Philippines: Beer losing share to alcopop drinks

Alcopop drinks, a new light alcoholic flavored drink segment, is slowly eating into the beer market as this segment appeals more to the younger Philippine population, who prefers flavored light alcoholic drinks, Manila Bulletin reported on June, 3.

Adolfo Alvarez, Business Unit Head of the Monheim Group, which distributes another alcopop brand Spy Wine cooler, said there are about 10 alcopop brands in the market.

“There are indications that this new wine segment is eating into the beer market as an alternative to the light beer brands,” Alvarez said noting that some convenience stores have reported as much as 25 percent drop in sales of beer as sales shift to alcopop drinks.

Alcopop drinks are mainly ready-made alcoholic cocktails that are carbonated and bottled under various brand names. Alcopops can be based on different types of spirits and liquors like vodka or rhum and flavored.

“This is a growing new segment among alcoholic drinks and becoming popular among the yuppies or the 25 to 35 age group,” he said.

He noted that two local brands using vodka and rhum dominate the market while the rest are imported brands.

06 June, 2012