(Source: Inside Retail Philippines | 1 July 2016)
Wine remained the fastest growing category in the Philippine liquor market last year, says a recent study.
High demand for wine was sustained by the growing number of middle- and higher-income consumers, reportedEuromonitor Philippines in June.
On-trade channel showed a stronger performance than off-trade channel, in terms of total volume sales. This means that sales of alcoholic drinks in pubs, restaurants, bars, hotels and cafes are higher than those in supermarkets and corner shops.
As more restaurants and bars opened stores in past months, sales rose – especially among 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,” said the report.
“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.”
Among spirits, whiskies remained the fastest growing category. Euromonitor expected the strong growth of whisky to be sustained as “Scotch whisky brands, particularly Johnnie Walker, become more aggressive in marketing in the off-trade and on-trade channels.”
In 2015, whisky launches included The Dalmore, Jura and Andy Player. Whisky bars and cocktail bars that use imported spirits also helped boost consumer awareness of whisky.