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.
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.
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.
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.
You have no recently viewed reports.
Why not browse through our Featured or Trending Reports to see what we have to offer?
Files are delivered directly into your account within a few minutes of purchase.
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:
Our market research reports answer questions such as:
This industry report originates from Passport, our Alcoholic Drinks market research database.