Emperador to enter Latin America through Domecq of Mexico


Emperador Inc. said its latest acquisition—the Domecq brandy and sherry business of French distiller Pernod Ricard SA—is in line with efforts to fortify its position as the top brandy company of the world.

Emperador bought the Domecq brandies and wines of Pernod Ricard last week, in a transaction that included Mexican brandy Presidente—Mexico’s No. 1 selling brandy—as well as Don Pedro and Azteca de Oro.

This gives Emperador access to the brandy market in Mexico, where Domecq has a 50 percent share of the brandy market, and the rest of Latin America, where the population is more than 600 million.

“This recent acquisition fits perfectly with our strategy to fortify Emperador’s status as the No.1 brandy company in the world,” Winston Co, president of Emperador, said in a statement.

As part of its global expansion, Emperador also acquired Whyte and Mackay whiskey in 2014 and the brandy and sherry business of Beam Suntory under Beam Spain SL last February.

Beam Spain holds four iconic brands including Fundador – the oldest and largest Spanish brandy in the world – Terry Centenario, Tres Cepas and Harveys.

“The entry into Mexico will strengthen Emperador’s global position through Presidente brandy, which is Mexico’s No. 1 locally produced brandy,” said Richard Lañeda, senior analyst at COL Financial Group Inc.


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