Pour one out: Study shows Pinoys turn to alcohol to remember their departed loved ones during Undas

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.