Matthew Westfall has the backstory of a leading man on a quest to make his country, the Philippines, the darling in one of the biggest industries in the world – gin. His mission is filled with irony though, given that the Philippines is already the number one country in the world in terms of gin consumption – that’s 46% of the total world consumption. But with a global industry worth more than USD$3 billion, the Philippines barely makes a dent at about 2% of the market thanks to gin being labeled as a drink from the streets.
