URC ventures into alcoholic beverage business

Universal Robina Corp. (URC) is venturing into the spiked spirit business with 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.

David said 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…
It’s better than others because it contains real fruit juice and just the right level
of alcohol plus zero added sugar.”

Chill Spiked Spirit contains 5 percent double distilled alcohol, real fruit extract and soda
water.  This means it has the same alcohol strength, but with a more refreshing taste.
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 US$500 million.  By 2023, it 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. At present, beer accounts for about half of that market.