Emperador Inc. said it now enjoys a 57- percent market share of the brandy market in Mexico.
It now plans to export locally-produced Emperador Brandy to Latin America.
Citing the study of AC Nielsen, Emperador said this indicates a “growing preference for brandy” among Mexico’s drinkers.
“Sales of our Presidente Brandy continue to grow. During the last 13 months, its sales grew by 8-percent becasuse of the growing demand in this market, which started since Emperador took over the company more than two years ago,” said Joan Cortes Vilardell, Casa Pedro Domecq director
Casa Pedro Domecq, which Emperador took control in 2017, currently sells three major brandy brands in Mexico – Presidente, Don Pedro, and Aztec de Oro — which contribute 96 percent of its brandy sales in this country.
Currently, only 4 percent of Emperador’s brandy sales in Mexico come from two of its imported Spanish brandy brands – Fundador and Terry Centenario, the company said.
Emperador said it sees a huge potential to further grow its sales for imported brandy in the Mexican market, particularly for Philippine-made Emperador Brandy, with Vilardell noting that initial studies show “very encouraging response to the taste profile of Emperador Brandy.”
By next year, Emperador will start exporting Emperador Brandy to Mexico and other Latin American countries next year. The brand is only widely available in North America, particularly in the United States.
“One of our top priorities in the coming years is to develop the markets in Latin America, which will be huge for Emperador’s international business, because of its combined population of around 600 million to date. This will be quite easy for us to penetrate because of Casa Pedro Domecq’s strong foothold in Mexico and across Latin America,” said Glenn Manlapaz, Emperador International chief executive officer.
