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GINEBRA SAN MIGUEL INC IN

ALCOHOLIC DRINKS
(PHILIPPINES)
Euromonitor International
June 2017
GINEBRA SAN MIGUEL INC IN ALCOHOLIC DRINKS (PHILIPPINES) Passport I

LIST OF CONTENTS AND TABLES


Strategic Direction ........................................................................................................................ 1
Key Facts ..................................................................................................................................... 1
Summary 1 Ginebra San Miguel Inc: Key Facts .............................................................. 1
Summary 2 Ginebra San Miguel Inc: Operational Indicators ........................................... 1
Competitive Positioning ................................................................................................................ 1
Summary 3 Ginebra San Miguel Inc: Competitive Position 2016 .................................... 2

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GINEBRA SAN MIGUEL INC IN ALCOHOLIC DRINKS (PHILIPPINES) Passport 1

GINEBRA SAN MIGUEL INC


STRATEGIC DIRECTION
 A subsidiary of San Miguel Corp, Ginebra San Miguel Inc is a manufacturer and distributor of
spirits. The company is known for its flagship brand, Ginebra San Miguel.
 The company has been focusing on recovering losses and generating volume sales for its
brands, particularly Ginebra San Miguel. In 2016, the marketing focus of the company was on
maintaining its popularity in the mass market, whilst also catering to premium consumer
groups. For instance, the company implemented the Premium Gin Cart, whereby consumers
could enjoy an innovative drink that uses Ginebra San Miguel Premium as a base.

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

Summary 2 Ginebra San Miguel Inc: Operational Indicators


2014 2015 2016
Net sales PHP14,490.0 million PHP16,554.5 million PHP18,572.0 million
Net profit PHP766.0 million (PHP385.6 million) PHP361.0 million
Number of 879 n/a n/a
employees
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

 As the bloodline of the company is economy-priced products, the company is operating in a


less dynamic area of the market. The large volume base of Ginebra San Miguel in economy
gin presents low growth prospects, as this category is already mature.
 Because of its marketing capability and strong position in the market, Ginebra San Miguel is
one of the innovators in spirits in the Philippines. The company’s products continue to be
relevant, as it uses marketing and promotion to influence consumers. For example, to take
advantage of the cocktail culture, the company has initiated brand activations which promote
consumption suggestions for gin, such as the Gin Nation Roving Caravan and the Premium
Gin Cart.

Summary 3 Ginebra San Miguel Inc: Competitive Position 2016


Product type Total volume share Rank
Alcoholic drinks 8.7% 3
Beer - -
Wine - -
Spirits 32.0% 2
Cider/perry - -
RTDs/high-strength premixes 18.7% 3
Source: Euromonitor International from company reports, company research, trade press, trade sources, trade
interviews

© Euromonitor International

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