Tags: Alcoholic Beverages
MAKATI CITY, METRO MANILA — The alcoholic beverage industry in the country has evolved from the native “tuba” and “lambanog” in the provinces to the expanding rum, whisky and beer companies with the help of effective advertising campaigns pegged on drinking as part of social life.
Reports for the first quarter of 2009 show that liquor belongs to the top three most consumed products by Filipinos together with snack foods and health drinks. Tanduay Distillers Inc. (THI), owned by business tycoon Lucio Tan, disclosed to the Philippine Stock Exchange its 14-percent growth in sales volume despite the global financial crisis. Tanduay reported to have had a net income of P522 million last year, a 182-percent rise from the P185 million recorded in 2008.
San Miguel Corporation, the conglomerate with the flagship product San Miguel Beer, has not only successfully dominated the local beer industry but has also been one of the largest selling beers and is among the top 10 beer brands in the world. At the forefront of this marketing onslaught are the traditional Pale Pilsen, San Mig Light, and Red Horse Beer which finds rivalry from Asia Brewery’s Colt 45.
It is said that drinking has become a part of Filipino socialization, a reason why these alcohol products easily penetrate the market with savvy marketing and advertising campaigns capitalizing on brotherhood and the machismo culture.
Advertising analyst and communication professor Joeven Castro said that media reflects culture, and this has been evident in the alcoholic beverage commercials.
“First, drinking is a social event, a bonding session among peers, colleagues and family members. As such, drinkers down several bottles of beer while having conversations about sundry matters — from family, romance, work problems and sexual escapades,” Castro said.
Castro also noted that the success of these products also owes to the fact that drinkers, especially men, openly discuss matters as intoxication serves as a license to be talkative and be honest about one’s feelings. Media capitalizes on this with the idea of the “support system” as an opportunity to advertise their products as seen in San Miguel Beer commercials endorsed by popular and successful males like Manny Pacquiao and Efren “Bata” Reyes and the Tanduay “samahan” series of commercials with popular band 6 Cycle Mind.
The machismo factor, according to Castro, is also reinforced by beer ads seen in the Colt 45 and Red Horse Beer commercials which stereotype the behavior of men. There are also the gin commercials which often have sexy women as objects for display reminiscent of the beer house scene.
These advertisements which reflect the Filipino socialization may have created such machismo images, but they have been successful in promoting the products. Although these companies have the constant reminder in their commercials to always “drink moderately,” the fast growth of the Filipino alcoholic beverage industry has been anything but moderate.
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