Interestingly, this was the title of the cocktail
event hosted by the Department of Foreign Affairs last February 13. Apparently, the event was named as such to
showcase the best of Philippine wines and liquor.
Organized
by the DFA’s Cultural Diplomacy Unit, the occasion aims to promote the variety
of locally-made alcoholic drinks to foreign diplomats and guests. It also seeks
to raise awareness among the Department’s foreign service officers and staff to
the different tastes and flavors of local wines and liquor. This can be
considered both a campaign and a celebration of the invigorating and
intoxicating warmth of the “Philippine Sprits.”
It
was indeed a very timely event, not because it was organized as a pre-Valentine
affair, but because of a recently-published study that hailed Filipinos’ love
for alcohol. According to Euromonitor (a research company on market strategies),
Filipinos rank the third heaviest drinkers in the world after South Koreans and
Russians. Its market research revealed that Filipinos drink an average of 5.4
shots of any spirit—vodka, gin, tequila, rum, whiskey, brandy, or lambanog per
week. Based on the excitement among the DFA employees who attended the cocktail
event, the Filipinos’ third place ranking may be true after all.
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Source: Euromonitor/ Photo Taken from: www.philstar.com |
The
occasion features several native wines and liquors that highlight the many
flavors of the country’s home-grown tropical fruits, herbs, and other organic
products. The popular wines and liquor made in the Philippines include: Lambanog (wine made from coconut that
are mostly produced in Quezon province), Tuba
(the traditional bittersweet wine also made from coconut that is popular in
Leyte and Samar), and Basi (wine made
from sugar cane that are mainly produced in Ilocos Norte). Other local wines
also use various local fruits such as mango, pineapple, guyabano (sour sop), kamias (ginger lily), duhat (Philippine black
plum), and bignay (Philippine
wild berry), sampalok (tamarind)
and granadilla (passion fruit). There
are also raw and organic products like coffee, honey, oregano, and tanglad (lemon grass) that are used to
produce unique-tasting wines.
Given
the unique flavors of these local wines, there is definitely a potential for
the Philippines to get a bigger share of the world market. This is especially
true for some international wine connoisseurs who want to expand their taste
palette and go beyond the usual grape flavors.
However,
aside from its huge international potential, another prospect for the
Philippine wine industry is to convince the mostly uninitiated Filipino
drinkers of the soothing tastes and the luscious flavors of local wines. This
is quite a colossal challenge for a nation that has icy cold beer as its first
love because of its accessibility and affordability. The warm and temperate
climate of the Philippines is another reason why Filipinos tend to favor beer
over wine.
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photo taken from www.rappler.com |
Though
beer may be the
first love for the
majority of Filipinos, it does not have to be our
only love. Wine can also be another source of infatuation that can
be explored. This can be similar to Filipinos’ long-time love affair with
coffee, which has since been expanded to include tea, based on the
proliferation and popularity of milk tea in the country. If Filipinos are
coffee drinkers who also love to drink tea, then definitely we can also be beer
drinkers who can appreciate sipping wine.
It
is hoped that locally-produced wine will appeal, not merely to foreigners but
to the Filipino public as well. Filipinos patronizing their own liquor and
making it part of their drinking culture will definitely go a long way in the
global promotion of Philippine wines. After all, Japan’s sake and South Korea’s soju
are famous outside of their countries of origin because of their own people’s
“addiction” to it. Hopefully, our very
own lambanog can also appeal to more
Filipinos and consequently charm the world over.
Indeed,
the DFA’s cocktail event has not only promoted awareness among foreign guests,
but also awakened the consciousness among Filipinos of home-grown local wines
and liquors. The significant number of participating local wine manufacturers
in the event is a positive reassurance that the local wine industry is here to
stay.
The
local wine producers that participated in the event include: Dory’s Distillery,
Saint Ambrose Industries, Rachebeli Inc., Dielle’s Apiary and Meadery
Enterprise, Vino de Coco, Philippine Fire Water, Yulaik’s Food Products, SJB
Liberica Enterprise, Destilleria Limtuaco, Don Roberto’s Winery Corporation.
Though they have a marked presence in the industry, they still need more
support from fellow Filipinos--- diplomats, exporters, consumers--- to gain
publicity and increase their sales.
To
encourage the long-term growth and expansion of Philippine wine, it is also
critical to support
scientific research on wine making and production in the country. The Food Science Cluster of the University of the Philippines-Los
Baños (UPLB) and the Bureau of Agricultural Research (BAR) of the Department of
Agriculture (DA) have already conducted several related research, but more
attention and funding should be given to such projects to further develop the
potential of the local wine industry.
Kudos
to the DFA’s cocktail event for successfully “lifting Philippine spirits” and
making everyone feel “high” about our local liquor. Hopefully there will be
more people who will say “cheers” and “bottoms up” to Philippine wine.