“Gin came to the Philippines in the 1830s, when the first brand was formed by a family-owned Spanish era distillery.  As the biggest gin market in the world, the Philippines market consumes some 22 million cases a year, and the Philippines in turn makes up an eye-watering 43% of the entire world market for gin – almost all of which is the local brand, Ginebra San Miguel (‘Ginebra’ is Tagalog for ‘gin’), an 80-proof ‘Dutch-type’ gin.”

Gin is cheap, about the same price as beer, and heavily advertised.