French wine exporters upbeat on growing Philippine market [fr]
A business delegation of 13 French wine producers and exporters arrived in Manila on October 29 to meet local importers and learn more about the Philippines’ growing market for wines and spirits.
This business mission is part of Tastin’France, a series of global professional wine tasting events that take place in more than 65 cities all over the world, organized by Business France, France’s national agency supporting the development of exports and international investment.
Recognizing the potential of the wine market in the Philippines, Business France brings back Tastin’France to Manila for the first time since 2013, with a delegation composed of 13 wine growers and merchants from the major wine regions in France, such as Champagne, Loire Valley, Rhône Valley, Languedoc, South West, Bordeaux, and Spirits.
Through this professional degustation, Business France aims to introduce more quality French products to Filipino importers, distributors and other major players of the local hotel and restaurant industries to further diversify the Philippine market for wines and spirits, as well as to add to the increasing commercial trade between France and the Philippines.
French wine growers are very proud of the “terroir,” or traceability, of their products. This “terroir” explains the origin of the grapes used and the history of the winemaker to attest to the high quality of the wine.
A growing market for wines & spirits in the Philippines
The market for fine wines, champagne, and spirits in the Philippines records a 7% current value growth, reaching PHP 1.1 billion in 2017.
Last year, France was the fourth largest wine exporter (after the United States, Australia, and Spain) in terms of value at 3 million euros (USD 3.531 million) and sixth in terms of volume at 1.2 million liters to the Philippines. While the market for wines and spirits in the Philippines remains modest compared to its neighbors in the region, France seeks to take advantage of the constantly growing market of wine drinkers in the country, driven mainly by the middle class and young professionals.
Wine is traditionally consumed by the older generation, but is rapidly gaining popularity among the younger generations, which represent a potential growth segment as young consumers are becoming better educated, more frequent travelers, and embracing more diversified tastes.
“While the Philippine market is relatively small compared to its other Asian neighbors, with the growing interest for fine wines and the Filipino wine drinker’s evolving and more discerning palate, I am positive that the steadily growing market is ready for even more French players,” French Ambassador Nicolas Galey said during the official launch of Tastin’France Manila.
“It is our hope that these 13 wine, champagne and cognac makers will be able to introduce more French products into the Philippine market through strong partnerships, and with the invaluable guidance of potential Filipino importers,” he added.
After the Manila leg of Tastin’France, the delegation will then move on to Kuala Lumpur and finally, to Singapore.