ALCOHOLIC DRINKS
(PHILIPPINES)
Euromonitor International
June 2017
GINEBRA SAN MIGUEL INC IN ALCOHOLIC DRINKS (PHILIPPINES) Passport I
© Euromonitor International
GINEBRA SAN MIGUEL INC IN ALCOHOLIC DRINKS (PHILIPPINES) Passport 1
KEY FACTS
Summary 1 Ginebra San Miguel Inc: Key Facts
Full name of company: Ginebra San Miguel Inc
www: www.ginebrasanmiguel.com
Activities: Manufacturer and distributor of spirits
Source: Euromonitor International from company reports, company research, trade press, trade sources
COMPETITIVE POSITIONING
With a total volume share of 9% and total volume sales of 218 million litres, Ginebra San
Miguel ranked third in the alcoholic drinks market in 2016. Its flagship brand’s dominance in
the gin category, holding a 91% total volume share in 2016, has sustained the success of the
company.
Whilst since 2014 the company’s total volume sales have been recovering from the effects of
the “sin tax”, which was first implemented in 2013, its overall share was only on an upwards
trend from 2013 to 2015; the company’s total volume share declined in 2016. The shift in
consumer preference to other types of spirits, the maturity of economy gin and the
incremental excise tax increase were factors which led to its decline in total volume share.
Notwithstanding the large contribution of the Ginebra San Miguel flagship brand to the
company’s volume sales, it has a wide portfolio of brands in other spirits categories, such as
brandy, rum and vodka, as well as RTDs. With Ginebra San Miguel and Vino Kulafu, the
company led the gin and other spirits categories in 2016.
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GINEBRA SAN MIGUEL INC IN ALCOHOLIC DRINKS (PHILIPPINES) Passport 2
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