Wine in the Philippines

Euromonitor International
September 2020
WINE IN THE PHILIPPINES Passport i

LIST OF CONTENTS AND TABLES

HEADLINES ................................................................................................................................. 1
PRE-COVID-19 PERFORMANCE ............................................................................................... 1
2020 AND BEYOND ..................................................................................................................... 2
CATEGORY DATA ....................................................................................................................... 3
Table 1 Sales of Wine by Category: Total Volume 2014-2019 .................................. 3
Table 2 Sales of Wine by Category: Total Value 2014-2019 ..................................... 3
Table 3 Sales of Wine by Category: % Total Volume Growth 2014-2019 ................. 4
Table 4 Sales of Wine by Category: % Total Value Growth 2014-2019 .................... 4
Table 5 Sales of Wine by Off-trade vs On-trade: Volume 2014-2019 ....................... 4
Table 6 Sales of Wine by Off-trade vs On-trade: Value 2014-2019 .......................... 5
Table 7 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2014-2019 ....... 5
Table 8 Sales of Wine by Off-trade vs On-trade: % Value Growth 2014-2019 .......... 5
Table 9 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2014-
2019 ............................................................................................................. 5
Table 10 Sales of Still Rosé Wine by Price Segment: % Off-trade Volume
2014-2019 .................................................................................................... 6
Table 11 Sales of Still White Wine by Price Segment: % Off-trade Volume
2014-2019 .................................................................................................... 6
Table 12 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume
2014-2019 .................................................................................................... 6
Table 13 GBO Company Shares of Still Light Grape Wine: % Total Volume
2015-2019 .................................................................................................... 6
Table 14 NBO Company Shares of Still Light Grape Wine: % Total Volume
2015-2019 .................................................................................................... 7
Table 15 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2016-
2019 ............................................................................................................. 7
Table 16 GBO Company Shares of Champagne: % Total Volume 2015-2019 ........... 8
Table 17 NBO Company Shares of Champagne: % Total Volume 2015-2019 ........... 8
Table 18 LBN Brand Shares of Champagne: % Total Volume 2016-2019 .................. 8
Table 19 GBO Company Shares of Other Sparkling Wine: % Total Volume
2015-2019 .................................................................................................... 8
Table 20 NBO Company Shares of Other Sparkling Wine: % Total Volume
2015-2019 .................................................................................................... 9
Table 21 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2016-
2019 ............................................................................................................. 9
Table 22 GBO Company Shares of Fortified Wine and Vermouth: % Total
Volume 2015-2019 ....................................................................................... 9
Table 23 NBO Company Shares of Fortified Wine and Vermouth: % Total
Volume 2015-2019 ....................................................................................... 9
Table 24 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume
2016-2019 .................................................................................................. 10
Table 25 Forecast Sales of Wine by Category: Total Volume 2019-2024 ................. 10
Table 26 Forecast Sales of Wine by Category: Total Value 2019-2024 .................... 10
Table 27 Forecast Sales of Wine by Category: % Total Volume Growth 2019-
2024 ........................................................................................................... 11
Table 28 Forecast Sales of Wine by Category: % Total Value Growth 2019-
2024 ........................................................................................................... 11

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WINE IN THE PHILIPPINES Passport ii

© Euromonitor International
WINE IN THE PHILIPPINES Passport 1

WINE IN THE PHILIPPINES

HEADLINES
▪ COVID-19 hits sales hard in 2020 as foodservice outlets are forced to close and temporary
restrictions on the supply of alcohol are imposed
▪ Wine sees total volume growth of 9% in 2019 to reach 24 million litres
▪ Expanding middle class fuels demand for wine in 2019
▪ Still red wine is the most dynamic category in 2019 with total volume growth of 10%
▪ The average unit price of wine rises by 5% in 2019 in total current value terms
▪ Bel Mondo Italia Corp extends its lead in 2019 to reach a total volume share of 38%
▪ Over the forecast period, wine is projected to increase at a 2% total volume CAGR to reach
27 million litres in 2024

PRE-COVID-19 PERFORMANCE
Wine benefiting from rising incomes and greater awareness in 2019
The Philippines saw its middle class expand during the review period with standards of living
improving and consumers increasingly looking for new things to spend their money on. Wine is
seen as the perfect accompaniment to special occasions and celebrations and this helped sales
to record strong growth across the review period and in 2019. Added to this, awareness and
education around wine has improved thanks to the increasing number of consumers who are
able to travel and sample different wine varieties abroad, with this encouraging them to try and
replicate their experiences at home. Players such as Moët Hennessy Philippines and Premiere
Wine & Spirits have also held masterclasses to try and encourage uptake, while Bel Mondo
Italia Corp runs aggressive sampling campaigns in key retail channels to help familiarise
consumers. Despite growing interest and awareness in wine, still red wine and still white wine
continued to account for most volume sales in 2019. This was largely down to the significantly
lower price of these products, but also their wider availability.

Foodservice seen as key to building interest and awareness in wine

The Philippines is not a traditional wine country but thanks to the efforts of leading players in
the market there is growing interest in drinking and appreciating wine, particularly through the
on-trade. The continued expansion of restaurants and bars, which offer wine by the glass and
by the bottle, provides an excellent vehicle for consumers to sample different brands and
products. On-trade establishments also allow consumers to enjoy wine in a more social
environment. Some of the key players have built relationships with bars and restaurants to
promote their wine selection, either through masterclasses or sampling. For example, Happy
Living hosted a sampling event focusing on Beringer at Cartel, which expanded awareness of
the different varieties of wine it offers through the establishment. Although the off-trade accounts
for the bulk of volume sales due to the lower price positioning of wine through this channel, the
on-trade is becoming an increasingly important point of distribution, especially for premium
brands. Younger consumers, especially millennials, became a key target towards the end of the
review period with this consumer base keen to spend on experiences and socialising. They are
also a key target for wine tasting events.

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Bel Mondo Italia Corp builds on lead thanks to its affordable wine and successful marketing
campaigns
Recognising the potential of wine in the Philippines leading player Bel Mondo Italia Corp
successfully utilised above-the-line and below-the-line marketing to engage consumers and
drive sales. A key target of these activities was the country’s large base of young adults and
millennials, with the company using social media to help reach this demographic. Engaging
content such as its ‘How to Not Date’ and ‘Which Wine is it Anyway’ campaigns, which ran at
the end of 2019, have helped to raise the profile of its Novellino brand as well as making wine
more accessible. By simplifying the wine selection process through short education videos the
company has been able to expand its audience, while the affordable pricing for its still red and
still white wine has also helped it to grow. Nevertheless, despite the impressive growth seen by
Novellino, international brands such as Franzia, Carlo Rossi, and Beringer have also benefited
from targeting younger adults and millennials, with social media seen as an affordable and
effective means of marketing. In terms of distribution, companies are increasingly targeting shelf
space in supermarkets and hypermarkets. However, the on-trade also remains important with
this seen as the place where players can reach new consumers, with social drinking also being
a key part of Filipino culture.

2020 AND BEYOND

COVID-19 impact
On-trade volume sales of wine are expected to fall by 6% in 2020 in light of the impact of
COVID-19. This compares to an expected 11% rise forecast for 2020 during research
conducted in May 2019, ie before the spread of COVID-19. Off-trade volume sales of wine,
meanwhile, are expected to decline by 1% in 2020 due to COVID-19’s impact. This compares to
an expected 8% rise forecast for 2020 during our research conducted in May 2019.
The measures taken to control COVID-19 in the Philippines have had a significant negative
impact on sales of wine in 2020. The closure of bars and restaurants during the lockdown saw
sales of wine through the on-trade grind to a halt, while the introduction of restrictions on the
sale of alcoholic drinks to curb social gatherings also led to sales falling through the off-trade
too. Although sales should pick up in the second half of 2020 social distancing measures and
general concerns over the possible spreading of COVID-19 are likely to result in fewer people
attending social gatherings and visiting on-trade outlets.

Affected products within wine

It is the more expensive wine products such as vermouth, sake and Champagne which are
expected to be the hardest hit by COVID-19. These products have a stronger reliance on on-
trade sales, while they are also often reserved for special occasions and celebrations and as
such will be hit by the ban on large social gatherings. Added to this, COVID-19 is likely to have a
significant negative impact on the economy and this will force consumers to be more careful
with their discretionary spending. In contrast, still red and still white wine should benefit from
their more affordable pricing and wider availability as restrictions start to be lifted, although sales
will still be hit hard by Manilla’s introduction of a temporary ban on alcohol sales and the
nationwide lockdown.

Recovery and opportunities

Wine still has plenty of room for development in the Philippines with interest and awareness
only starting to really take off during the review period. Although the impact of COVID-19 will
likely limit growth opportunities in the short term, sales are expected to return to pre-COVID-19

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levels by 2022 with further growth expected in the latter years of the forecast period. Key to
growth will be the reopening of bars and restaurants, with the on-trade channel seen as
important in raising awareness and education around wine. Still white and still red wine are likely
to carry the weight of sales with sales of more expensive wines likely to take longer to recover
due to economic uncertainty. Although wine is likely to face challenges over the forecast period,
not least the economic situation, the country’s large base of young adults puts it in a strong
position to recover and to build on the successes seen prior to COVID-19.

CATEGORY DATA
Table 1 Sales of Wine by Category: Total Volume 2014-2019

million litres
2014 2015 2016 2017 2018 2019

Fortified Wine and 0.0 0.0 0.0 0.0 0.0 0.1

Vermouth
- Port - - - - - -
- Sherry - - - - - -
- Vermouth 0.0 0.0 0.0 0.0 0.0 0.0
- Other Fortified Wine 0.0 0.0 0.0 0.0 0.0 0.0
Non-Grape Wine 0.1 0.1 0.1 0.1 0.1 0.1
- Sake 0.1 0.1 0.1 0.1 0.1 0.1
Sparkling Wine 0.3 0.3 0.3 0.3 0.3 0.4
- Champagne 0.0 0.0 0.0 0.0 0.0 0.0
- Other Sparkling Wine 0.3 0.3 0.3 0.3 0.3 0.3
Still Light Grape Wine 15.1 16.5 18.0 19.7 21.6 23.6
- Still Red Wine 12.3 13.5 14.8 16.2 17.9 19.5
- Still Rosé Wine 0.1 0.1 0.1 0.1 0.1 0.1
- Still White Wine 2.7 2.9 3.2 3.4 3.7 4.0
Wine 15.5 16.9 18.5 20.2 22.1 24.1
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 2 Sales of Wine by Category: Total Value 2014-2019

PHP million
2014 2015 2016 2017 2018 2019

Fortified Wine and 66.1 68.6 71.4 75.4 79.5 84.1

Vermouth
- Port - - - - - -
- Sherry - - - - - -
- Vermouth 61.5 64.0 66.7 70.5 74.3 78.5
- Other Fortified Wine 4.6 4.6 4.7 4.9 5.3 5.6
Non-Grape Wine 128.3 134.2 141.8 146.8 153.6 168.6
- Sake 128.3 134.2 141.8 146.8 153.6 168.6
Sparkling Wine 567.8 554.2 592.7 648.6 724.7 807.9
- Champagne 217.6 221.5 236.7 262.3 296.7 333.9
- Other Sparkling Wine 350.2 332.7 356.0 386.2 428.0 474.0
Still Light Grape Wine 8,670.2 9,582.8 10,653.4 11,956.1 13,792.3 15,773.1
- Still Red Wine 7,125.7 7,925.9 8,844.5 9,939.1 11,503.3 13,166.3
- Still Rosé Wine 57.8 60.3 62.8 66.9 74.0 82.0
- Still White Wine 1,486.7 1,596.6 1,746.2 1,950.1 2,215.0 2,524.8
Wine 9,432.4 10,339.9 11,459.4 12,826.9 14,750.2 16,833.7

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Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 3 Sales of Wine by Category: % Total Volume Growth 2014-2019

% total volume growth

2018/19 2014-19 CAGR 2014/19 Total

Fortified Wine and Vermouth 3.5 2.5 13.0

- Port - - -
- Sherry - - -
- Vermouth 3.7 2.6 13.7
- Other Fortified Wine 1.6 0.9 4.4
Non-Grape Wine 3.2 2.6 13.7
- Sake 3.2 2.6 13.7
Sparkling Wine 6.7 5.2 28.9
- Champagne 7.2 6.6 37.6
- Other Sparkling Wine 6.7 5.1 28.2
Still Light Grape Wine 9.2 9.4 56.9
- Still Red Wine 9.5 9.7 58.8
- Still Rosé Wine 5.2 4.0 21.9
- Still White Wine 8.2 8.3 49.1
Wine 9.1 9.3 56.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 4 Sales of Wine by Category: % Total Value Growth 2014-2019

% local currency, current value growth

2018/19 2014-19 CAGR 2014/19 Total

Fortified Wine and Vermouth 5.7 4.9 27.2

- Port - - -
- Sherry - - -
- Vermouth 5.7 5.0 27.5
- Other Fortified Wine 6.1 4.2 22.9
Non-Grape Wine 9.8 5.6 31.4
- Sake 9.8 5.6 31.4
Sparkling Wine 11.5 7.3 42.3
- Champagne 12.5 8.9 53.4
- Other Sparkling Wine 10.7 6.2 35.4
Still Light Grape Wine 14.4 12.7 81.9
- Still Red Wine 14.5 13.1 84.8
- Still Rosé Wine 10.9 7.3 42.0
- Still White Wine 14.0 11.2 69.8
Wine 14.1 12.3 78.5
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 5 Sales of Wine by Off-trade vs On-trade: Volume 2014-2019

million litres
2014 2015 2016 2017 2018 2019

Off-trade 12.6 13.7 14.9 16.2 17.7 19.2

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On-trade 2.9 3.2 3.5 3.9 4.4 4.9

Total 15.5 16.9 18.5 20.2 22.1 24.1
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 6 Sales of Wine by Off-trade vs On-trade: Value 2014-2019

PHP million
2014 2015 2016 2017 2018 2019

Off-trade 5,454.5 5,919.5 6,475.8 7,103.9 7,979.9 8,949.6

On-trade 3,977.9 4,420.4 4,983.6 5,723.0 6,770.3 7,884.0
Total 9,432.4 10,339.9 11,459.4 12,826.9 14,750.2 16,833.7
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 7 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2014-2019

% volume growth
2018/19 2014-19 CAGR 2014/19 Total

Off-trade 8.6 8.8 52.7

On-trade 11.3 11.2 70.3
Total 9.1 9.3 56.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 8 Sales of Wine by Off-trade vs On-trade: % Value Growth 2014-2019

% constant value growth

2018/19 2014-19 CAGR 2014/19 Total

Off-trade 12.2 10.4 64.1

On-trade 16.5 14.7 98.2
Total 14.1 12.3 78.5
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 9 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2014-2019

% off-trade
2014 2015 2016 2017 2018 2019

Under PHP200 0.1 0.1 0.1 0.1 0.1 0.0

PHP201 to PHP275 11.2 5.5 5.0 5.0 4.9 4.8
PHP276 to PHP300 18.5 5.9 5.4 5.3 5.3 5.3
PHP301 to PHP475 42.0 68.7 69.1 69.1 69.2 69.3
PHP476 to PHP675 14.1 10.0 10.2 10.3 10.3 10.3
PHP676 and above 14.1 9.8 10.2 10.3 10.3 10.3
Total 100.0 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

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Table 10 Sales of Still Rosé Wine by Price Segment: % Off-trade Volume 2014-2019

% off-trade
2014 2015 2016 2017 2018 2019

Under PHP200 0.8 0.7 0.6 0.5 0.5 0.5

PHP201 to PHP275 14.0 12.5 11.5 11.5 11.3 11.2
PHP276 to PHP400 17.5 18.0 18.3 18.3 18.1 18.1
PHP401 to PHP535 28.0 29.0 29.5 29.9 30.3 30.3
PHP536 to PHP675 22.5 22.5 22.6 22.8 22.9 23.0
PHP676 and above 17.2 17.3 17.5 17.0 17.0 16.9
Total 100.0 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 11 Sales of Still White Wine by Price Segment: % Off-trade Volume 2014-2019

% off-trade
2014 2015 2016 2017 2018 2019

Under PHP200 0.2 0.0 0.0 0.0 0.0 0.0

PHP201 to PHP275 11.2 5.5 5.2 5.1 5.1 5.0
PHP276 to PHP300 18.6 11.9 11.4 11.3 11.3 11.3
PHP301 to PHP475 40.5 66.3 67.9 67.9 67.9 67.8
PHP476 to PHP675 18.4 10.3 9.8 9.8 9.8 9.8
PHP676 and above 11.2 6.0 5.7 5.9 5.9 6.0
Total 100.0 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 12 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2014-
2019

% off-trade
2014 2015 2016 2017 2018 2019

Under PHP535 2.5 2.0 2.0 2.0 2.0 1.9

PHP536 to PHP675 11.5 11.7 11.6 11.8 11.5 11.4
PHP676 to PHP875 43.8 44.5 45.1 45.1 45.0 45.1
PHP876 to PHP1335 22.1 22.0 21.8 21.7 21.9 22.2
PHP1336 and above 20.1 19.8 19.6 19.5 19.0 18.8
Total 100.0 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 13 GBO Company Shares of Still Light Grape Wine: % Total Volume 2015-2019

% total volume
Company 2015 2016 2017 2018 2019

Bel Mondo Italia Corp 33.3 35.1 36.0 36.8 38.4

E&J Gallo Winery Inc 11.8 11.5 11.1 10.7 10.1
Wine Group Inc, The 4.4 4.2 4.1 3.9 3.7
Félix Solís Avantis SA 3.0 2.9 2.8 2.7 2.6

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Conrad & Co Inc 2.8 2.6 2.4 2.3 2.1

Fly Ace Corp 1.7 1.6 1.5 1.4 1.4
Cía Cervecerías Unidas SA 1.5 1.4 1.4 1.3 1.2
Mompo Arsenal Trading SL 1.0 0.9 0.8 0.8 0.7
Others 40.6 39.7 39.9 40.2 39.6
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 14 NBO Company Shares of Still Light Grape Wine: % Total Volume 2015-2019

% total volume
Company 2015 2016 2017 2018 2019

Bel Mondo Italia Corp 33.3 35.1 36.0 36.8 38.4

Emperador Distillers Inc 11.8 11.5 11.1 10.7 10.1
Fly Ace Corp 6.0 5.8 5.6 5.3 5.1
Philippine Wine 3.0 2.9 2.8 2.7 2.6
Merchants Inc
Conrad & Co Inc 2.8 2.6 2.4 2.3 2.1
ESRQ Traders Inc 1.5 1.4 1.4 1.3 1.2
Premier Wine & Spirits 1.0 0.9 0.8 0.8 0.7
Inc
Others 40.6 39.7 39.9 40.2 39.6
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 15 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2016-2019

% total volume
Brand (Global Brand Company 2016 2017 2018 2019
Owner)

Novellino Bel Mondo Italia Corp 35.1 36.0 36.8 38.4

Carlo Rossi (E&J Emperador Distillers Inc 11.5 11.1 10.7 10.1
Gallo Winery Inc)
Franzia (Wine Group Fly Ace Corp 4.2 4.1 3.9 3.7
Inc, The)
Sol de España Philippine Wine 2.9 2.8 2.7 2.6
(Félix Solís Merchants Inc
Avantis SA)
Don Quixote Conrad & Co Inc 2.6 2.4 2.3 2.1
Doña Elena Fly Ace Corp 1.6 1.5 1.4 1.4
Gato Negro (Cía ESRQ Traders Inc 1.4 1.4 1.3 1.2
Cervecerías Unidas
SA)
Mompo Mass Wine Premier Wine & Spirits 0.9 0.8 0.8 0.7
(Mompo Arsenal Inc
Trading SL)
Others Others 39.7 39.9 40.2 39.6
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

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Table 16 GBO Company Shares of Champagne: % Total Volume 2015-2019

% total volume
Company 2015 2016 2017 2018 2019

LVMH Moët Hennessy 56.2 57.7 60.1 61.8 62.7

Louis Vuitton SA
Others 43.8 42.3 39.9 38.2 37.3
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 17 NBO Company Shares of Champagne: % Total Volume 2015-2019

% total volume
Company 2015 2016 2017 2018 2019

Moët Hennessy Philippines 56.2 57.7 60.1 61.8 62.7

Others 43.8 42.3 39.9 38.2 37.3
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 18 LBN Brand Shares of Champagne: % Total Volume 2016-2019

% total volume
Brand (Global Brand Company 2016 2017 2018 2019
Owner)

Moët & Chandon Moët Hennessy Philippines 42.9 45.2 47.1 48.3
(LVMH Moët Hennessy
Louis Vuitton SA)
Dom Pérignon (LVMH Moët Hennessy Philippines 7.7 7.9 7.9 7.8
Moët Hennessy Louis
Vuitton SA)
Veuve Clicquot Moët Hennessy Philippines 7.1 7.0 6.8 6.6
(LVMH Moët Hennessy
Louis Vuitton SA)
Others Others 42.3 39.9 38.2 37.3
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 19 GBO Company Shares of Other Sparkling Wine: % Total Volume 2015-2019

% total volume
Company 2015 2016 2017 2018 2019

Bacardi & Co Ltd 25.8 26.2 26.7 26.6 26.1

Franz Wilhelm Langguth 3.9 3.8 3.7 3.6 3.5
Erben GmbH & Co KG
Others 70.3 70.0 69.6 69.8 70.4
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 20 NBO Company Shares of Other Sparkling Wine: % Total Volume 2015-2019

% total volume
Company 2015 2016 2017 2018 2019

Future Trade 25.8 26.2 26.7 26.6 26.1

International Inc
Philippine Wine 3.9 3.8 3.7 3.6 3.5
Merchants Inc
Others 70.3 70.0 69.6 69.8 70.4
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 21 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2016-2019

% total volume
Brand (Global Brand Company 2016 2017 2018 2019
Owner)

Martini Asti Future Trade 26.2 26.7 26.6 26.1

(Bacardi & Co Ltd) International Inc
Blue Nun Gold Philippine Wine 3.8 3.7 3.6 3.5
Edition (Franz Merchants Inc
Wilhelm Langguth
Erben GmbH & Co KG)
Others Others 70.0 69.6 69.8 70.4
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 22 GBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2015-
2019

% total volume
Company 2015 2016 2017 2018 2019

Bacardi & Co Ltd 26.3 26.5 26.5 25.8 24.7

Adriano Ramos Pinto- 0.1 0.1 0.1 0.1 0.1
Vinhos SA
Others 73.7 73.5 73.4 74.1 75.3
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 23 NBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2015-
2019

% total volume
Company 2015 2016 2017 2018 2019

Future Trade 26.3 26.5 26.5 25.8 24.7

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International Inc
Philippine Wine 0.1 0.1 0.1 0.1 0.1
Merchants Inc
Others 73.7 73.5 73.4 74.1 75.3
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 24 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume 2016-2019

% total volume
Brand (Global Brand Company 2016 2017 2018 2019
Owner)

Martini Rosso Future Trade 9.1 9.1 8.9 8.7

(Bacardi & Co Ltd) International Inc
Ramos Pinto Porto Philippine Wine 0.1 0.1 0.1 0.1
(Adriano Ramos Merchants Inc
Pinto-Vinhos SA)
Others Others 90.9 90.8 91.0 91.2
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 25 Forecast Sales of Wine by Category: Total Volume 2019-2024

million litres
2019 2020 2021 2022 2023 2024

Fortified Wine and 0.1 0.0 0.0 0.0 0.0 0.0

Vermouth
- Port - - - - - -
- Sherry - - - - - -
- Vermouth 0.0 0.0 0.0 0.0 0.0 0.0
- Other Fortified Wine 0.0 0.0 0.0 0.0 0.0 0.0
Non-Grape Wine 0.1 0.1 0.1 0.1 0.1 0.1
- Sake 0.1 0.1 0.1 0.1 0.1 0.1
Sparkling Wine 0.4 0.3 0.3 0.3 0.4 0.4
- Champagne 0.0 0.0 0.0 0.0 0.0 0.0
- Other Sparkling Wine 0.3 0.3 0.3 0.3 0.3 0.3
Still Light Grape Wine 23.6 22.2 21.6 23.2 24.9 26.6
- Still Red Wine 19.5 18.4 17.8 19.1 20.4 21.9
- Still Rosé Wine 0.1 0.1 0.1 0.1 0.1 0.1
- Still White Wine 4.0 3.8 3.7 4.1 4.4 4.6
Wine 24.1 22.7 22.0 23.7 25.4 27.1
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Table 26 Forecast Sales of Wine by Category: Total Value 2019-2024

PHP million
2019 2020 2021 2022 2023 2024

Fortified Wine and 84.1 67.1 72.0 77.1 79.4 80.6

Vermouth

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WINE IN THE PHILIPPINES Passport 11

- Port - - - - - -
- Sherry - - - - - -
- Vermouth 78.5 62.8 67.1 71.7 73.7 74.6
- Other Fortified Wine 5.6 4.3 4.9 5.4 5.7 6.0
Non-Grape Wine 168.6 135.8 149.2 167.3 181.6 194.0
- Sake 168.6 135.8 149.2 167.3 181.6 194.0
Sparkling Wine 807.9 677.4 710.1 777.0 838.4 900.8
- Champagne 333.9 258.8 287.4 317.2 344.5 372.1
- Other Sparkling Wine 474.0 418.6 422.7 459.8 493.9 528.7
Still Light Grape Wine 15,773.1 14,092.3 14,679.8 16,287.2 17,963.8 19,642.4
- Still Red Wine 13,166.3 11,731.9 12,226.8 13,543.6 14,932.5 16,338.9
- Still Rosé Wine 82.0 69.7 74.4 81.3 88.0 93.7
- Still White Wine 2,524.8 2,290.8 2,378.7 2,662.3 2,943.2 3,209.8
Wine 16,833.7 14,972.6 15,611.0 17,308.6 19,063.1 20,817.8
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Table 27 Forecast Sales of Wine by Category: % Total Volume Growth 2019-2024

% total volume growth

2019/20 2019-24 CAGR 2019/24 Total

Fortified Wine and Vermouth -17.8 -1.5 -7.1

- Port - - -
- Sherry - - -
- Vermouth -17.8 -1.4 -7.0
- Other Fortified Wine -18.9 -1.8 -8.5
Non-Grape Wine -19.1 -0.3 -1.6
- Sake -19.1 -0.3 -1.6
Sparkling Wine -7.7 -0.2 -0.8
- Champagne -20.9 -0.4 -1.9
- Other Sparkling Wine -6.6 -0.1 -0.7
Still Light Grape Wine -5.8 2.4 12.5
- Still Red Wine -6.0 2.3 11.8
- Still Rosé Wine -12.3 0.2 1.2
- Still White Wine -4.9 3.0 15.9
Wine -5.9 2.3 12.2
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Table 28 Forecast Sales of Wine by Category: % Total Value Growth 2019-2024

% local currency, constant value growth

2019/2020 2019-24 CAGR 2019/24 Total

Fortified Wine and Vermouth -20.2 -0.8 -4.2

- Port - - -
- Sherry - - -
- Vermouth -20.0 -1.0 -5.0
- Other Fortified Wine -23.0 1.4 7.4
Non-Grape Wine -19.5 2.8 15.1
- Sake -19.5 2.8 15.1
Sparkling Wine -16.1 2.2 11.5
- Champagne -22.5 2.2 11.5
- Other Sparkling Wine -11.7 2.2 11.5
Still Light Grape Wine -10.7 4.5 24.5

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WINE IN THE PHILIPPINES Passport 12

- Still Red Wine -10.9 4.4 24.1

- Still Rosé Wine -15.1 2.7 14.2
- Still White Wine -9.3 4.9 27.1
Wine -11.1 4.3 23.7
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

© Euromonitor International