Type Brandy Country of origin Philippines Website Official site | Manufacturer Emperador Inc. Colour Amber | |
Emperador is a brand of brandy produced by Emperador Inc., a wholly owned subsidiary of Alliance Global Group Inc. As of 2016, it is the world's best-selling brand of brandy in terms of quantity of brandy sold, with total annual sales of 65 million liters. The brand's market was initially limited to the Philippines, though the company expressed plans on selling Emperador in Thailand, China, and other countries. Emperador brandy means to bond with true friends. This came from a group named IT/MES of Continental
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Advertising strategy
Instead of the traditional strategy of using liquor advertisements that feature sexy women, the ads of Emperador brandy emphasize success in life and traditional moral values such as hard work, ambition, listening to parents' advice, and professionalism. The people featured in the advertisements were always dressed well, wearing coats and suits.
History
In 1990, Emperador Brandy was launched as Philippines’ first brandy label. This brandy was produced through a delicate blending and aging process. The result is a brandy of distinctive aroma flavor and consistent mellow quality. One look, one sip and it becomes clear to all that Emperador is a world-class product that is easily affordable.
Through dynamic marketing and by establishing a reputation for product quality, EDI created demand for brandy in the Philippine spirits market. Emperador Brandy has now started to expand its brand footprint outside the Philippines. It holds its position as the world's largest brandy by volume and it is now being distributed in 40 countries across Asia, North America, Africa, Middle East, and Europe.
In 2010, Emperador Light was introduced in response to a growing market for alcoholic beverages with lower alcohol content and targeted the younger alcoholic beverage consumers.
In 2014 and 2015, the company acquired Whyte and Mackay, and Bodegas Fundador, respectively. Through Whyte and Mackay Group Limited (WMG or Whyte and Mackay) of United Kingdom, EMP has entered the global Scotch whisky business.
WMG has a rich heritage of a Scottish spirits company, which is the fifth largest Scotch whisky manufacturer in the world, and its products are distributed in over 50 countries. And with EMP’s most recent purchase of the brandy and sherry business from Beam Suntory (Bodegas Fundador, completed in February 2016), EMP has fortified its brandy and sherry business, and has strengthened its overall liquor business.
As a global company, Emperador Inc. is now able to capitalize on its worldwide distribution network catapulting its full range of brandy and whisky products led by Emperador and Fundador brandy as well as single malt whisky The Dalmore and Jura plus Whyte & Mackay and John Barr blended whiskies.
Popular in Asia, primarily in the Philippines and the Middle East, Emperador secured the top spot after making its sales figures available to The Spirits Business for the first time. In 2010 Emperador Light was introduced, bolstered by a hugely successful “Gawin mong Light” campaign the following year. After acquiring Bodega San Bruno in Jerez – the brandy capital of the world – the brand’s portfolio was once again strengthened with the release of Emperador Deluxe in 2013. In spite of a -7.58% sales blip in 2015, the brand maintained its volume above 30m cases, which it has held since 2012.
Products
Emperador Brandy Solera Reservada- ABV: 40% Color: Golden Amber Solera Aged: 12 years Flavor: caramelized nuts, tiramisu, honey butter, and mocha
Emperador Light Brandy- ABV: 27.5 Color: Golden Amber Solera Aged: 12 years Flavor: caramel cream, honeyed dried fruits, touch of pepper and honeydew
Emperador Deluxe- ABV: 30% Color: Dark Amber Flavor: Palomino grapes, toffee, almonds and honey.
Awards
2016 International Review of Spirits. Organized by Beverage Testing Institute in Chicago. Emperador Solera Reservada won the silver award (highly-recommended), with added special recognition as “Best Buy”, by garnering 89 points while Emperador Light received the bronze award (recommended) with 83 points. The “Best Buy” recognition is an added excellence award and it is only given to the spirits or wines that provide uncommon value.