Emperador is eyeing to boost 2018 sales by a third
As it promotes its more premium liquor offerings, Emperador, Inc. said it is targeting to increase the volume sales of its Fundador brand by 30% to 35% this year.
“What we’re trying to do now is to promote brandy more aggressively internationally,” Emperador President and Chief Executive Officer Winston S. Co was quoted in a BusinessWorld report.
At present, about 30% of Emperador’s revenues derive from its international business, while the local business unit makes up 70%.
The company is offering the more premium Fundador Supremo which ranges from P3,500 to P13,000, a pricing at par with single malt products.
“That product is already in the travel retail sector in Asia, China. So when you go to Beijing, Shanghai, Korea, at the airport, the product is already there. And soon, it will be available in Hong Kong and Singapore. We are trying to bring the Fundador brand more global, and more premium,” Mr. Co said.
The Fundador brand accounted for 71% of the company’s topline during the first quarter of 2018 which stood at P7 billion.