After two landmark purchases of European
liquor brands last year, Emperador, the world’s largest brandy company is now expanding to
the Americas.
As part of its aggressive global expansion,
Filipino liquor company Emperador, which is now considered to be the world’s
largest brandy company, through its Spanish subsidiary Bodegas Las Copas, is
purchasing the Domecq brandies and wines of Pernod Ricard in Mexico. The
landmark buyout includes Mexican brandy brands Presidente, known to be Mexico’s
No. 1 selling brandy, Azteca de Oro and Don Pedro.
This gives Emperador access to the brandy
market in Latin America, particularly Mexico where the Domecq brandies take
half of the entire brandy market. Latin American countries have over
600-million population to date.
“This recent acquisition fits perfectly
with our strategy to fortify Emperador’s status as the no.1 brandy company in
the world,” says Winston Co, president, Emperador, Inc.
"The entry into Mexico will strengthen
Emperador brandy global position through Presidente brandy, which is Mexico’s
no. 1 locally produced brandy," adds Richard Lañeda, senior analyst, COL
Financial Group.
Just in February this year, Emperador also completed
the purchase of the brandy and sherry businesses of Beam Spain, S.L., which
include four iconic brands – Fundador, the oldest and largest Spanish brandy in
the world; Terry Centenario, the No. 1 brandy in Spain; Tres Cepas, the largest
selling brandy in Equatorial Guinea; and Harveys, the no. 1 selling sherry wine
in the world.
Emperador also operates a global Scotch
whisky business, which Emperador bought in 2014. Whyte and Mackay has a rich
heritage of a Scottish spirits, which is the fifth largest Scotch whisky
manufacturer in the United Kingdom with prestigious brands like The Dalmore, Jura
Single Malt Whisky, Mackinlay’s Shackleton Malt Whisky, Whyte & Mackay
Scotch Whisky, Vladivar Vodka, among others.
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