By Alithea De Jesus
Image from THEPHILBIZNEWS
Lucio Co-led The Keepers Holdings, Inc. (KEEPR) is now the country’s largest importer of spirits business that accounts for 74 percent of the total imported spirits volume in the Philippines in 2020.
According to the recent market research report on beverage alcohol in the Philippines conducted by Drinks Market Analysis Limited (IWSR), the global benchmark for beverage alcohol data and intelligence, it revealed that the consumption of spirits steadily grows from P91.70 billion in 2017 to P114.10 billion in 2019, and P116.30 billion in 2020 in terms of retail sales value.
On the part of KEEPR, this is their competitive edge being the owners of the three major players in the Philippine liquor, wine and specialty beverage distribution segments like Montosco, Inc., Meritus Prime Distributions, Inc., and Premier Wine and Spirits, Inc.
Montosco’s portfolio includes brands such as “Alfonso”, the number one imported brandy in the Philippines according to IWSR; and brands from Diageo such as the “Johnnie Walker” range of whiskies, “The Singleton” scotch whisky, “Tanqueray” gin, “Bailey’s” liqueur, “Captain Morgan” rum, and “Smirnoff” vodka.
Meritus carries globally renowned brands such as “Glenfiddich”, the number one imported malt Scotch whisky in the Philippines according to IWSR; “Alhambra” brandy; and brands from Beam Suntory such as “Jim Beam” and “Maker’s Mark” US whiskies, the “Suntory” range of Japanese whiskies, and also “Roku” craft gin.
Premier meanwhile handles the brands such as “Jose Cuervo”, the number one imported tequila in the Philippines according to IWSR; “Jägermeister” liqueur; and “Jinro” soju through distribution links with the Hite Jinro group. Premier, through its 30% equity interest in Pernod Ricards Philippines, Inc., likewise distributes a vast portfolio of Pernod Ricard brands. The portfolio includes brands such as “Chivas Regal” whisky, “Martell” cognac, “Absolut” vodka, and “Jameson” Irish whiskey.
According to the IWSR, “brand ownership among imported spirits is relatively concentrated in the Philippines, and by virtue of their relative strength among imported spirits categories – centers around ownership of the leading imported non-cognac brandies.” KEEPR’s market leadership in the imported spirits segment is demonstrated by the strong market share of the brands that Montosco, Meritus and Premier carry.