While people turn to alcohol to cope with grief, on some occasions, they drink to elevate their mood. And Filipinos do both during Undas to remember their departed loved ones.
A study by Packworks Sari IQ found that sales of alcoholic beverages jumped to 14.29% from Oct. 31 to Nov. 2, 2021 from 11% from Oct. 1 to 30. The data compares sales during the three-day Undas period with sales from typical days of October 2021.
"This is expected as Filipinos consider Undas as a time to remember loved ones in a social context, meaning a lot of gatherings that revolve the consumption of alcoholic beverages is common," the startup's chief data officer Andres Montiel said.
During the holidays last year, market shares for Brandy rose from 1.65% to 2.70%, Rum from 2.42% to 3.20%, Gin from 5.32% to 5.94%, and Beer from 1.14% to 1.61%.
Meanwhile, purchases of cigarettes decreased during Undas, from 21.91% normally to 20.92%.
"The decrease may be because, in a period of solemnity in the presence of the dead, we stay away from products that may have caused the death of our loved ones. A poignant reminder that life is short and people want to enjoy it longer," Montiel said.
Sales of tea, coffee, and creamers also decreased by 0.65% during the period.
Despite the Sin Tax Bill raising the costs of products like alcohol, the data presented shows that Filipinos continue patronizing them.