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Philippines Alcoholic Drinks Market Revenue, Growth Rate, Share, and Forecast- 2029

 

The Philippines alcoholic drinks market is expanding rapidly, driven by urbanisation, evolving consumer preferences, and digitization. The market is dominated by spirits segment which accounts for 72% of the total alcohol consumption in 2024. Among the spirits brandy and gin are the top-selling categories, making Philippines the largest gin-consuming country globally. The growing premiumization is driving the demand for imported wine and high-end alcoholic beverages, with imported wine witnessing 12% year-on-year growth as of 2024. Further, online platforms are contributing to more than 20% of total alcoholic beverages sale in 2024. However, regulatory policies remain a major challenge for alcoholic drinks market in Philippines. 

Emerging Growth Drivers

  • The increasing disposable income of the middle class is driving the demand for premium alcoholic products. In 2024, per consumer average spend on alcohol has grown 15% year on year. This is leading to the emergence of high-end bars and lounges to cater to the growing demand for imported and high-end products.
  • The e-commerce and digital platform boom are driving convenience-based purchases. These online platforms provide digital payments options and same day delivery services which attracts consumers. Further, digital platforms provide wide range of options with nearly 60% of Philippines in 2024 discovered new alcoholic drinks through online platforms. 
  • The growing demand for the alcoholic beverages in ready-to-drink and low-alcohol segment is driving the growth of the market as the RTD segment alone increased by as much as 25% in 2024. This trend is fueled by younger consumers who want convenience and lower-alcohol alternatives. The brands are increasing their product portfolio by introducing flavored and canned cocktails to meet the rising demand.
  • The rising tourism and hospitality sector have fuelled alcoholic beverages demand in hotel, restaurant, and bar. In 2024, hospitality sector witnessed 30% increase in alcohol sales, driven by demand for premium and high-end alcoholic beverages. Further, tourist hubs including Boracay, Siargao, and Palawan are also witnessing growing demand for craft beers and high-end spirits. 

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Market Competition

The Philippines alcoholic drinks market is highly fragmented, with few major players including San Miguel Brewery Inc, Emperador Inc, and Ginebra San Miguel dominating the space. San Miguel Brewery Inc is market leder and produce approximately 2 billion liters annually. In 2024, brand reported over 10% increase in sales due to export expansion. Emperador Inc dominates the spirits segment and has strong international presence with strategic partnerships, strengthening brand’s premium spirit portfolio. Meanwhile, Ginebra San Miguel has positioned itself as world largest gin brand. As of 2024, over 22 million cases of gin were consumed annually in Philippines, reflecting country’s unique drinking culture. Further, the market is also witnessing rise of new brands and expansion of imported alcoholic beverages offering consumers wide range of premium options.

Future Outlook

The Philippines alcoholic drinks market is set to undergo significant transformations through 2029. The spirits will continue to dominate and the market will witness increased competition from imported brands in whiskey, tequila, and premium gin segments. By 2029, imported alcoholic drinks will increase by 35% as consumers continue to demand higher quality alcoholic beverages and international products. The low-alcohol beverages and ready-to-drink segment is expected to double in volume by 2029. The e-commerce and online platforms will reshape the way alcohol were purchased and online sales is expected to account for 30% of total alcohol sales by 2029. The brands will leverage direct-to-consumer and omnichannel retailing strategies to improve customer experience. However, the increase in excise tax will affect alcohol prices in Philippines. 

Consultant at TraceData Research In their latest publication “Philippines Alcoholic Drinks Market Outlook to 2029: By Beverage type (Beer, Spirits (Whisky, Vodka, Rum, Gin), Wine, Others), By Price points (Luxury, Mid-range, Economy), and By Distribution Channels (Supermarkets, Speciality liquor stores, Online platforms, Bar and restaurants)” believe that brands should expand their low-alcohol offerings and strengthen e-commerce with AI-driven personalization to dominate Philippines alcoholic drinks market.

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Location: Philippines

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