The Alliance Against Counterfeit Spirits (AACS), with support from the Asia Pacific International Spirits and Wines Alliance (APISWA) and the Alcoholic Beverages Alliance of the Philippines (ABAPI), is launching a campaign to inform and recruit consumers to help combat illicit alcohol in the Philippines.

AACS, APISWA, and ABAPI are industry alliances whose members include global brands and liquor distributors such as Bacardi, Beam Suntory, Campari, Diageo, Moët Hennessy, Pernod Ricard, Proximo, Remy Cointreau, Johnnie Walker, Absolut Vodka, and Jack Daniels. 

According to international agencies including the World Health Organization (WHO), an estimated 20 percent to 30 percent of alcohol consumed in the Philippines is “unrecorded,” this includes homemade alcohol, smuggled goods, and counterfeit products.

“These forms of unrecorded alcohol can pose potential health risks and impact the economic performance of legitimate local businesses. In the case of counterfeits, they are also a pocketbook risk – counterfeit products are a type of scam,” the group said.

It noted that coordination with the government is crucial in the fight against illicit trade and the campaign is backed by the Intellectual Property Office of the Philippines (IPOPHL).

“For those of us who choose to drink, responsible drinking starts with knowing what you are drinking. Counterfeit alcohol can never replicate the taste and experience of genuine, authentic products. Other types of unrecorded alcohol also present risks for the consumer,” said AACS Managing Director David Francis. 

He added that “this campaign is an important step towards ensuring Filipino consumers can make safe, informed choices and help protect legitimate local businesses. By working together, we can start this festive season filled with genuine enjoyment and responsible drinking.”

The “Drink Authentic, Enjoy Responsibly” campaign aims to help consumers who choose to consume alcohol to make safe, informed choices. This includes knowing how to spot counterfeit or smuggled alcohol and remain vigilant about points of sale in real life or online.

"This campaign aims to promote consumer awareness about counterfeit spirits. It is vital that consumers enjoy genuine products, free from the risks posed by counterfeit alcohol," said APISWA Director Davide Besana. 

A long-term shift in consumer preferences toward premium, high-quality alcoholic beverages, particularly in the spirits market, has opened new opportunities for counterfeiters. 

Counterfeit alcohol production and the illegal importation of alcohol are activities carried out by criminal networks that are often linked to other illicit activities.

Intellectual Property Office of the Philippines (IPOPHL) Director General Rowel Barba leads the charge in the Philippines in warning against the negative effects of these illicit products, supporting the campaign’s message to protect consumers and the brands established by IP rights holders.

“Counterfeit alcohol not only cheats all of us by robbing legitimate businesses of revenue and the public of tax revenues, it also endangers the lives of consumers,” Barba said. 

He noted that “our office is committed to working with all stakeholders, including AACS, APISWA and ABAPI, to strengthen measures to combat illicit alcohol trade in the country and raise awareness on the issue.”