Filipinos are world's biggest gin drinkers
MANILA, Philippines - Filipinos rule the global gin market and among the top drinkers of rum products, according to market research firm International Wine & Spirit Research (IWSR).
An average Filipino consumes 1.4 liters of gin every year, according to a report released by The Economist using data from UK-based IWSR. The global gin market sells about 440 million liters a year.
The US and Spain are the next biggest gin markets, but in terms of consumption per citizen, Slovakians and the Dutch are on the heels of the Filipinos with annual consumption of 1.2 liters and 0.8 liters per year, respectively.
Biggest gin market
Filipinos' fondness for drinking gin, according to the report, was mainly due to the effective marketing and distribution efforts of the largest brand, Ginebra San Miguel.
"The Filipinos' taste for gin can be attributed in part to good marketing and to the spirit's long-established toe-hold in the local market." Ginebra San Miguel has been part of the business group that has been in the Philippines since the 1830's.
Ginebra San Miguel Inc. sold 19% more for its flagship Ginebra San Miguel brand in 2012, with domestic volume reaching 23.8 million cases.
The company reported P13.9 billion of alcoholic product sales in 2012 and P2.95 billion in the first quarter of 2013. Company officials cited the implementation of the sin tax measure for the 30% volume drop it experienced lately.
The Philippines has long been considered the world's largest gin market, accounting for about half of global sales.
Rum and brandy drinks
The Philippines also ranked 3rd in rum consumption. An average Filipino consumes around 1.4 liters of rum every year.
Cubans lead the pack, consuming 4.9 liters each, while the Dominicans come in second, drinking 3.3 liters every year.
For the brandy market, majority of the growth was witnessed in India and the Philippines.
Emperador, one of the largest liquor companies in the Philippines, sold over 31 million cases of brandy in 2012.
Globally, vodka is the most popular alcoholic beverage with 4.44 billion liters consumed in 2012. Russia contributed almost half of the global consumption with 2 billion liters, equivalent to 14 liters per person.
In these changing times, courage and clarity become even more important.
Take discussions to the next level with Rappler PLUS — your platform for deeper insights, closer collaboration, and meaningful action.
Sign up today and access exclusive content, events, and workshops curated especially for those who crave clarity and collaboration in an intelligent, action-oriented community.
As an added bonus, we’re also giving a free 1-year Booky Prime membership for the next 200 subscribers.
You can also support Rappler without a PLUS membership. Help us stay free and independent by making a donation: https://www.rappler.com/crowdfunding. Every contribution counts.