A new consumer behavior has appeared during the lockdown – increase in demand for beer delivery in cities without liquor bans, according to data from AB Heineken, through its partner e-Commerce platform Drinkies.ph.
Figures from Global Web Index on Filipino beer drinkers show that beer has become an essential part of COVID-19 restricted life. Despite reduced spending in alcohol in March, it seems to be one of the top nonessential category shoppers are planning on buying online even after the pandemic.
To promote responsible drinking and people’s safety under the new normal, Heineken launched a digital campaign “#SocializeResponsibly” to support socializing in the safety of people’s homes during the pandemic. ABHP products include Heineken, Tiger Black, Tiger Crystal Light and Tanduay Ice, which are available through Drinkies.ph, Food Panda, Boozy, Grab Food and Grab Kitchen, as well as retail outlets in cities nationwide.
Drinkies.ph reacted to this market shift with laser focus on what the consumers want. Delivering to select cities without alcohol bans and using technology to act fast, the company was able to grow its business 154% compared to non-quarantine days.
“Consumers are bringing their happy hour routine in their homes. They expect to get their orders fast. You have to be there at the moment of their need and leave them with a positive product experience,” said Juris Melencio, AB Heineken Head of Trade Marketing. Drinkies.ph promise to deliver cold beer within 60 minutes and provide Filipinos with socializing experiences while social distancing. While trying to meet the demand of customers online, safety remains as the number one priority for the team, making sure that people who order online are of legal drinking age and not under community liquor bans.