BEER IN THE PHILIPPINES

Euromonitor International
June 2016
BEER IN THE PHILIPPINES Passport I

LIST OF CONTENTS AND TABLES

Headlines ..................................................................................................................................... 1
Trends .......................................................................................................................................... 1
Production, Imports and Exports .................................................................................................. 2
Competitive Landscape ................................................................................................................ 3
Prospects ..................................................................................................................................... 4
Category Background ................................................................................................................... 4
Lager Price Band Methodology ................................................................................................ 4
Summary 1 Lager by Price Band 2015 ............................................................................ 5
Category Data .............................................................................................................................. 5
Table 1 Sales of Beer by Category: Total Volume 2010-2015 .................................. 5
Table 2 Sales of Beer by Category: Total Value 2010-2015 ..................................... 6
Table 3 Sales of Beer by Category: % Total Volume Growth 2010-2015.................. 6
Table 4 Sales of Beer by Category: % Total Value Growth 2010-2015..................... 7
Table 5 Sales of Beer by Off-trade vs On-trade: Volume 2010-2015 ........................ 7
Table 6 Sales of Beer by Off-trade vs On-trade: Value 2010-2015 ........................... 8
Table 7 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2010-2015 ....... 8
Table 8 Sales of Beer by Off-trade vs On-trade: % Value Growth 2010-2015 .......... 8
Table 9 GBO Company Shares of Beer: % Total Volume 2011-2015 ....................... 8
Table 10 NBO Company Shares of Beer: % Total Volume 2011-2015 ....................... 8
Table 11 LBN Brand Shares of Beer: % Total Volume 2012-2015.............................. 9
Table 12 Production, Imports and Exports of Beer: Total Volume 2009-2014 ............ 9
Table 13 Imports of Beer by Country of Origin: Total Volume 2009-2014 ................... 9
Table 14 Imports of Beer by Country of Origin: Total Value 2009-2014 .................... 10
Table 15 Exports of Beer by Country of Destination: Total Volume 2009-2014 ........ 11
Table 16 Exports of Beer by Country of Destination: Total Value 2009-2014 ........... 11
Table 17 Forecast Sales of Beer by Category: Total Volume 2015-2020 ................. 12
Table 18 Forecast Sales of Beer by Category: Total Value 2015-2020 .................... 13
Table 19 Forecast Sales of Beer by Category: % Total Volume Growth 2015-
2020 ........................................................................................................... 13
Table 20 Forecast Sales of Beer by Category: % Total Value Growth 2015-
2020 ........................................................................................................... 14

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BEER IN THE PHILIPPINES Passport 1

BEER IN THE PHILIPPINES

HEADLINES
 Total volume sales of beer see a negligible decline in 2015, to reach 1,632 million litres
 There is increased availability of imported lager in the off-trade channel and craft beer in the
on-trade channel
 Imported premium lager registers the highest total volume growth of 1% in 2015
 The total average unit price of beer rises by 2% in current terms in 2015
 San Miguel Brewery dominates beer in 2015
 Beer is expected to increase by a CAGR of 2% in total volume terms in the forecast period

TRENDS
 Total volume sales of beer saw a negligible decline in 2015, as the category continued to face
competition from spirit-based RTDs and low-priced domestic spirits. Total volume sales
reached 1,632 million litres by the end of 2015. Volume sales of domestic mid-priced lager
were static.
 There is increased availability of imported lager in supermarkets, hypermarkets, convenience
stores and other large-scale retailers, particularly Asahi Super Dry and Kirin Ichiban Shibori.
As there are more choices for consumers to try beyond the top imported lagers, such as
Budweiser and Heineken, they were more likely to try imported lager, therefore positively
affecting the overall demand for domestic lager. The slow increase for craft beer in
foodservice took away some volume sales of domestic lager, particularly domestic premium
lager.
 Imported premium lager recorded the highest growth of 1% in 2015, reaching 1.1 million litres
in total volume sales. More than just increasing its availability and shelf-space in modern trade
channels, the leader Heineken strengthened its presence through event marketing and by
offering five-litre kegs in some off-trade establishments.
 Premium lager registered a 3% decline in total volume sales in 2015, despite the growth of
imported premium lager. Demand for mid-priced lager also slowed down, as it showed a static
performance in total volume terms. However, the increasing availability of domestic mid-
priced lager in Visayas and Mindanao dragged down the demand for economy lager. The
significant decrease in premium lager indicates that consumers are gravitating towards mid-
priced lager, which is more widely available in on-trade and off-trade establishments, due to
taste preferences. The decreasing difference in the price point of imported lager compared
with domestic premium lager also encouraged brand switching.
 The total average unit price of beer increased by 2% in current terms in 2015, as domestic
premium lager and imported premium lager continued to decrease the price difference with
mid-priced products, particularly in the on-trade channel.
 Beer consumption in the Philippines cuts across gender demographics and socioeconomic
classifications. For instance, flavoured lager is preferred by women for its sweet profile and
lower alcohol content. Weight-watchers, on the other hand, prefer low calorie beer. Beer
manufacturers offer brands which target specific socioeconomic groups with different price
points in order to capture a bigger consumer base. However, foodservice finds both men and
women showing an interest in the consumption of craft beer.

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 The off-trade channel contributes more to sales of beer, accounting for a 76% share of total
volume sales in 2015, despite a better volume performance in the on-trade channel. Whilst a
large share of volume sales is derived from traditional retailers such as sari-sari stores (small
neighbourhood convenience stores), the increasing number of restaurants and bars led to an
increase in on-trade sales, particularly for domestic mid-priced lager. For premium lager,
however, there is an almost equal distribution of volume sales derived from the on-trade and
off-trade channels, in particular because of the greater availability of imported lager in on-
trade establishments. Despite the increasing availability of imported lager in supermarkets
and hypermarkets, traditional retailers and sari-sari stores still do not sell these products.
Domestic premium beer is also heavily targeted towards on-trade consumption; albeit that it
competes directly with domestic mid-priced beer and craft beer in the on-trade channel.
 Beer in the Philippines is most often packaged in glass bottles in both the off-trade and on-
trade channels. Domestic lager mainly uses returnable glass bottles; this beer is consumed
within a foodservice outlet or purchased from sari-sari stores. However, to avoid the
inconvenience of returning glass bottles and collecting the deposit refund, selected brands
sold in supermarkets and convenience stores come in metal beverage cans.
 Non-alcohol beer was virtually non-existent in the Philippines in 2015, with very limited
availability through speciality importers. San Miguel Brewery is the only domestic
manufacturer of flavoured lager with a low alcohol content of 3%, San Miguel Flavoured Beer,
which comes in apple and lemon flavours. The brand appeals to women and consumers who
do not like the taste of standard lager, which is why it directly competes with spirit-based
RTDs and other spirits. Meanwhile, San Miguel Zero has an alcohol content of 2.6%.
 Craft beers in the Philippines are specialty or even “artisan” beers produced by small, private,
independently-run breweries. The popularity of craft beer has been growing in selected cities
in Metro Manila, which is manifested in the increased availability of craft beer in foodservice
and at craft beer festivals such as Circuit Brew Fest and Brew Fest Manila, held in 2015.
However, it is targeted towards a niche market, particularly high-income consumers aged 25
and over. A newcomer is Pedro Brewcrafters, which has a microbrewery in San Pedro,
Laguna, and offers three craft beer variants. Craft beers are usually sold in on-trade
establishments in major cities, and have not gained the traction for wider distribution, and
Pedro is the only locally-made craft beer carried by an off-trade channel, Family Mart
convenience stores.

PRODUCTION, IMPORTS AND EXPORTS

 San Miguel Brewery continues to consolidate the beer category in the Philippines, accounting
for 91% of total volume sales of beer and owning the top four brands in terms of volume
sales. Its beer brands are domestically manufactured in six production facilities strategically
located throughout the Philippines, with a total production capacity of approximately 17 million
hectolitres. The company operates six breweries outside of the country, with a total capacity
of approximately seven million hectolitres. Located in Hong Kong, Indonesia, Thailand,
Vietnam and two facilities in China, these production facilities serve the demand for its beer
brands worldwide.
 Imported beer makes up a small share of the category. Imported brands are primarily
available in upscale hotels, bars, restaurants and supermarkets in major cities in the country.
San Miguel Brewery exports San Miguel Pale Pilsen, San Mig Light and Red Horse to over 60
countries and territories worldwide, and imports/distributes the premium beer brand Kirin
Ichiban Shibori, whilst Asia Brewery imports/distributes Asahi Super Dry. San Miguel Brewery
continued to import/distribute Budweiser until November 2014, and Beck‟s, Hoegaarden, Leffe

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and Stella Artois until the end of 2014. Other speciality importers import beer from other
regions in Asia, South America and Europe.
 Lager in the Philippines is dominated by domestic products, with total volume sales of 1,631
million litres, making up 99% of total volume sales in 2015. Imported lager accounted for total
volume sales of only 1.1 million litres, but grew by 1% from 2014, in contrast to domestic
lager, which saw a negligible decline because of the increased availability of imported lager
and direct competition from spirit-based RTDs.

COMPETITIVE LANDSCAPE
 San Miguel Brewery dominated beer in total volume terms in 2015. The company‟s lager
brands are leaders across all domestic lager categories. Its volume sales saw a slight decline
in 2015, but the company maintained a share of 91% of total volume sales, with sales of
1,489 million litres. The company continued increasing its market visibility and implemented
stronger above-the-line advertising and trade marketing campaigns.
 Of the very few craft brewers in the Philippines, Katipunan Craft Beer, is the most prominent
and most visible in various niche channels. The microbrewery is based in Manila, and has a
range of craft beers in its portfolio, most of which are dark beer. The brands are available
mostly in upscale on-trade establishments, speciality food markets and speciality retailers in
Metro Manila and selected cities around the country that have tourist traffic (Baler and
Boracay). However, Pedro Brewcrafters‟s three craft beer variants are the only local craft
beers available not just in on-trade channels and speciality liquor shops, but also in the
convenience store chain, Family Mart. They are distributed in glass bottles, and on tap when
available.
 Asia Brewery recorded the biggest decrease in sales in 2015, of 1% in total volume terms.
Colt 45 and Beer na Beer are mid-priced lager brands which are less well-distributed
compared with the four brands of San Miguel Brewery in this category.
 Domestic brands continue to dominate beer in the Philippines, with total volume sales of
1,631 million litres. Total volume sales of domestic brands, however, recorded a slight decline
from 2014, as imported brands recorded growth of 1% in 2015.
 In 2014 Asia Brewery launched the first domestic wheat beer which aims to target Millennials,
Brew Kettle, alongside the reformulated Colt 45. In the same year, the partnership between
Asahi Breweries and Asia Brewery allowed the latter to launch and distribute Asahi Super
Dry, an imported lager with previously limited visibility. The local brewery also launched a
version of Brew Kettle in metal beverage cans in 2015. However, more new imported lagers
were introduced in the market in 2015, such as Asian lagers Harbin, Chang and Hite, as well
as the Spanish beer Estrella Galicia 1906 Red Vintage.
 Domestic mid-priced lager brands continue to dominate total volume sales of beer, since the
top three brands with the most volume share, Red Horse, San Miguel Pale Pilsen and San
Mig Light, all fall under this category. Domestic premium lager continues to decline in
popularity, as imported premium lager brands such as Heineken, Budweiser and Kirin Ichiban
Shibori achieved stronger volume sales growth in 2015.
 There are two major breweries in the Philippines, namely San Miguel Brewery and Asia
Brewery. San Miguel Brewery operates six production facilities, whilst Asia Brewery has two
production facilities. San Miguel Brewery has a greater advantage than its competitor, Asia
Brewery, in terms of production and distribution, with its greater number of breweries
strategically located throughout the country.
 At the end of the review period, no private label brands were present in beer in the
Philippines.

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PROSPECTS
 During the forecast period beer is expected to increase by a CAGR of 2% in total volume
terms. The increase in the excise tax since 2013 will continue to hamper total volume growth
during the forecast period, as most beer drinkers, particularly of domestic economy lager and
mid-priced lager, belong to the low-income group. However, cost-containment measures by
beer manufacturers, such as maximisation of the glass bottle system and efficient distribution,
as well as trade promotions in off-trade channels, will offset the impact of excise taxes.
 Imported premium lager is expected to see the fastest growth in beer during the forecast
period, primarily because of Asia Brewery‟s distribution of Asahi Super Dry and San Miguel
Brewery‟s distribution of Kirin Ichiban Shibori. These two brands will continue to have access
to the distribution networks of these two local breweries, which other imported premium lager
brands do not have. Importers will also contribute to the positive prospects for imported lager
as they distribute more brands.
 In terms of domestic lager, domestic mid-priced lager is expected to see the fastest growth
during the forecast period, as brands within this category, particularly Red Horse, San Miguel
Pale Pilsen and San Mig Light, have strong brand equity. Domestic premium lager is
expected to decline further, as it faces direct competition from imported premium lager, and
even domestic mid-priced lager. Meanwhile, the increasing availability of domestic mid-priced
lager where domestic economy lager is available will drive down sales of the former.
However, spirit-based RTDs remain a close substitute for domestic lager, which therefore
poses a threat to the potential forecast growth of domestic lager.
 As the beer category recovers from excise taxes, the average unit price is expected to
stabilise after 2015. However, price competition will remain crucial, particularly because of the
fragmentation of the category due to the availability of more imported products.
 New product launches are expected to see higher availability in the off-trade channel, but are
not likely to reach significant shares, as imported lager is relatively fragmented. Beer
manufacturers are likely to counter the presence of these new products through implementing
more marketing efforts and promotions.
 San Miguel Brewery and Asia Brewery will continue to implement marketing campaigns which
encourage beer consumption, via both traditional and digital advertising. There will also be
event marketing efforts for both beer manufacturers and importers. For example, San Miguel
Brewery annually organises Oktoberfest, a beer festival with games and music, and a
National Beer Drinking Contest. A number of craft beer festivals also took place in 2015,
which are likely to continue in the forecast period.
 The on-trade channel is expected to see faster growth, as consumers are more likely to be
open to trying imported lager in bars and restaurants compared with supermarkets and other
off-trade channels where domestic lager brands are available. Beer is also a popular choice
during social occasions in the on-trade channel, as it is priced lower in comparison with
products in other alcoholic drinks categories.

CATEGORY BACKGROUND

Lager Price Band Methodology

 Economy lager: San Miguel Brewery manufactures the leading brand in this price band, Gold
Eagle. The brand enjoys a strong presence in Visayas and Mindanao, particularly amongst

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low-income consumers. It is widely distributed in traditional retail outlets such as sari-sari

stores and small independent grocers, since it is promoted to be consumed at home after a
day‟s work. It is priced at Ps21.00-23.00 per 320ml glass bottle.
 Mid-priced lager: San Miguel Brewery brands Red Horse, San Miguel Pale Pilsen and San
Mig Light dominate this price band, with a combined 91% volume share in 2015. Red Horse
targets young middle-income adults, and is competitively priced at Ps70.00-90.00 per 330ml
glass bottle in on-trade establishments and Ps74.00-82.00 per 1,000ml glass bottle in off-
trade outlets. San Miguel Pale Pilsen appeals to traditional and older age groups, and is
priced at Ps50.00-90.00 per 330ml glass bottle in on-trade establishments and Ps28.00-35.00
in off-trade outlets. San Mig Light is popular amongst young professionals, with 330ml glass
bottles selling at Ps50.00-95.00 in on-trade establishments and Ps27.00-32.00 in off-trade
outlets.
 Premium lager: San Miguel Brewery also dominates this price band, with its Lifestyle Brew
brands, such as Cerveza Negra, San Miguel Super Dry and San Miguel Premium All Malt. In
the on-trade channel these brands are sold at Ps68.00-120.00 per 330ml glass bottle, whilst
they sell at Ps37.85-49.50 per 330ml glass bottle in the off-trade channel.

Summary 1 Lager by Price Band 2015

Category Price range per litre
Premium Above Ps100.00
Mid-priced Ps55.00-Ps100.00
Economy Below Ps55.00
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Note: Price bands for lager are based primarily on price, but positioning and packaging are other factors that
are considered in classification

CATEGORY DATA
Table 1 Sales of Beer by Category: Total Volume 2010-2015

million litres
2010 2011 2012 2013 2014 2015

Dark Beer - - - - - -
- Ale - - - - - -
- Sorghum - - - - - -
- Weissbier/Weizen/ - - - - - -
Wheat Beer
Lager 1,589.9 1,614.4 1,638.8 1,630.6 1,636.1 1,632.4
- Flavoured/Mixed Lager - - - - - -
- Standard Lager 1,589.9 1,614.4 1,638.8 1,630.6 1,636.1 1,632.4
-- Premium Lager 5.8 6.0 5.5 5.3 4.7 4.6
--- Domestic Premium 5.3 5.1 4.5 4.3 3.6 3.5
Lager
--- Imported Premium 0.6 0.9 1.0 1.1 1.1 1.1
Lager
-- Mid-Priced Lager 1,458.0 1,478.2 1,499.2 1,490.2 1,492.2 1,492.5
--- Domestic Mid-Priced 1,458.0 1,478.2 1,499.2 1,490.2 1,492.2 1,492.5
Lager
--- Imported Mid-Priced - - - - - -

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Lager
-- Economy Lager 126.0 130.2 134.1 135.1 139.2 135.3
--- Domestic Economy 126.0 130.2 134.1 135.1 139.2 135.3
Lager
--- Imported Economy - - - - - -
Lager
Non/Low Alcohol Beer - - - - - -
Stout - - - - - -
Beer 1,589.9 1,614.4 1,638.8 1,630.6 1,636.1 1,632.4
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 2 Sales of Beer by Category: Total Value 2010-2015

PHP million
2010 2011 2012 2013 2014 2015

Dark Beer - - - - - -
- Ale - - - - - -
- Sorghum - - - - - -
- Weissbier/Weizen/ - - - - - -
Wheat Beer
Lager 145,444.8 153,487.0 156,756.4 160,243.2 157,698.0 161,190.3
- Flavoured/Mixed Lager - - - - - -
- Standard Lager 145,444.8 153,487.0 156,756.4 160,243.2 157,698.0 161,190.3
-- Premium Lager 846.5 1,063.1 1,070.9 1,102.0 1,070.6 1,085.7
--- Domestic Premium 597.4 606.6 567.7 584.3 528.1 525.1
Lager
--- Imported Premium 249.2 456.5 503.2 517.7 542.4 560.7
Lager
-- Mid-Priced Lager 138,085.9 145,431.2 148,339.8 151,783.3 149,305.7 152,858.1
--- Domestic Mid-Priced 138,085.9 145,431.2 148,339.8 151,783.3 149,305.7 152,858.1
Lager
--- Imported Mid-Priced - - - - - -
Lager
-- Economy Lager 6,512.4 6,992.7 7,345.8 7,357.9 7,321.7 7,246.5
--- Domestic Economy 6,512.4 6,992.7 7,345.8 7,357.9 7,321.7 7,246.5
Lager
--- Imported Economy - - - - - -
Lager
Non/Low Alcohol Beer - - - - - -
Stout - - - - - -
Beer 145,444.8 153,487.0 156,756.4 160,243.2 157,698.0 161,190.3
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 3 Sales of Beer by Category: % Total Volume Growth 2010-2015

% total volume growth

2014/15 2010-15 CAGR 2010/15 Total

Dark Beer - - -
- Ale - - -
- Sorghum - - -
- Weissbier/Weizen/Wheat Beer - - -
Lager -0.2 0.5 2.7
- Flavoured/Mixed Lager - - -

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- Standard Lager -0.2 0.5 2.7

-- Premium Lager -2.5 -4.8 -21.9
--- Domestic Premium Lager -3.6 -8.1 -34.3
--- Imported Premium Lager 1.4 14.1 93.1
-- Mid-Priced Lager 0.0 0.5 2.4
--- Domestic Mid-Priced Lager 0.0 0.5 2.4
--- Imported Mid-Priced Lager - - -
-- Economy Lager -2.8 1.4 7.4
--- Domestic Economy Lager -2.8 1.4 7.4
--- Imported Economy Lager - - -
Non/Low Alcohol Beer - - -
Stout - - -
Beer -0.2 0.5 2.7
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 4 Sales of Beer by Category: % Total Value Growth 2010-2015

% local currency, current value growth

2014/15 2010-15 CAGR 2010/15 Total

Dark Beer - - -
- Ale - - -
- Sorghum - - -
- Weissbier/Weizen/Wheat Beer - - -
Lager 2.2 2.1 10.8
- Flavoured/Mixed Lager - - -
- Standard Lager 2.2 2.1 10.8
-- Premium Lager 1.4 5.1 28.3
--- Domestic Premium Lager -0.6 -2.5 -12.1
--- Imported Premium Lager 3.4 17.6 125.0
-- Mid-Priced Lager 2.4 2.1 10.7
--- Domestic Mid-Priced Lager 2.4 2.1 10.7
--- Imported Mid-Priced Lager - - -
-- Economy Lager -1.0 2.2 11.3
--- Domestic Economy Lager -1.0 2.2 11.3
--- Imported Economy Lager - - -
Non/Low Alcohol Beer - - -
Stout - - -
Beer 2.2 2.1 10.8
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 5 Sales of Beer by Off-trade vs On-trade: Volume 2010-2015

million litres
2010 2011 2012 2013 2014 2015

Off-trade 1,223.2 1,243.4 1,262.0 1,253.6 1,250.7 1,243.7

On-trade 366.6 371.0 376.8 377.1 385.4 388.6
Total 1,589.9 1,614.4 1,638.8 1,630.6 1,636.1 1,632.4
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

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Table 6 Sales of Beer by Off-trade vs On-trade: Value 2010-2015

PHP million
2010 2011 2012 2013 2014 2015

Off-trade 99,100.4 104,202.5 106,460.1 108,585.8 107,629.4 109,620.1

On-trade 46,344.5 49,284.4 50,296.3 51,657.4 50,068.6 51,570.2
Total 145,444.8 153,487.0 156,756.4 160,243.2 157,698.0 161,190.3
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 7 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2010-2015

% volume growth
2014/15 2010-15 CAGR 2010/15 TOTAL

Off-trade -0.6 0.3 1.7

On-trade 0.8 1.2 6.0
Total -0.2 0.5 2.7
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 8 Sales of Beer by Off-trade vs On-trade: % Value Growth 2010-2015

% constant value growth

2014/15 2010-15 CAGR 2010/15 TOTAL

Off-trade 1.8 2.0 10.6

On-trade 3.0 2.2 11.3
Total 2.2 2.1 10.8
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 9 GBO Company Shares of Beer: % Total Volume 2011-2015

% total volume
Company 2011 2012 2013 2014 2015

San Miguel Corp 88.8 89.0 90.3 91.1 91.2

SABMiller Plc 5.5 5.5 4.8 4.6 4.5
Asia Brewery Inc 5.0 4.9 4.3 3.8 3.8
San Miguel Brewery Inc - - - - -
Others 0.7 0.7 0.6 0.5 0.5
Total 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 10 NBO Company Shares of Beer: % Total Volume 2011-2015

% total volume
Company 2011 2012 2013 2014 2015

San Miguel Brewery Inc 88.8 89.0 90.3 91.1 91.2

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Asia Brewery Inc 10.5 10.4 9.1 8.4 8.3

San Miguel Corp - - - - -
Others 0.7 0.7 0.6 0.5 0.5
Total 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 11 LBN Brand Shares of Beer: % Total Volume 2012-2015

% total volume
Brand (Global Brand Company 2012 2013 2014 2015
Owner)

Red Horse (San San Miguel Brewery Inc 56.4 57.6 58.1 58.3
Miguel Corp)
San Miguel Pale San Miguel Brewery Inc 14.9 14.8 14.9 15.0
Pilsen (San Miguel
Corp)
San Mig Light (San San Miguel Brewery Inc 9.3 9.5 9.5 9.6
Miguel Corp)
Gold Eagle (San San Miguel Brewery Inc 8.2 8.3 8.5 8.3
Miguel Corp)
Colt 45 (SABMiller Asia Brewery Inc 5.5 4.8 4.6 4.5
Plc)
Beer na Beer Asia Brewery Inc 4.9 4.3 3.8 3.8
Red Horse Beer (San San Miguel Corp - - - -
Miguel Brewery Inc)
San Mig Light (San San Miguel Corp - - - -
Miguel Brewery Inc)
San Mig Strong Ice San Miguel Corp - - - -
(San Miguel Brewery
Inc)
San Miguel Pale San Miguel Corp - - - -
Pilsen (San Miguel
Brewery Inc)
Others Others 0.8 0.7 0.6 0.6
Total Total 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 12 Production, Imports and Exports of Beer: Total Volume 2009-2014

million litres
2009 2010 2011 2012 2013 2014

Beer – Imports 0.6 0.6 1.2 1.5 2.2 3.3

Beer – Exports 14.1 15.2 16.2 9.0 1.6 2.7
Source: GTIS, Euromonitor International
Note: „-‟ indicates data not available

Table 13 Imports of Beer by Country of Origin: Total Volume 2009-2014

million litres
2009 2010 2011 2012 2013 2014

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Beer – Australia 0.0 0.0 0.0 0.0 0.0 0.0

Beer – Belgium 0.0 - 0.0 0.0 0.0 0.0
Beer – China 0.0 0.1 0.1 0.1 0.1 0.2
Beer – Denmark - - - - - 0.0
Beer – France - 0.0 - 0.0 0.0 0.0
Beer – Germany 0.0 0.0 0.0 0.1 0.3 0.2
Beer – Hong Kong - 0.0 - 0.0 0.0 0.0
Beer – Indonesia - - - - 0.1 0.1
Beer – Ireland - - - - 0.0 0.1
Beer – Italy - 0.0 0.0 - 0.0 0.0
Beer – Japan 0.0 0.0 0.0 0.0 0.0 0.0
Beer – Korea, South - 0.0 - - 0.1 0.3
Beer – Malaysia 0.0 0.0 0.0 0.0 - 0.0
Beer – Mexico - - - 0.1 0.5 0.2
Beer – Netherlands 0.1 0.1 0.1 0.1 0.0 0.1
Beer – New Zealand 0.0 - - - - 0.0
Beer – Panama - 0.0 0.0 0.0 0.0 0.0
Beer – Poland - - 0.0 - - -
Beer – Portugal 0.0 - - - 0.0 -
Beer – Singapore 0.3 0.3 0.8 0.6 0.6 1.3
Beer – Spain 0.0 0.0 0.0 0.0 0.0 0.0
Beer – Thailand - - - 0.2 0.0 0.2
Beer – United Kingdom 0.0 0.0 0.0 0.0 0.1 0.0
Beer – United States 0.1 0.1 0.2 0.1 0.3 0.4
Beer – Vietnam - - - - 0.1 0.1
Beer – Others - 0.0 0.0 0.0 0.0 -
Beer – Total 0.6 0.6 1.2 1.5 2.2 3.3
Source: GTIS, Euromonitor International
Note: „-‟ indicates data not available

Table 14 Imports of Beer by Country of Origin: Total Value 2009-2014

PHP million
2009 2010 2011 2012 2013 2014

Beer – Australia 1.0 0.3 0.6 0.5 1.8 3.9

Beer – Belgium 0.2 - 0.0 0.1 0.6 1.0
Beer – China 1.0 1.1 1.3 2.1 2.5 3.4
Beer – Denmark - - - - - 0.8
Beer – France - 0.0 - 0.0 2.0 0.9
Beer – Germany 0.2 0.6 0.4 0.8 5.0 5.2
Beer – Hong Kong - 0.1 - 0.3 0.2 1.1
Beer – Indonesia - - - - 3.5 2.8
Beer – Ireland - - - - 0.3 0.8
Beer – Italy - 0.0 0.2 - 0.1 0.3
Beer – Japan 0.0 0.1 0.1 0.9 0.9 0.0
Beer – Korea, South - 0.3 - - 1.9 8.4
Beer – Malaysia 0.1 0.0 0.3 0.0 - 0.1
Beer – Mexico - - - 2.8 13.7 6.9
Beer – Netherlands 0.9 0.9 1.0 1.2 0.2 2.5
Beer – New Zealand 0.0 - - - - 0.1
Beer – Panama - 0.1 0.1 0.1 0.3 0.5
Beer – Poland - - 0.1 - - -
Beer – Portugal 0.1 - - - 0.2 -
Beer – Singapore 2.8 2.7 5.3 2.7 8.3 19.3
Beer – Spain 0.2 0.4 0.8 0.9 1.1 0.7
Beer – Thailand - - - 9.3 0.7 9.3
Beer – United Kingdom 0.6 0.1 0.6 0.3 1.3 1.1
Beer – United States 3.8 1.9 3.6 2.7 10.4 9.7

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BEER IN THE PHILIPPINES Passport 11

Beer – Vietnam - - - - 5.2 5.6

Beer – Others - 0.0 0.5 1.9 0.1 -
Beer – Total 10.9 8.6 14.9 26.8 60.2 84.4
Source: GTIS, Euromonitor International
Note: „-‟ indicates data not available

Table 15 Exports of Beer by Country of Destination: Total Volume 2009-2014

million litres
2009 2010 2011 2012 2013 2014

Beer – United Arab 0.2 0.5 0.9 0.4 0.0 0.0

Emirates
Beer – United Kingdom - 0.0 0.0 0.0 - -
Beer – United States 2.1 1.9 2.0 0.9 0.4 0.1
Beer – Vietnam - 1.0 0.3 0.3 - -
Beer – Australia 0.2 0.1 0.1 0.1 - -
Beer – Bahrain 0.3 0.3 0.3 0.3 0.0 -
Beer – Canada 0.1 0.2 0.2 0.2 0.0 -
Beer – China 0.0 0.0 0.1 0.0 - -
Beer – Costa Rica - - 0.0 0.0 - -
Beer – East Timor - - - 0.0 - -
Beer – Hawaii (U.S.) 0.1 0.0 0.1 0.0 - -
Beer – Hong Kong 1.5 1.5 1.6 1.0 0.1 0.4
Beer – Indonesia - - 0.2 0.2 - -
Beer – Japan 0.6 0.5 0.4 0.3 0.1 0.0
Beer – Korea, North - - - - 0.0 0.0
Beer – Korea, South 2.0 2.3 3.0 2.4 0.4 1.4
Beer – Maldives 0.3 0.4 0.4 0.2 0.0 0.1
Beer – Micronesia 0.1 0.2 0.1 0.1 - 0.0
(Federated States of)
Beer – Pacific Is. 0.1 0.1 0.2 0.1 - -
(Trust Terr.)
Beer – Palau 0.0 0.1 0.1 0.1 - -
Beer – Papua New Guinea - 0.0 - 0.0 - -
Beer – Qatar 0.2 0.2 0.2 0.1 - -
Beer – Singapore 1.8 2.3 3.1 1.3 0.3 0.4
Beer – Taiwan 3.0 2.6 2.1 0.8 0.1 0.3
Beer – Thailand 0.0 0.2 0.2 0.1 0.0 0.0
Beer – Others 0.8 1.0 0.5 0.2 - -
Beer – Total 13.4 15.2 16.2 9.0 1.6 2.7
Source: GTIS, Euromonitor International
Note: „-‟ indicates data not available

Table 16 Exports of Beer by Country of Destination: Total Value 2009-2014

PHP million
2009 2010 2011 2012 2013 2014

Beer – Australia 8.1 3.9 3.1 2.7 - -

Beer – Bahrain 8.4 7.9 8.5 6.8 0.7 -
Beer – Canada 5.1 8.2 6.5 6.7 0.9 -
Beer – China 0.3 0.5 1.0 0.2 - -
Beer – Costa Rica - - 0.8 0.5 - -
Beer – East Timor - - - 0.0 - -
Beer – Hawaii (U.S.) 3.7 1.4 2.3 1.7 - -
Beer – Hong Kong 28.5 25.0 32.2 23.9 3.3 11.7

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BEER IN THE PHILIPPINES Passport 12

Beer – Indonesia - - 9.4 6.6 - -

Beer – Japan 17.7 17.1 13.1 8.6 2.6 0.0
Beer – Korea, North - - - - 0.5 0.6
Beer – Korea, South 53.6 58.0 76.0 62.3 11.7 44.8
Beer – Maldives 5.0 6.4 6.2 2.9 0.6 1.4
Beer – Micronesia 4.9 6.6 3.6 2.5 - 0.7
(Federated States of)
Beer – Pacific Is. 2.3 2.5 5.7 2.9 - -
(Trust Terr.)
Beer – Palau 1.9 3.2 4.4 2.7 - -
Beer – Papua New Guinea - 1.2 - 0.1 - -
Beer – Qatar 9.0 6.9 7.8 2.7 - -
Beer – Singapore 57.9 68.4 89.9 39.1 10.3 10.2
Beer – Taiwan 70.3 64.4 49.0 13.4 2.0 6.3
Beer – Thailand 1.1 2.0 2.6 1.6 0.7 0.8
Beer – United Arab 5.8 15.2 23.5 9.9 1.3 1.0
Emirates
Beer – United Kingdom - 0.4 0.4 0.9 - -
Beer – United States 76.8 66.6 70.0 34.5 11.2 2.4
Beer – Vietnam - 25.6 8.1 11.1 - -
Beer – Others 22.6 28.0 15.9 6.4 - -
Beer – Total 382.9 419.4 440.3 250.7 45.8 79.8
Source: GTIS, Euromonitor International
Note: „-‟ indicates data not available

Table 17 Forecast Sales of Beer by Category: Total Volume 2015-2020

million litres
2015 2016 2017 2018 2019 2020

Dark Beer - - - - - -
- Ale - - - - - -
- Sorghum - - - - - -
- Weissbier/Weizen/ - - - - - -
Wheat Beer
Lager 1,632.4 1,636.5 1,656.9 1,686.2 1,719.8 1,756.6
- Flavoured/Mixed Lager - - - - - -
- Standard Lager 1,632.4 1,636.5 1,656.9 1,686.2 1,719.8 1,756.6
-- Premium Lager 4.6 4.4 4.3 4.3 4.3 4.4
--- Domestic Premium 3.5 3.3 3.2 3.2 3.1 3.1
Lager
--- Imported Premium 1.1 1.1 1.1 1.1 1.2 1.2
Lager
-- Mid-Priced Lager 1,492.5 1,500.1 1,522.9 1,553.7 1,588.5 1,626.4
--- Domestic Mid-Priced 1,492.5 1,500.1 1,522.9 1,553.7 1,588.5 1,626.4
Lager
--- Imported Mid-Priced - - - - - -
Lager
-- Economy Lager 135.3 132.0 129.7 128.2 127.0 125.9
--- Domestic Economy 135.3 132.0 129.7 128.2 127.0 125.9
Lager
--- Imported Economy - - - - - -
Lager
Non/Low Alcohol Beer - - - - - -
Stout - - - - - -
Beer 1,632.4 1,636.5 1,656.9 1,686.2 1,719.8 1,756.6
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

© Euromonitor International
BEER IN THE PHILIPPINES Passport 13

Table 18 Forecast Sales of Beer by Category: Total Value 2015-2020

PHP million
2015 2016 2017 2018 2019 2020

Dark Beer - - - - - -
- Ale - - - - - -
- Sorghum - - - - - -
- Weissbier/Weizen/ - - - - - -
Wheat Beer
Lager 161,190.3 162,807.9 166,221.7 170,814.2 175,869.6 181,180.7
- Flavoured/Mixed Lager - - - - - -
- Standard Lager 161,190.3 162,807.9 166,221.7 170,814.2 175,869.6 181,180.7
-- Premium Lager 1,085.7 1,078.9 1,076.6 1,088.4 1,110.2 1,140.7
--- Domestic Premium 525.1 511.3 499.7 495.5 495.8 498.7
Lager
--- Imported Premium 560.7 567.7 576.9 592.9 614.4 642.0
Lager
-- Mid-Priced Lager 152,858.1 154,643.8 158,169.5 162,818.0 167,910.5 173,243.2
--- Domestic Mid-Priced 152,858.1 154,643.8 158,169.5 162,818.0 167,910.5 173,243.2
Lager
--- Imported Mid-Priced - - - - - -
Lager
-- Economy Lager 7,246.5 7,085.2 6,975.6 6,907.8 6,848.8 6,796.8
--- Domestic Economy 7,246.5 7,085.2 6,975.6 6,907.8 6,848.8 6,796.8
Lager
--- Imported Economy - - - - - -
Lager
Non/Low Alcohol Beer - - - - - -
Stout - - - - - -
Beer 161,190.3 162,807.9 166,221.7 170,814.2 175,869.6 181,180.7
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Table 19 Forecast Sales of Beer by Category: % Total Volume Growth 2015-2020

% total volume growth

2015/16 2015-20 CAGR 2015/20 Total

Dark Beer - - -
- Ale - - -
- Sorghum - - -
- Weissbier/Weizen/Wheat Beer - - -
Lager 0.3 1.5 7.6
- Flavoured/Mixed Lager - - -
- Standard Lager 0.3 1.5 7.6
-- Premium Lager -2.7 -0.9 -4.2
--- Domestic Premium Lager -3.8 -1.9 -9.2
--- Imported Premium Lager 0.8 2.2 11.4
-- Mid-Priced Lager 0.5 1.7 9.0
--- Domestic Mid-Priced Lager 0.5 1.7 9.0
--- Imported Mid-Priced Lager - - -
-- Economy Lager -2.5 -1.4 -7.0
--- Domestic Economy Lager -2.5 -1.4 -7.0
--- Imported Economy Lager - - -
Non/Low Alcohol Beer - - -

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BEER IN THE PHILIPPINES Passport 14

Stout - - -
Beer 0.3 1.5 7.6
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Table 20 Forecast Sales of Beer by Category: % Total Value Growth 2015-2020

% local currency, constant value growth

2015/2016 2015-20 CAGR 2015/20 TOTAL

Dark Beer - - -
- Ale - - -
- Sorghum - - -
- Weissbier/Weizen/Wheat Beer - - -
Lager 1.0 2.4 12.4
- Flavoured/Mixed Lager - - -
- Standard Lager 1.0 2.4 12.4
-- Premium Lager -0.6 1.0 5.1
--- Domestic Premium Lager -2.6 -1.0 -5.0
--- Imported Premium Lager 1.2 2.7 14.5
-- Mid-Priced Lager 1.2 2.5 13.3
--- Domestic Mid-Priced Lager 1.2 2.5 13.3
--- Imported Mid-Priced Lager - - -
-- Economy Lager -2.2 -1.3 -6.2
--- Domestic Economy Lager -2.2 -1.3 -6.2
--- Imported Economy Lager - - -
Non/Low Alcohol Beer - - -
Stout - - -
Beer 1.0 2.4 12.4
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

© Euromonitor International