The Future of the Spirits Market in Philippines to 2017©Canadean. This product is licensed and is not to be photocopied. Reference code: AD134MR The Future of the Spirits Market in

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The Future of the Spirits Market in Philippines to 2017

Reference Code: AD134MR

Published: June 2013

©Canadean. This product is licensed and is not to be photocopied. Reference code: AD134MR



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Table of Contents

1. Introduction ............................................................................................... 16

1.1 What is this Report About?................................................................................. 16

1.2 Definitions .......................................................................................................... 16

1.2.1 This report provides 2012 actual sales; while forecasts are provided for 2013 – 2017 .... 16

1.2.2 Category Definitions .......................................................................................................... 16

1.2.3 Distribution Channel Definitions ........................................................................................ 18

1.2.4 Price Segmentation Definitions ......................................................................................... 19

1.2.5 Alcoholic Strength Definitions ............................................................................................ 19

1.2.6 Volume Units and Aggregations ........................................................................................ 20

1.2.7 CAGR Definition and Calculation ...................................................................................... 20

1.2.8 Graphical representation of Brands ................................................................................... 20

1.2.9 Exchange Rates ................................................................................................................ 21

1.2.10 Methodology Summary...................................................................................................... 21

2. Philippines Spirits Market Analysis, 2007–17 ........................................ 22

2.1 Spirits Value Analysis, 2007–17 ......................................................................... 22

2.1.1 Overall Spirits Market Value, 2007–17 .............................................................................. 22

2.1.2 Spirits Market Value by Category, 2007–17 ...................................................................... 24

2.1.3 Market Growth Dynamics by Value – Spirits, 2007–17 ..................................................... 27

2.2 Spirits Volume Analysis, 2007–17 ...................................................................... 28

2.2.1 Overall Spirits Market Volume, 2007–17 ........................................................................... 28

2.2.2 Per-Capita Consumption - Spirits, 2007–17 ...................................................................... 29

2.2.3 Spirits Market Volume by Category, 2007–17 ................................................................... 30

2.2.4 Market Growth Dynamics by Volume – Spirits, 2007–17 .................................................. 32

3. Philippines Brandy Market Analysis, 2007–17 ....................................... 33

3.1 Brandy Value Analysis, 2007–17 ....................................................................... 33

3.1.1 Brandy Market by Value, 2007–17 .................................................................................... 33

3.1.2 Brandy Market Value by Segments, 2007–17 ................................................................... 35

3.2 Brandy Volume Analysis, 2007–17 ..................................................................... 37

3.2.1 Brandy Market by Volume, 2007–17 ................................................................................. 37

3.2.2 Brandy Market Volume by Segments, 2007–17 ................................................................ 38

3.3 Market Growth Dynamics – Brandy, 2007–17 .................................................... 40

3.3.1 Brandy Market Growth Dynamics by Value, 2007–17 ...................................................... 40

3.3.2 Brandy Market Growth Dynamics by Volume, 2007–17 ................................................... 41

3.4 Armagnac Analysis, 2007–17 ............................................................................. 42

3.4.1 Armagnac Market by Value, 2007–17 ............................................................................... 42

3.4.2 Armagnac Market by Volume, 2007–17 ............................................................................ 43




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3.4.3 Armagnac Market Volume by Price Segment, 2007–17 ................................................... 44

3.4.4 Armagnac Market Volume by Alcoholic Strength, 2007–17 .............................................. 46

3.5 Cognac Analysis, 2007–17 ................................................................................ 48

3.5.1 Cognac Market by Value, 2007–17 ................................................................................... 48

3.5.2 Cognac Market by Volume, 2007–17 ................................................................................ 49

3.5.3 Cognac Market Volume by Price Segment, 2007–17 ....................................................... 50

3.5.4 Cognac Market Volume by Alcoholic Strength, 2007–17 .................................................. 52

3.6 Fruit Brandy Analysis, 2007–17 ......................................................................... 54

3.6.1 Fruit Brandy Market by Value, 2007–17 ............................................................................ 54

3.6.2 Fruit Brandy Market by Volume, 2007–17 ......................................................................... 55

3.6.3 Fruit Brandy Market Volume by Price Segment, 2007–17 ................................................ 56

3.6.4 Fruit Brandy Market Volume by Alcoholic Strength, 2007–17........................................... 58

3.7 Other Grape Brandy Analysis, 2007–17 ............................................................. 60

3.7.1 Other Grape Brandy Market by Value, 2007–17 ............................................................... 60

3.7.2 Other Grape Brandy Market by Volume, 2007–17 ............................................................ 61

3.7.3 Other Grape Brandy Market Volume by Price Segment, 2007–17 ................................... 62

3.7.4 Other Grape Brandy Market Volume by Alcoholic Strength, 2007–17 .............................. 64

3.8 Brandy Brand Analysis, 2009–12 ....................................................................... 66

3.9 Brandy Distribution Channel Analysis, 2009–12 ................................................. 68

4. Philippines Gin & Genever Market Analysis, 2007–17 .......................... 70

4.1 Gin & Genever Value Analysis, 2007–17 ........................................................... 70

4.1.1 Gin & Genever Market by Value, 2007–17........................................................................ 70

4.2 Gin & Genever Volume Analysis, 2007–17 ........................................................ 72

4.2.1 Gin & Genever Market by Volume, 2007–17 .................................................................... 72

4.2.2 Gin & Genever Market Volume by Price Segment, 2007–17 ............................................ 73

4.2.3 Gin & Genever Market Volume by Alcoholic Strength, 2007–17 ...................................... 75

4.3 Market Growth Dynamics – Gin & Genever, 2007–17 ........................................ 77

4.3.1 Gin & Genever Market Growth Dynamics by Value, 2007–17 .......................................... 77

4.3.2 Gin & Genever Market Growth Dynamics by Volume, 2007–17 ....................................... 78

4.4 Gin & Genever Brand Analysis, 2009–12 ........................................................... 79

4.5 Gin & Genever Distribution Channel Analysis, 2009–12 ..................................... 81

5. Philippines Liqueurs Market Analysis, 2007–17 .................................... 83

5.1 Liqueurs Value Analysis, 2007–17 ..................................................................... 83

5.1.1 Liqueurs Market by Value, 2007–17 .................................................................................. 83

5.1.2 Liqueurs Market Value by Segments, 2007–17 ................................................................ 85

5.2 Liqueurs Volume Analysis, 2007–17 .................................................................. 87

5.2.1 Liqueurs Market by Volume, 2007–17 ............................................................................... 87

5.2.2 Liqueurs Market Volume by Segments, 2007–17 ............................................................. 88

5.3 Market Growth Dynamics – Liqueurs, 2007–17 .................................................. 90




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5.3.1 Liqueurs Market Growth Dynamics by Value, 2007–17 .................................................... 90

5.3.2 Liqueurs Market Growth Dynamics by Volume, 2007–17 ................................................. 91

5.4 Cream Liqueurs Analysis, 2007–17 .................................................................... 92

5.4.1 Cream Liqueurs Market by Value, 2007–17 ...................................................................... 92

5.4.2 Cream Liqueurs Market by Volume, 2007–17 ................................................................... 93

5.4.3 Cream Liqueurs Market Volume by Price Segment, 2007–17 .......................................... 94

5.4.4 Cream Liqueurs Market Volume by Alcoholic Strength, 2007–17..................................... 96

5.5 Fruit Liqueurs Analysis, 2007–17 ....................................................................... 98

5.5.1 Fruit Liqueurs Market by Value, 2007–17 ......................................................................... 98

5.5.2 Fruit Liqueurs Market by Volume, 2007–17 ...................................................................... 99

5.5.3 Fruit Liqueurs Market Volume by Price Segment, 2007–17 ............................................ 100

5.5.4 Fruit Liqueurs Market Volume by Alcoholic Strength, 2007–17 ...................................... 102

5.6 Other Liqueurs Analysis, 2007–17 ................................................................... 104

5.6.1 Other Liqueurs Market by Value, 2007–17...................................................................... 104

5.6.2 Other Liqueurs Market by Volume, 2007–17 .................................................................. 105

5.6.3 Other Liqueurs Market Volume by Price Segment, 2007–17 .......................................... 106

5.6.4 Other Liqueurs Market Volume by Alcoholic Strength, 2007–17 .................................... 108

5.7 Liqueurs Brand Analysis, 2009–12 ................................................................... 110

5.8 Liqueurs Distribution Channel Analysis, 2009–12 ............................................ 112

6. Philippines Rum Market Analysis, 2007–17 ......................................... 114

6.1 Rum Value Analysis, 2007–17 ......................................................................... 114

6.1.1 Rum Market by Value, 2007–17 ...................................................................................... 114

6.1.2 Rum Market Value by Segments, 2007–17 .................................................................... 116

6.2 Rum Volume Analysis, 2007–17 ...................................................................... 118

6.2.1 Rum Market by Volume, 2007–17 ................................................................................... 118

6.2.2 Rum Market Volume by Segments, 2007–17 ................................................................. 119

6.3 Market Growth Dynamics – Rum, 2007–17 ...................................................... 121

6.3.1 Rum Market Growth Dynamics by Value, 2007–17 ........................................................ 121

6.3.2 Rum Market Growth Dynamics by Volume, 2007–17 ..................................................... 122

6.4 Dark Rum Analysis, 2007–17 ........................................................................... 123

6.4.1 Dark Rum Market by Value, 2007–17 ............................................................................. 123

6.4.2 Dark Rum Market by Volume, 2007–17 .......................................................................... 124

6.4.3 Dark Rum Market Volume by Price Segment, 2007–17 ................................................. 125

6.4.4 Dark Rum Market Volume by Alcoholic Strength, 2007–17 ............................................ 127

6.5 Light Rum Analysis, 2007–17 ........................................................................... 129

6.5.1 Light Rum Market by Value, 2007–17 ............................................................................. 129

6.5.2 Light Rum Market by Volume, 2007–17 .......................................................................... 130

6.5.3 Light Rum Market Volume by Price Segment, 2007–17 ................................................. 131

6.5.4 Light Rum Market Volume by Alcoholic Strength, 2007–17 ............................................ 133




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6.6 Rum Brand Analysis, 2009–12 ......................................................................... 135

6.7 Rum Distribution Channel Analysis, 2009–12 .................................................. 137

7. Philippines Speciality Spirits Market Analysis, 2007–17 .................... 139

7.1 Speciality Spirits Value Analysis, 2007–17 ....................................................... 139

7.1.1 Speciality Spirits Market by Value, 2007–17 ................................................................... 139

7.1.2 Speciality Spirits Market Value by Segments, 2007–17 .................................................. 141

7.2 Speciality Spirits Volume Analysis, 2007–17 .................................................... 143

7.2.1 Speciality Spirits Market by Volume, 2007–17 ................................................................ 143

7.2.2 Speciality Spirits Market Volume by Segments, 2007–17 ............................................... 144

7.3 Market Growth Dynamics – Speciality Spirits, 2007–17 ................................... 146

7.3.1 Speciality Spirits Market Growth Dynamics by Value, 2007–17 ..................................... 146

7.3.2 Speciality Spirits Market Growth Dynamics by Volume, 2007–17 .................................. 147

7.4 Other Specialty Spirits Analysis, 2007–17 ........................................................ 148

7.4.1 Other Specialty Spirits Market by Value, 2007–17 .......................................................... 148

7.4.2 Other Specialty Spirits Market by Volume, 2007–17 ....................................................... 149

7.4.3 Other Specialty Spirits Market Volume by Price Segment, 2007–17 .............................. 150

7.4.4 Other Specialty Spirits Market Volume by Alcoholic Strength, 2007–17 ........................ 152

7.5 Ouzo Analysis, 2007–17 .................................................................................. 154

7.5.1 Ouzo Market by Value, 2007–17 ..................................................................................... 154

7.5.2 Ouzo Market by Volume, 2007–17 .................................................................................. 155

7.5.3 Ouzo Market Volume by Price Segment, 2007–17 ......................................................... 156

7.5.4 Ouzo Market Volume by Alcoholic Strength, 2007–17 .................................................... 158

7.6 Raki Analysis, 2007–17 .................................................................................... 160

7.6.1 Raki Market by Value, 2007–17 ...................................................................................... 160

7.6.2 Raki Market by Volume, 2007–17 ................................................................................... 161

7.6.3 Raki Market Volume by Price Segment, 2007–17 .......................................................... 162

7.6.4 Raki Market Volume by Alcoholic Strength, 2007–17 ..................................................... 164

7.7 Speciality Spirits Brand Analysis, 2009–12 ...................................................... 166

7.8 Speciality Spirits Distribution Channel Analysis, 2009–12 ................................ 168

8. Philippines Tequila & Mezcal Market Analysis, 2007–17 .................... 170

8.1 Tequila & Mezcal Value Analysis, 2007–17 ...................................................... 170

8.1.1 Tequila & Mezcal Market by Value, 2007–17 .................................................................. 170

8.2 Tequila & Mezcal Volume Analysis, 2007–17 ................................................... 172

8.2.1 Tequila & Mezcal Market by Volume, 2007–17 ............................................................... 172

8.2.2 Tequila & Mezcal Market Volume by Price Segment, 2007–17 ...................................... 173

8.2.3 Tequila & Mezcal Market Volume by Alcoholic Strength, 2007–17 ................................ 175

8.3 Market Growth Dynamics – Tequila & Mezcal, 2007–17 .................................. 177

8.3.1 Tequila & Mezcal Market Growth Dynamics by Value, 2007–17 .................................... 177

8.3.2 Tequila & Mezcal Market Growth Dynamics by Volume, 2007–17 ................................. 178




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8.4 Tequila & Mezcal Brand Analysis, 2009–12 ..................................................... 179

8.5 Tequila & Mezcal Distribution Channel Analysis, 2009–12 ............................... 181

9. Philippines Vodka Market Analysis, 2007–17 ....................................... 183

9.1 Vodka Value Analysis, 2007–17 ....................................................................... 183

9.1.1 Vodka Market by Value, 2007–17 ................................................................................... 183

9.1.2 Vodka Market Value by Segments, 2007–17 .................................................................. 185

9.2 Vodka Volume Analysis, 2007–17 .................................................................... 187

9.2.1 Vodka Market by Volume, 2007–17 ................................................................................ 187

9.2.2 Vodka Market Volume by Segments, 2007–17 ............................................................... 188

9.3 Market Growth Dynamics – Vodka, 2007–17 ................................................... 189

9.3.1 Vodka Market Growth Dynamics by Value, 2007–17 ...................................................... 189

9.3.2 Vodka Market Growth Dynamics by Volume, 2007–17 ................................................... 190

9.4 Flavoured Vodka Analysis, 2007–17 ................................................................ 191

9.4.1 Flavoured Vodka Market by Value, 2007–17 .................................................................. 191

9.4.2 Flavoured Vodka Market by Volume, 2007–17 ............................................................... 192

9.4.3 Flavoured Vodka Market Volume by Price Segment, 2007–17 ...................................... 193

9.4.4 Flavoured Vodka Market Volume by Alcoholic Strength, 2007–17 ................................. 195

9.5 Unflavoured Vodka Analysis, 2007–17 ............................................................. 197

9.5.1 Unflavoured Vodka Market by Value, 2007–17 ............................................................... 197

9.5.2 Unflavoured Vodka Market by Volume, 2007–17 ............................................................ 198

9.5.3 Unflavoured Vodka Market Volume by Price Segment, 2007–17 ................................... 199

9.5.4 Unflavoured Vodka Market Volume by Alcoholic Strength, 2007–17 ............................. 201

9.6 Vodka Brand Analysis, 2009–12 ...................................................................... 203

9.7 Vodka Distribution Channel Analysis, 2009–12 ................................................ 205

10. Philippines Whiskey Market Analysis, 2007–17 ................................... 207

10.1 Whiskey Value Analysis, 2007–17 ................................................................... 207

10.1.1 Whiskey Market by Value, 2007–17 ................................................................................ 207

10.1.2 Whiskey Market Value by Segments, 2007–17 .............................................................. 209

10.2 Whiskey Volume Analysis, 2007–17 ................................................................ 211

10.2.1 Whiskey Market by Volume, 2007–17 ............................................................................. 211

10.2.2 Whiskey Market Volume by Segments, 2007–17 ........................................................... 212

10.3 Market Growth Dynamics – Whiskey, 2007–17 ................................................ 214

10.3.1 Whiskey Market Growth Dynamics by Value, 2007–17 .................................................. 214

10.3.2 Whiskey Market Growth Dynamics by Volume, 2007–17 ............................................... 215

10.4 American Whiskey Analysis, 2007–17 ............................................................. 216

10.4.1 American Whiskey Market by Value, 2007–17 ............................................................... 216

10.4.2 American Whiskey Market by Volume, 2007–17 ............................................................ 217

10.4.3 American Whiskey Market Volume by Price Segment, 2007–17 .................................... 218

10.4.4 American Whiskey Market Volume by Alcoholic Strength, 2007–17 .............................. 220




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10.5 Canadian Whiskey Analysis, 2007–17 ............................................................. 222

10.5.1 Canadian Whiskey Market by Value, 2007–17 ............................................................... 222

10.5.2 Canadian Whiskey Market by Volume, 2007–17 ............................................................ 223

10.5.3 Canadian Whiskey Market Volume by Price Segment, 2007–17 ................................... 224

10.5.4 Canadian Whiskey Market Volume by Alcoholic Strength, 2007–17 .............................. 226

10.6 Irish Whiskey Analysis, 2007–17 ...................................................................... 228

10.6.1 Irish Whiskey Market by Value, 2007–17 ........................................................................ 228

10.6.2 Irish Whiskey Market by Volume, 2007–17 ..................................................................... 229

10.6.3 Irish Whiskey Market Volume by Price Segment, 2007–17 ............................................ 230

10.6.4 Irish Whiskey Market Volume by Alcoholic Strength, 2007–17 ....................................... 232

10.7 Other Whisk(e)y Analysis, 2007–17 ................................................................. 234

10.7.1 Other Whisk(e)y Market by Value, 2007–17 ................................................................... 234

10.7.2 Other Whisk(e)y Market by Volume, 2007–17 ................................................................ 235

10.7.3 Other Whisk(e)y Market Volume by Price Segment, 2007–17........................................ 236

10.7.4 Other Whisk(e)y Market Volume by Alcoholic Strength, 2007–17 .................................. 238

10.8 Scotch Whisky Analysis, 2007–17.................................................................... 240

10.8.1 Scotch Whisky Market by Value, 2007–17 ...................................................................... 240

10.8.2 Scotch Whisky Market by Volume, 2007–17 ................................................................... 241

10.8.3 Scotch Whisky Market Volume by Price Segment, 2007–17 .......................................... 242

10.8.4 Scotch Whisky Market Volume by Alcoholic Strength, 2007–17..................................... 244

10.9 Whiskey Brand Analysis, 2009–12 ................................................................... 246

10.10 Whiskey Distribution Channel Analysis, 2009–12 ............................................. 248

11. Appendix ................................................................................................. 250

11.1 About Canadean .............................................................................................. 250

11.2 Disclaimer ........................................................................................................ 250




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List of Figures

Figure 1: Philippines Spirits Market Value (BRL m) and Growth (Y-o-Y), 2007–17 .................................................................... 23 Figure 2: Philippines Spirits Market Value (BRL m) by Category, 2007–17 ................................................................................ 26 Figure 3: Philippines Spirits Market Dynamics, by Category, by Market Value, 2007–17 ........................................................... 27 Figure 4: Philippines Spirits Market Volume (Liters m) and Growth (Y-o-Y), 2007–17 ............................................................... 28 Figure 5: Philippines Per-Capita Spirits Consumption (Liters/head & Y-o-Y growth), 2007–17 .................................................. 29 Figure 6: Philippines Spirits Market Volume (Liters m) by Category, 2007–17 ........................................................................... 31 Figure 7: Philippines Spirits Market Dynamics, by Category, by Market Volume 2007–17 ......................................................... 32 Figure 8: Philippines Brandy Market Value (BRL m) and Growth (Y-o-Y), 2007–17 ................................................................... 34 Figure 9: Philippines Brandy Market Value (BRL m) by Segments, 2007–17 ............................................................................. 36 Figure 10: Philippines Brandy Market Volume (Liters m) and Growth (Y-o-Y), 2007–17 ............................................................ 37 Figure 11: Philippines Brandy Market Volume (Liters m) by Segments, 2007–17 ...................................................................... 39 Figure 12: Philippines Brandy Market Growth Dynamics by Value, 2007–17 ............................................................................. 40 Figure 13: Philippines Brandy Market Growth Dynamics by Volume, 2007–17 .......................................................................... 41 Figure 14: Philippines Armagnac Market by Value (BRL m), 2007–17 ....................................................................................... 42 Figure 15: Philippines Armagnac Market by Volume (Liters m), 2007–17 .................................................................................. 43 Figure 16: Philippines Armagnac Market Volume (Liters m) by Price Segment, 2007–17 .......................................................... 45 Figure 17: Philippines Armagnac Market Volume (Liters m) by Alcoholic Strength, 2007–17 ..................................................... 47 Figure 18: Philippines Cognac Market by Value (BRL m), 2007–17 ........................................................................................... 48 Figure 19: Philippines Cognac Market by Volume (Liters m), 2007–17 ...................................................................................... 49 Figure 20: Philippines Cognac Market Volume (Liters m) by Price Segment, 2007–17 .............................................................. 51 Figure 21: Philippines Cognac Market Volume (Liters m) by Alcoholic Strength, 2007–17 ......................................................... 53 Figure 22: Philippines Fruit Brandy Market by Value (BRL m), 2007–17 .................................................................................... 54 Figure 23: Philippines Fruit Brandy Market by Volume (Liters m), 2007–17 ............................................................................... 55 Figure 24: Philippines Fruit Brandy Market Volume (Liters m) by Price Segment, 2007–17 ....................................................... 57 Figure 25: Philippines Fruit Brandy Market Volume (Liters m) by Alcoholic Strength, 2007–17 .................................................. 59 Figure 26: Philippines Other Grape Brandy Market by Value (BRL m), 2007–17 ....................................................................... 60 Figure 27: Philippines Other Grape Brandy Market by Volume (Liters m), 2007–17 .................................................................. 61 Figure 28: Philippines Other Grape Brandy Market Volume (Liters m) by Price Segment, 2007–17 .......................................... 63 Figure 29: Philippines Other Grape Brandy Market Volume (Liters m) by Alcoholic Strength, 2007–17 ..................................... 65 Figure 30: Philippines Brandy Market Volume by Brands (Liters m), 2009–12 ........................................................................... 67 Figure 31: Philippines Brandy Market Volume by Distribution Channel (Liters m), 2009–12 ...................................................... 69 Figure 32: Philippines Gin & Genever Market Value (BRL m) and Growth (Y-o-Y), 2007–17 ..................................................... 71 Figure 33: Philippines Gin & Genever Market Volume (Liters m) and Growth (Y-o-Y), 2007–17 ................................................ 72 Figure 34: Philippines Gin & Genever Market Volume (Liters m) by Price Segment, 2007–17 ................................................... 74 Figure 35: Philippines Gin & Genever Market Volume (Liters m) by Alcoholic Strength, 2007–17 .............................................. 76 Figure 36: Philippines Gin & Genever Market Growth Dynamics by Value, 2007–17 ................................................................. 77 Figure 37: Philippines Gin & Genever Market Growth Dynamics by Volume, 2007–17 .............................................................. 78 Figure 38: Philippines Gin & Genever Market Volume by Brands (Liters m), 2009–12 ............................................................... 80 Figure 39: Philippines Gin & Genever Market Volume by Distribution Channel (Liters m), 2009–12 .......................................... 82 Figure 40: Philippines Liqueurs Market Value (BRL m) and Growth (Y-o-Y), 2007–17 ............................................................... 84 Figure 41: Philippines Liqueurs Market Value (BRL m) by Segments, 2007–17 ........................................................................ 86 Figure 42: Philippines Liqueurs Market Volume (Liters m) and Growth (Y-o-Y), 2007–17 .......................................................... 87 Figure 43: Philippines Liqueurs Market Volume (Liters m) by Segments, 2007–17 .................................................................... 89 Figure 44: Philippines Liqueurs Market Growth Dynamics by Value, 2007–17 ........................................................................... 90 Figure 45: Philippines Liqueurs Market Growth Dynamics by Volume, 2007–17 ........................................................................ 91 Figure 46: Philippines Cream Liqueurs Market by Value (BRL m), 2007–17 .............................................................................. 92 Figure 47: Philippines Cream Liqueurs Market by Volume (Liters m), 2007–17 ......................................................................... 93 Figure 48: Philippines Cream Liqueurs Market Volume (Liters m) by Price Segment, 2007–17 ................................................. 95 Figure 49: Philippines Cream Liqueurs Market Volume (Liters m) by Alcoholic Strength, 2007–17 ............................................ 97 Figure 50: Philippines Fruit Liqueurs Market by Value (BRL m), 2007–17 ................................................................................. 98 Figure 51: Philippines Fruit Liqueurs Market by Volume (Liters m), 2007–17 ............................................................................. 99 Figure 52: Philippines Fruit Liqueurs Market Volume (Liters m) by Price Segment, 2007–17 ................................................... 101 Figure 53: Philippines Fruit Liqueurs Market Volume (Liters m) by Alcoholic Strength, 2007–17 ............................................. 103 Figure 54: Philippines Other Liqueurs Market by Value (BRL m), 2007–17.............................................................................. 104 Figure 55: Philippines Other Liqueurs Market by Volume (Liters m), 2007–17 ......................................................................... 105 Figure 56: Philippines Other Liqueurs Market Volume (Liters m) by Price Segment, 2007–17 ................................................. 107 Figure 57: Philippines Other Liqueurs Market Volume (Liters m) by Alcoholic Strength, 2007–17 ............................................ 109




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Figure 58: Philippines Liqueurs Market Volume by Brands (Liters m), 2009–12 ...................................................................... 111 Figure 59: Philippines Liqueurs Market Volume by Distribution Channel (Liters m), 2009–12 .................................................. 113 Figure 60: Philippines Rum Market Value (BRL m) and Growth (Y-o-Y), 2007–17 ................................................................... 115 Figure 61: Philippines Rum Market Value (BRL m) by Segments, 2007–17............................................................................. 117 Figure 62: Philippines Rum Market Volume (Liters m) and Growth (Y-o-Y), 2007–17 .............................................................. 118 Figure 63: Philippines Rum Market Volume (Liters m) by Segments, 2007–17 ........................................................................ 120 Figure 64: Philippines Rum Market Growth Dynamics by Value, 2007–17 ............................................................................... 121 Figure 65: Philippines Rum Market Growth Dynamics by Volume, 2007–17 ............................................................................ 122 Figure 66: Philippines Dark Rum Market by Value (BRL m), 2007–17 ..................................................................................... 123 Figure 67: Philippines Dark Rum Market by Volume (Liters m), 2007–17 ................................................................................ 124 Figure 68: Philippines Dark Rum Market Volume (Liters m) by Price Segment, 2007–17 ........................................................ 126 Figure 69: Philippines Dark Rum Market Volume (Liters m) by Alcoholic Strength, 2007–17 ................................................... 128 Figure 70: Philippines Light Rum Market by Value (BRL m), 2007–17 ..................................................................................... 129 Figure 71: Philippines Light Rum Market by Volume (Liters m), 2007–17 ................................................................................ 130 Figure 72: Philippines Light Rum Market Volume (Liters m) by Price Segment, 2007–17 ........................................................ 132 Figure 73: Philippines Light Rum Market Volume (Liters m) by Alcoholic Strength, 2007–17 ................................................... 134 Figure 74: Philippines Rum Market Volume by Brands (Liters m), 2009–12............................................................................. 136 Figure 75: Philippines Rum Market Volume by Distribution Channel (Liters m), 2009–12 ........................................................ 138 Figure 76: Philippines Speciality Spirits Market Value (BRL m) and Growth (Y-o-Y), 2007–17 ................................................ 140 Figure 77: Philippines Speciality Spirits Market Value (BRL m) by Segments, 2007–17 .......................................................... 142 Figure 78: Philippines Speciality Spirits Market Volume (Liters m) and Growth (Y-o-Y), 2007–17 ............................................ 143 Figure 79: Philippines Speciality Spirits Market Volume (Liters m) by Segments, 2007–17...................................................... 145 Figure 80: Philippines Speciality Spirits Market Growth Dynamics by Value, 2007–17 ............................................................ 146 Figure 81: Philippines Speciality Spirits Market Growth Dynamics by Volume, 2007–17 ......................................................... 147 Figure 82: Philippines Other Specialty Spirits Market by Value (BRL m), 2007–17 .................................................................. 148 Figure 83: Philippines Other Specialty Spirits Market by Volume (Liters m), 2007–17 ............................................................. 149 Figure 84: Philippines Other Specialty Spirits Market Volume (Liters m) by Price Segment, 2007–17 ..................................... 151 Figure 85: Philippines Other Specialty Spirits Market Volume (Liters m) by Alcoholic Strength, 2007–17 ................................ 153 Figure 86: Philippines Ouzo Market by Value (BRL m), 2007–17 ............................................................................................ 154 Figure 87: Philippines Ouzo Market by Volume (Liters m), 2007–17 ........................................................................................ 155 Figure 88: Philippines Ouzo Market Volume (Liters m) by Price Segment, 2007–17 ................................................................ 157 Figure 89: Philippines Ouzo Market Volume (Liters m) by Alcoholic Strength, 2007–17 .......................................................... 159 Figure 90: Philippines Raki Market by Value (BRL m), 2007–17 .............................................................................................. 160 Figure 91: Philippines Raki Market by Volume (Liters m), 2007–17 ......................................................................................... 161 Figure 92: Philippines Raki Market Volume (Liters m) by Price Segment, 2007–17 ................................................................. 163 Figure 93: Philippines Raki Market Volume (Liters m) by Alcoholic Strength, 2007–17 ............................................................ 165 Figure 94: Philippines Speciality Spirits Market Volume by Brands (Liters m), 2009–12 .......................................................... 167 Figure 95: Philippines Speciality Spirits Market Volume by Distribution Channel (Liters m), 2009–12 ...................................... 169 Figure 96: Philippines Tequila & Mezcal Market Value (BRL m) and Growth (Y-o-Y), 2007–17 ............................................... 171 Figure 97: Philippines Tequila & Mezcal Market Volume (Liters m) and Growth (Y-o-Y), 2007–17 .......................................... 172 Figure 98: Philippines Tequila & Mezcal Market Volume (Liters m) by Price Segment, 2007–17 ............................................. 174 Figure 99: Philippines Tequila & Mezcal Market Volume (Liters m) by Alcoholic Strength, 2007–17 ........................................ 176 Figure 100: Philippines Tequila & Mezcal Market Growth Dynamics by Value, 2007–17 ......................................................... 177 Figure 101: Philippines Tequila & Mezcal Market Growth Dynamics by Volume, 2007–17 ...................................................... 178 Figure 102: Philippines Tequila & Mezcal Market Volume by Brands (Liters m), 2009–12 ....................................................... 180 Figure 103: Philippines Tequila & Mezcal Market Volume by Distribution Channel (Liters m), 2009–12 ................................... 182 Figure 104: Philippines Vodka Market Value (BRL m) and Growth (Y-o-Y), 2007–17 .............................................................. 184 Figure 105: Philippines Vodka Market Value (BRL m) by Segments, 2007–17 ........................................................................ 186 Figure 106: Philippines Vodka Market Volume (Liters m) and Growth (Y-o-Y), 2007–17 ......................................................... 187 Figure 107: Philippines Vodka Market Volume (Liters m) by Segments, 2007–17 ................................................................... 188 Figure 108: Philippines Vodka Market Growth Dynamics by Value, 2007–17 .......................................................................... 189 Figure 109: Philippines Vodka Market Growth Dynamics by Volume, 2007–17 ....................................................................... 190 Figure 110: Philippines Flavoured Vodka Market by Value (BRL m), 2007–17 ........................................................................ 191 Figure 111: Philippines Flavoured Vodka Market by Volume (Liters m), 2007–17.................................................................... 192 Figure 112: Philippines Flavoured Vodka Market Volume (Liters m) by Price Segment, 2007–17............................................ 194 Figure 113: Philippines Flavoured Vodka Market Volume (Liters m) by Alcoholic Strength, 2007–17 ...................................... 196 Figure 114: Philippines Unflavoured Vodka Market by Value (BRL m), 2007–17 ..................................................................... 197 Figure 115: Philippines Unflavoured Vodka Market by Volume (Liters m), 2007–17 ................................................................ 198 Figure 116: Philippines Unflavoured Vodka Market Volume (Liters m) by Price Segment, 2007–17 ........................................ 200 Figure 117: Philippines Unflavoured Vodka Market Volume (Liters m) by Alcoholic Strength, 2007–17 ................................... 202 Figure 118: Philippines Vodka Market Volume by Brands (Liters m), 2009–12 ........................................................................ 204




10

Figure 119: Philippines Vodka Market Volume by Distribution Channel (Liters m), 2009–12 .................................................... 206 Figure 120: Philippines Whiskey Market Value (BRL m) and Growth (Y-o-Y), 2007–17 ........................................................... 208 Figure 121: Philippines Whiskey Market Value (BRL m) by Segments, 2007–17 ..................................................................... 210 Figure 122: Philippines Whiskey Market Volume (Liters m) and Growth (Y-o-Y), 2007–17 ...................................................... 211 Figure 123: Philippines Whiskey Market Volume (Liters m) by Segments, 2007–17 ................................................................ 213 Figure 124: Philippines Whiskey Market Growth Dynamics by Value, 2007–17 ....................................................................... 214 Figure 125: Philippines Whiskey Market Growth Dynamics by Volume, 2007–17 .................................................................... 215 Figure 126: Philippines American Whiskey Market by Value (BRL m), 2007–17 ...................................................................... 216 Figure 127: Philippines American Whiskey Market by Volume (Liters m), 2007–17 ................................................................. 217 Figure 128: Philippines American Whiskey Market Volume (Liters m) by Price Segment, 2007–17 ......................................... 219 Figure 129: Philippines American Whiskey Market Volume (Liters m) by Alcoholic Strength, 2007–17 .................................... 221 Figure 130: Philippines Canadian Whiskey Market by Value (BRL m), 2007–17 ..................................................................... 222 Figure 131: Philippines Canadian Whiskey Market by Volume (Liters m), 2007–17 ................................................................. 223 Figure 132: Philippines Canadian Whiskey Market Volume (Liters m) by Price Segment, 2007–17 ......................................... 225 Figure 133: Philippines Canadian Whiskey Market Volume (Liters m) by Alcoholic Strength, 2007–17 .................................... 227 Figure 134: Philippines Irish Whiskey Market by Value (BRL m), 2007–17 .............................................................................. 228 Figure 135: Philippines Irish Whiskey Market by Volume (Liters m), 2007–17 ......................................................................... 229 Figure 136: Philippines Irish Whiskey Market Volume (Liters m) by Price Segment, 2007–17 ................................................. 231 Figure 137: Philippines Irish Whiskey Market Volume (Liters m) by Alcoholic Strength, 2007–17 ............................................ 233 Figure 138: Philippines Other Whisk(e)y Market by Value (BRL m), 2007–17 ......................................................................... 234 Figure 139: Philippines Other Whisk(e)y Market by Volume (Liters m), 2007–17 ..................................................................... 235 Figure 140: Philippines Other Whisk(e)y Market Volume (Liters m) by Price Segment, 2007–17 ............................................. 237 Figure 141: Philippines Other Whisk(e)y Market Volume (Liters m) by Alcoholic Strength, 2007–17 ....................................... 239 Figure 142: Philippines Scotch Whisky Market by Value (BRL m), 2007–17 ............................................................................ 240 Figure 143: Philippines Scotch Whisky Market by Volume (Liters m), 2007–17 ....................................................................... 241 Figure 144: Philippines Scotch Whisky Market Volume (Liters m) by Price Segment, 2007–17 ............................................... 243 Figure 145: Philippines Scotch Whisky Market Volume (Liters m) by Alcoholic Strength, 2007–17 .......................................... 245 Figure 146: Philippines Whiskey Market Volume by Brands (Liters m), 2009–12 ..................................................................... 247 Figure 147: Philippines Whiskey Market Volume by Distribution Channel (Liters m), 2009–12 ................................................ 249




11

List of Tables

Table 1: Category Definitions - Spirits Market ........................................................................................................................... 16 Table 2: Distribution Channel Definitions - Spirits Market ......................................................................................................... 18 Table 3: Price Segmentation Definitions - Spirits Market .......................................................................................................... 19 Table 4: Alcoholic Strength Definitions - Spirits Market ............................................................................................................. 19 Table 5: Volume Units for Spirits Market ................................................................................................................................... 20 Table 6: Philippines Exchange Rate EUR – USD (Annual Average), 2007 – 2012 .................................................................... 21 Table 7: Philippines Spirits Market Value (BRL m) and Growth (Y-o-Y), 2007–17 ..................................................................... 22 Table 8: Philippines Spirits Market Value (USD m) and Growth (Y-o-Y), 2007–17 ..................................................................... 22 Table 9: Philippines Spirits Market Value (BRL m) by Category, 2007–12 ................................................................................. 24 Table 10: Philippines Spirits Market Value (BRL m) by Category, 2012–17 ............................................................................... 24 Table 11: Philippines Spirits Market Value (USD m) by Category, 2007–12 .............................................................................. 25 Table 12: Philippines Spirits Market Value (USD m) by Category, 2012–17 .............................................................................. 25 Table 13: Philippines Spirits Market Dynamics: past and future growth rates (2007–12 & 2012–17) and market size (2007, 2012

& 2017), by Category, by Value (BRL m) ................................................................................................................................... 27 Table 14: Philippines Spirits Market Volume (Liters m) and Growth (Y-o-Y), 2007–17 ............................................................... 28 Table 15: Philippines Per-capita Spirits Consumption (Liters/head & Y-o-Y growth), 2007–17 .................................................. 29 Table 16: Philippines Spirits Market Volume (Liters m) by Category, 2007–12 .......................................................................... 30 Table 17: Philippines Spirits Market Volume (Liters m) by Category, 2012–17 .......................................................................... 30 Table 18: Philippines Spirits Market Dynamics: past and future growth rates (2007–12 & 2012–17) and market size (2007, 2012

& 2017), by Category, by volume (Liters m)............................................................................................................................... 32 Table 19: Philippines Brandy Market Value (BRL m) and Growth (Y-o-Y), 2007–17 .................................................................. 33 Table 20: Philippines Brandy Market Value (USD m) and Growth (Y-o-Y), 2007–17 ................................................................. 33 Table 21: Philippines Brandy Market Value (BRL m) by Segments, 2007–12 ............................................................................ 35 Table 22: Philippines Brandy Market Value (BRL m) by Segments, 2012–17 ............................................................................ 35 Table 23: Philippines Brandy Market Value (USD m) by Segments, 2007–12 ........................................................................... 35 Table 24: Philippines Brandy Market Value (USD m) by Segments, 2012–17 ........................................................................... 36 Table 25: Philippines Brandy Market Volume (Liters m) and Growth (Y-o-Y), 2007–17 ............................................................. 37 Table 26: Philippines Brandy Market Volume (Liters m) by Segments, 2007–12 ....................................................................... 38 Table 27: Philippines Brandy Market Volume (Liters m) by Segments, 2012–17 ....................................................................... 38 Table 28: Philippines Brandy Market Dynamics: past and future growth rates (2007–12 & 2012–17) and market size (2007, 2012

& 2017), by Value (BRL m), by Segments ................................................................................................................................. 40 Table 29: Philippines Brandy Market Dynamics: past and future growth rates (2007–12 & 2012–17) and market size (2007, 2012

& 2017), by Volume (Liters m), by Segments ............................................................................................................................ 41 Table 30: Philippines Armagnac Market by Value (BRL m), 2007–17 ........................................................................................ 42 Table 31: Philippines Armagnac Market by Value (USD m), 2007–17 ....................................................................................... 42 Table 32: Philippines Armagnac Market by Volume (Liters m), 2007–17 ................................................................................... 43 Table 33: Philippines Armagnac Market Volume (Liters m) by Price Segment, 2007–12 ........................................................... 44 Table 34: Philippines Armagnac Market Volume (Liters m) by Price Segment, 2012–17 ........................................................... 44 Table 35: Philippines Armagnac Market Volume (Liters m) by Alcoholic Strength, 2007–12 ...................................................... 46 Table 36: Philippines Armagnac Market Volume (Liters m) by Alcoholic Strength, 2012–17 ...................................................... 46 Table 37: Philippines Cognac Market by Value (BRL m), 2007–17 ............................................................................................ 48 Table 38: Philippines Cognac Market by Value (USD m), 2007–17 ........................................................................................... 48 Table 39: Philippines Cognac Market by Volume (Liters m), 2007–17 ....................................................................................... 49 Table 40: Philippines Cognac Market Volume (Liters m) by Price Segment, 2007–12 ............................................................... 50 Table 41: Philippines Cognac Market Volume (Liters m) by Price Segment, 2012–17 ............................................................... 50 Table 42: Philippines Cognac Market Volume (Liters m) by Alcoholic Strength, 2007–12 .......................................................... 52 Table 43: Philippines Cognac Market Volume (Liters m) by Alcoholic Strength, 2012–17 .......................................................... 52 Table 44: Philippines Fruit Brandy Market by Value (BRL m), 2007–17 ..................................................................................... 54 Table 45: Philippines Fruit Brandy Market by Value (USD m), 2007–17 .................................................................................... 54 Table 46: Philippines Fruit Brandy Market by Volume (Liters m), 2007–17 ................................................................................ 55 Table 47: Philippines Fruit Brandy Market Volume (Liters m) by Price Segment, 2007–12 ........................................................ 56 Table 48: Philippines Fruit Brandy Market Volume (Liters m) by Price Segment, 2012–17 ........................................................ 56 Table 49: Philippines Fruit Brandy Market Volume (Liters m) by Alcoholic Strength, 2007–12 ................................................... 58 Table 50: Philippines Fruit Brandy Market Volume (Liters m) by Alcoholic Strength, 2012–17 ................................................... 58 Table 51: Philippines Other Grape Brandy Market by Value (BRL m), 2007–17 ........................................................................ 60 Table 52: Philippines Other Grape Brandy Market by Value (USD m), 2007–17 ........................................................................ 60 Table 53: Philippines Other Grape Brandy Market by Volume (Liters m), 2007–17 .................................................................... 61




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Table 54: Philippines Other Grape Brandy Market Volume (Liters m) by Price Segment, 2007–12 ............................................ 62 Table 55: Philippines Other Grape Brandy Market Volume (Liters m) by Price Segment, 2012–17 ............................................ 62 Table 56: Philippines Other Grape Brandy Market Volume (Liters m) by Alcoholic Strength, 2007–12 ...................................... 64 Table 57: Philippines Other Grape Brandy Market Volume (Liters m) by Alcoholic Strength, 2012–17 ...................................... 64 Table 58: Philippines Brandy Market Volume by Brands (Liters m), 2009–12 ............................................................................ 66 Table 59: Philippines Brandy Market Volume by Distribution Channel (Liters m), 2009–12........................................................ 68 Table 60: Philippines Gin & Genever Market Value (BRL m) and Growth (Y-o-Y), 2007–17 ...................................................... 70 Table 61: Philippines Gin & Genever Market Value (USD m) and Growth (Y-o-Y), 2007–17 ..................................................... 70 Table 62: Philippines Gin & Genever Market Volume (Liters m) and Growth (Y-o-Y), 2007–17 ................................................. 72 Table 63: Philippines Gin & Genever Market Volume (Liters m) by Price Segment, 2007–12 .................................................... 73 Table 64: Philippines Gin & Genever Market Volume (Liters m) by Price Segment, 2012–17 .................................................... 73 Table 65: Philippines Gin & Genever Market Volume (Liters m) by Alcoholic Strength, 2007–12 ............................................... 75 Table 66: Philippines Gin & Genever Market Volume (Liters m) by Alcoholic Strength, 2012–17 ............................................... 75 Table 67: Philippines Gin & Genever Market Dynamics: past and future growth rates (2007–12 & 2012–17) and market size

(2007, 2012 & 2017), by Value (BRL m), by Segments ............................................................................................................. 77 Table 68: Philippines Gin & Genever Market Dynamics: past and future growth rates (2007–12 & 2012–17) and market size

(2007, 2012 & 2017), by Volume (Liters m), by Segments ......................................................................................................... 78 Table 69: Philippines Gin & Genever Market Volume by Brands (Liters m), 2009–12 ................................................................ 79 Table 70: Philippines Gin & Genever Market Volume by Distribution Channel (Liters m), 2009–12 ........................................... 81 Table 71: Philippines Liqueurs Market Value (BRL m) and Growth (Y-o-Y), 2007–17 ................................................................ 83 Table 72: Philippines Liqueurs Market Value (USD m) and Growth (Y-o-Y), 2007–17 ............................................................... 83 Table 73: Philippines Liqueurs Market Value (BRL m) by Segments, 2007–12 .......................................................................... 85 Table 74: Philippines Liqueurs Market Value (BRL m) by Segments, 2012–17 .......................................................................... 85 Table 75: Philippines Liqueurs Market Value (USD m) by Segments, 2007–12 ......................................................................... 85 Table 76: Philippines Liqueurs Market Value (USD m) by Segments, 2012–17 ......................................................................... 85 Table 77: Philippines Liqueurs Market Volume (Liters m) and Growth (Y-o-Y), 2007–17 ........................................................... 87 Table 78: Philippines Liqueurs Market Volume (Liters m) by Segments, 2007–12 ..................................................................... 88 Table 79: Philippines Liqueurs Market Volume (Liters m) by Segments, 2012–17 ..................................................................... 88 Table 80: Philippines Liqueurs Market Dynamics: past and future growth rates (2007–12 & 2012–17) and market size (2007,

2012 & 2017), by Value (BRL m), by Segments ........................................................................................................................ 90 Table 81: Philippines Liqueurs Market Dynamics: past and future growth rates (2007–12 & 2012–17) and market size (2007,

2012 & 2017), by Volume (Liters m), by Segments .................................................................................................................... 91 Table 82: Philippines Cream Liqueurs Market by Value (BRL m), 2007–17 ............................................................................... 92 Table 83: Philippines Cream Liqueurs Market by Value (USD m), 2007–17 .............................................................................. 92 Table 84: Philippines Cream Liqueurs Market by Volume (Liters m), 2007–17 .......................................................................... 93 Table 85: Philippines Cream Liqueurs Market Volume (Liters m) by Price Segment, 2007–12 .................................................. 94 Table 86: Philippines Cream Liqueurs Market Volume (Liters m) by Price Segment, 2012–17 .................................................. 94 Table 87: Philippines Cream Liqueurs Market Volume (Liters m) by Alcoholic Strength, 2007–12 ............................................. 96 Table 88: Philippines Cream Liqueurs Market Volume (Liters m) by Alcoholic Strength, 2012–17 ............................................. 96 Table 89: Philippines Fruit Liqueurs Market by Value (BRL m), 2007–17 .................................................................................. 98 Table 90: Philippines Fruit Liqueurs Market by Value (USD m), 2007–17 .................................................................................. 98 Table 91: Philippines Fruit Liqueurs Market by Volume (Liters m), 2007–17 .............................................................................. 99 Table 92: Philippines Fruit Liqueurs Market Volume (Liters m) by Price Segment, 2007–12 .................................................... 100 Table 93: Philippines Fruit Liqueurs Market Volume (Liters m) by Price Segment, 2012–17 .................................................... 100 Table 94: Philippines Fruit Liqueurs Market Volume (Liters m) by Alcoholic Strength, 2007–12............................................... 102 Table 95: Philippines Fruit Liqueurs Market Volume (Liters m) by Alcoholic Strength, 2012–17............................................... 102 Table 96: Philippines Other Liqueurs Market by Value (BRL m), 2007–17 ............................................................................... 104 Table 97: Philippines Other Liqueurs Market by Value (USD m), 2007–17 .............................................................................. 104 Table 98: Philippines Other Liqueurs Market by Volume (Liters m), 2007–17 .......................................................................... 105 Table 99: Philippines Other Liqueurs Market Volume (Liters m) by Price Segment, 2007–12 .................................................. 106 Table 100: Philippines Other Liqueurs Market Volume (Liters m) by Price Segment, 2012–17 ................................................ 106 Table 101: Philippines Other Liqueurs Market Volume (Liters m) by Alcoholic Strength, 2007–12 ........................................... 108 Table 102: Philippines Other Liqueurs Market Volume (Liters m) by Alcoholic Strength, 2012–17 ........................................... 108 Table 103: Philippines Liqueurs Market Volume by Brands (Liters m), 2009–12 ...................................................................... 110 Table 104: Philippines Liqueurs Market Volume by Distribution Channel (Liters m), 2009–12 ................................................. 112 Table 105: Philippines Rum Market Value (BRL m) and Growth (Y-o-Y), 2007–17 .................................................................. 114 Table 106: Philippines Rum Market Value (USD m) and Growth (Y-o-Y), 2007–17 ................................................................. 114 Table 107: Philippines Rum Market Value (BRL m) by Segments, 2007–12 ............................................................................ 116 Table 108: Philippines Rum Market Value (BRL m) by Segments, 2012–17 ............................................................................ 116 Table 109: Philippines Rum Market Value (USD m) by Segments, 2007–12 ........................................................................... 116 Table 110: Philippines Rum Market Value (USD m) by Segments, 2012–17 ........................................................................... 116




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Table 111: Philippines Rum Market Volume (Liters m) and Growth (Y-o-Y), 2007–17 ............................................................. 118 Table 112: Philippines Rum Market Volume (Liters m) by Segments, 2007–12 ....................................................................... 119 Table 113: Philippines Rum Market Volume (Liters m) by Segments, 2012–17 ....................................................................... 119 Table 114: Philippines Rum Market Dynamics: past and future growth rates (2007–12 & 2012–17) and market size (2007, 2012

& 2017), by Value (BRL m), by Segments ............................................................................................................................... 121 Table 115: Philippines Rum Market Dynamics: past and future growth rates (2007–12 & 2012–17) and market size (2007, 2012

& 2017), by Volume (Liters m), by Segments .......................................................................................................................... 122 Table 116: Philippines Dark Rum Market by Value (BRL m), 2007–17 .................................................................................... 123 Table 117: Philippines Dark Rum Market by Value (USD m), 2007–17 .................................................................................... 123 Table 118: Philippines Dark Rum Market by Volume (Liters m), 2007–17 ............................................................................... 124 Table 119: Philippines Dark Rum Market Volume (Liters m) by Price Segment, 2007–12 ....................................................... 125 Table 120: Philippines Dark Rum Market Volume (Liters m) by Price Segment, 2012–17 ....................................................... 125 Table 121: Philippines Dark Rum Market Volume (Liters m) by Alcoholic Strength, 2007–12 .................................................. 127 Table 122: Philippines Dark Rum Market Volume (Liters m) by Alcoholic Strength, 2012–17 .................................................. 127 Table 123: Philippines Light Rum Market by Value (BRL m), 2007–17 .................................................................................... 129 Table 124: Philippines Light Rum Market by Value (USD m), 2007–17 ................................................................................... 129 Table 125: Philippines Light Rum Market by Volume (Liters m), 2007–17 ............................................................................... 130 Table 126: Philippines Light Rum Market Volume (Liters m) by Price Segment, 2007–12 ....................................................... 131 Table 127: Philippines Light Rum Market Volume (Liters m) by Price Segment, 2012–17 ....................................................... 131 Table 128: Philippines Light Rum Market Volume (Liters m) by Alcoholic Strength, 2007–12 .................................................. 133 Table 129: Philippines Light Rum Market Volume (Liters m) by Alcoholic Strength, 2012–17 .................................................. 133 Table 130: Philippines Rum Market Volume by Brands (Liters m), 2009–12 ............................................................................ 135 Table 131: Philippines Rum Market Volume by Distribution Channel (Liters m), 2009–12 ....................................................... 137 Table 132: Philippines Speciality Spirits Market Value (BRL m) and Growth (Y-o-Y), 2007–17 ............................................... 139 Table 133: Philippines Speciality Spirits Market Value (USD m) and Growth (Y-o-Y), 2007–17 ............................................... 139 Table 134: Philippines Speciality Spirits Market Value (BRL m) by Segments, 2007–12 ......................................................... 141 Table 135: Philippines Speciality Spirits Market Value (BRL m) by Segments, 2012–17 ......................................................... 141 Table 136: Philippines Speciality Spirits Market Value (USD m) by Segments, 2007–12 ......................................................... 141 Table 137: Philippines Speciality Spirits Market Value (USD m) by Segments, 2012–17 ......................................................... 142 Table 138: Philippines Speciality Spirits Market Volume (Liters m) and Growth (Y-o-Y), 2007–17 ........................................... 143 Table 139: Philippines Speciality Spirits Market Volume (Liters m) by Segments, 2007–12 ..................................................... 144 Table 140: Philippines Speciality Spirits Market Volume (Liters m) by Segments, 2012–17 ..................................................... 144 Table 141: Philippines Speciality Spirits Market Dynamics: past and future growth rates (2007–12 & 2012–17) and market size

(2007, 2012 & 2017), by Value (BRL m), by Segments ........................................................................................................... 146 Table 142: Philippines Speciality Spirits Market Dynamics: past and future growth rates (2007–12 & 2012–17) and market size

(2007, 2012 & 2017), by Volume (Liters m), by Segments ....................................................................................................... 147 Table 143: Philippines Other Specialty Spirits Market by Value (BRL m), 2007–17 ................................................................. 148 Table 144: Philippines Other Specialty Spirits Market by Value (USD m), 2007–17 ................................................................. 148 Table 145: Philippines Other Specialty Spirits Market by Volume (Liters m), 2007–17 ............................................................. 149 Table 146: Philippines Other Specialty Spirits Market Volume (Liters m) by Price Segment, 2007–12 ..................................... 150 Table 147: Philippines Other Specialty Spirits Market Volume (Liters m) by Price Segment, 2012–17 ..................................... 150 Table 148: Philippines Other Specialty Spirits Market Volume (Liters m) by Alcoholic Strength, 2007–12 ............................... 152 Table 149: Philippines Other Specialty Spirits Market Volume (Liters m) by Alcoholic Strength, 2012–17 ............................... 152 Table 150: Philippines Ouzo Market by Value (BRL m), 2007–17............................................................................................ 154 Table 151: Philippines Ouzo Market by Value (USD m), 2007–17 ........................................................................................... 154 Table 152: Philippines Ouzo Market by Volume (Liters m), 2007–17 ....................................................................................... 155 Table 153: Philippines Ouzo Market Volume (Liters m) by Price Segment, 2007–12 ............................................................... 156 Table 154: Philippines Ouzo Market Volume (Liters m) by Price Segment, 2012–17 ............................................................... 156 Table 155: Philippines Ouzo Market Volume (Liters m) by Alcoholic Strength, 2007–12 .......................................................... 158 Table 156: Philippines Ouzo Market Volume (Liters m) by Alcoholic Strength, 2012–17 .......................................................... 158 Table 157: Philippines Raki Market by Value (BRL m), 2007–17 ............................................................................................. 160 Table 158: Philippines Raki Market by Value (USD m), 2007–17 ............................................................................................ 160 Table 159: Philippines Raki Market by Volume (Liters m), 2007–17 ........................................................................................ 161 Table 160: Philippines Raki Market Volume (Liters m) by Price Segment, 2007–12 ................................................................ 162 Table 161: Philippines Raki Market Volume (Liters m) by Price Segment, 2012–17 ................................................................ 162 Table 162: Philippines Raki Market Volume (Liters m) by Alcoholic Strength, 2007–12 ........................................................... 164 Table 163: Philippines Raki Market Volume (Liters m) by Alcoholic Strength, 2012–17 ........................................................... 164 Table 164: Philippines Speciality Spirits Market Volume by Brands (Liters m), 2009–12 ......................................................... 166 Table 165: Philippines Speciality Spirits Market Volume by Distribution Channel (Liters m), 2009–12 ..................................... 168 Table 166: Philippines Tequila & Mezcal Market Value (BRL m) and Growth (Y-o-Y), 2007–17 .............................................. 170 Table 167: Philippines Tequila & Mezcal Market Value (USD m) and Growth (Y-o-Y), 2007–17 .............................................. 170




14

Table 168: Philippines Tequila & Mezcal Market Volume (Liters m) and Growth (Y-o-Y), 2007–17 .......................................... 172 Table 169: Philippines Tequila & Mezcal Market Volume (Liters m) by Price Segment, 2007–12 ............................................ 173 Table 170: Philippines Tequila & Mezcal Market Volume (Liters m) by Price Segment, 2012–17 ............................................ 173 Table 171: Philippines Tequila & Mezcal Market Volume (Liters m) by Alcoholic Strength, 2007–12 ....................................... 175 Table 172: Philippines Tequila & Mezcal Market Volume (Liters m) by Alcoholic Strength, 2012–17 ....................................... 175 Table 173: Philippines Tequila & Mezcal Market Dynamics: past and future growth rates (2007–12 & 2012–17) and market size

(2007, 2012 & 2017), by Value (BRL m), by Segments ........................................................................................................... 177 Table 174: Philippines Tequila & Mezcal Market Dynamics: past and future growth rates (2007–12 & 2012–17) and market size

(2007, 2012 & 2017), by Volume (Liters m), by Segments ....................................................................................................... 178 Table 175: Philippines Tequila & Mezcal Market Volume by Brands (Liters m), 2009–12 ........................................................ 179 Table 176: Philippines Tequila & Mezcal Market Volume by Distribution Channel (Liters m), 2009–12 .................................... 181 Table 177: Philippines Vodka Market Value (BRL m) and Growth (Y-o-Y), 2007–17 ............................................................... 183 Table 178: Philippines Vodka Market Value (USD m) and Growth (Y-o-Y), 2007–17 ............................................................... 183 Table 179: Philippines Vodka Market Value (BRL m) by Segments, 2007–12 ......................................................................... 185 Table 180: Philippines Vodka Market Value (BRL m) by Segments, 2012–17 ......................................................................... 185 Table 181: Philippines Vodka Market Value (USD m) by Segments, 2007–12 ......................................................................... 185 Table 182: Philippines Vodka Market Value (USD m) by Segments, 2012–17 ......................................................................... 185 Table 183: Philippines Vodka Market Volume (Liters m) and Growth (Y-o-Y), 2007–17 ........................................................... 187 Table 184: Philippines Vodka Market Volume (Liters m) by Segments, 2007–12..................................................................... 188 Table 185: Philippines Vodka Market Volume (Liters m) by Segments, 2012–17..................................................................... 188 Table 186: Philippines Vodka Market Dynamics: past and future growth rates (2007–12 & 2012–17) and market size (2007,

2012 & 2017), by Value (BRL m), by Segments ...................................................................................................................... 189 Table 187: Philippines Vodka Market Dynamics: past and future growth rates (2007–12 & 2012–17) and market size (2007,

2012 & 2017), by Volume (Liters m), by Segments .................................................................................................................. 190 Table 188: Philippines Flavoured Vodka Market by Value (BRL m), 2007–17 ......................................................................... 191 Table 189: Philippines Flavoured Vodka Market by Value (USD m), 2007–17 ......................................................................... 191 Table 190: Philippines Flavoured Vodka Market by Volume (Liters m), 2007–17 ..................................................................... 192 Table 191: Philippines Flavoured Vodka Market Volume (Liters m) by Price Segment, 2007–12 ............................................. 193 Table 192: Philippines Flavoured Vodka Market Volume (Liters m) by Price Segment, 2012–17 ............................................. 193 Table 193: Philippines Flavoured Vodka Market Volume (Liters m) by Alcoholic Strength, 2007–12 ....................................... 195 Table 194: Philippines Flavoured Vodka Market Volume (Liters m) by Alcoholic Strength, 2012–17 ....................................... 195 Table 195: Philippines Unflavoured Vodka Market by Value (BRL m), 2007–17 ...................................................................... 197 Table 196: Philippines Unflavoured Vodka Market by Value (USD m), 2007–17 ..................................................................... 197 Table 197: Philippines Unflavoured Vodka Market by Volume (Liters m), 2007–17 ................................................................. 198 Table 198: Philippines Unflavoured Vodka Market Volume (Liters m) by Price Segment, 2007–12 ......................................... 199 Table 199: Philippines Unflavoured Vodka Market Volume (Liters m) by Price Segment, 2012–17 ......................................... 199 Table 200: Philippines Unflavoured Vodka Market Volume (Liters m) by Alcoholic Strength, 2007–12 .................................... 201 Table 201: Philippines Unflavoured Vodka Market Volume (Liters m) by Alcoholic Strength, 2012–17 .................................... 201 Table 202: Philippines Vodka Market Volume by Brands (Liters m), 2009–12 ......................................................................... 203 Table 203: Philippines Vodka Market Volume by Distribution Channel (Liters m), 2009–12 ..................................................... 205 Table 204: Philippines Whiskey Market Value (BRL m) and Growth (Y-o-Y), 2007–17 ............................................................ 207 Table 205: Philippines Whiskey Market Value (USD m) and Growth (Y-o-Y), 2007–17 ........................................................... 207 Table 206: Philippines Whiskey Market Value (BRL m) by Segments, 2007–12 ...................................................................... 209 Table 207: Philippines Whiskey Market Value (BRL m) by Segments, 2012–17 ...................................................................... 209 Table 208: Philippines Whiskey Market Value (USD m) by Segments, 2007–12 ..................................................................... 209 Table 209: Philippines Whiskey Market Value (USD m) by Segments, 2012–17 ..................................................................... 210 Table 210: Philippines Whiskey Market Volume (Liters m) and Growth (Y-o-Y), 2007–17 ....................................................... 211 Table 211: Philippines Whiskey Market Volume (Liters m) by Segments, 2007–12 ................................................................. 212 Table 212: Philippines Whiskey Market Volume (Liters m) by Segments, 2012–17 ................................................................. 212 Table 213: Philippines Whiskey Market Dynamics: past and future growth rates (2007–12 & 2012–17) and market size (2007,

2012 & 2017), by Value (BRL m), by Segments ...................................................................................................................... 214 Table 214: Philippines Whiskey Market Dynamics: past and future growth rates (2007–12 & 2012–17) and market size (2007,

2012 & 2017), by Volume (Liters m), by Segments .................................................................................................................. 215 Table 215: Philippines American Whiskey Market by Value (BRL m), 2007–17 ....................................................................... 216 Table 216: Philippines American Whiskey Market by Value (USD m), 2007–17 ...................................................................... 216 Table 217: Philippines American Whiskey Market by Volume (Liters m), 2007–17 .................................................................. 217 Table 218: Philippines American Whiskey Market Volume (Liters m) by Price Segment, 2007–12 .......................................... 218 Table 219: Philippines American Whiskey Market Volume (Liters m) by Price Segment, 2012–17 .......................................... 218 Table 220: Philippines American Whiskey Market Volume (Liters m) by Alcoholic Strength, 2007–12 ..................................... 220 Table 221: Philippines American Whiskey Market Volume (Liters m) by Alcoholic Strength, 2012–17 ..................................... 220 Table 222: Philippines Canadian Whiskey Market by Value (BRL m), 2007–17 ....................................................................... 222




15

Table 223: Philippines Canadian Whiskey Market by Value (USD m), 2007–17 ...................................................................... 222 Table 224: Philippines Canadian Whiskey Market by Volume (Liters m), 2007–17 .................................................................. 223 Table 225: Philippines Canadian Whiskey Market Volume (Liters m) by Price Segment, 2007–12 .......................................... 224 Table 226: Philippines Canadian Whiskey Market Volume (Liters m) by Price Segment, 2012–17 .......................................... 224 Table 227: Philippines Canadian Whiskey Market Volume (Liters m) by Alcoholic Strength, 2007–12 ..................................... 226 Table 228: Philippines Canadian Whiskey Market Volume (Liters m) by Alcoholic Strength, 2012–17 ..................................... 226 Table 229: Philippines Irish Whiskey Market by Value (BRL m), 2007–17 ............................................................................... 228 Table 230: Philippines Irish Whiskey Market by Value (USD m), 2007–17 .............................................................................. 228 Table 231: Philippines Irish Whiskey Market by Volume (Liters m), 2007–17 .......................................................................... 229 Table 232: Philippines Irish Whiskey Market Volume (Liters m) by Price Segment, 2007–12 .................................................. 230 Table 233: Philippines Irish Whiskey Market Volume (Liters m) by Price Segment, 2012–17 .................................................. 230 Table 234: Philippines Irish Whiskey Market Volume (Liters m) by Alcoholic Strength, 2007–12 ............................................. 232 Table 235: Philippines Irish Whiskey Market Volume (Liters m) by Alcoholic Strength, 2012–17 ............................................. 232 Table 236: Philippines Other Whisk(e)y Market by Value (BRL m), 2007–17 ........................................................................... 234 Table 237: Philippines Other Whisk(e)y Market by Value (USD m), 2007–17 .......................................................................... 234 Table 238: Philippines Other Whisk(e)y Market by Volume (Liters m), 2007–17 ...................................................................... 235 Table 239: Philippines Other Whisk(e)y Market Volume (Liters m) by Price Segment, 2007–12 .............................................. 236 Table 240: Philippines Other Whisk(e)y Market Volume (Liters m) by Price Segment, 2012–17 .............................................. 236 Table 241: Philippines Other Whisk(e)y Market Volume (Liters m) by Alcoholic Strength, 2007–12 ......................................... 238 Table 242: Philippines Other Whisk(e)y Market Volume (Liters m) by Alcoholic Strength, 2012–17 ......................................... 238 Table 243: Philippines Scotch Whisky Market by Value (BRL m), 2007–17 ............................................................................. 240 Table 244: Philippines Scotch Whisky Market by Value (USD m), 2007–17 ............................................................................ 240 Table 245: Philippines Scotch Whisky Market by Volume (Liters m), 2007–17 ........................................................................ 241 Table 246: Philippines Scotch Whisky Market Volume (Liters m) by Price Segment, 2007–12 ................................................ 242 Table 247: Philippines Scotch Whisky Market Volume (Liters m) by Price Segment, 2012–17 ................................................ 242 Table 248: Philippines Scotch Whisky Market Volume (Liters m) by Alcoholic Strength, 2007–12 ........................................... 244 Table 249: Philippines Scotch Whisky Market Volume (Liters m) by Alcoholic Strength, 2012–17 ........................................... 244 Table 250: Philippines Whiskey Market Volume by Brands (Liters m), 2009–12 ...................................................................... 246 Table 251: Philippines Whiskey Market Volume by Distribution Channel (Liters m), 2009–12 ................................................. 248




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1. Introduction

1.1 What is this Report About?

This report is the result of Canadean’s extensive market research covering the Spirits consumption in

Philippines. It provides detailed segmentation of historic and future Spirits consumption, covering key

categories and segments. It also includes an analysis of the macro business environment and drivers of

the market in Philippines.

As such the report is an essential tool for companies active across the Spirits industry and for new

players considering entry into Philippines’s Spirits market.

1.2 Definitions

All the data is collected in volume terms. Spirits consumption refers to domestic consumption only and

includes imports. Please note that rounding errors may occur.

1.2.1 This report provides 2012 actual sales; while forecasts are provided for 2013

– 2017

1.2.2 Category Definitions

Table 1: Category Definitions - Spirits Market

Category Segment Definition

Brandy Armagnac Grape brandy produced in the Armagnac region of Philippines using authorised armagnac grapes for production.

Cognac Grape brandy produced in the Cognac region of Philippines

Fruit Brandy Brandy produced through distillation of non-grape fruit wine

Other Grape Brandy Spirit produced through the distillation of grape wine in regions excluding Armagnac and Cognac

Gin & Genever Spirit which has its flavor from Juniper berries and produced by distillation of malted barley, rye or maize grain.

Liqueurs Cream Liqueurs Sweet drinks with over 17% alcohol by volume (ABV) and at least 2.5% sugar content manufactured using a distilled spirit and cream (e.g. Bailey's Irish Cream)

Fruit Liqueurs Sweet drinks with over 17% alcohol by volume (ABV) and at least 2.5% sugar content manufactured using a distilled spirit and extracts of fruit (e.g. Grand Marnier, Southern Comfort)

Other Liqueurs Drinks with over 17% alcohol by volume (ABV) and at least 2.5% sugar content manufactured using a distilled spirit and a flavouring ingredient such as seeds, herbs, flowers, buts or spices (e.g. Amaretto, Galliano)

Rum Dark Rum Spirit made from sugar cane which is darkened using additives such as caramel or by maturation in oak containers (e.g. Captain Morgan).

Light Rum Spirit made from sugar cane without using any coloring additives (e.g. Bacardi)

Speciality Spirits Other Specialty Spirits Distilled beverages not defined within the other categories and segments. Generally includes local specialties. (e.g. Aquavit)




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Table 1: Category Definitions - Spirits Market

Category Segment Definition

Ouzo Ouzo is an colorless, unsweetened anise-flavored aperitif that is widely consumed in Greece and Cyprus

Raki Raki is a Turkish unsweetened, anise-flavored hard alcoholic drink. It is popular in Turkey and in the Balkan countries as an aperitif

Rice-Based Spirits All spirits where the main ingredient is rice (excluding Shochu)

Sake Japanese alcoholic beverage made by multiple parallel fermentation of rice, filtered and matured to settle at an alcohol content by volume of about 15%.

Shochu Japanese distlilled alcoholic beverage produced from ingredients such as barley or sweet potatoes or rice or OTHER GRAINS. This spirit typically has 25% alcohol by volume (ABV)

Tequila & Mezcal Tequila is a variety of mezcal produced in the Tequila region of Mexico. It is a spirit distilled from agave plants (e.g. Sauza, Jose Cuervo)

Vodka Flavoured Vodka Un-aged white spirit made from distilled fermented grain, rye, wheat, potatoes but can be based on any starch or sugar-rich plant matter. It contains added flavor and/or sweetener (e.g. Smirnoff Orange, Stolichnaya Vanila)

Unflavoured Vodka Un-aged white spirit made from distilled fermented grain, rye, wheat, potatoes but can be based on any starch or sugar-rich plant matter. It contains no added flavor and/or sweetener (e.g. Smirnoff, Absolut, Stolichnaya, Grey Goose)

Whiskey American Whiskey Whiskey produced in the USA from a fermented mash of cereal grain. Includes bourbon (corn-based), malt, wheat and rye whiskeys. (e.g. Jack Daniel's, Maker's Mark)

Canadian Whiskey Whiskey that is mashed, distilled and aged in Canada. Includes bourbon (corn-based) and rye whiskeys. (e.g. Crown Royal, Canadian Club)

Irish Whiskey Whiskey produced in Ireland, distilled from a yeast-fermented mash of cereal grains. (e.g. Jameson, Green Spot, Black Bush, Tullamore Dew, Bushmills)

Other Whisk(e)y All whiskey of other origins. Includes locally produced varieties. (e.g. Mc Dowell's and Royal Stag in India, Yamazaki in Japan)

Scotch Whisky Malt or Grain Whisky that is produced at a distillery in Scotland from water and malted barley (to which only whole grains of other cereals may be added) and aged in an excise warehouse in Scotland. Includes single malt and blended whisky.

Source: Canadean © Canadean




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1.2.3 Distribution Channel Definitions

Table 2: Distribution Channel Definitions - Spirits Market

Distribution Channel Definition

Cash & carries & warehouse clubs

(Cash & Carry)

Cash & carries sell from a wholesale warehouse to customers (small retailers, professional users) who pay on the spot and transport goods away themselves. Warehouse clubs are no-frills stores that sell discounted goods to members who pay an annual fee. Delivered wholesale sales are not included. In our data only sales from these stores direct to the public (for example through work place deals allowing otherwise regular consumers to shop there) are covered. Example: Makro, Metro, Costco, Sams Club

Convenience stores & gas stations

(Convenience stores)

Convenience Stores - Includes all sales through stores of an area generally less than 300 sq m, that specialize in a limited range of food & grocery products designed primarily for consumers with top-up shopping needs. Also includes sales in retail outlets attached to gas stations, where fuel is the main revenue driver, kiosks, and newsstands. This also includes small independent retailers, particularly those present in countries such as Philippines and India.

Department stores

(Department stores)

Department Stores - Includes all sales through multi-category retailers, focusing primarily on non-grocery categories with distinct departments specializing in defined product areas. Examples include Bloomingdale's, Macy's, John Lewis and El Corte Ingles.

Discount, variety store & general merchandise retailers

(Dollar Stores)

Dollar Stores, Variety Stores & General Merchandise Retailers - A variety store or price-point retailer (including Dollar stores) is a retail store that sells inexpensive items, often with a single price for all items in the store, or a general low price policy. Typical merchandise includes cleaning supplies, toys, household goods and gardening equipment, basic foods and beverages. A general store, general merchandise store, or small town store carries a (broad) general line of merchandise, often in a medium (and sometimes small) store format, serving the needs of either the surrounding town or rural area. They differ from convenience stores or corner shops in that it will be the main shop for the community rather than a convenient supplement and typically carries a broader product line. Example: 9 to 9 Dollar Shop.

Drug stores & Pharmacies

(Pharmacies)

Drug stores & Pharmacies - Stores licensed to dispense prescription (Rx) and over-the-counter (OTC) healthcare products and where these sales account for the majority of revenues. Also known as Drug store and Health store. This channel does not include supermarkets with pharmacy counters. Example: Hetro and Apollo pharmacies in India.

eRetailers

(eRetailers)

eRetailers - Includes all sales that take place over the internet, irrespective of whether the vendor is a pure-play internet company or the online offering of a physical retailer. Example: Amazon, SPAR and FutureBazaar.com in India.

Food & drinks specialists

(Food & drinks specialists)

Food & drinks specialists - Includes bakers, butchers, delicatessens, drinks specialists (including Wine and Spirits), fishmongers, greengrocers, Food & drinks only stores, and single category stores (e.g. stores selling only cheese, or only olives, or only honey, or only Confectionery products). Example : Amul Dairy shops In India.

Hypermarkets & supermarkets

(Hyper/ Super Markets)

Hypermarkets& Supermarkets (incl. discounters) - Hypermarkets/mass merchandisers include all sales through retailers with floor area over 2,500 sq m that carry full lines of both grocery and general merchandise (e.g. Walmart). Supermarkets include all sales through retailers with a floor area of 300 sq m -2,500 sq m that offer a wide, departmentalized range of groceries, and may carry some general merchandise lines (e.g. Sainsbury's, Kroger). It also includes hard grocery discounters such as Walmart.

On Trade Includes all venues where drinks are sold for on-the-premises consumption

Other general retailers

(Others)

Others - Includes other generalist retail channels not included in the categories above (e.g. market traders, charity stores, student union stores, direct sales, and Duty Free shops).

Vending machines

(Vending machines)

Vending machines - Includes paid-for sales from all vending machines not located within a store (e.g. public places, workplaces, pubs & Bars).





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1.2.4 Price Segmentation Definitions

Table 3: Price Segmentation Definitions - Spirits Market

Price Segment Definition

Super Premium: >150 This price segment includes all products with price greater than or equal to 1.5 times the average price of product segment.

Premium: 116-149 This price segment includes all products with price greater or equal to 1.16 times and less than or equal to 1.49 times the average price of product segment.

Standard: 85-115 This price segment includes all products with price greater or equal to 0.85 times and less than or equal to 1.15 times the average price of product segment.

Inexpensive: <84 This price segment includes all products with price less than or equal to 0.84 times the average price of product segment.


1.2.5 Alcoholic Strength Definitions

Table 4: Alcoholic Strength Definitions - Spirits Market

Segment by Strength Definition

>=0<10 This segment includes all products with Alcoholic strength greater than equal to 0% but less than 10% ABV (alcohol by volume).




>=46<=100 This segment includes all products with Alcoholic strength greater than equal to 46 % and less than equal to 100% ABV (alcohol by volume).





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1.2.6 Volume Units and Aggregations

Table 5: Volume Units for Spirits Market

Category Segment Units

Spirits Brandy Liters m

Gin & Genever Liters m

Liqueurs Liters m

Rum Liters m

Speciality Spirits Liters m

Tequila & Mezcal Liters m

Vodka Liters m

Whiskey Liters m


1.2.7 CAGR Definition and Calculation

Compound Annual Growth Rate (CAGR) is the year-over-year growth rate of a value over a specified

period of time.

For this report, CAGR for historic time period is Calculated from 2007-2012, as

CAGR = (( 2012 Value / 2007 Value ) ^ ( 1 / (2012-2007)) ) - 1

CAGR for forecast time period is Calculated from 2012-2017, as

CAGR = (( 2017 Value / 2012 Value ) ^ ( 1 / (2017-2012)) ) - 1

For Brand Analysis and Distribution Channel Analysis, CAGR is Calculated from 2009-2012, as

CAGR = (( 2012 Value / 2009 Value ) ^ ( 1 / (2012-2009)) ) – 1

1.2.8 Graphical representation of Brands

Top 10 brands are considered for each category in the market subject to availability of such data. Brand

analysis charts are displayed only for categories where data is available for more than two brands.




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1.2.9 Exchange Rates

All research is conducted in local currency in nominal prices. US dollar conversions for all historic data

and for the latest year of actual data (2012 in this report) are made using an annual average exchange

rate. For details please refer to table below. As we do not forecast exchange rates, the forecast data

(from 2013 to 2017) is converted using a fixed 2012 exchange rate. As a result, annual growth rates for

historic data will differ between local currencies and US dollar conversions, whereas they will be the

same for forecasts.

Table 6: Philippines Exchange Rate LCU – USD (Annual Average), 2007 – 2012

Currency 2007 2008 2009 2010 2011 2012

LCU-USD XXXX XXXX XXXX XXXX XXXX XXXX


1.2.10 Methodology Summary

In order to create the data for all the reports in this series and ensure its robustness, a comprehensive

and empirically robust research methodology has been adopted. This combines both a large-scale

program of industry research with the results of extensive primary industry interviewing and calling.

Furthermore, all definitions are standardized across products and countries to ensure comparability.

The two main research methods, secondary research and primary research (the program of interviewing

industry contacts), are brought together and because both sets of research processes have been

designed in conjunction with each other they can be combined and consolidated into the final, integrated

data sets.

The secondary research process involves covering publicly available sources, trade associations,

specialist databases, company annual reports, and industry publications. While primary research involves

a major program of interviewing leading industry executives for each category covered in each country –

all with local country experts; typically brand, product and marketing managers for major brands within

each country. These processes help analysts in capturing both qualitative and quantitative information

about the market.

The final stage of the process is the triangulation of inputs obtained from all the research methods with

the analyst’s own understanding of the market in order to finalize the data. Once the data is finalized, it

goes through various top level quality checks prior to publishing.




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2. Philippines Spirits Market Analysis, 2007–17

2.1 Spirits Value Analysis, 2007–17

2.1.1 Overall Spirits Market Value, 2007–17

Table 7: Philippines Spirits Market Value (BRL m) and Growth (Y-o-Y), 2007–17

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017

Market Value

Y-o-Y growth


Table 8: Philippines Spirits Market Value (USD m) and Growth (Y-o-Y), 2007–17

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017

Market Value

Y-o-Y growth





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Figure 1: Philippines Spirits Market Value (BRL m) and Growth (Y-o-Y), 2007–17





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2.1.2 Spirits Market Value by Category, 2007–17

Table 9: Philippines Spirits Market Value (BRL m) by Category, 2007–12

Category 2007 2008 2009 2010 2011 2012 CAGR

2007–12

Brandy

Gin & Genever

Liqueurs

Rum

Speciality Spirits

Tequila & Mezcal

Vodka

Whiskey

Overall


Table 10: Philippines Spirits Market Value (BRL m) by Category, 2012–17

Category 2012 2013 2014 2015 2016 2017 CAGR

2012–17

Brandy

Gin & Genever

Liqueurs

Rum

Speciality Spirits

Tequila & Mezcal

Vodka

Whiskey

Overall





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Table 11: Philippines Spirits Market Value (USD m) by Category, 2007–12

Category 2007 2008 2009 2010 2011 2012 CAGR

2007–12

Brandy

Gin & Genever

Liqueurs

Rum

Speciality Spirits

Tequila & Mezcal

Vodka

Whiskey

Overall


Table 12: Philippines Spirits Market Value (USD m) by Category, 2012–17

Category 2012 2013 2014 2015 2016 2017 CAGR

2012–17

Brandy

Gin & Genever

Liqueurs

Rum

Speciality Spirits

Tequila & Mezcal

Vodka

Whiskey

Overall





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Figure 2: Philippines Spirits Market Value (BRL m) by Category, 2007–17





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2.1.3 Market Growth Dynamics by Value – Spirits, 2007–17

Table 13: Philippines Spirits Market Dynamics: past and future growth rates (2007–12 & 2012–

17) and market size (2007, 2012 & 2017), by Category, by Value (BRL m)

Category CAGR 2012–17 CAGR 2007–12 Market Size

2007 Market Size

2012 Market Size

2017

Brandy

Gin & Genever

Liqueurs

Rum

Speciality Spirits

Tequila & Mezcal

Vodka

Whiskey

Overall


Figure 3: Philippines Spirits Market Dynamics, by Category, by Market Value, 2007–17





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2.2 Spirits Volume Analysis, 2007–17

2.2.1 Overall Spirits Market Volume, 2007–17

Table 14: Philippines Spirits Market Volume (Liters m) and Growth (Y-o-Y), 2007–17

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017

Market Volume

Y-o-Y growth


Figure 4: Philippines Spirits Market Volume (Liters m) and Growth (Y-o-Y), 2007–17





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2.2.2 Per-Capita Consumption - Spirits, 2007–17

Table 15: Philippines Per-capita Spirits Consumption (Liters/head & Y-o-Y growth), 2007–17

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017

Per-Capita Consumption

Y-o-Y growth


Figure 5: Philippines Per-Capita Spirits Consumption (Liters/head & Y-o-Y growth), 2007–17





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2.2.3 Spirits Market Volume by Category, 2007–17

Table 16: Philippines Spirits Market Volume (Liters m) by Category, 2007–12

Category 2007 2008 2009 2010 2011 2012 CAGR

2007–12

Brandy

Gin & Genever

Liqueurs

Rum

Speciality Spirits

Tequila & Mezcal

Vodka

Whiskey

Overall


Table 17: Philippines Spirits Market Volume (Liters m) by Category, 2012–17

Category 2012 2013 2014 2015 2016 2017 CAGR

2012–17

Brandy

Gin & Genever

Liqueurs

Rum

Speciality Spirits

Tequila & Mezcal

Vodka

Whiskey

Overall





31

Figure 6: Philippines Spirits Market Volume (Liters m) by Category, 2007–17





32

2.2.4 Market Growth Dynamics by Volume – Spirits, 2007–17

Table 18: Philippines Spirits Market Dynamics: past and future growth rates (2007–12 & 2012–

17) and market size (2007, 2012 & 2017), by Category, by volume (Liters m)

Category CAGR 2012–17 CAGR 2007–12 Market Size

2007 Market Size

2012 Market Size

2017

Brandy

Gin & Genever

Liqueurs

Rum

Speciality Spirits

Tequila & Mezcal

Vodka

Whiskey

Overall


Figure 7: Philippines Spirits Market Dynamics, by Category, by Market Volume 2007–17


Documents

The Future of the Spirits Market in Philippines to 2017©Canadean. This product is licensed and is not to be photocopied. Reference code: AD134MR The Future of the Spirits Market in