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BEER IN THE PHILIPPINES

Euromonitor International
September 2013

B E E R I N T HE P HI L I P P I NE S P a s s p o r t I
E u r o mo n i t o r I n t e r n a t i o n a l
LIST OF CONTENTS AND TABLES

Headlines ..................................................................................................................................... 1
Trends .......................................................................................................................................... 1
Production, Imports and Exports .................................................................................................. 2
Competitive Landscape ................................................................................................................ 2
Prospects ..................................................................................................................................... 3
Category Background ................................................................................................................... 4
Lager Price Band Methodology ................................................................................................ 4
Summary 1 Lager by Price Band 2012 ............................................................................ 5
Table 1 Number of Breweries 2007-2012 ................................................................. 5
Category Data .............................................................................................................................. 5
Table 2 Sales of Beer by Category: Total Volume 2007-2012 .................................. 5
Table 3 Sales of Beer by Category: Total Value 2007-2012 ..................................... 6
Table 4 Sales of Beer by Category: % Total Volume Growth 2007-2012 .................. 6
Table 5 Sales of Beer by Category: % Total Value Growth 2007-2012 ..................... 7
Table 6 Sales of Beer by On-trade vs Off-trade: Volume 2007-2012 ........................ 7
Table 7 Sales of Beer by On-trade vs Off-trade: Value 2007-2012 ........................... 7
Table 8 Sales of Beer by On-trade vs Off-trade: % Volume Growth 2007-2012 ....... 8
Table 9 Sales of Beer by On-trade vs Off-trade: % Value Growth 2007-2012 .......... 8
Table 10 GBO Company Shares of Beer: % Total Volume 2008-2012 ....................... 8
Table 11 NBO Company Shares of Beer: % Total Volume 2008-2012 ....................... 8
Table 12 LBN Brand Shares of Beer: % Total Volume 2009-2012 .............................. 9
Table 13 Production, Imports and Exports of Beer: Total Volume 2006-2011 ............ 9
Table 14 Imports of Beer by Country of Origin: Total Volume 2006-2011 ................... 9
Table 15 Imports of Beer by Country of Origin: Total Value 2006-2011 .................... 10
Table 16 Exports of Beer by Country of Destination: Total Volume 2006-2011 ........ 10
Table 17 Exports of Beer by Country of Destination: Total Value 2006-2011 ........... 11
Table 18 Forecast Sales of Beer by Category: Total Volume 2012-2017 ................. 12
Table 19 Forecast Sales of Beer by Category: Total Value 2012-2017 .................... 12
Table 20 Forecast Sales of Beer by Category: % Total Volume Growth 2012-
2017 ........................................................................................................... 13
Table 21 Forecast Sales of Beer by Category: % Total Value Growth 2012-
2017 ........................................................................................................... 13


B E E R I N T HE P HI L I P P I NE S P a s s p o r t 1
E u r o mo n i t o r I n t e r n a t i o n a l
BEER IN THE PHILIPPINES


HEADLINES
Beer in the Philippines grows in volume by 2%
Premium lager records the fastest growth in 2012, with total volume increasing by 4%
Imported premium lager is the fastest subcategory, with volume growing by 12% and reaching
one million litres
San Miguel Brewery maintains its dominance in 2012
Unit price of beer continues increasing in 2012
Beer is expected to post a 1% CAGR in volume, and a 2% CAGR in constant value terms
between 2012-2017


TRENDS
The growth of beer in 2012 slowed to 5% in current value terms. After enjoying double-digit
growth during the review period, beer sales have been slowing. This is attributable to the
growth of other alcoholic drinks, all of which grew faster than beer in 2012.
Off-trade value of imported lager, specifically imported premium lager, grew by 12% in value
to Ps57 million in 2012, and was the only category to see double-digit growth in 2012. Off-
trade value of domestic premium lager also grew by 8% to Ps3.5 million in sales. This is
attributable to changing consumer preferences: A better appreciation for imported offerings
and consumer demand for better quality or premium beers.
In 2012, average unit prices experienced growth of about 4%. Imported premium lager
experienced a decline in average unit price growth dropping by 1% due to stronger sales
through off-trade channels and the growing number of brands competing for a share in the
market for this category. Domestic lager unit prices remained relatively stable, growing at less
than 4%, as no additional taxes were imposed on alcoholic drinks in 2012.
Domestic standard lager contributes the largest portion of sales in beer. In 2012, domestic
standard lager contributed over 90% of total volume sales of beer in the Philippines. However,
the growth of domestic lager was flat in 2012, growing by less than 2% in total volume. Slower
sales growth could be attributed mainly to the maturity of the category, but is also challenged
by the growing popularity of spirits, RTDs and imported premium lager. Due to the better
economic conditions in 2012, some consumers traded up to imported premium lager.
Beer in the Philippines grew by 2% in terms of volume in 2012, to 1.6 billion litres. A majority
of both volume and value sales come from off-trade channels. In terms of volume, 73%
comes from off-trade, and 23% from on-trade. In terms of value, beer grew by 5% to Ps171.3
billion, with 63% from off-trade, and 37% from on-trade sales. Off-trade volume makes up a
larger chunk because Filipinos buy beer in bulk from off-trade channels during celebrations at
home or in the community.
Despite the lions share of both volume and value coming from off-trade, it is the slower
growing channel. Value for on-trade channels grew by 6% from 2011-2012, and volume grew
by 2%, both faster than off-trade. In recent years, the off-trade had grown faster, but 2012s
performance indicates a shift. An increase in disposable income due to the improving
economy can cause consumers to drink more beer when dining outside their homes,
accounting for the increase in on-trade channel performance.
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Glass bottles and cans are the favoured packaging materials in the Philippines. While cans
are available in supermarkets and similar outlets, glass bottles are the preferred and most
commonly available packaging for beer in the Philippines, available from the smallest
convenience stores to the biggest Hypermarkets. A deposit system is present, as consumers
can return used glass bottles after consumption at home, while establishments handle the
deposit for on-trade channels.
Flavoured non-alcoholic beer is currently not available in the Philippines as of 2012. However,
San Miguel Brewery Inc does have fruit flavoured beer in the market which was launched in
2010. San Miguel Brewery launched this in two flavours; apple and lemon. The popularity of
the flavoured beers is increasing, especially among the female customer segment.
The leading light beer brand, San Mig Light, makes up 13% of the total beer market in the
Philippines. The remaining 87% is essentially non-light beers, with two leading non-light
brands, San Miguel Pale Pilsen and Red Horse, holding a combined 68% of sales.
The Philippine beer market also has a few locally-made craft beers, which are the products
of smallscale microbreweries. Establishments in upscale areas in Metro Manila also sell
imported craft beers from around the world; popular craft beer establishments in the
Philippines include Beers Paradise, Draft Gastropub, The Hobbit House, and Global Beer
Exchange. The limited availability makes craft beers a niche product, but the premium pricing
and image attract the attention of the young professionals and upscale consumers.
Expatriates (expats) and foreigners are also likely to seek imported craft beers. Both
imported and locally-produced craft beers are notably more available in Makati City and
Taguig Citys Bonifacio Global City, both business districts with plenty of high-end restaurants
and bars, and both having a healthy expat community.


PRODUCTION, IMPORTS AND EXPORTS
While there are a number of imported brands available in the Philippines, their higher prices
make them less appealing to the masses. The low price point of local beers make the local
brands the de facto drink when Filipinos go out, with the imported beers concentrated in
business districts and areas which foreigners and expats frequent. The dominance of San
Miguel owes something to its affordability and ubiquity in the market.
The key export markets of the largest beer brewery in the Philippines, San Miguel Breweries,
include South Korea, Taiwan and Singapore. Other countries are supplied with Philippine
beer through local manufacturers which have the license to manufacture Philippine beer
brands.
Domestic lager makes up majority of the Philippine beer market with 1.6 billion litres in
volume, with San Miguel Brewery leading the pack with 1.4 billion litres. Imported lager makes
up only one million litres of volume, led by Heineken, Budweiser, and Kirin. However,
imported lager grew in volume by 12% in 2011-2012, compared to only 2% for domestic lager.
Imported Lager still has plenty of room to grow.


COMPETITIVE LANDSCAPE
Beer companies are looking for new opportunities for growth in a very mature market. Major
breweries in the Philippines are San Miguel Brewery and Asia Brewery, which hold a
combined 99% share of beer volume sales. In an attempt to renew this growth, local
manufacturers have invested more into bring in imported premium lager brands, such as
Asahi and Kirin.
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San Miguel Brewery Inc. remains the category leader with an 89% volume share, with its
numerous brands filling the shelves of retailers, easily. Its competitive pricing and distribution
model has undoubtedly contributed to its market dominance. In addition, San Miguel boasts of
some of the most popular celebrity endorsers in the country, including internationally-
renowned boxer Manny Pacquiao, popular young adult celebrities for San Mig Light, and local
music icons for its Red Horse brand. These efforts continue to help maintain San Miguels
top-of-mind recall among consumers. As a result, San Miguel Brewery Inc experienced the
fastest volume growth in 2012 at 2%.
Craft brewers are still a small player in the beer industry, but they are increasing their
presence. The price difference (craft beers cost much more sometimes even more than
triple than a bottle of San Miguel) is a barrier to entry, as well as a lack of mainstream
knowledge and appreciation of the craft. However, a more sophisticated market, as well as
the continued experimentation of the brewers in terms of flavour and ingredients to
differentiate their offerings, continues to sustain the growing craft beer category.
Domestic brands, led by San Miguel Brewerys various brands, still hold a dominant position.
However, upscale restaurants and bars usually offer the higher-priced, international brands.
These are perceived to be of premium quality, and as evidenced by the growth in imported
lager, still has potential to grow and take some sales away from domestic powerhouses.
Despite being on top of the market, San Miguel is not resting on its laurels. In 2012, San
Miguel launched its San Mig Zero brand, a 3% ABV with only 60 calories, even lower than its
popular San Mig Light. This suggests a desire to address an increasingly health-conscious
population. A clean, modern design for the label (it uses the same bottle packaging as most of
San Miguels other brands) suggests a more premium image. However, it has failed to make a
dent in sales or volume so far, and has had no notable mainstream advertisements either.
Another launch that has gained more traction is San Miguels fruit-flavoured beers. This brand
had a brief run of TV advertisements in the past year but has quieted down since then. The
fruit-flavoured beers are more easily available in stores than San Mig Zero.
Premium brands make themselves available in up-scale establishments, and while standard
brands are present in these as well, the price difference may be small enough to encourage
consumers to go for the premium product instead. However, economy and standard brands
(notably the market leader, Pale Pilsen) are the most widely distributed and are almost always
well-stocked in wherever store a consumer walks in to, whether a restaurant or a convenience
store. The significantly cheaper prices per bottle of economy and standard beers make them
the preferred drink of the mass market; from university students to young professionals. The
lower price also means that they are preferred for parties held at home, or in town fiestas,
where buying them by the case is common.


PROSPECTS
Beer is threatened by the development of RTDs, which are marketed in different flavours to
younger adult demographics, such as university students and young professionals. Beer
companies with no diversification in the category will be challenged to find answers to the
growing competition for consumers wallets.
The forecast performance is expected to grow slowly at a 1% CAGR in constant terms. The
slower growth compared to the review period can be attributed to the maturity of the market.
Additionally, the higher taxes on beer that will be implemented over the forecast are likely to
affect the overall demand for beer.
The Philippine sin tax on alcohol and cigarettes will remain a threat to the entire alcoholic
drinks industrys growth as prices increase and the low-income brackets may hold off on
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alcohol consumption. For beer, the sin tax is Ps15 per litre if the net retail price is P50.60 and
below, and Ps20 per litre for those with a higher net retail price. A generally improving
economy can help consumer income grow and possibly negate the effects of the sin tax, but
the tax is set to increase by 5% every year starting from 2014 until 2017, and will continue to
increase by 4% every year afterwards.
Imported premium lager is expected to produce the fastest results over the forecast period,
growing at a CAGR of nearly 6% in volume terms. As the tastes of consumers improve, they
might seek other options other than the usual domestic products. The premium positioning of
imported and premium lagers also tends to appeal to many young professionals.
As prices slowly increase due to the sin tax, companies will probably find ways to offer
discounts to on-trade channels, or offer value packs to consumers, to minimise any potential
decline in volume. Hence, average unit price per litre is expected to grow at a 1% CAGR in
constant value terms over the forecast period.
San Miguel Brewery had two recent launches. San Miguels Apple and Lemon-flavoured
beers are gaining popularity (and will likely continue to do so in the short-term), and the
marketing highlights the taste as they target younger consumers between the ages of 18 and
25 , females and drinkers who do not like the generally bitter taste of beer. The other product
launch, San Mig Zero, has had low visibility and availability.
San Miguel might be devising more ways to combat the emergence of Asia Brewerys RTD,
but in terms of beer, it seems that San Miguel may continue its current activities, mainly big
events for Red Horse in October for Oktoberfest (the company holds an annual rock music
festival) and continued mainstream advertisements for Pale Pilsen and San Mig Light. A
campaign for San Mig Zero and additional flavours for its fruit-flavoured beer may also be
expected if the performance does not improve, especially relative to RTDs. Asia Brewery, on
the other hand, may be conceding the beer category to San Miguel, with visibly less effort to
promote Manila Beer after starting a high-profile campaign when it was launched a few years
ago. The company may be planning to continue exploring other categories instead. In terms
of imported premium lager, more brands may be expected to arrive on Philippine shores as
the consumers become more experimental. Alongside the growth of these premium beers
might be the growth of craft beers, which will be looking to break into the mainstream and
achieve critical mass.
The on-trade is expected to outperform off-trade over the forecast period. On-trade sales are
expected to grow in volume at a 2% CAGR over the forecast period, while the off-trade is
expected to only grow in volume at a CAGR of 1% for the same period. Despite the majority
of volume still being in the off-trade channel, the opportunity for growth resides within the on-
trade. A reason may be the proliferation of new pubs and bars in the upscale portions of town.
An improving economy means that consumers are more likely to dine and drink out, and
patronise both existing and the quickly-sprouting new establishments.


CATEGORY BACKGROUND

Lager Price Band Methodology
Economy Lager: San Miguel Brewery Incs Gold Eagle Beer is the dominant brand in
economy lager. This is typically available through independent small grocers and sari-sari
stores. It is mainly popular in Visayas and Mindanao where there are numerous lower income
households.
Standard Lager: San Miguels Pale Pilsen, San Mig Light, and Red Horse fall into this
category, with prices ranging from a little Ps65 to about Ps96 per litre in supermarkets,
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hypermarkets, and convenience stores. Asia Brewerys offerings (Colt 45, Coors and Coors
Light, and Manila Beer) are priced similarly to San Miguels brands. San Miguel Pale Pilsen is
set as the benchmark for stand priced beer as it is the leading beer brand in the market.
Premium Lager: Premium brands tend to be consumed mainly at on-trade establishments and
prices typically are above Ps96 per litre through off-trade channels. Domestic premium brands
such as San Miguel Super Dry, San Mig Strong Ice and Cerveza Negra tend to be cheaper
than their imported counterparts. Imported premium lager brand prices normally begin from
Ps200 per litre and can reach nearly Ps700 per litre at on-trade establishments.

Summary 1 Lager by Price Band 2012
Category Price range per litre in Peso
Premium Above Ps96
Standard Ps65- 96
Economy Below Ps65
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.


Table 1 Number of Breweries 2007-2012

Brewery
2007 2008 2009 2010 2011 2012

San Miguel Brewery Inc 5 5 5 5 5 5
Asia Brewery Inc 2 2 2 2 2 2
TOTAL 7 7 7 7 7 7
Source: Euromonitor International from annual reports, company websites



CATEGORY DATA

Table 2 Sales of Beer by Category: Total Volume 2007-2012

million litres
2007 2008 2009 2010 2011 2012

Dark Beer - - - - - -
Lager 1,445.6 1,516.5 1,527.4 1,577.5 1,605.8 1,631.3
- Premium Lager 73.4 74.2 74.9 76.1 83.0 86.4
- Standard Lager 1,329.0 1,398.9 1,409.1 1,458.0 1,478.2 1,499.2
-- Domestic Standard 1,329.0 1,398.9 1,409.1 1,458.0 1,478.2 1,499.2
Lager
-- Imported Standard - - - - - -
Lager
- Economy Lager 43.2 43.4 43.4 43.3 44.5 45.7
-- Domestic Economy Lager 43.2 43.4 43.4 43.3 44.5 45.7
-- Imported Economy Lager - - - - - -
-- Domestic Standard 1,329.0 1,398.9 1,409.1 1,458.0 1,478.2 1,499.2
Lager
-- Domestic Economy Lager 43.2 43.4 43.4 43.3 44.5 45.7
-- Imported Standard - - - - - -
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Lager
-- Imported Economy Lager - - - - - -
Low/Non- Alcohol Beer - - - - - -
- Low Alcohol Beer - - - - - -
- Non-Alcoholic Beer - - - - - -
Stout - - - - - -
Beer 1,445.6 1,516.5 1,527.4 1,577.5 1,605.8 1,631.3
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 Value 2007-2012

Ps million
2007 2008 2009 2010 2011 2012

Dark Beer - - - - - -
Lager 113,382.6 125,473.7 139,592.3 153,156.2 162,470.3 171,268.1
- Premium Lager 9,652.2 10,389.9 11,388.7 12,315.2 14,119.1 15,190.4
- Standard Lager 101,179.1 112,471.1 125,513.8 138,085.9 145,431.2 153,019.5
-- Domestic Standard 101,179.1 112,471.1 125,513.8 138,085.9 145,431.2 153,019.5
Lager
-- Imported Standard - - - - - -
Lager
- Economy Lager 2,551.3 2,612.7 2,689.8 2,755.1 2,920.1 3,058.2
-- Domestic Economy Lager 2,551.3 2,612.7 2,689.8 2,755.1 2,920.1 3,058.2
-- Imported Economy Lager - - - - - -
-- Domestic Standard 101,179.1 112,471.1 125,513.8 138,085.9 145,431.2 153,019.5
Lager
-- Domestic Economy Lager 2,551.3 2,612.7 2,689.8 2,755.1 2,920.1 3,058.2
-- Imported Standard - - - - - -
Lager
-- Imported Economy Lager - - - - - -
Low/Non- Alcohol Beer - - - - - -
- Low Alcohol Beer - - - - - -
- Non-Alcoholic Beer - - - - - -
Stout - - - - - -
Beer 113,382.6 125,473.7 139,592.3 153,156.2 162,470.3 171,268.1
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 Volume Growth 2007-2012

% total volume growth
2011/12 2007-12 CAGR 2007/12 Total

Dark Beer - - -
Lager 1.6 2.4 12.8
- Premium Lager 4.1 3.3 17.7
- Standard Lager 1.4 2.4 12.8
-- Domestic Standard Lager 1.4 2.4 12.8
-- Imported Standard Lager - - -
- Economy Lager 2.5 1.1 5.7
-- Domestic Economy Lager 2.5 1.1 5.7
-- Imported Economy Lager - - -
-- Domestic Standard Lager 1.4 2.4 12.8
-- Domestic Economy Lager 2.5 1.1 5.7
-- Imported Standard Lager - - -
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-- Imported Economy Lager - - -
Low/Non- Alcohol Beer - - -
- Low Alcohol Beer - - -
- Non-Alcoholic Beer - - -
Stout - - -
Beer 1.6 2.4 12.8
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources


Table 5 Sales of Beer by Category: % Total Value Growth 2007-2012

% local currency, current value growth

2011/12 2007-12 CAGR 2007/12 Total

Dark Beer - - -
Lager 5.4 8.6 51.1
- Premium Lager 7.6 9.5 57.4
- Standard Lager 5.2 8.6 51.2
-- Domestic Standard Lager 5.2 8.6 51.2
-- Imported Standard Lager - - -
- Economy Lager 4.7 3.7 19.9
-- Domestic Economy Lager 4.7 3.7 19.9
-- Imported Economy Lager - - -
-- Domestic Standard Lager 5.2 8.6 51.2
-- Domestic Economy Lager 4.7 3.7 19.9
-- Imported Standard Lager - - -
-- Imported Economy Lager - - -
Low/Non- Alcohol Beer - - -
- Low Alcohol Beer - - -
- Non-Alcoholic Beer - - -
Stout - - -
Beer 5.4 8.6 51.1
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources


Table 6 Sales of Beer by On-trade vs Off-trade: Volume 2007-2012

million litres
2007 2008 2009 2010 2011 2012

Off-trade 1,053.4 1,109.7 1,118.8 1,162.5 1,180.9 1,197.9
On-trade 392.2 406.8 408.6 415.0 424.8 433.4
Total 1,445.6 1,516.5 1,527.4 1,577.5 1,605.8 1,631.3
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources


Table 7 Sales of Beer by On-trade vs Off-trade: Value 2007-2012

Ps million
2007 2008 2009 2010 2011 2012

Off-trade 71,835.2 79,652.1 88,743.2 97,915.7 102,969.4 108,015.5
On-trade 41,547.3 45,821.6 50,849.1 55,240.5 59,500.9 63,252.6
Total 113,382.6 125,473.7 139,592.3 153,156.2 162,470.3 171,268.1
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Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources


Table 8 Sales of Beer by On-trade vs Off-trade: % Volume Growth 2007-2012

% volume growth
2011/12 2007-12 CAGR 2007/12 TOTAL

Off-trade 1.4 2.6 13.7
On-trade 2.0 2.0 10.5
Total 1.6 2.4 12.8
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources


Table 9 Sales of Beer by On-trade vs Off-trade: % Value Growth 2007-2012

% current value growth
2011/12 2007-12 CAGR 2007/12 TOTAL

Off-trade 4.9 8.5 50.4
On-trade 6.3 8.8 52.2
Total 5.4 8.6 51.1
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources


Table 10 GBO Company Shares of Beer: % Total Volume 2008-2012

% total volume
Company 2008 2009 2010 2011 2012

San Miguel Brewery Inc - 87.5 88.2 88.4 88.6
SABMiller Plc 5.6 5.5 5.5 5.5 5.5
Asia Brewery Inc 5.8 5.8 5.3 5.0 4.9
San Miguel Corp 87.4 - - - -
Carlsberg A/S 0.0 - - - -
Others 1.2 1.1 1.1 1.1 1.0
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 NBO Company Shares of Beer: % Total Volume 2008-2012

% total volume
Company 2008 2009 2010 2011 2012

San Miguel Brewery Inc 87.4 87.5 88.2 88.4 88.6
Asia Brewery Inc 11.4 11.3 10.7 10.5 10.4
San Miguel Corp - - - - -
Others 1.2 1.1 1.1 1.1 1.0
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

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Table 12 LBN Brand Shares of Beer: % Total Volume 2009-2012

% total volume
Brand (Global Brand Company 2009 2010 2011 2012
Owner)

San Miguel Pale San Miguel Brewery Inc 51.4 50.3 49.9 49.8
Pilsen
Red Horse San Miguel Brewery Inc 17.0 18.0 18.0 18.0
San Mig Light San Miguel Brewery Inc 12.0 12.8 13.1 13.2
Colt 45 (SABMiller Asia Brewery Inc 5.3 5.4 5.5 5.5
Plc)
Beer na Beer Asia Brewery Inc 5.8 5.3 5.0 4.9
Gold Eagle San Miguel Brewery Inc 2.4 2.3 2.4 2.5
San Miguel Super Dry San Miguel Brewery Inc 2.2 2.1 2.2 2.3
San Mig Strong Ice San Miguel Brewery Inc 1.3 1.3 1.3 1.3
Cerveza Negra San Miguel Brewery Inc 1.1 1.0 1.2 1.2
San Miguel Premium San Miguel Brewery Inc 0.2 0.3 0.3 0.3
All Malt
Others Others 1.4 1.2 1.1 1.0
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 13 Production, Imports and Exports of Beer: Total Volume 2006-2011

million litres
2006 2007 2008 2009 2010 2011

Beer Exports 13.4 15.0 14.5 14.1 15.7 16.7
Beer Imports 0.4 0.8 0.5 0.6 0.6 1.2
Source: GTIS, Euromonitor International
Note: - indicates data not available


Table 14 Imports of Beer by Country of Origin: Total Volume 2006-2011

million litres
2006 2007 2008 2009 2010 2011

Beer Singapore 0.1 0.5 0.2 0.3 0.3 0.8
Beer US - 0.0 0.1 0.1 0.1 0.2
Beer China 0.1 0.1 0.1 0.0 0.1 0.1
Beer Netherlands 0.1 0.1 0.0 0.1 0.1 0.1
Beer United Kingdom 0.0 - - 0.0 0.0 0.0
Beer Poland - - - - - 0.0
Beer Panama - - - - 0.0 0.0
Beer Australia 0.0 0.0 0.0 0.0 0.0 0.0
Beer Chile - - - - - 0.0
Beer Spain - - 0.0 0.0 0.0 0.0
Beer Germany 0.0 0.0 0.0 0.0 0.0 0.0
Beer Japan 0.0 0.0 0.0 0.0 0.0 0.0
Beer Italy - - - - 0.0 0.0
Beer Malaysia 0.0 0.0 0.0 0.0 0.0 0.0
Beer South Africa - - - - 0.0 0.0
Beer Belgium 0.0 0.0 0.0 0.0 - 0.0
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E u r o mo n i t o r I n t e r n a t i o n a l
Beer Hawaii (U.S.) - - - - - 0.0
Beer Taiwan - - 0.0 - - 0.0
Beer Korea, South 0.1 0.0 0.0 - 0.0 -
Beer Hong Kong 0.1 0.1 0.1 - 0.0 -
Beer France - 0.0 - - 0.0 -
Beer New Zealand 0.0 - - 0.0 - -
Beer Portugal - - - 0.0 - -
Beer Total 0.4 0.8 0.5 0.6 0.6 1.2
Source: GTIS, Euromonitor International
Note: - indicates data not available


Table 15 Imports of Beer by Country of Origin: Total Value 2006-2011

Ps million
2006 2007 2008 2009 2010 2011

Beer Singapore 2.3 3.9 1.8 2.8 2.9 5.4
Beer US - 0.0 1.4 3.8 2.0 3.7
Beer China 2.0 1.3 1.4 1.0 1.1 1.4
Beer Netherlands 1.0 0.7 0.5 0.9 0.9 1.0
Beer Spain - - 0.1 0.2 0.4 0.8
Beer United Kingdom 0.0 - - 0.6 0.1 0.6
Beer Australia 1.0 1.3 3.4 1.0 0.3 0.6
Beer Germany 0.4 0.2 0.0 0.2 0.6 0.4
Beer Chile - - - - - 0.3
Beer Malaysia 0.1 0.4 0.1 0.1 0.0 0.3
Beer Italy - - - - 0.0 0.2
Beer Poland - - - - - 0.1
Beer Panama - - - - 0.2 0.1
Beer South Africa - - - - 0.0 0.1
Beer Japan 0.2 0.1 0.2 0.0 0.1 0.1
Beer Hawaii (U.S.) - - - - - 0.1
Beer Taiwan - - 0.0 - - 0.0
Beer Belgium 0.0 0.2 0.0 0.2 - 0.0
Beer Korea, South 1.7 0.3 0.4 - 0.3 -
Beer Hong Kong 1.2 2.0 1.7 - 0.1 -
Beer France - 0.1 - - 0.0 -
Beer New Zealand 0.0 - - 0.0 - -
Beer Portugal - - - 0.1 - -
Beer Total 10.1 10.5 11.0 10.9 9.0 15.3
Source: GTIS, Euromonitor International
Note: - indicates data not available


Table 16 Exports of Beer by Country of Destination: Total Volume 2006-2011

million litres
2006 2007 2008 2009 2010 2011

Beer Singapore 1.5 1.9 2.0 1.8 2.3 3.1
Beer Korea, South 0.6 1.6 1.7 2.0 2.3 3.0
Beer Taiwan 4.3 3.9 3.1 3.0 2.6 2.1
Beer US 2.3 2.7 2.4 2.1 1.9 2.0
Beer Hong Kong 1.1 1.2 1.7 1.5 1.5 1.6
Beer United Arab 0.4 0.3 0.1 0.2 0.5 0.9
Emirates
Beer Maldives 0.4 0.3 0.4 0.3 0.4 0.4
Beer Japan 0.5 0.6 0.5 0.6 0.5 0.4
B E E R I N T HE P HI L I P P I NE S P a s s p o r t 11
E u r o mo n i t o r I n t e r n a t i o n a l
Beer Vietnam - - 0.0 - 1.0 0.3
Beer Bahrain 0.1 0.2 0.2 0.3 0.3 0.3
Beer Malaysia 0.5 0.7 0.4 0.5 0.6 0.3
Beer Thailand 0.0 - - 0.0 0.2 0.2
Beer Qatar 0.1 0.2 0.2 0.2 0.2 0.2
Beer Guam 0.1 0.1 0.1 0.2 0.2 0.2
Beer Pacific Is. 0.1 0.1 0.1 0.1 0.1 0.2
(Trust Terr.)
Beer Canada 0.2 0.1 0.2 0.1 0.2 0.2
Beer Indonesia - - - - - 0.2
Beer Solomon Islands - 0.1 0.1 0.1 0.1 0.1
Beer Micronesia 0.1 0.1 0.1 0.1 0.2 0.1
(Federated States of)
Beer Palau 0.1 0.1 0.1 0.0 0.1 0.1
Beer China - 0.0 - 0.0 0.0 0.1
Beer Australia 0.4 0.2 0.2 0.2 0.1 0.1
Beer Kuwait - - 0.0 0.0 - 0.1
Beer Hawaii (U.S.) 0.1 0.1 0.1 0.1 0.0 0.1
Beer Saudi Arabia - 0.0 0.1 0.1 - -
Beer Others 0.6 0.6 0.6 0.6 0.6 0.3
Beer Total 13.4 15.0 14.5 14.1 15.7 16.7
Source: GTIS, Euromonitor International
Note: - indicates data not available


Table 17 Exports of Beer by Country of Destination: Total Value 2006-2011

Ps million
2006 2007 2008 2009 2010 2011

Beer Singapore 50.0 65.7 70.9 57.9 68.4 89.9
Beer Korea, South 16.1 35.5 41.8 53.6 58.0 76.0
Beer US 81.5 89.7 83.1 76.8 66.6 70.0
Beer Taiwan 87.7 78.6 69.5 70.3 64.4 49.0
Beer Hong Kong 21.8 19.8 30.1 28.5 25.0 32.2
Beer United Arab 11.5 9.8 4.9 5.8 15.2 23.5
Emirates
Beer Japan 17.0 17.1 15.4 17.7 17.1 13.1
Beer Indonesia - - - - - 9.4
Beer Bahrain 2.3 5.0 4.1 8.4 7.9 8.5
Beer Vietnam - - 1.1 - 25.6 8.1
Beer Qatar 3.9 5.5 8.2 9.0 6.9 7.8
Beer Guam 2.8 3.2 3.6 7.7 7.9 7.3
Beer Malaysia 13.5 12.5 9.7 11.3 15.6 6.5
Beer Canada 5.5 3.2 6.5 5.1 8.2 6.5
Beer Maldives 6.6 5.9 6.5 5.0 6.4 6.2
Beer Pacific Is. 3.2 1.8 1.9 2.3 2.5 5.7
(Trust Terr.)
Beer Solomon Islands - 3.2 4.1 2.1 3.1 4.7
Beer Palau 3.5 4.2 1.8 1.9 3.2 4.4
Beer Micronesia 4.4 3.3 2.2 4.9 6.6 3.6
(Federated States of)
Beer Australia 12.8 7.0 6.1 8.1 3.9 3.1
Beer Kuwait - - 0.6 1.9 - 2.6
Beer Thailand 0.1 - - 1.1 2.0 2.6
Beer Hawaii (U.S.) 5.1 3.7 3.1 3.7 1.4 2.3
Beer Israel 2.6 3.6 3.7 3.6 4.5 2.0
Beer Panama 2.2 2.4 2.4 2.2 1.9 1.7
Beer Others 14.0 11.7 14.5 14.3 12.0 7.3
Beer Total 368.0 392.3 395.8 403.1 434.3 454.4
B E E R I N T HE P HI L I P P I NE S P a s s p o r t 12
E u r o mo n i t o r I n t e r n a t i o n a l
Source: GTIS, Euromonitor International
Note: - indicates data not available


Table 18 Forecast Sales of Beer by Category: Total Volume 2012-2017

million litres
2012 2013 2014 2015 2016 2017

Dark Beer - - - - - -
Lager 1,631.3 1,656.0 1,679.8 1,702.7 1,724.6 1,745.5
- Premium Lager 86.4 89.5 92.4 95.0 97.3 99.2
- Standard Lager 1,499.2 1,519.8 1,539.8 1,559.3 1,578.2 1,596.5
-- Domestic Standard 1,499.2 1,519.8 1,539.8 1,559.3 1,578.2 1,596.5
Lager
-- Imported Standard - - - - - -
Lager
- Economy Lager 45.7 46.7 47.6 48.5 49.2 49.7
-- Domestic Economy Lager 45.7 46.7 47.6 48.5 49.2 49.7
-- Imported Economy Lager - - - - - -
-- Domestic Standard 1,499.2 1,519.8 1,539.8 1,559.3 1,578.2 1,596.5
Lager
-- Domestic Economy Lager 45.7 46.7 47.6 48.5 49.2 49.7
-- Imported Standard - - - - - -
Lager
-- Imported Economy Lager - - - - - -
Low/Non- Alcohol Beer - - - - - -
- Low Alcohol Beer - - - - - -
- Non-Alcoholic Beer - - - - - -
Stout - - - - - -
Beer 1,631.3 1,656.0 1,679.8 1,702.7 1,724.6 1,745.5
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources


Table 19 Forecast Sales of Beer by Category: Total Value 2012-2017

Ps million
2012 2013 2014 2015 2016 2017

Dark Beer - - - - - -
Lager 171,268.1 174,773.7 178,245.9 181,682.4 185,096.7 188,459.0
- Premium Lager 15,190.4 15,861.3 16,498.4 17,098.4 17,672.9 18,191.6
- Standard Lager 153,019.5 155,806.5 158,595.9 161,389.1 164,188.0 166,995.2
-- Domestic Standard 153,019.5 155,806.5 158,595.9 161,389.1 164,188.0 166,995.2
Lager
-- Imported Standard - - - - - -
Lager
- Economy Lager 3,058.2 3,106.0 3,151.6 3,194.9 3,235.8 3,272.1
-- Domestic Economy Lager 3,058.2 3,106.0 3,151.6 3,194.9 3,235.8 3,272.1
-- Imported Economy Lager - - - - - -
-- Domestic Standard 153,019.5 155,806.5 158,595.9 161,389.1 164,188.0 166,995.2
Lager
-- Domestic Economy Lager 3,058.2 3,106.0 3,151.6 3,194.9 3,235.8 3,272.1
-- Imported Standard - - - - - -
Lager
-- Imported Economy Lager - - - - - -
Low/Non- Alcohol Beer - - - - - -
- Low Alcohol Beer - - - - - -
B E E R I N T HE P HI L I P P I NE S P a s s p o r t 13
E u r o mo n i t o r I n t e r n a t i o n a l
- Non-Alcoholic Beer - - - - - -
Stout - - - - - -
Beer 171,268.1 174,773.7 178,245.9 181,682.4 185,096.7 188,459.0
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources


Table 20 Forecast Sales of Beer by Category: % Total Volume Growth 2012-2017

% total volume growth
2016/17 2012-17 CAGR 2012/17 Total

Dark Beer - - -
Lager 1.2 1.4 7.0
- Premium Lager 2.0 2.8 14.8
- Standard Lager 1.2 1.3 6.5
-- Domestic Standard Lager 1.2 1.3 6.5
-- Imported Standard Lager - - -
- Economy Lager 1.2 1.7 8.9
-- Domestic Economy Lager 1.2 1.7 8.9
-- Imported Economy Lager - - -
-- Domestic Standard Lager 1.2 1.3 6.5
-- Domestic Economy Lager 1.2 1.7 8.9
-- Imported Standard Lager - - -
-- Imported Economy Lager - - -
Low/Non- Alcohol Beer - - -
- Low Alcohol Beer - - -
- Non-Alcoholic Beer - - -
Stout - - -
Beer 1.2 1.4 7.0
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources


Table 21 Forecast Sales of Beer by Category: % Total Value Growth 2012-2017

% local currency, constant value growth

2012-17 CAGR 2012/17 TOTAL

Dark Beer - -
Lager 1.9 10.0
- Premium Lager 3.7 19.8
- Standard Lager 1.8 9.1
-- Domestic Standard Lager 1.8 9.1
-- Imported Standard Lager - -
- Economy Lager 1.4 7.0
-- Domestic Economy Lager 1.4 7.0
-- Imported Economy Lager - -
-- Domestic Standard Lager 1.8 9.1
-- Domestic Economy Lager 1.4 7.0
-- Imported Standard Lager - -
-- Imported Economy Lager - -
Low/Non- Alcohol Beer - -
- Low Alcohol Beer - -
- Non-Alcoholic Beer - -
Stout - -
Beer 1.9 10.0
B E E R I N T HE P HI L I P P I NE S P a s s p o r t 14
E u r o mo n i t o r I n t e r n a t i o n a l
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources