Emperador to market Diageo products in PH


Tycoon Andrew Tan’s liquor manufacturing arm on Wednesday announced it has signed an agreement with global premium drinks company Diageo to bring its iconic brands, among them the world’s best-selling Scotch whisky Johnnie Walker, to the Philippines.

In a disclosure to the Philippine Stock Exchange, Emperador Distillers Inc. (EDI) said the partnership with Diageo “signals the opportunities for growth in the alcohol drinks sector driven by the Philippines’ thriving economy and a rapidly growing middle class that is expected to almost double by 2020.”

Diageo has a collection of alcohol brands across spirits, beer and wine that include Johnnie Walker, Crown Royal, J&B, Windsor, Buchanan’s and Bushmills whiskies; Smirnoff, Ciroc and Ketel One vodkas; and Baileys, Captain Morgan, Jose Cuervo, Tanqueray and Guinness.

As part of the effort to bring Diageo products to the domestic market, Emperador acquired Diageo Philippines’ beverage production plant in Laguna in May 2012, through parent conglomerate Alliance Global Group Inc.

The move also beefed up Emperador’s production and technical capabilities in line with its plan to capture a bigger share of the global market.

In 2013, Emperador said it planned to double volume of sales and corner a third of the world market for wines and spirits in five years.

Last month, the company expanded its offshore business by buying a 50-percent stake in brandy producer Bodega Las Copas S.L., a unit of Spanish sherry producer González Byass, for P3.7 billion.

Bodega Las Copas’ operations in brandy-making include a vineyard near Toledo, a distillery plant in Tomelloso, Ciudad Real, and its Las Copas brandy production premises in Jerez. It is part of the González Byass group, which was founded in 1835 and is now one of the largest sherry, wine and brandy producers in Spain.


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