Alcopops are here to stay
San Miguel Corp has announced the launch of a range of flavoured alcoholic beverages with the aim of increasing its share of the country’s beverage market. The brand portfolio will include new brands such as a tequila-based beer, a vodka-based drink and a new fruit variant of the non-alcoholic Cali Shandy called Cali Noni. Priced at US$1.22, the vodka-drink would be positioned to compete against brands such as Smirnoff Mule. The new beverages will come in attractive containers comparable with those in foreign markets. San Miguel Brewing Philippines, which has a market share of 85% to 87%, saw domestic beer volumes fall 4% in the third quarter of 1999 due to weakened purchasing power, high unemployment and contractions in the manufacturing sector.23 million..
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