Universal Robina Corp. (URC) is venturing into the alcoholic beverages business by expanding into the spiked spirit category.
In a statement, the firm said it is introducing a new product that is “set to disrupt the Philippine alcoholic beverages market.”
“Chill Spiked Spirit will offer a refreshing, laid back drinking experience, with just the right kick, minus the heavy feeling,” said URC Chief Marketing Officer Mian D. David.
She noted that more people are now looking for the same relaxing, light, personal moments they experienced when drinking at home because of the Covid-19 pandemic.
“In URC, our purpose is to delight consumers with better food and beverage choices. Chill is an embodiment of that purpose. It’s a delightful drink that’s refreshing and delicious. It’s better than others because it contains real fruit juice and just the right level of alcohol plus zero added sugar," Davi added.
Chill Spiked Spirit contains 5 percent double distilled alcohol, real fruit extract and soda water. It has no artificial sweetener and with zero trans fats, eliminating that heavy feeling in the gut that beer drinkers feel.
Spiked spirits, hard seltzers, and other similar beverages have been disrupting the global beer category. They now account for a 6 percent share of the alcoholic beverages market in the United States.
In 2018, the category was worth $500 million. By 2023, that is projected to soar to $3 billion.
David is confident that, with its resources, reputation and history, URC will soon be making headways in the P252 billion alcoholic beverages market in the Philippines.
A little over half of the market is still in beer, others are from spirits and other product categories.
“We are looking at young consumers of legal drinking age, who are authentic with their outlook and passionate with their calling, but who still know how to have fun. They like to let loose and unwind after a long day without going over the top,” said David.