PROSPECTS AND OPPORTUNITIES
Bright outlook for RTDs
RTDs in the Philippines will see an improved performance over the forecast period, supported by the strong consumer interest in spirit-based RTDs and the gradual recovery of the economy. Product variety will expand in spirit-based RTDs following the success of Smirnoff Mule and Lemon-Do, and the recent launch of HARD Mountain Dew.
On-trade and e-commerce to make gains
While players such as Asia Brewery Inc and Emperador Distillers Inc are seeking greater shelf space and reach in small local grocers, the forecast period may also see strong developments in the on-trade channel. Leading players may see greater value in partnering with on-trade establishments to achieve greater ties with bars and restaurants.
RTDs have scope to reshape cocktail culture
There is a growing momentum towards cocktail consumption in the Philippines, which RTDs stands to benefit from as they offer consumers a convenient way to embrace cocktail culture. Asia Brewery’s Tanduay Ice, and its introduction of more spirit-based RTDs like AB Origins Yuzu High Ball and Pacific Sun Hard Iced Tea in 2025, may encourage more players to launch cocktail RTDs over the forecast period.
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Overview:
Understand the latest market trends and future growth opportunities for the RTDs industry in Philippines with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the RTDs industry in Philippines, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
The RTDs in Philippines report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of RTDs in Philippines?
- Where is consumer demand for RTDs focussed?
- Which is being consumed more; beer, wine or spirits?
- Where is demand growing? Stagnating?
- How is the operating environment for alcoholic drinks changing?
- Which are the leading brands in Philippines?
- How are products distributed in Philippines?
- What are the key trends in new product development?
- Do consumers want value for money or added value?
- How will macroeconomic context and shifting cultural values shape future growth?
- How will COVID-19 and recession impact the alcoholic drinks industry?
- Where is future growth expected to be most dynamic?
Rtds in the Philippines - Category analysis
KEY DATA FINDINGS
RTDs witness upbeat performance in 2024
Emperador Distillers leads in RTDs
Supermarkets are highly relevant in RTDs
Bright outlook for RTDs
On-trade and e-commerce to make gains
RTDs have scope to reshape cocktail culture
Alcoholic Drinks in the Philippines - Industry Overview
Alcoholic drinks in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
On-trade vs off-trade split
What next for alcoholic drinks?
Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
TAXATION AND DUTY LEVIES
Contraband/parallel trade
Duty free
Cross-border/private imports
Outlook
DISCLAIMER
The following categories and subcategories are included:
RTDs
- Malt-based RTDs
- Spirit-based RTDs
- Wine-based RTDs
- Other RTDs
- Non Alcoholic RTDs
RTDs
RTD stands for ‘ready-to-drink’. Other terms which may be used for these products are FABs, alcopops and premixes. The RTDs sector is the aggregation of malt-, wine-, spirit- and other types of premixed drinks. These drinks usually have an alcohol content of around 5% but this can reach as high as 10% ABV. Premixes containing a high percentage of alcohol of around 15%+ combined with juice or any other soft drink are included here. RTDs are usually marketed as products to be drunk neat, with ice, or as a cocktail ingredient. Fruit-flavoured, vodka-based spirits with an alcohol content of between 16-21% are classified here. Examples: Alizé, Ursus Roter, Berentzen Fruchtige, Kleiner Feigling.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders.
- Track key industry trends, opportunities and threats.
- Inform your marketing, brand, strategy and market development, sales and supply functions.
This report originates from Passport, our RTDs research and analysis database.
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