Some years back, going out on a ‘Sabado Night’ meant buckets of beer, a slew of shots, and hours of indulgence and ‘inuman’ with friends and acquaintances over alcoholic beverages.
These days, many Filipinos, especially the Gen Zs, are drinking much less, if at all. Research shows that the decline in drinking is caused by several factors, including adulting in the midst of pandemic-related quarantines and liquor bans, rising consciousness about health and wellness, as well as more non-alcoholic alternatives such as coffee, teas, juices, and beverages with zero alcohol.
Mere bar chow no more
TO re-ignite appreciation for alcoholic drinks, mixologists, bar-owners and wine and spirit retailers have had to get creative through IG-worthy cocktails; a more curated and discriminating array of bubbly, gins and reds; or wines and cocktails paired in culinary experiences.
Food and drink pairings aim to elevate and enhance flavors in a dish. An increasing number of alcohol brands have been turning to gastronomy to get people to drink. San Miguel, for one, has been collaborating with various restaurants to create menus paired with beer.
For the 2026 Philippine Cocktail Fiesta, which will be held in Cebu from November 13 to 15, four cocktail pairing experiences bring visiting bartenders together with Cebuano chefs and restaurants, connecting cocktails with each venue’s culinary identity.
The pairings
Tonic Liu, co-founder of Kaohsiung top-rated bar Maltail, will be paired with Chef Masahiro Kinoshita at AKA Mactan for cocktails served with contemporary Japanese cuisine at Crimson Resort and Spa. Meanwhile, Pinoy pride reigns with Filipino-inspired cocktails created by Jon Bunoan from Hong Kong’s Filipino bar Dara, paired with coastal Filipino cuisine by Chef Marcel Ramos at Davos.
The food and cocktail pairings also include Filipino comfort food from Chef Joanne Sakai at Balai Brunch by Cafe Plus meeting ingredient-driven mixology by Grasshopper Bar Head Bartender Jonathan Matienzo; and Yangdup Lama, co-founder of Sidecar in New Delhi, India, with Head Bartender Souvik Rana Lama, collaborating with Chef Chris Navarro from Anzani Restaurant for contemporary Indian cocktails served together with New Mediterranean cuisine.
‘What started in Manila last year has grown into something much bigger than a single-city festival,’ says Tatum Ancheta, Founder of DrinkCollectiv and Festival Director of The Philippine Cocktail Fiesta, ‘Beyond bringing great bars and bartenders together, these dinners allow guests to discover the Philippines through our bars, food, and hospitality.’
Drinking with moderation and intention
WITH more people drinking to mark milestones, create memories or get in the moment of occasions that they deem worthy of a drink, they are doing so with a more discriminating taste in their choice of alcoholic beverages.
These days, the grape variant matters. The region matters. The cocktail flavors matter. People know their Cabernet from their Pinot Noir.
Retailers such as The Marketplace are stocking up on a much wider variety of wines and other spirits as Filipinos become more sophisticated drinkers. The Marketplace brings together a thoughtfully curated selection from exclusive finds and highly rated wines to exciting varietals and prestigious Bordeaux.
Through its partnership with Vivino, the world’s largest wine app and community, The Marketplace helps explore the world, one bottle at a time, with feedback and ratings from experts and consumers from all over the world. Guests can explore different labels, regions, and unique flavor profiles in one destination-from familiar favorites to bottles waiting to become your next go-to.
So while drinking habits, patterns, and preferences are shifting, one of the world’s oldest products will always have a place in society-whether it’s an occasion or simply meeting friends.