Executive Summary

Jun 2018
PROSPECTS
New product developments within RTDs result in renewed consumer interest

Following volume decline since 2012, RTDs/high-strength premixes recovered slightly in 2017 thanks to the introduction of several domestic and imported brands since 2015 such as Andy Player Whisky Cola, Bacardi Breezer and Smirnoff Mule. The increasing availability of RTDs in off-trade and on-trade channels and the implementation of marketing campaigns in digital and traditional media won back consumers who had shifted to other alcoholic drinks in the review period, while also attracting a new generation of drinkers.

Domestic players target millennials

Recognising that millennials is a new generation of drinkers, players are courting them, most notably Emperador Distillers Inc via marketing campaigns. For example, Smirnoff Mule’s television commercial is targeted at drinkers in their twenties and the company extended this campaign with brand activities at events with the same demographic.

COMPETITIVE LANDSCAPE
AB Heineken Philippines Inc leads

AB Heineken Philippines Inc retained its lead as Tanduay Ice’s rate of decline slowed down. The launch of the Signature Mix variants in late 2016 revitalised the brand and helped renew the interest of its drinkers.

Emperador Distillers Inc adds vibrancy in RTDs

Since 2015, Emperador Distillers Inc was active in introducing new products in RTDs. In addition to launching spirit-based RTDs such as Smirnoff Mule and Andy Player Whisky Cola in 2015 and 2016 respectively, the company entered wine-based RTDs in 2016 with Raffa Sparkling Wine.

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Rtds/High-Strength Premixes in the Philippines

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Overview

Discover the latest market trends and uncover sources of future market growth for the RTDs/High-Strength Premixes 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 RTDs/High-Strength Premixes industry in Philippines, our research will save you time and money while empowering you to make informed, profitable decisions.

The RTDs/High-Strength Premixes 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 volume shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of RTDs/High-Strength Premixes in Philippines?
  • What are the major brands in Philippines?
  • How has premium lager performed in the wake of the global recession, has it lost out to economy lager as consumers traded down?
  • What are the most popular flavours within non-alcoholic beer?
  • What are the market opportunities for ‘healthier’ beers like low calorie and/or low abv beers?
  • Has the implementation of a stricter drink driving law benefited sales of low/non-alcohol beer?
  • Has the recession benefited domestic lager over imported lager?
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.

Rtds/High-Strength Premixes in the Philippines - Category analysis

HEADLINES

PROSPECTS

New product developments within RTDs result in renewed consumer interest
Domestic players target millennials

COMPETITIVE LANDSCAPE

AB Heineken Philippines Inc leads
Emperador Distillers Inc adds vibrancy in RTDs

CATEGORY DATA

Table 1 Sales of RTDS/High-strength Premixes by Category: Total Volume 2012-2017
Table 2 Sales of RTDS/High-strength Premixes by Category: Total Value 2012-2017
Table 3 Sales of RTDS/High-strength Premixes by Category: % Total Volume Growth 2012-2017
Table 4 Sales of RTDS/High-strength Premixes by Category: % Total Value Growth 2012-2017
Table 5 Sales of RTDS/High-strength Premixes by Off-trade vs On-trade: Volume 2012-2017
Table 6 Sales of RTDS/High-strength Premixes by Off-trade vs On-trade: Value 2012-2017
Table 7 Sales of RTDS/High-strength Premixes by Off-trade vs On-trade: % Volume Growth 2012-2017
Table 8 Sales of RTDS/High-strength Premixes by Off-trade vs On-trade: % Value Growth 2012-2017
Table 9 GBO Company Shares of RTDS/High-strength Premixes: % Total Volume 2013-2017
Table 10 NBO Company Shares of RTDS/High-strength Premixes: % Total Volume 2013-2017
Table 11 LBN Brand Shares of RTDS/High-strength Premixes: % Total Volume 2014-2017
Table 12 Forecast Sales of RTDS/High-strength Premixes by Category: Total Volume 2017-2022
Table 13 Forecast Sales of RTDS/High-strength Premixes by Category: Total Value 2017-2022
Table 14 Forecast Sales of RTDS/High-strength Premixes by Category: % Total Volume Growth 2017-2022
Table 15 Forecast Sales of RTDS/High-strength Premixes by Category: % Total Value Growth 2017-2022