Sydney, Australia-Philippine flavors are stepping firmly into the global spotlight as ‘ube’ (purple yam) finds a wider audience in Australia, highlighting Ube Cream Liqueur now being available across Dan Murphy’s stores nationwide. The rollout marks a significant moment not just for a single product, but for the broader recognition of Filipino ingredients in international markets.
The timing aligns with a broader global surge in interest around ube. Once a staple primarily found in Filipino households and traditional desserts, ube has steadily gained international popularity.
The Philippines exported nearly 1.7 million kilograms of ube products valued at more than $3.2 million last year, based on data from the Department of Trade and Industry (DTI). This represents a 20.4 percent increase compared to 2024. It now appears in pastries, specialty beverages, and café menus across major cities worldwide. Its distinct flavor and vibrant purple hue have made it both a culinary and visual standout, driving demand across multiple product categories, including spirits and liqueurs.
Carried by the expansive footprint of Dan Murphy’s, which spans over 1,700 outlets, the launch signals a clear shift. Filipino flavors are no longer niche but are becoming part of mainstream consumer choices. The Ube Cream Liqueur itself remains deeply rooted in the Philippines, made using ingredients sourced from Negros, Mindanao, and Bohol, and distilled in Aklan near Boracay Island.
Beyond retail shelves, Filipino-inspired flavors are also gaining traction in Australia’s bars and restaurants.
More than 300 venues now feature cocktails incorporating ingredients like ube and calamansi, piquing consumer interest and marks an important step forward for 7000 Islands Drinks, a specialist importer and distributor of Filipino and Asian craft spirits. The product’s rise is also backed by international recognition. In 2022, a Philippine-made ube liqueur received top honors at the World Liqueur Awards, reinforcing its credibility on the global stage and demonstrating that Filipino craftsmanship can be placed in the international markets alongside other established brands.
The success of ube liqueur in Australia reflects a broader story of cultural exchange, strategic trade promotion, and growing appreciation for the Philippines’ rich culinary heritage.
With sustained support from the Department of Trade and Industry (DTI) through the Philippine Trade and Investment Center Sydney (PTIC-Sydney), more Philippine goods are expected to enter international markets and reach a wider global audience.