Sari IQ, the sari-sari store market intelligence platform run by startup Packworks, drew its conclusion from its recent study conducted by Fourth Wall, Packworks’ socio-cultural research firm partner, during the Sinulog Festival in Cebu. READ:
Beer sales increased five folds during festivities in the Philippines, confirming Filipinos’ strong affinity to drinking during celebrations, according to a market intelligence platform.
The total gross merchandise value of beer products from sari-sari stores within the Sinulog Festival vicinity was recorded on January 15, 2023, the day of the main festivity, which outperformed brandy and gin as compared to the previous day. Drinking is commonly associated with socializing, but it has also been linked in “sandugo” or the blood compact to forge allegiance and loyalty between two parties.
According to a 2014 study by Quartz, the Philippines offers the second-lowest cost of beer in the world, next to China, making the product more accessible. Furthermore, beer has the strongest affinity to sawsawan culture, as it complements the Filipino fried and grilled food that is usually served during fiestas and celebrations.
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