Sari IQ, the sari-sari store market intelligence platform by Packworks, said the spike in sales of beer products in sari-sari stores was recorded on Jan. 15, 2023, the day of the main festivity.
Beer sales outperformed the sales performance of brandy and gin compared to the previous day.
“The spike in sales may be due to stricter liquor ban enforcement in retail establishments, causing people to buy from sari-sari stores that have more lenient rules and lowered prices to celebrate the festival, according to the analysis made by Fourth Wall, Packworks’ socio-cultural research firm partner,” Packworks said in a statement.
Fourth Wall said Filipinos tend to defy liquor bans during festivals because drinking is already part of the Filipino culture of celebration. Drinking also runs deep in history since the Spanish era and is commonly associated with socializing.
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.
Sari IQ is a business intelligence tool for retailers who are seeking market data on consumer behavior and the spending habits of Filipinos. (KOC with PR)