Spirits in The Philippines

SPIRITS IN THE PHILIPPINES
Euromonitor International
October 2015
LIST OF CONTENTS AND TABLES

Headlines ..................................................................................................................................... 1
Trends .......................................................................................................................................... 1
Production, Imports and Exports .................................................................................................. 2
Competitive Landscape ................................................................................................................ 3
Prospects ..................................................................................................................................... 4
Category Background ................................................................................................................... 4
Vodka, Gin, Other Blended Scotch Whisky, Dark Rum and White Rum Price Band
Methodology ............................................................................................................................. 4
Summary 1
Benchmark Brands 2014 .............................................................................. 5
Category Data .............................................................................................................................. 5

Table 1
Table 2
Table 3
Table 4
Table 5
Table 6
Table 7
Table 8
Table 9
Table 10
Table 11
Table 12
Table 13
Table 14
Table 15
Table 16
Table 17
Table 18
Table 19
Table 20
Table 21
Table 22
Table 23
Table 24
Table 25
Table 26
Table 27
Table 28
Sales of Spirits by Category: Total Volume 2009-2014 ................................ 5

Sales of Spirits by Category: Total Value 2009-2014 ................................... 6
Sales of Spirits by Category: % Total Volume Growth 2009-2014 ............... 7
Sales of Spirits by Category: % Total Value Growth 2009-2014 .................. 7
Sales of Spirits by Off-trade vs On-trade: Volume 2009-2014...................... 8
Sales of Spirits by Off-trade vs On-trade: Value 2009-2014......................... 8
Sales of Spirits by Off-trade vs On-trade: % Volume Growth 20092014 ............................................................................................................. 8
Sales of Spirits by Off-trade vs On-trade: % Value Growth 2009-2014 ........ 8
Sales of Dark Rum by Price Platform: % Total Volume 2009-2014 .............. 9
Sales of White Rum by Price Platform: % Total Volume 2009-2014 ............ 9
Sales of Other Blended Scotch Whisky by Price Platform: % Total
Volume 2009-2014 ....................................................................................... 9
Sales of Gin by Price Platform: % Total Volume 2009-2014 ........................ 9
Sales of Vodka by Price Platform: % Total Volume 2009-2014 .................. 10
Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume
2009-2014 .................................................................................................. 10
GBO Company Shares of Spirits: % Total Volume 2010-2014 .................. 10
NBO Company Shares of Spirits: % Total Volume 2010-2014................... 11
LBN Brand Shares of Spirits: % Total Volume 2011-2014 ......................... 11
Imports of Spirits by Country of Origin: Total Volume 2008-2013 .............. 12
Imports of Spirits by Country of Origin: Total Value 2008-2013 ................. 12
Production, Imports and Exports of Brandy & Cognac: Total Volume
2008-2013 .................................................................................................. 13
Production, Imports and Exports of Rum: Total Volume 2008-2013 .......... 13
Production, Imports and Exports of Whiskies: Total Volume 20082013 ........................................................................................................... 13
Production, Imports and Exports of Gin: Total Volume 2008-2013 ............ 13
Production, Imports and Exports of Vodka: Total Volume 2008-2013 ........ 13
Forecast Sales of Spirits by Category: Total Volume 2014-2019 ............... 14
Forecast Sales of Spirits by Category: Total Value 2014-2019 .................. 14
Forecast Sales of Spirits by Category: % Total Volume Growth 20142019 ........................................................................................................... 15
Forecast Sales of Spirits by Category: % Total Value Growth 20142019 ........................................................................................................... 15
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II

HEADLINES
Total volume sales increase by 2% in 2014
Whiskies rapidly growing with 27% total volume sales increase in 2014
Blended Scotch whisky posts the highest total volume sales growth of 70% in 2014
Whiskies records the highest on-trade current average unit price growth of 16% in 2014
Emperador Distillers Inc continues to dominate spirits
A 2% total volume CAGR is expected over the forecast period
TRENDS
Whiskies grew rapidly in 2014, with a 27% total volume sales increase. The categorys growth
is evidenced by 14% total volume sales CAGR over the review period. Growth experienced a
slight slowdown in 2013, but retained demand for the Johnnie Walker brand, which makes up
42% of the volume saved it from decline. Whiskies showed total volume sales growth of 89%
over the review period, and with Emperador Distillers acquisition of the major Scotch whisky
producer Whyte & Mackay, the category, particularly Scotch whisky, is expected to expand in
the next five years.
Total volume sales of spirits increased by 2% in 2014 to reach 689 million litres. Although
minimal, the growth is seen as a great improvement from the sales decline in 2013, which
was mainly due to the imposed excise tax which resulted in an industry-wide price
adjustment. The positive volume sales growth is an optimistic sign that the category is starting
to recover. Brandy and rum showed positive volume sales growth with a 2% and 16%
increase in volume sales respectively. Gin, however, still witnessed a decline in volume sales.
Ginebra San Miguel, the main driver in the gin category with a 89% volume share, attributes
this decline to an 18% retail price increase that was imposed in 2013.
Blended Scotch whisky posted the highest total volume sales growth of 70% in 2014. Largely
driven by the increasing demand for the Johnnie Walker brand portfolio, the growth puts
blended Scotch whisky back on track to its forecast market growth. The positive growth is due
to increased awareness of whisky drinking and the growth of consumer buying power. There
is also an emerging trend of the preference for imported spirits due to the decrease in the
price difference between imported and domestic spirits.
Whiskies recorded the highest on-trade current average unit price growth of 16% in 2014. In
the off-trade pricing, the average unit price of Dutch gin increased by 13%. Price adjustments
are due to the excise tax increase which took effect in 2013. There is no excise tax increase
for distilled spirits in 2014. Rum showed a fast recovery, with 16% volume sales growth in
2014. Tanduay Distillers flagship brand registered a 19% increase, putting total volume sales
to 132 million litres.
Whiskies registered positive volume sales growth of 27% to reach 1,015 million litres in 2014.
Similar to the rapidly growing blended Scotch whisky category, Bourbon/other US whiskey
also showed positive growth of 6%. Canadian whisky and Irish whiskey registered minimal
growth in 2014.
The main sales channel for spirits remains off-trade establishments, making up 87% of total
volume sales with 602 million litres. Both on- and off-trade showed improved volume sales
growth in 2014 as demand for spirits started to recover. Sales from on-trade channels,
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however, showed faster recovery with 3% growth as compared to off-trade channels with only
2%. Consumers who prefer to go out to bars and restaurants to drink and socialise are more
likely to adjust and accept the price increase.
Micro-distillers in the Philippines are in the form of a cottage industry that produces traditional
Filipino spirits such as basi, tuba, tapuy and lambanog, located in specific regions in the
country. Craft spirit exists in the country but it is targeted at an upscale niche market. A
product that is slowly becoming popular is Don Papa Rum, produced by The Bleeding Heart
Rum in partnership with Ginebra San Miguel. It is sold in selected off-trade channels in major
cities and is set to fare better in export sales as it is currently exported to France, Belgium and
the Czech Republic. Destileria Limtuaco is also venturing into craft spirits with its range of
liqueurs, namely Paradise Mango Rum Liqueur, Amadeo Liqueur and Manille Liqueur de
Calamansi. Similar to Don Papa Rum, this craft spirits line appeal to tourists and expats. In
2014, they expanded distribution by making them available to mass market off-trade
establishments such as supermarkets and convenience stores. A new player, Philippine Craft
Distillers, launched its artisanal lambanog called Lakan in October 2014. Unlike traditional
lambanog brands, it is targeted at an upscale niche market with a premium price point.
Economy brands continue to dominate gin, vodka and rum. In rum, both dark and white are
almost 100% driven by Tanduay Distilleries range of rum brands. Economy brands make up
98% for gin and 72% for vodka. Gin is primarily driven by Ginebra San Miguels flagship
brand, while vodkas majority share is owned by Gilbeys Vodka. There are no indications that
this consumer preference is likely to shift.
Tequila is the only prominent product in the tequila (and mezcal) category. Mezcal is not
popular in the Philippines and awareness is limited to a niche market, particularly expats.
Tequila is dominated by the mid-priced brands Jos Cuervo Especial and Pepe Lopez Gold.
Domestically-manufactured spirits continue to dominate spirits in the Philippines making up
91% of total volume sales. The spirits category is primarily driven by the three leading
manufacturers, Emperador Distillers, Ginebra San Miguel and Tanduay Distillers that are
leaders in the brandy, gin and rum categories respectively.
Vodka continues to be dominated by non-flavoured variants, flavoured vodka accounted for
37% of total volume sales in 2014 with brands Antonov, Absolut Kurant and Absolut Citron.
Consumers of spirits are largely men, however there is an emerging trend of marketing efforts
to attract women to traditionally male-dominated brands. This trend is prominent in the
whiskies category. Honey-flavoured variants of popular bourbon brands Jack Daniels and Jim
Beam that are targeted at female consumers are slowly gaining popularity. Scotch whisky is
also gaining popularity amongst women as it is being marketed as a cocktail mixer. Chasers
and mixers play a big role in the Filipino way of consuming spirits. Brandy with iced tea,
whiskey and rum with cola, and gin with fruit juice are popular. Spirits cut across
socioeconomic groups as brands continued to be segmented by economy, standard and
premium positioning.
PRODUCTION, IMPORTS AND EXPORTS

Production of the three leading brands in spirits is completed domestically. Emperador
Distillers has three bottling, production and distillation facilities located in Laguna and
Batangas. The company has recently acquired a vineyard and production facilities in Spain for
the production of its own line of imported brandy. Tanduay Distilleries owns production and
distillation plants in Negros Occidental, Batangas, Laguna and Misamis Oriental. These
properties are strategically located to assure that raw materials are easily accessible and final
products are widely distributed. Ginebra has the biggest production capacity with nine
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production, bottling and distilling facilities around the country specifically for its liquor
business. The facilities are located in Cebu, Pangasinan, Laguna, Albay, Isabela, Valenzuela
and Negros.
Diageo Philippines has the highest number of imported brands that are faring well in the
Philippines, including brands such as Johnnie Walker, Jos Cuervo Smirnoff, Gilbeys and
Baileys Irish Cream. On the other hand, Ginebra San Miguel is considered the biggest
exporter of spirits with a global distribution system of its mother company San Miguel Corp.
The company distributes the Ginebra brand to 22 countries, including Australia, Brunei,
Canada, Japan and Hong Kong, Thailand and China. Tanduay Distillers exports to Hong
Kong, USA and UAE.
Domestically manufactured brands continue to dominate spirits volume sales imported brands
only make-up a small portion of spirits available in the Philippines. Emperador Distillers,
Ginebra San Miguel and Tanduay Distillers remain the leaders in brandy, gin and rum,
respectively. Imported brands lead in cognac, liqueurs, tequila (and mezcal), whiskies and
vodka.
COMPETITIVE LANDSCAPE
Emperador Distillers dominate the spirits category with a 44% volume share. It terms of sales
growth, the company posted a minimal increase of 2% in 2014. Its sales growth was driven by
the Emperador Brandy brand with total volume sales of 300 million litres in 2014. Generoso
Brandy, which is distributed in limited quantities and selected areas in the Philippines
registered a 5% decline in sales.
Meritus Prime Distribution which distributes Fundador Brandy, registered the biggest increase
in total volume sales 2014 with 37% growth. This is due to the high demand of Fundador in
the light brandy category. Tanduay Distillers followed with 16% sales volume growth as its
brands recovered from sales decline in 2013.
International brands were the greatest gainers in sales volume growth in 2014, led by Meritus
Prime Distribution, Diageo Philippines and Mast-Jgermeister AG with an average volume
sales growth rate of 19%. Tanduay Distillers had the highest volume sales growth among
domestic brands with a 16% increase in volumes sales. Emperador Distillers, although still
market leader, posted 2% growth in 2014. Destileria Limtuaco, meanwhile, posted a decline in
most its brands, and Ginebra San Miguel recorded a total sales volume decline of 6%.
Brandy continues to grow as new players, Compaero from Tanduay Distillers and Excelente
from Montosco, enter the category. These imported light brandy brands were launched in the
last quarter of 2013 and are performing well as consumer preferences are shifting to more
affordable but better tasting light brandy. VAT 69 is a more affordable Scotch whisky launched
by Diageo Philippines in the last quarter of 2014. The Scotch brand is pegged to appeal to the
young working middle class demographic. Johnnie Walker, also by Diageo Philippines, had
the most visible marketing campaign as it aggressively promoted Red Label as an entry-level
Scotch whisky and made it more affordable at PHP490.00 per 750 ml bottle.
As with other types of alcoholic drinks, private label brands are negligible in spirits.
Emperador Distillers announced two more acquisitions for 2014. Its international subsidiaries
acquired a 50% stake in Bodega Las Copas SL, a Spanish company and a 100% stake in
Whyte & Mackay Group Ltd, purchased from Indias United Sprits. The acquisitions are worth
PHP 3.7 billion PHP 31 billion respectively and are in line with the companys vision to bring
Emperador to the global market.
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PROSPECTS
A 2% total volume sales CAGR is expected over the forecast period. As expected, the
category is starting to recover from its decline in 2013 and this is forecast to continue at a
slow and steady pace. Price adjustments across the category are still anticipated and
companies are set to attempt to mitigate the price increase so as not to lose consumer
demand. Both on- and off-trade channels have shown initial signs of improvement and
recovery.
A potential forecast threat in the market share growth of domestic companies is the expected
emergence of new players and competition. This is due to the ASEAN economic integration
which will give way for other ASEAN companies to enter the Philippine market with the
elimination of importation taxes.
Blended Scotch whisky is anticipated to continue its growth with a 7% total volume sales
CAGR over the forecast period. The Johnnie Walker other blended Scotch brand will drive
this predicted growth, particularly its Red and Black label brands. New Scotch whisky brands
are expected to enter the market starting in 2015 following Emperador Distillers acquisition of
Whyte & Mackay. Bourbon/other US whiskey is expected to continue its steady growth, with a
6% total volume CAGR over the forecast period.
Rum, cognac, liqueurs, vodka, tequila are all expected to recover sales demand. Consumers
of these spirits are likely to be unfazed by the anticipated price increase with the exception of
rum. Both brandy and gin are predicted to post growth of 2% volume sales CAGR.
Companies are expected to mitigate price increases due to excise tax adjustments with
discounting, bundling and other price-based promotions during the forecast period. Specific
spirits category types may explore higher volume packaging to appeal to the budgetconscious demographic. New brands in the whiskies category are expected to enter the
Philippines market during the forecast period to take advantage of the rapid expansion. Prices
are still expected to increase across the board due to the higher excise tax adjustment.
Whiskies are expected to increase in unit price the most, with a 2% average unit price CAGR
over the forecast period.
Vat 69, a Scotch whisky launched in the last quarter of 2014, caters to a broad market with a
value-for-money proposition. It is expected to perform well with the emerging awareness in
whisky drinking and the rapidly growing middle class market.
Over forecast period, companies may expand their export and imports activities. Imports are
showing initial signs of rising demand and the upcoming ASEAN integration in 2015 will be a
good channel for companies to grow importation activities. More competition from players in
the ASEAN region is expected to emerge in the forecast period in addition to the expected
Scotch whisky expansion of Emperador Distilleries.
Mid-priced products are expected to recover growth in a slow but steady pace over the
forecast period. More imported brands are positioning themselves in the mid-priced price
band, taking advantage of the buying power of the growing middle class demographic.
CATEGORY BACKGROUND
Vodka, Gin, Other Blended Scotch Whisky, Dark Rum and White Rum
Price Band Methodology
Classification of these spirits products is based purely on pricing, taking a typical brand,
usually the leading brand, by volume as the benchmark price, which is indexed as 100%. The
benchmark brand will usually be a mid-priced brand. There will be exceptions, however,
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whereby an economy brand (likely for vodka in some countries in Eastern Europe) or a
premium brand (typically the case for Scotch whisky in the US) is used as the benchmark
brand. Refer to the guidelines below for further detail.
Based on benchmark brand being mid-priced:
Super premium: 30.00% or higher than price of the benchmark brand;
Premium: 10.00-29.99% higher price than benchmark brand;
Mid-priced: Between 9.99% lower or 9.99% higher than benchmark brand;
Economy: At least 10.00% lower than the price of benchmark brand.
Based on benchmark brand being economy:
Super premium: 50.00% or higher than price of the benchmark brand;
Premium: 30.00-49.99% higher than price of benchmark brand;
Mid-priced: Between 10.00% and 29.99% higher than price of benchmark brand;
Economy: Anything lower or up to 9.99% higher than the price of the benchmark brand.
Based on benchmark brand being premium:
Super premium: 10.00% or higher than benchmark brand;
Premium: Any brand that is up to 9.99% higher or 9.99% lower than benchmark brand;
Mid-priced: Between 10.00% and 29.99% cheaper than the benchmark brand;
Economy: Anything over 30.00% cheaper than the benchmark brand.
Based on benchmark brand being super premium:
Super premium: Anything higher or up to 9.99% lower than the benchmark brand;
Premium: 10.00% to 29.99% lower than benchmark brand;
Mid-priced: 30.00% to 49.99% lower than benchmark brand;
Economy: Over 50% lower than benchmark brand.
Summary 1
Category
Benchmark Brands 2014

Brand name
Positioning
Other blended Scotch whisky
Johnnie Walker Red Label
Mid-priced other blended

Scotch whisky
Vodka
Absolut Blue
Mid-priced vodka
Gin
Gilbeys
Mid-priced gin
Dark rum
Bacardi Gold
Mid-priced dark rum
White rum
Bacardi Superior
Mid-priced white rum
Source:
Euromonitor International from trade interviews, store checks
CATEGORY DATA
Table 1
Sales of Spirits by Category: Total Volume 2009-2014
'000 litres
Brandy and Cognac
- Brandy
- Cognac
Liqueurs
2009
2010
2011
2012
2013
2014
177,403.5
177,264.1
139.4
236.8
214,565.5
214,423.7
141.9
251.2
258,294.9
258,170.9
124.0
268.5
409,645.9
409,518.9
127.0
282.0
319,470.4
319,349.8
120.7
282.1
325,601.5
325,479.6
122.0
297.2
- Bitters
- Cream-based Liqueurs
- Other Liqueurs
Rum
- Dark Rum
- White Rum
Tequila (and Mezcal)
Whiskies
- Bourbon/Other US
Whiskey
- Canadian Whisky
- Irish Whiskey
- Japanese Whisky
- Blended Scotch Whisky
- Single Malt Scotch
Whisky
- Other Whiskies
White Spirits
- Gin
- Vodka
Other Spirits
- Aniseed-Flavoured
Spirits
- Lambanog
Spirits
Source:
Passport
50.0
21.5
165.3
155,040.3
154,649.8
390.5
371.1
537.2
186.4
60.3
22.0
168.9
161,123.5
160,728.9
394.6
384.8
554.2
197.2
69.7
26.4
172.4
166,439.8
166,041.5
398.2
397.8
605.1
207.8
77.2
29.0
175.8
171,258.2
170,858.2
400.0
410.9
688.7
219.9
85.5
29.0
167.5
129,051.7
128,705.2
346.5
415.8
800.5
231.6
97.8
32.1
167.3
149,486.0
149,102.2
383.8
428.6
1,014.7
245.4
1.9
0.1
82.3
8.4
2.0
0.1
82.7
8.3
2.0
0.1
117.4
8.2
2.0
0.1
183.0
8.5
2.0
0.1
289.4
8.4
2.0
0.1
491.8
8.6
258.1
218,425.3
217,461.5
963.8
35,230.7
35,165.4
263.9
241,851.1
240,850.0
1,001.1
40,508.1
40,440.2
269.6
256,033.0
254,994.0
1,038.9
26,275.2
26,205.3
275.2
269,595.1
268,500.4
1,094.6
18,520.4
18,448.5
269.0
218,311.6
217,236.6
1,075.0
9,482.5
9,408.7
266.8
204,429.5
203,344.1
1,085.4
8,120.1
8,044.5
65.3
587,244.8
67.9
659,238.5
69.9
708,314.2
71.9
870,401.2
73.7
677,814.6
75.6
689,377.6
Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Table 2
Sales of Spirits by Category: Total Value 2009-2014
PHP million
Brandy and Cognac
- Brandy
- Cognac
Liqueurs
- Bitters
- Other Liqueurs
Rum
- Dark Rum
- White Rum
Whiskies
- Bourbon/Other US
Whiskey
- Canadian Whisky
- Irish Whiskey
- Japanese Whisky
Whisky
- Other Whiskies
White Spirits
- Gin
- Vodka
Other Spirits
- Aniseed-Flavoured
2009
2010
2011
2012
2013
2014
23,886.7
23,164.9
721.8
292.8
80.5
25.1
187.2
16,569.7
16,530.4
39.2
605.9
786.3
426.9
29,052.7
28,300.7
752.0
322.7
98.9
27.2
196.6
17,636.0
17,595.4
40.6
656.1
848.1
471.2
33,441.5
32,704.5
737.0
358.6
116.7
36.4
205.6
18,731.0
18,684.5
46.5
707.2
1,022.7
517.0
40,447.6
39,677.0
770.6
389.1
132.4
42.0
214.7
18,691.6
18,640.1
51.5
743.6
1,273.1
544.0
39,411.2
38,563.5
847.6
408.9
152.7
44.8
211.4
16,915.0
16,855.1
59.9
774.5
1,711.9
573.5
40,916.4
39,954.9
961.5
443.5
176.4
48.7
218.3
17,512.8
17,436.4
76.5
812.0
2,466.4
620.7
3.8
0.2
246.9
55.3
3.9
0.2
260.4
56.2
4.1
0.2
383.6
58.1
4.2
0.2
605.6
59.0
4.3
0.2
1,014.1
60.3
4.4
0.2
1,715.7
64.7
53.3
20,728.9
19,592.4
1,136.6
3,035.0
3,029.5
56.1
23,413.1
22,201.3
1,211.8
3,520.0
3,514.2
59.8
25,626.2
24,336.8
1,289.4
2,346.6
2,340.5
60.1
28,014.8
26,648.1
1,366.7
1,724.4
1,717.9
59.5
24,871.9
23,480.5
1,391.5
915.7
908.8
60.6
26,180.6
24,765.7
1,415.0
788.9
781.5
Spirits
- Lambanog
Spirits
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5.5
65,905.3
5.8
75,448.7
6.2
82,233.9
6.5
91,284.3
6.9
85,009.1
Source:
Table 3
Sales of Spirits by Category: % Total Volume Growth 2009-2014
7.4
89,120.7
% total volume growth

Brandy and Cognac
- Brandy
- Cognac
Liqueurs
- Bitters
- Other Liqueurs
Rum
- Dark Rum
- White Rum
Whiskies
- Bourbon/Other US Whiskey
- Canadian Whisky
- Irish Whiskey
- Japanese Whisky
- Single Malt Scotch Whisky
- Other Whiskies
White Spirits
- Gin
- Vodka
Other Spirits
- Aniseed-Flavoured Spirits
- Lambanog
Spirits
Source:
Table 4
2013/14
2009-14 CAGR
2009/14 Total
1.9
1.9
1.1
5.3
14.3
10.5
-0.1
15.8
15.8
10.8
3.1
26.8
6.0
0.9
0.5
70.0
2.0
-0.8
-6.4
-6.4
1.0
-14.4
-14.5
2.5
1.7
12.9
12.9
-2.6
4.6
14.3
8.4
0.2
-0.7
-0.7
-0.3
2.9
13.6
5.7
0.5
2.1
43.0
0.5
0.7
-1.3
-1.3
2.4
-25.4
-25.5
3.0
3.3
83.5
83.6
-12.5
25.5
95.5
49.5
1.2
-3.6
-3.6
-1.7
15.5
88.9
31.7
2.6
11.1
497.5
2.5
3.4
-6.4
-6.5
12.6
-77.0
-77.1
15.8
17.4
Sales of Spirits by Category: % Total Value Growth 2009-2014
% local currency, current value growth
Brandy and Cognac

- Brandy
- Cognac
Liqueurs
- Bitters
- Other Liqueurs
Rum
- Dark Rum
- White Rum
2013/14
2009-14 CAGR
2009/14 Total
3.8
3.6
13.4
8.5
15.5
8.8
3.3
3.5
3.4
27.7
4.8
11.4
11.5
5.9
8.7
17.0
14.1
3.1
1.1
1.1
14.3
6.0
71.3
72.5
33.2
51.5
119.3
93.8
16.6
5.7
5.5
94.8
34.0
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Whiskies
- Canadian Whisky
- Irish Whiskey
- Japanese Whisky
- Other Whiskies
White Spirits
- Gin
- Vodka
Other Spirits
- Lambanog
Spirits
Source:
44.1
8.2
2.3
2.1
69.2
7.3
1.9
5.3
5.5
1.7
-13.8
-14.0
6.8
4.8
25.7
7.8
3.1
3.6
47.4
3.2
2.6
4.8
4.8
4.5
-23.6
-23.7
6.1
6.2
213.7
45.4
16.5
19.6
595.0
17.1
13.7
26.3
26.4
24.5
-74.0
-74.2
34.4
35.2
Table 5
Sales of Spirits by Off-trade vs On-trade: Volume 2009-2014
'000 litres
Off-trade
On-trade
Total
Source:
2009
2010
2011
2012
2013
2014
503,407.3
83,837.5
587,244.8
568,630.5
90,608.0
659,238.5
609,813.2
98,501.0
708,314.2
763,003.8
107,397.3
870,401.2
593,207.3
84,607.3
677,814.6
602,045.1
87,332.5
689,377.6
Table 6
Sales of Spirits by Off-trade vs On-trade: Value 2009-2014
PHP million
Off-trade
On-trade
Total
Source:
2009
2010
2011
2012
2013
2014
54,157.2
11,748.1
65,905.3
62,604.7
12,844.0
75,448.7
68,093.4
14,140.5
82,233.9
76,607.5
14,676.8
91,284.3
71,456.7
13,552.3
85,009.1
75,223.0
13,897.7
89,120.7
Table 7
Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2009-2014
% volume growth
Off-trade
On-trade
Total
Source:
Table 8
2013/14
2009-14 CAGR
2009/14 TOTAL
1.5
3.2
1.7
3.6
0.8
3.3
19.6
4.2
17.4
Sales of Spirits by Off-trade vs On-trade: % Value Growth 2009-2014
Passport
% current value growth

Off-trade
On-trade
Total
2013/14
2009-14 CAGR
2009/14 TOTAL
5.3
2.5
4.8
6.8
3.4
6.2
38.9
18.3
35.2
Source:
Table 9
Sales of Dark Rum by Price Platform: % Total Volume 2009-2014
% total volume
Super Premium
Premium
Mid-Priced
Economy
Total
Source:
Note:
2009
2010
2011
2012
2013
2014
0.1
99.9
100.0
0.2
99.8
100.0
0.2
99.8
100.0
0.2
99.8
100.0
0.2
99.8
100.0
0.2
99.8
100.0
- indicates data not available
Table 10
Sales of White Rum by Price Platform: % Total Volume 2009-2014
% total volume
Super Premium
Premium
Mid-Priced
Economy
Total
Source:
Note:
2009
2010
2011
2012
2013
2014
8.9
91.2
100.0
9.8
90.3
100.0
10.5
89.5
100.0
10.4
89.6
100.0
10.4
89.6
100.0
10.4
89.6
100.0
Table 11
Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume

2009-2014
% total volume
Super Premium
Premium
Mid-Priced
Economy
Total
Source:
Note:
Table 12
2009
2010
2011
2012
2013
2014
11.6
66.7
21.7
100.0
11.3
66.4
22.3
100.0
22.6
57.9
19.5
100.0
29.2
55.9
14.9
100.0
26.2
63.1
10.7
100.0
20.2
72.6
7.2
100.0
Sales of Gin by Price Platform: % Total Volume 2009-2014
Passport
% total volume
Super Premium
Premium
Mid-Priced
Economy
Total
Source:
Note:
2009
2010
2011
2012
2013
2014
0.1
2.0
97.9
100.0
0.1
1.9
98.1
100.0
0.1
1.8
98.2
100.0
0.1
1.7
98.2
100.0
0.1
1.7
98.2
100.0
0.1
1.7
98.2
100.0
Table 13
Sales of Vodka by Price Platform: % Total Volume 2009-2014
% total volume
Super Premium
Premium
Mid-Priced
Economy
Total
Source:
Note:
2009
2010
2011
2012
2013
2014
1.3
25.5
73.2
100.0
1.3
24.8
73.9
100.0
1.3
23.9
74.8
100.0
1.3
24.4
74.3
100.0
1.3
25.7
73.0
100.0
1.3
26.9
71.8
100.0
Table 14
Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2009-2014
% total volume
Flavoured Vodka
Non-Flavoured Vodka
Total
Source:
2009
2010
2011
2012
2013
2014
35.8
64.2
100.0
36.7
63.3
100.0
36.5
63.5
100.0
36.5
63.5
100.0
36.6
63.4
100.0
36.8
63.2
100.0
Table 15
GBO Company Shares of Spirits: % Total Volume 2010-2014
% total volume
Company
Alliance Global Group Inc
San Miguel Corp
Tanduay Distillers Inc
Suntory Holdings Ltd
Destilera Limtuaco &
Co Inc
London Birmingham
Distillers Ltd
Diageo Plc
AR Valdespino SA
Pernod Ricard Groupe
Beam Inc
Fortune Brands Inc
2010
2011
2012
2013
2014
20.2
44.8
23.4
0.5
32.5
33.9
22.7
0.4
37.8
36.1
19.2
0.3
43.6
31.6
18.6
0.4
43.6
29.1
21.3
0.4
0.4
1.3
1.1
0.4
0.4
0.4
0.2
0.3
0.0
0.4
0.2
0.2
0.0
0.3
-
0.2
0.2
0.0
0.3
-
0.2
0.2
0.0
0.3
-
0.2
0.2
0.0
-
10
Passport
Gonzlez Byass SA
Emperador Distillers Inc
San Miguel Brewery Inc
Others
Total
Source:
8.9
100.0
4.7
100.0
4.3
100.0
NBO Company Shares of Spirits: % Total Volume 2010-2014
% total volume
Company
Ginebra San Miguel Inc
Meritus Prime
Distribution Inc
Destilera Limtuaco &
Co Inc
Diageo Philippines Inc
Williams & Humbert
Philippines Inc
Pernod Ricard
Philippines Inc
Beam Global Philippines
Inc
Maxxium Philippines Inc
Others
Total
Table 17
5.4
100.0
Table 16
Source:
8.7
100.0
2010
2011
2012
2013
2014
20.2
44.8
24.7
0.4
32.5
33.9
23.8
0.3
37.8
36.1
19.7
0.3
43.6
31.6
19.0
0.3
43.6
29.1
21.6
0.4
0.5
0.4
0.3
0.4
0.4
0.3
0.3
0.3
0.2
0.2
0.2
0.3
0.2
0.3
0.2
0.1
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
8.8
100.0
8.6
100.0
5.3
100.0
4.6
100.0
4.2
100.0
LBN Brand Shares of Spirits: % Total Volume 2011-2014
% total volume
Brand (Global Brand
Owner)
Emperador (Alliance
Global Group Inc)
Ginebra San Miguel
(San Miguel Corp)
Tanduay Rhum 5 Years
Gran Matador (San
Miguel Corp)
Vino Kulafu (San
Miguel Corp)
Tanduay Rhum 65
Tanduay Rhum ESQ
Generoso (Alliance
Global Group Inc)
Fundador (Suntory
Holdings Ltd)
Tanduay Superior
Others
Total
Company
2011
2012
2013
2014
25.3
31.8
42.9
43.1
27.6
25.7
28.0
26.1

17.5
2.0
14.9
8.1
14.3
2.0
16.7
1.6
3.6
2.1
1.3
1.1

1.2
1.0
7.1
1.0
0.8
6.0
1.0
0.8
0.6
1.0
0.9
0.6
0.4
0.4
14.1
100.0
0.4
9.2
100.0
0.4
8.6
100.0
0.4
8.0
100.0
Meritus Prime
Distribution Inc
Others
Total
11
Source:
Passport
Table 18
Imports of Spirits by Country of Origin: Total Volume 2008-2013
'000 litres
Spirits Korea, South
Spirits Singapore
Spirits United States
Spirits Japan
Spirits Australia
Spirits New Zealand
Spirits Malaysia
Spirits Netherlands
Spirits United Kingdom
Spirits Mexico
Spirits Taiwan
Spirits France
Spirits Hawaii (U.S.)
Spirits India
Spirits Italy
Spirits Brazil
Spirits China
Spirits South Africa
Spirits Total
Source:
Note:
2008
2009
2010
2011
2012
2013
1,289.7
7.6
4.5
518.7
455.9
28.8
1,795.0
107.4
20.8
33.6
18.0
573.9
190.7
5,044.6
0.3
0.2
1.4
1.9
4.9
1.6
16.8
0.9
0.8
5.0
2.6
3.3
36.0
240.6
172.5
1.0
31.3
0.8
29.1
0.3
33.9
5.2
0.4
515.2
1,553.9
57.3
52.1
15.4
9.7
5.1
0.1
1,693.7
1,983.4
64.0
1.8
1.3
2,050.4
GTIS, Euromonitor International

Table 19
Imports of Spirits by Country of Origin: Total Value 2008-2013
PHP million
Spirits Korea, South
Spirits Singapore
Spirits Japan
Spirits United States
Spirits Australia
Spirits New Zealand
Spirits Netherlands
Spirits Malaysia
Spirits United Kingdom
Spirits Mexico
Spirits Taiwan
Spirits France
Spirits Hawaii (U.S.)
Spirits India
Spirits Italy
Spirits Brazil
Spirits China
Spirits South Africa
Spirits Total
Source:
Note:

2008
2009
2010
2011
2012
2013
454.3
0.3
1.0
18.1
12.2
192.5
10.6
12.6
2.5
4.1
0.2
13.3
6.5
728.3
0.1
0.1
0.0
0.1
0.5
0.2
0.8
0.0
0.0
0.2
0.2
0.2
2.0
7.7
25.1
0.1
0.8
0.0
4.0
0.0
0.6
0.2
0.0
38.6
48.1
4.2
1.6
0.4
0.1
0.1
0.0
54.4
66.1
9.0
0.1
0.1
75.2
12
Table 20
Passport
Production, Imports and Exports of Brandy & Cognac: Total Volume 20082013
'000 litres
Brandy and Cognac
Imports
Brandy and Cognac
Exports
Source:
Note:
2008
2009
2010
2011
2012
2013
7,270.1
8,518.8
4,286.1
7,671.9
16,313.5
1,582.9
366.4
528.7
115.0
62.3

Table 21
Production, Imports and Exports of Rum: Total Volume 2008-2013
'000 litres
Rum Imports
Rum Exports
Source:
Note:
2008
2009
2010
2011
2012
2013
142.6
487.0
221.8
772.7
763.2
873.4
1,235.2
474.8
915.1
423.4

Table 22
Production, Imports and Exports of Whiskies: Total Volume 2008-2013
'000 litres
Whiskies Imports
Whiskies Exports
Source:
Note:
2008
2009
2010
2011
2012
2013
3,282.2
5,401.2
2,925.9
4,171.2
3,287.8
3,211.9
2,738.8
3,613.3
2,813.4
33.7

Table 23
Production, Imports and Exports of Gin: Total Volume 2008-2013
'000 litres
Gin Imports
Gin Exports
Source:
Note:
2008
2009
2010
2011
2012
2013
59.4
2,015.3
5.1
1,412.8
294.0
935.3
36.7
731.5
390.4
78.6

Table 24
Production, Imports and Exports of Vodka: Total Volume 2008-2013
'000 litres
Vodka Imports
Vodka Exports
Source:
Note:

2008
2009
2010
2011
2012
2013
1,301.2
5,927.9
1,571.0
6,087.9
1,128.1
5,466.2
703.0
4,554.2
395.2
103.1
13
Table 25
Passport
Forecast Sales of Spirits by Category: Total Volume 2014-2019
'000 litres
Brandy and Cognac
- Brandy
- Cognac
Liqueurs
- Bitters
- Other Liqueurs
Rum
- Dark Rum
- White Rum
Whiskies
- Bourbon/Other US
Whiskey
- Canadian Whisky
- Irish Whiskey
- Japanese Whisky
Whisky
- Other Whiskies
White Spirits
- Gin
- Vodka
Other Spirits
- Aniseed-Flavoured
Spirits
- Lambanog
Spirits
Source:
2014
2015
2016
2017
2018
2019
325,601.5
325,479.6
122.0
297.2
97.8
32.1
167.3
149,486.0
149,102.2
383.8
428.6
1,014.7
245.4
329,001.2
328,878.4
122.8
300.6
99.1
33.2
168.3
148,019.7
147,634.8
384.8
436.2
1,073.3
259.9
334,538.6
334,414.7
123.8
308.3
102.8
34.1
171.3
147,742.8
147,356.6
386.2
443.9
1,126.0
274.5
341,973.3
341,848.1
125.3
319.1
108.1
35.1
175.9
148,184.5
147,796.4
388.0
451.7
1,178.2
289.5
351,178.2
351,051.4
126.9
332.5
114.7
36.0
181.7
149,073.0
148,682.8
390.2
459.7
1,232.2
305.3
361,024.9
360,896.2
128.7
346.8
121.7
37.0
188.0
150,084.4
149,691.6
392.8
467.9
1,289.8
321.8
2.0
0.1
491.8
8.6
2.0
0.1
535.8
8.4
2.0
0.1
572.4
8.3
2.0
0.1
607.3
8.2
2.0
0.1
642.7
8.1
2.0
0.1
680.8
8.0
266.8
204,429.5
203,344.1
1,085.4
8,120.1
8,044.5
267.1
204,475.4
203,382.2
1,093.3
5,708.5
5,631.1
268.8
207,301.0
206,194.7
1,106.3
4,584.1
4,504.9
271.2
212,436.2
211,312.3
1,123.9
3,910.1
3,829.2
274.0
219,496.7
218,350.9
1,145.8
3,528.9
3,446.3
277.2
226,997.5
225,828.0
1,169.5
3,358.2
3,273.9
75.6
689,377.6
77.4
689,014.9
79.2
696,044.6
80.9
708,453.1
82.6
725,301.2
84.3
743,569.5
Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Table 26
Forecast Sales of Spirits by Category: Total Value 2014-2019
PHP million
Brandy and Cognac
- Brandy
- Cognac
Liqueurs
- Bitters
- Other Liqueurs
Rum
- Dark Rum
- White Rum
Whiskies
- Bourbon/Other US
Whiskey
2014
2015
2016
2017
2018
2019
40,916.4
39,954.9
961.5
443.5
176.4
48.7
218.3
17,512.8
17,436.4
76.5
812.0
2,466.4
620.7
41,442.7
40,446.3
996.4
451.7
180.2
51.0
220.5
17,414.0
17,337.1
76.9
827.7
2,664.6
656.8
42,237.0
41,203.5
1,033.5
466.4
188.2
53.2
225.0
17,441.6
17,364.2
77.4
843.1
2,841.3
693.5
43,275.1
42,202.0
1,073.1
486.1
199.5
55.4
231.2
17,545.1
17,467.1
78.0
858.7
3,016.9
731.7
44,534.5
43,419.2
1,115.3
509.6
213.3
57.7
238.6
17,696.5
17,617.9
78.6
874.6
3,199.5
771.7
45,880.4
44,720.0
1,160.4
534.8
228.3
59.9
246.6
17,866.6
17,787.2
79.4
891.6
3,386.4
814.2
14
- Canadian Whisky
- Irish Whiskey
- Japanese Whisky
Whisky
- Other Whiskies
White Spirits
- Gin
- Vodka
Other Spirits
- Aniseed-Flavoured
Spirits
- Lambanog
Spirits
Source:
Table 27
Passport
4.4
0.2
1,715.7
64.7
4.4
0.2
1,879.0
63.5
4.4
0.2
2,019.2
62.8
4.4
0.2
2,156.6
62.2
4.4
0.2
2,298.8
61.9
4.5
0.2
2,442.6
61.6
60.6
26,180.6
24,765.7
1,415.0
788.9
781.5
60.8
26,197.1
24,766.3
1,430.8
562.4
554.9
61.2
26,565.1
25,110.7
1,454.4
457.1
449.5
61.8
27,221.7
25,737.4
1,484.3
394.4
386.5
62.5
28,117.3
26,595.3
1,522.0
359.7
351.8
63.3
29,070.4
27,507.9
1,562.5
330.0
321.9
7.4
89,120.7
7.5
89,560.2
7.7
90,851.7
7.8
92,798.1
8.0
95,291.7
8.1
97,960.1
trade sources
Forecast Sales of Spirits by Category: % Total Volume Growth 2014-2019
% total volume growth

Brandy and Cognac
- Brandy
- Cognac
Liqueurs
- Bitters
- Other Liqueurs
Rum
- Dark Rum
- White Rum
Whiskies
- Canadian Whisky
- Irish Whiskey
- Japanese Whisky
- Other Whiskies
White Spirits
- Gin
- Vodka
Other Spirits
- Lambanog
Spirits
Source:
Table 28
2014/15
2014-19 CAGR
2014/19 Total
2.8
2.8
1.4
4.3
6.1
2.7
3.5
0.7
0.7
0.7
1.8
4.7
5.4
0.2
1.7
5.9
-1.1
1.1
3.4
3.4
2.1
-4.8
-5.0
2.0
2.5
2.1
2.1
1.1
3.1
4.5
2.9
2.4
0.1
0.1
0.5
1.8
4.9
5.6
0.0
0.6
6.7
-1.5
0.8
2.1
2.1
1.5
-16.2
-16.5
2.2
1.5
10.9
10.9
5.5
16.7
24.5
15.3
12.4
0.4
0.4
2.3
9.2
27.1
31.1
0.1
3.3
38.4
-7.2
3.9
11.0
11.1
7.8
-58.6
-59.3
11.5
7.9
trade sources
Forecast Sales of Spirits by Category: % Total Value Growth 2014-2019
% local currency, constant value growth

2014/2015
2014-19 CAGR
2014/19 TOTAL
15
Brandy and Cognac

- Brandy
- Cognac
Liqueurs
- Bitters
- Other Liqueurs
Rum
- Dark Rum
- White Rum
Whiskies
- Canadian Whisky
- Irish Whiskey
- Japanese Whisky
- Other Whiskies
White Spirits
- Gin
- Vodka
Other Spirits
- Lambanog
Spirits
Source:
Passport
3.0
3.0
4.0
5.0
7.0
3.9
3.3
1.0
1.0
1.0
1.9
5.8
5.5
0.6
1.4
6.3
-0.5
1.3
3.4
3.4
2.7
-8.3
-8.5
1.8
2.8
2.3
2.3
3.8
3.8
5.3
4.2
2.5
0.4
0.4
0.8
1.9
6.5
5.6
0.4
0.4
7.3
-1.0
0.9
2.1
2.1
2.0
-16.0
-16.3
2.0
1.9
trade sources
12.1
11.9
20.7
20.6
29.4
23.0
12.9
2.0
2.0
3.9
9.8
37.3
31.2
2.0
2.2
42.4
-4.8
4.4
11.0
11.1
10.4
-58.2
-58.8
10.4
9.9
16

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SPIRITS IN THE PHILIPPINES