Tan-led Emperador buys more vineyards in Spain
MANILA, Philippines - The aggressively expanding liquor unit of tycoon Andrew Tan's business group has acquired another vineyard in Spain as it builds a global brand.
In a press statement on Thursday, October 24, Emperador Inc. said it has acquired another 409 hectares of vineyard land "within the province of Madrid, Spain" and is gearing up to enter a new market.
This acquisition, which is via Grupo Emperador Spain S.A., the Spanish subsidiary of the international unit, brought its vineyards to around 1,000 hectares. These are all for its brandy production.
“We are building more vineyards in order to support our brandy production in Spain," said Emperador International managing director Jorge Domecq Bohórquez.
In August, Emperador announced it acquired 509 hectares (1,258 acres) of vineyards in Toledo.
Earlier this 2013, Emperador announced that it acquired a Spanish brandy company, Bodega San Bruno, including its vineyards and brandy stocks in Jerez.
Emperador is aiming to sell one in 3 bottles of brandy sold in the world in 5 years. It looks to double sales volume during the period.
It is pursuing rapid international expansion to sell Emperador products in more countries.
"We are very satisfied with the Philippine market's reception for our Emperador Deluxe Spanish Edition, an Emperador product that is produced and bottled in Spain. Sales of this product have exceeded our expectations since we launched it in the Philippines a few months ago. We expect to more than double our sales volume for Emperador Deluxe next year," Domecq said in the statement.
“We are currently preparing to launch Emperador Deluxe to the Vietnam market next year,” he added.
Emperador Deluxe is its premium product entirely produced and bottled in Spain.
Emperador Distillers is a wholly-owned subsidiary of Andrew Tan-led Alliance Global Group Inc., which has interests in liquor, real estate, resorts and gaming, and fast food restaurants. The company's flagship liquor product is the mass-market Emperador Brandy.
Emperador claims to be the world’s largest-selling brandy in the world, with sales of 31 million cases in 2012. According to market intelligence group Euromonitor International, the brandy is the world’s 4th best-selling spirit. - Rappler.com