Is ‘E-numan’ the new trend for Filipinos?

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Happy hour is a common way of unwinding and de-stressing after a long day or week of work. But now bars are now empty because of the pandemic, a new tradition emerges. Through technology, there are friends and co-workers who bond together by having an ‘E-numan’.

Bonding over a bottle of beer goes virtual

Undeniably, we Filipinos are doing what we can to enjoy various things like learning a new skill, playing games online, trying new recipes, and others. Even socializing now is an activity you can do at home and one example is the online ‘E-numan’.

According to AB Heineken and its partner Drinkies.ph, there’s a noticeable surge in demand for beer deliveries in cities without liquor bans. Aside from that, data from Global Web Index demonstrate that beer has become necessary among Pinoy beer drinkers during the quarantine. Although they cut their spending on alcohol last March, it remains to be one of the top nonessential categories. It means shoppers are still willing to buy beer online even after the pandemic is over.

Online drinking promotes safe bonding

In light of this, Heineken released a digital campaign called “#SocializeResponsibly” to support socializing in the safety of people’s homes. The company also aims to promote responsible drinking and people’s safety under the new normal. ABHP products consist of the following: Heineken, Tiger Black, Tiger Crystal Light, and Tanduay Ice. All of them are sold through Drinkies.ph, Food Panda, Boozy, Grab Food and Grab Kitchen and in retail stores nationwide.

AB Heineken Head of Trade Marketing Juris Melencio said, “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 positive product experience.” Drinkies.ph was able to deliver what the customers want and demand so it was able to achieve a business growth of 154 percent. The company guarantees to deliver cold beer within 60 minutes but they also make sure that people who order online are of legal drinking age and not under community liquor bans.