For 173 years, Destileria Limtuaco & Co. has bottled the spirits of the Philippines. Now, the
nation’s oldest distillery is putting its most popular drink into a can, a strategic pivot aimed at a
new generation of drinkers who prioritize experiences over intoxication.
Aaron Limpe-Aw, 37, executive vice president and a sixth-generation member of the founding
family, is guiding this evolution. The company’s new offering, a ready-to-drink Maria Clara
Sparkling Sangria, is a bet on a market that values convenience, social sharing, and what is
referred to as a new kind of “social drinking.”
The canned sangria, priced at P65, which began appearing in 7-Eleven chillers in the first week
of June, is designed for life outside the traditional bar.
“We’re targeting a good market,” Limpe-Aw said. “The road, outdoors, pool parties, beach
parties, rooftops—anywhere you don’t need to have glassware. It’s hassle-free.”
The idea for the product is not entirely new. Limpe-Aw recalled a 7 percent alcohol sangria
blend the company developed years ago but could not package effectively. “Back then, we
didn’t have the capabilities to do canned or carbonated products,” he explained. “So, it was
always in my mind that we had that blend.” A recent investment in a small-scale canning line
finally made the project possible.
The product is a reformulation of the distillery’s top-selling bottled sangria, adjusted for a
younger palate by making it lighter, sweeter, and carbonated. This is a deliberate appeal to Gen
Z consumers, who, Limpe-Aw believes, have different habits from their predecessors.
“Millennials, they’re so fixed in their habits,” he observed. “But for the younger generation, it’s
different. They’re really more about the experience, less about getting inebriated. They’re more
about social interaction rather than drinking to feel something different.”
Even before its official launch, and with minimal marketing, early sales are “moving quite well
organically,” he noted.
The canned sangria is just one facet of the company’s modernization. Destileria Limtuaco
likewise launched a line of non-alcoholic mixers—soda water, tonic water, and ginger
ale—under the brand name Crown.
The project, Limpe-Aw said, has been in development for 15 years, championed by his mother
Olivia Limpe-Aw, president, but was shelved until the market was ready.
These innovations stand on a foundation of established success. The classic bottled Maria Clara
Sangria remains the company’s top seller by both volume and value, prized for a flavor that
appeals to the Filipino palate, and a price point that is very affordable.
Under the stewardship of its sixth generation, Destileria Limtuaco is navigating the smodern
beverage market. By pairing the heritage of its most beloved brands with new formats and
products, the historic distillery is reaching for a future where tradition is served chilled, straight
from a can.
