Business

Emperador further expands in the US

Bilyonaryo Andrew Tan’s Emperador Inc. is on expansion mode, aiming to further increase its presence in the US.

Sales of Don Pedro and Presidente – both part of the Casa Pedro Domecq portfolio which controls 57% of the Mexican brandy market – have been growing in the US in the last five months despite the Covid-19 pandemic.

Don Pedro recorded ‘double digit’ volume growth particularly in Nevada, New Jersey, and Illinois while Presidente also enjoys rapid growth in Arizona, New Mexico, and Oklahoma.

“We see brighter prospects in further growing our brandy business across the US in 2021. Our products are now readily available in several states,” said Juan Cortès Vilardell, CEO of Grupo Emperador Spain.

Emperador is also selling its iSpanish-made Fundador and Philippine-made Emperador across the US.

From January to September this year, we have already increased our Fundador sales in the US by around 23% and this is a very positive signal for us,” said Vilardell.

In Latin America, another brandy product under Grupo Emperador Spain, Brandy Domecq, is already dominating the brandy market in Colombia with a 91% market share.

Brandy Domecqalso has a strong presence across other Latin American countries, particularly in Peru, Ecuador, Chile, Panama, Aruba, and Brazil.

.“Just like in Mexico where we have dominated the market share for brandy, we have also seen a steady growth in Colombia’s brandy market in the last five years. As their economy improves, more and more people are upgrading to brandy from their local white drink called Aquardiente,” Vilardell said.

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