Fine Wines/Champagne and Spirits in the Philippines

PROSPECTS

Category sees improved performance, country makes efforts to attract French producers of Champagne and cognac

The fine wines/Champagne and spirits category saw an improved performance in 2019, with fine Champagne and luxury whiskies showing particularly healthy growth. The Philippines is encouraging foreign players by implementing various tasting events to boost its wine industry.

Category’s products purchased as demonstrations of wealth and status

With the increasing penetration of, and consumer dependence on, social media, defining social status has never been as important, especially for younger consumer groups. As well as investing in more practical goods such as property, businesses and automobiles, young professionals are also using fine wines/Champagne and spirits to demonstrate their wealth and social status.

Millennials represent leading wine consumers, Diageo utilises celebrity endorsement to promote Johnnie Walker

Millennials remained the top consumers of wine in the Philippines, driven by their adventurous nature. Companies active in the category sought to attract young professionals through strategic marketing campaigns towards the end of the review period.

COMPETITIVE LANDSCAPE

Moët Hennessy Philippines increases category lead, benefitting from financial strength, financial clout, and partnerships with popular venues

Hennessy VSOP consolidated its position as the category’s leading brand in 2018, gaining several percentage points in value share. The brand has maintained consumer loyalty since its expansion in 2015.

Players utilise internet and social media platforms in effort to reach target consumers

The presence of wine products online has helped consumers increase their knowledge of and explore wine. Non-luxury brands of alcoholic drinks have enjoyed success through promotional strategies to attract millennials, especially via social media.

Players target more experimental younger consumers, seek to develop brand loyalty

Players are investing in increasing their engagement with younger consumers, especially millennials and young professionals. Their aim is to build brand loyalty and gain a competitive edge.

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