-based RTDs
        • Other RTDs
    • Spirits
      • Brandy and Cognac
        • Brandy
        • Cognac
      • Liqueurs
        • Bitters
        • Cream-based Liqueurs
        • Other Liqueurs
      • Rum
        • Dark Rum
        • White Rum
      • Tequila (and Mezcal)
      • Whiskies
        • Bourbon/Other US Whiskey
        • Canadian Whisky
        • Irish Whiskey
        • Japanese Whisky
        • Blended Scotch Whisky
          • Blended Malt Scotch Whisky
          • Other Blended Scotch Whisky
        • Single Malt Scotch Whisky
        • Other Whiskies
      • White Spirits
        • Gin
          • English Gin
          • Dutch Gin
        • Vodka
      • Other Spirits
        • Aniseed-Flavoured Spirits
        • Lambanog
    • Wine
      • Fortified Wine and Vermouth
        • Port
        • Sherry
        • Vermouth
        • Other Fortified Wine
      • Non-Grape Wine
        • Sparkling Wine
          • Champagne
          • Other Sparkling Wine
        • Still Light Grape Wine
          • Still Red Wine
          • Still Rosé Wine
          • Still White Wine

    Statistics Included

    For each category and subcategory you will receive the following data in Excel format:

    From Passport

    • Market Sizes
    • Company Shares
    • Brand Shares
    • Distribution
    • Exports by Country - Value
    • Exports by Country - Volume
    • Flavoured vs Non-flavoured Vodka
    • Imports by Country - Value
    • Imports by Country - Volume
    • Off-trade vs On-trade
    • Premium Sales Analysis
    • Pricing
    • Products by Ingredient
    • Trade Statistics - Value
    • Trade Statistics - Volume
    • Wine by Grape Type
    • Wine by Price

    Market size details:

    • Off-trade volume
    • Off-trade volume % growth
    • Off-trade volume per capita
    • On-trade volume
    • On-trade volume % growth
    • On-trade volume per capita
    • Total volume
    • Total volume % growth
    • Total volume per capita
    • Off-trade value retail selling price % growth
    • Off-trade value retail selling price local currency, USD, EUR, GBP, CHF, JPY
    • Off-trade value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY
    • On-trade value retail selling price % growth
    • On-trade value retail selling price local currency, USD, EUR, GBP, CHF, JPY
    • On-trade value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY
    • Total value retail selling price % growth
    • Total value retail selling price local currency, USD, EUR, GBP, CHF, JPY
    • Total value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY
    • Off-trade value manufacturer selling price % growth
    • Off-trade value manufacturer selling price local currency, USD, EUR, GBP, CHF, JPY
    • Off-trade value manufacturer selling price per capita local currency, USD, EUR, GBP, CHF, JPY
    • On-trade value manufacturer selling price % growth
    • On-trade value manufacturer selling price local currency, USD, EUR, GBP, CHF, JPY
    • On-trade value manufacturer selling price per capita local currency, USD, EUR, GBP, CHF, JPY
    • Total value manufacturer selling price % growth
    • Total value manufacturer selling price local currency, USD, EUR, GBP, CHF, JPY
    • Total value manufacturer selling price per capita local currency, USD, EUR, GBP, CHF, JPY
    • Off-trade rtd volume
    • Off-trade rtd volume % growth
    • Off-trade rtd volume per capita
    • On-trade rtd volume
    • On-trade rtd volume % growth
    • On-trade rtd volume per capita
    • Total rtd volume
    • Total rtd volume % growth
    • Total rtd volume per capita
    • Off-trade volume litres of pure alcohol
    • Off-trade volume litres of pure alcohol % growth
    • Off-trade volume litres of pure alcohol per capita
    • On-trade volume litres of pure alcohol
    • On-trade volume litres of pure alcohol % growth
    • On-trade volume litres of pure alcohol per capita
    • Total volume litres of pure alcohol
    • Total volume litres of pure alcohol % growth
    • Total volume litres of pure alcohol per capita

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