Screengrab from https://www.emperadorbrandy.com/
MANILA, Philippines—Tycoon Andrew Tan-led beverage firm Emperador Distillers Inc. has signed a partnership deal with global premium drink producer Diageo to bring other world-class brands into the Philippines.
“The partnership 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,” EDI said in a press statement.
Diageo already produces and distributes global liquor brands such as Johnnie Walker, Crown Royal, JeB, Buchanan’s, Windsor and Bushmills whiskies, Smirnoff, Cîroc and Ketel One vodkas, Baileys, Captain Morgan, Jose Cuervo, Tanqueray and Guinness.
In a clarificatory statement issued by Diageo on Thursday, it said it “is excited by the growth potential of the alcohol drinks sector in the Philippines. It welcomes the new licensing agreement with Emperador Distilleries Inc. (EDI) which is to introduce brand(s) that are not yet available in the market. The existing and longstanding relationship Diageo has with customers and distributors for brands including Johnnie Walker, Smirnoff vodka, Captain Morgan, Ciroc, Ketel One, Baileys and Diageo Reserve Brands have been credited for Diageo’s leading position in international spirits in the Philippines market. This agreement is separate to, and has no impact on, these international spirits brands already in the market. The agreement with EDI will help Diageo participate in the growing middle-class that is expected to almost double by 2020.”
In 2012, EDI’s parent conglomerate Alliance Global Group Inc. took over the beverage production plant of Diageo in Laguna as part of the thrust to bring the local beverage arm to the local market. This acquisition increased EDI’s production and technical capabilities in the Philippines in line with an aspiration to be globally competitive.
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