THE Philippines’s oldest distillery, Destileria Limtuaco Co. Inc., is gaining new markets and is looking forward to boosting its exports this year.
In an interview with the BusinessMirror, company president Olivia Limpe-Aw said: ‘For the 2025 exports, we are targeting a significant increase over 2024, driven by strong product demand and a surge in inquiries,’ although she declined to give hard figures.
She added that the company has ‘recovered in terms of sales volume and operational capacity, with several markets now exceeding pre-pandemic performance due to renewed consumer demand and expanded distribution channels. However, we continue to monitor and adapt to changing regulations on alcoholic beverages in certain countries.’
The company is specifically trying to strengthen its presence in the Middle East, ironically a market that normally does not consume alochol due to religious purposes. However, Limpe-Aw noted the brisk business of its premium liquor products, with the company also ‘entering the Halal market. We have already introduced Maria Clara Punch, a non-alcoholic drink that is Halal-certified.’
Growing liquor market in UAE
According to Mordor Intelligence, the Middle East and Africa alcoholic beverages market size is estimated at US$154.11 billion this year, and is projected to reach $216.45 billion by 2030, registering a compounded annual growth rate (CAGR) of 7.03 percent.
The United Arab Emirates has recorded the highest growth rate in the region with an 8.23-percent CAGR through 2030. ‘This growth stems from a strong business tourism sector that attracts international travelers with high alcoholic beverage consumption. The UAE’s expatriate population contributes significantly to market expansion by creating demand for diverse beers, wines, and spirits. Regulatory changes, including simplified licensing processes and new consumption zones, have enhanced the premium and luxury alcoholic beverage segments. These policy updates have increased foreign investment and new brand entries, expanding product variety,’ the report noted.
As for the United States market, Limpe-Aw said the Trump administration’s recent tariffs will ‘definitely have an impact [on our sales], but it’s a wait-and-see for now.’ Washington imposed a 19-percent import duty on Philippine products, including hard liquor.
The company’s most popular products in the US are the Manille Liqueur de Calamansi and Manille Liqueur de Dalandan. In other export markets, the company’s top performers are the White Castle Whiskey range, followed by its Philippine Craft Spirits.
Sluggish local sales
While Destileria Limtuaco’s export market has been expanding, domestic sales have been tepid, however.
‘Following the revenge spending of 2022, we have noticed steady stagnant growth, while total demand has dropped owing largely to the changing consumer behavior of the Gen-Z market,’ she said.
Research by Nielsen IQ showed 42 percent of Filipino respondents said they were drinking less, exceeding the 30-percent average in Asia Pacific.
In addition, Filipinos have found a ‘renewed interest in alternative beverages’ due to their growing focus on health and wellness, said Limpe-Aw.
Still, the company executive is ‘expecting 2026 to be better.’
World Drinks winners
Destileria Limtuaco recently stirred attention at the World Drinks Awards 2025 in London with its standout spirits. Four products from the company’s flagship Philippine Craft Spirits line were recognized specifically under the World Liqueurs Awards category, for excellence in taste, concept and innovation-solidifying the brand’s position as a pioneer in the global liqueur scene.
Intramuros Liqueur de Cacao took home the title of World’s Best Chocolate Liqueur. Manille Liqueur de Calamansi won Gold and was also named Country’s (Philippines) Best in the Fruit Liqueur category. The Amadeo Coffee Liqueur was awarded Country’s (Philippines) Best Coffee Liqueur. The newest addition to the brand’s lineup, Cocohogo Coconut Cream Liqueur, received Bronze in the Vegan Alternative (Philippines) category.
The Observatory of Economic Complexity website said the Philippines exported $10.3 million of hard liquor in 2024, with its top markets as the Netherlands ($2.97 million), France ($2.4 million), Taiwan ($1.26 million), the US ($701,000), and the UAE ($670,000). The UAE recorded the fastest-growing market for Philippine hard liquor products versus 2023.
Destileria Limtuaco was established in 1852 and now sells more than 40 spirits, wines and liqueurs, including tropical-fruit blends, and exports within Asia, the US, and the Middle East. Its products consist of distilled spirits, whiskies, brandies, gins, rums, vodkas, tequilas, cocktails, herbal and sweet wines, and the original medicinal wines.