Alcoholic Drinks in the Philippines

May 2021
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Overview:

Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in Philippines with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Beer
  • Wine
  • Spirits
  • Cider and Perry
  • RTDs

If you're in the Alcoholic Drinks industry in Philippines, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty

The Alcoholic Drinks in Philippines report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Alcoholic Drinks in Philippines?
  • Where is consumer demand for Alcoholic Drinks focussed?
  • Which is being consumed more; beer, wine or spirits?
  • Where is demand growing? Stagnating?
  • How is the operating environment for alcoholic drinks changing?
  • Which are the leading brands in Philippines?
  • How are products distributed in Philippines?
  • What are the key trends in new product development?
  • Do consumers want value for money or added value?
  • How will macroeconomic context and shifting cultural values shape future growth?
  • How will COVID-19 and recession impact the alcoholic drinks industry?
  • Where is future growth expected to be most dynamic?

Alcoholic Drinks in the Philippines

EXECUTIVE SUMMARY

COVID-19 impact on alcoholic drinks
COVID-19 country impact
Company response
Retailing shift
On-trade vs off-trade split
What next for alcoholic drinks?
Chart 1 Alcoholic Drinks Off-Trade Volume Sales Growth Scenarios: 2018-2025 Chart 2 Alcoholic Drinks On-Trade Volume Sales Growth Scenarios: 2018-2025 Chart 3 Alcoholic Drinks Impact of Soft Drivers on Off-Trade Volume Sales: 2018-2025 Chart 4 Alcoholic Drinks Impact of Soft Drivers on On-Trade Volume Sales: 2018-2025

MARKET BACKGROUND

Legislation
Legal purchasing age and legal drinking age Drink driving Advertising Smoking ban Opening hours On-trade establishments Table 1 Number of On-trade Establishments by Type 2015-2020

TAXATION AND DUTY LEVIES

Summary 1 Taxation and Duty Levies on Alcoholic Drinks 2020

OPERATING ENVIRONMENT

Contraband/parallel trade
Duty free
Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Outlook

MARKET INDICATORS

Table 2 Retail Consumer Expenditure on Alcoholic Drinks 2015-2020

MARKET DATA

Table 3 Sales of Alcoholic Drinks by Category: Total Volume 2015-2020 Table 4 Sales of Alcoholic Drinks by Category: Total Value 2015-2020 Table 5 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2015-2020 Table 6 Sales of Alcoholic Drinks by Category: % Total Value Growth 2015-2020 Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2020 Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2020 Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2020 Table 10 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2020 Table 11 GBO Company Shares of Alcoholic Drinks: % Total Volume 2016-2020 Table 12 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2015-2020 Table 13 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2020 Table 14 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2020-2025 Table 15 Forecast Sales of Alcoholic Drinks by Category: Total Value 2020-2025 Table 16 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2020-2025 Table 17 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2020-2025

DISCLAIMER

SOURCES

Summary 2 Research Sources

Beer in the Philippines

KEY DATA FINDINGS

2020 IMPACT

On-trade and off-trade both experience losses with consumers wary of visiting foodservice venues and more health conscious
Dominant player San Miguel Brewery aids COVID-19 efforts through producing rubbing alcohol during alcohol ban
Premium beer products see worst results due to reliance on on-trade and economic hardship

RECOVERY AND OPPORTUNITIES

Category prospects reliant on relaxation of restrictions; leading players launch campaigns to promote home consumption
On-trade promotional activities expected as limitations on foodservice venues relax
Potential for premiumisation as the economy recovers and young consumers seek new experiences

CATEGORY BACKGROUND

Lager price band methodology
Summary 3 Lager by Price Band 2020 Table 18 Number of Breweries 2015-2020

CATEGORY DATA

Table 19 Sales of Beer by Category: Total Volume 2015-2020 Table 20 Sales of Beer by Category: Total Value 2015-2020 Table 21 Sales of Beer by Category: % Total Volume Growth 2015-2020 Table 22 Sales of Beer by Category: % Total Value Growth 2015-2020 Table 23 Sales of Beer by Off-trade vs On-trade: Volume 2015-2020 Table 24 Sales of Beer by Off-trade vs On-trade: Value 2015-2020 Table 25 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2015-2020 Table 26 Sales of Beer by Off-trade vs On-trade: % Value Growth 2015-2020 Table 27 Sales of Beer by Craft vs Standard 2015-2020 Table 28 GBO Company Shares of Beer: % Total Volume 2016-2020 Table 29 NBO Company Shares of Beer: % Total Volume 2016-2020 Table 30 LBN Brand Shares of Beer: % Total Volume 2017-2020 Table 31 Forecast Sales of Beer by Category: Total Volume 2020-2025 Table 32 Forecast Sales of Beer by Category: Total Value 2020-2025 Table 33 Forecast Sales of Beer by Category: % Total Volume Growth 2020-2025 Table 34 Forecast Sales of Beer by Category: % Total Value Growth 2020-2025

Wine in the Philippines

KEY DATA FINDINGS

2020 IMPACT

Reduced incomes and few chances to celebrate reverse growth seen in previous years
Leading brand Novellino continues to engage younger consumers via social media and offer special discounts via e-commerce
Expensive wine varieties suffer most due to decreased purchasing power; more losses seen in on-trade than off-trade

RECOVERY AND OPPORTUNITIES

Positive forecast for wine due to economic recovery and growing demographic of younger consumers
Foodservice seen as key channel for rebuilding interest and awareness in wine
Leading players to focus on partnerships with e-commerce retailers; opportunities for smaller players to grow through distributing non-grape wines

CATEGORY DATA

Table 35 Sales of Wine by Category: Total Volume 2015-2020 Table 36 Sales of Wine by Category: Total Value 2015-2020 Table 37 Sales of Wine by Category: % Total Volume Growth 2015-2020 Table 38 Sales of Wine by Category: % Total Value Growth 2015-2020 Table 39 Sales of Wine by Off-trade vs On-trade: Volume 2015-2020 Table 40 Sales of Wine by Off-trade vs On-trade: Value 2015-2020 Table 41 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2015-2020 Table 42 Sales of Wine by Off-trade vs On-trade: % Value Growth 2015-2020 Table 43 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2015-2020 Table 44 Sales of Still Rosé Wine by Price Segment: % Off-trade Volume 2015-2020 Table 45 Sales of Still White Wine by Price Segment: % Off-trade Volume 2015-2020 Table 46 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2015-2020 Table 47 GBO Company Shares of Still Light Grape Wine: % Total Volume 2016-2020 Table 48 NBO Company Shares of Still Light Grape Wine: % Total Volume 2016-2020 Table 49 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2017-2020 Table 50 GBO Company Shares of Champagne: % Total Volume 2016-2020 Table 51 NBO Company Shares of Champagne: % Total Volume 2016-2020 Table 52 LBN Brand Shares of Champagne: % Total Volume 2017-2020 Table 53 GBO Company Shares of Other Sparkling Wine: % Total Volume 2016-2020 Table 54 NBO Company Shares of Other Sparkling Wine: % Total Volume 2016-2020 Table 55 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2017-2020 Table 56 GBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2016-2020 Table 57 NBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2016-2020 Table 58 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume 2017-2020 Table 59 GBO Company Shares of Non-grape Wine: % Total Volume 2016-2020 Table 60 NBO Company Shares of Non-grape Wine: % Total Volume 2016-2020 Table 61 LBN Brand Shares of Non-grape Wine: % Total Volume 2017-2020 Table 62 Forecast Sales of Wine by Category: Total Volume 2020-2025 Table 63 Forecast Sales of Wine by Category: Total Value 2020-2025 Table 64 Forecast Sales of Wine by Category: % Total Volume Growth 2020-2025 Table 65 Forecast Sales of Wine by Category: % Total Value Growth 2020-2025

Spirits in the Philippines

KEY DATA FINDINGS

2020 IMPACT

Off-trade demand mitigates damage seen on-trade due to greater category home consumption and online marketing efforts from major brands
Cheaper spirits categories fare best with economy English gin posting by far the greatest growth in 2020
Domestic brands continue to dominate with cheaper offerings and strong distribution; e-commerce grows but remains niche channel

RECOVERY AND OPPORTUNITIES

Ever-growing popularity of gin to boost category recovery
Cocktail culture to boost recovery for on-trade focused categories
Partnerships with e-commerce retailers and on-trade establishment expected to support category recovery

CATEGORY BACKGROUND

Vodka, gin, other blended Scotch whisky, dark rum, and white rum price band methodology
Summary 4 Benchmark Brands 2020

CATEGORY DATA

Table 66 Sales of Spirits by Category: Total Volume 2015-2020 Table 67 Sales of Spirits by Category: Total Value 2015-2020 Table 68 Sales of Spirits by Category: % Total Volume Growth 2015-2020 Table 69 Sales of Spirits by Category: % Total Value Growth 2015-2020 Table 70 Sales of Spirits by Off-trade vs On-trade: Volume 2015-2020 Table 71 Sales of Spirits by Off-trade vs On-trade: Value 2015-2020 Table 72 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2015-2020 Table 73 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2015-2020 Table 74 Sales of Dark Rum by Price Platform: % Total Volume 2015-2020 Table 75 Sales of White Rum by Price Platform: % Total Volume 2015-2020 Table 76 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2015-2020 Table 77 Sales of English Gin by Price Platform: % Total Volume 2015-2020 Table 78 Sales of Vodka by Price Platform: % Total Volume 2015-2020 Table 79 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2015-2020 Table 80 GBO Company Shares of Spirits: % Total Volume 2016-2020 Table 81 NBO Company Shares of Spirits: % Total Volume 2016-2020 Table 82 LBN Brand Shares of Spirits: % Total Volume 2017-2020 Table 83 Forecast Sales of Spirits by Category: Total Volume 2020-2025 Table 84 Forecast Sales of Spirits by Category: Total Value 2020-2025 Table 85 Forecast Sales of Spirits by Category: % Total Volume Growth 2020-2025 Table 86 Forecast Sales of Spirits by Category: % Total Value Growth 2020-2025

Cider/Perry in the Philippines

KEY DATA FINDINGS

2020 IMPACT

On-trade to off-trade channel shift as consumers increasingly purchase for home consumption
Economic hardship reverses positive total sales growth as channel remains susceptible to consumers’ purchasing power
Savanna and Magners maintain dominance as category share changes remain minimal

RECOVERY AND OPPORTUNITIES

Positive prospects for category growth despite continuing reliance on consumer purchasing power
Reopening of foodservice venues and celebration of Irish festivals set to benefit on-trade volume sales
Cider/perry to offer potential as a refreshing option for the next generation of drinkers

CATEGORY DATA

Table 87 Sales of Cider/Perry: Total Volume 2015-2020 Table 88 Sales of Cider/Perry: Total Value 2015-2020 Table 89 Sales of Cider/Perry: % Total Volume Growth 2015-2020 Table 90 Sales of Cider/Perry: % Total Value Growth 2015-2020 Table 91 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2015-2020 Table 92 Sales of Cider/Perry by Off-trade vs On-trade: Value 2015-2020 Table 93 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2015-2020 Table 94 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2015-2020 Table 95 GBO Company Shares of Cider/Perry: % Total Volume 2016-2020 Table 96 NBO Company Shares of Cider/Perry: % Total Volume 2016-2020 Table 97 LBN Brand Shares of Cider/Perry: % Total Volume 2017-2020 Table 98 Forecast Sales of Cider/Perry: Total Volume 2020-2025 Table 99 Forecast Sales of Cider/Perry: Total Value 2020-2025 Table 100 Forecast Sales of Cider/Perry: % Total Volume Growth 2020-2025 Table 101 Forecast Sales of Cider/Perry: % Total Value Growth 2020-2025

Rtds in the Philippines

KEY DATA FINDINGS

2020 IMPACT

Declines across the board for RTDs as consumer interest wanes during pandemic
Brands more prominent in on-trade suffer greatest losses due to bar and restaurants closures and capacity limits
Category suffers as consumers turn to cheaper alcoholic drinks; Wild Vines grows at the expense of ‘others’ in wine-based RTDs

RECOVERY AND OPPORTUNITIES

Some growth expected as on-trade reopens, but brands will need to reposition as suitable for home consumption to significantly boost sales
Brands set to focus on millennials in their marketing and promotional activities, with special focus on online activities
Wine-based RTDs increasingly under threat as wine knowledge among locals expands

CATEGORY DATA

Table 102 Sales of RTDs by Category: Total Volume 2015-2020 Table 103 Sales of RTDs by Category: Total Value 2015-2020 Table 104 Sales of RTDs by Category: % Total Volume Growth 2015-2020 Table 105 Sales of RTDs by Category: % Total Value Growth 2015-2020 Table 106 Sales of RTDs by Off-trade vs On-trade: Volume 2015-2020 Table 107 Sales of RTDs by Off-trade vs On-trade: Value 2015-2020 Table 108 Sales of RTDs by Off-trade vs On-trade: % Volume Growth 2015-2020 Table 109 Sales of RTDs by Off-trade vs On-trade: % Value Growth 2015-2020 Table 110 GBO Company Shares of RTDs: % Total Volume 2016-2020 Table 111 NBO Company Shares of RTDs: % Total Volume 2016-2020 Table 112 LBN Brand Shares of RTDs: % Total Volume 2017-2020 Table 113 Forecast Sales of RTDs by Category: Total Volume 2020-2025 Table 114 Forecast Sales of RTDs by Category: Total Value 2020-2025 Table 115 Forecast Sales of RTDs by Category: % Total Volume Growth 2020-2025 Table 116 Forecast Sales of RTDs by Category: % Total Value Growth 2020-2025
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This report originates from Passport, our Alcoholic Drinks research and analysis database.

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