The Philippines' Emperador leads the brandy world

15 May, 2012

The Philippines-based Emperador brand is the world’s number one selling brandy after more than doubling its volume sales during 2011.

Growth of 109.4% was achieved during a single year taking the Alliance Global Group brand from 9.6 million 9-litre cases in 2010 to 20.10 million cases in 2011 (source: The Millionaires Club 2012).

Emperador’s 2011 performance saw it leap over the previous category leader, the India-based United Spirits' brand, McDowell’s, which sold 11.72 million cases in 2011 (source: The Millionaires Club 2012).

While the brand’s volume sales equate to around double that of the big cognac brands Hennessy, Martell, Rémy Martin and Courvoisier collectively (source: The Millionaires Club 2012).

Jeremy Cunnington, senior alcoholic drinks analyst at Euromonitor International said: “Emperador benefited from favourable conditions which saw strong growth (high single digits) in the domestic spirits market in 2011 caused by strong economic growth and a number of elections (drinks are offered to voters at rallies to persuade them to attend).

“Yet the growth of Emperador was driven by strong innovation and marketing activity for the brand, with a key driver the late 2010 launch of a light variant.”

Emperador’s results will be published alongside the world’s other million-case selling brands in Drinks International's The Millionaires' Club 2012 supplement in July.

The research, compiled by Euromonitor International, is a definitive ranking of the world’s largest spirits and liqueurs brands. 


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