Articles worth reading

Motorcycle sales in PH rise 16.7% in Q1

account_balanceMetro Manila access_time4 days ago

As motorcycles continue to deliver one of the most convenient modes of transportation, the Motorcycle Development Program Participants Association, Inc. (MDPPA) recorded a 16.7 percent increase in the country’s motorcycle sales this Q1 of 2023 ...

The Santé journey: From New Zealand farms to your healthy drink 

account_balanceMetro Manila access_time5 days ago

To continuously promote health and wellness for Filipinos, from Filipinos—these are the words shared by Santé Philippines as they continue to bring the highest quality organic barley grass in the Philippines. From New Zealand farms to Fi...

Power of code unlocks the future of 21st-Century learners 

account_balanceMetro Manila access_time5 days ago

Quipper, one of the leading edtech and LMS platforms in the Philippines, recently helped enable learners all over the country to know the basics of coding by conducting the second Student BootQamp called “QodeFest.” As part of its recurr...

Metro News

Filipinos have strong affinity to drinking for socialization 

account_balanceMetro News account_circleMichael Lim chat_bubble_outline0 Comments

Sari IQ, the sari-sari store market intelligence platform run by startup Packworks, recorded a five-fold increase in beer sales despite the liquor ban at the Sinulog Festival that drew an estimated crowd of 2 million this year. The total gross merchandise value of beer products from sari-sari stores within the Sinulog Festival vicinity was recorded on January 15, 2023, the day of the main festivity, which outperformed brandy and gin as 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.

Drinking for socialization


Further analysis from Fourth Wall revealed that there is a profound reason why Filipinos tend to defy liquor bans during festivals, and it runs as deep as the Spanish era. Historically speaking, the missionary accompanying Magellan on this voyage, Antonio Pigafetta, had documented scenarios of drinking sessions among Filipinos to celebrate their fleet’s arrival.

Drinking is commonly associated with socializing, but it has also been linked in sandugo or the blood compact to forge allegiance and loyalty between two parties.

“During the pre-Hispanic era, two parties would wound themselves with a dagger and drip their blood into a cup of wine, where they would then drink from the same cup to mark their bond of friendship. This symbolized that they are close as blood brothers,” said John Brylle L. Bae, Research Director of Fourth Wall.

The contemporary practice of drinking from one glass, or what is now called “tagay,” closely resembles this ancient Filipino practice - except that in today’s version, no blood is shed. Nevertheless, the idea remains: drinking from the same glass symbolizes a deep, familial relationship.

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 the perfect business intelligence tool for retailers who are seeking market data on consumer behavior and spending habit patterns of their customers across the Philippines. 

Data can be customized based on their desired variables such as location, product category etc. providing them a clear picture of the spending patterns of their customers,” Packworks Chief Data Officer Andres “Andoy” Montiel said.

date_rangeDate Published
3 months ago
shareShare article
folder_openArticle tags
content_copyCategorized under

Share your thoughts with us

Related Articles

Our Lady of Fatima visits San Juan 

account_balanceSan Juan chrome_reader_mode21 hours ago

San Juan City - A momentous event is set to take place as the revered statue of Our Lady of Fatima arrives in the City of San Juan on May 29, Monday. The statue will be housed at the atrium of City Hall, where it will be available for public venerati...

PBBM appoints heads of PTFoMS, PIA 

account_balanceMetro Manila chrome_reader_mode6 days ago

President Ferdinand R. Marcos Jr. has named journalists Paulino Gutierrez and Jose Torres Jr. as respective heads of the Presidential Task Force on Media Security (PTFoMS) and the Philippine Information Agency (PIA), according to a report by Philippi...

SSS Professional Sector Department Head Carlo C. Villacorta (left photo) shares the value of SSS membership to residents of Villa Espa%uFFFDola in San Jose Del Monte, Bulacan, while several employees from the SSS Professional Sector Department (right photo) handle the inquiries and transactions of the community's residents.

SSS ask Bulacan informal sector workers to get social security coverage 

account_balanceMetro Manila chrome_reader_mode5 days ago

The Social Security System (SSS) recently urged informal sector workers in a community in San Jose Del Monte, Bulacan, to become self-employed members of the SSS. The SSS promoted the value of social security coverage to the residents of Villa Espa&...

Caloocan celebrates Children's Congress

account_balanceCaloocan chrome_reader_mode1 day ago

Caloocan City, under the leadership of Mayor Along Malapitan, recently celebrated the Children's Congress, spearheaded by the City Health Department (CHD). The event brought together 300 children for various activities aimed at bringing joy and i...

Click on the article to continue reading
Quezon City adopts no contact apprehension system Red Cross pushes saliva test Vaccines from COVAX to arrive in Q1 Makati Shangri-La to close doors on Feb. 1 Cities in NCR to start vaccination simultaneously Mother, girlfriend of Filipino infected with UK variant also test positive Send Press Release MNC Facebook Page MNC Twitter Page MNC Instagram Page LGU Spotlight Barangay Front Business Sports Entertainment Metro Gen Metro Feature