Industry

Brands Under Filipino-Owned Emperador Inc. Sees Record Growth in Europe and the Americas

People seem to like their brandy.
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Emperador Inc., is already the world’s largest brandy company, but it saw explosive growth in many other countries and regions around the world in 2020. 

The company, which is a unit of Andrew Tan-controlled Alliance Global Inc., reported that its flagship brandy business (Emperador) grew 376 percent in the United Kingdom, 44 percent in Mexico, 74 percent in Canada, and 24 percent in the United States. All of these are all considered to significant markets in Emperador’s international business.

While the company did not disclose actual sales figures, data from Statista say the brandy brand recorded volume sales of 25.1 million nine-liter cases worldwide in 2019.

Meanwhile, the Tres Cepas Brandy brand, which is under Emperador’s subsidiary in Spain, has reportedly expanded its market shares in the African countries of Guinea and Cameroon.

In Europe, Emperador subsidiary Whyte and Mackay UK, one of the world’s largest scotch whisky producers established in 1844, is now the second largest-selling blended scotch brand in the United Kingdom, while its single malt brand Jura is currently the No.1 single malt in the UK in terms of sales volume in groceries and supermarkets across the country. It is also made inroads has reported brisk sales in in Sweden and the Netherlands.

In China, Whyte and Mackay’s whisky business grew by around 200 percent with sales volume through e-commerce expanding by 227 percent last year.

“We remain optimistic that we can sustain the momentum of our international business this year as we expect continuing increase in the production and distribution volume of our brandy and whisky products all across Asia, North America, Latin America, Europe, and Africa,” says Emperador International CEO Glenn Manlapaz. “Emperador is the only Filipino consumer brand company today that is not only present across the different continents of the world, but also dominates most of the brandy and whisky markets in several countries where the products are sold.”

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Global alcohol sales experienced a surge during the early months of the pandemic in 2020, especially in the US, but it’s still expected to fall by as much as eight percent for the year according to the International Wines and Spirits Record (IWSR).

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Paul John Caña
Associate Editor, Esquire Philippines
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