Tanduay brings Spain’s Torres brandy to Philippines
Tanduay Distillers Inc. has expanded its imported spirits portfolio with the Philippine entry of Spanish brandy brand Torres.
This formalizes a distribution partnership aimed at tapping the country’s growing demand for imported liquor.
Under the agreement, the spirits arm of tycoon Lucio Tan will distribute Torres products across the archipelago. The lineup is headlined with the launch of Torres 5 Light, which was developed specifically for Filipino consumers.
The partnership covers the Philippine market and supports Tanduay’s broader strategy to strengthen its foothold in the fast-growing imported spirits segment.
“The arrival of Torres in the Philippines marks the coming of two great houses that are united by a shared commitment to excellence and growth,” Tanduay president and CEO Lucio Tan III said in a statement.
Tan added that the tie-up aligns with the company’s goal of offering Filipino consumers more world-class products.
Founded in 1928 by the Torres family in Spain, the brand is currently the world’s largest brandy producer. That is, in terms of both value and volume, according to the leading global drinks data and insight provider IWSR.
Torres 5 Light is positioned within the premium category but priced competitively against other mainstream imported brandies, according to Tanduay international business development manager Roy Kristoffer Sumang.
“For the mainstream market, this is the brand we will really focus on in terms of distribution,” Sumang said.
He added that Filipino drinkers have been increasingly shifting toward imported spirits.
Beyond the flagship product, Tanduay is also introducing higher-end Torres variants for select channels such as liquor stores and membership warehouses.
“We have the Torres 10 Green Apple, we have the Torres 10 Double Barrel, we have Torres 15, Torres 20 and the Jaime Primero, which is the high-end Torres,” Sumang said.
Christian Visalli, global managing director of Torres Brandy, said the brand sold about 1.3-million liter cases globally last year. This underscored its scale in the international market.
“We are present currently in most of the Asian markets. We are available in China, South Korea, Japan, the Philippines, Malaysia and Taiwan,” Visalli said.
He said the Philippines is a key market in the region. He cited Tanduay’s distribution strength as a critical factor in supporting the brand’s long-term growth locally.
Torres 5 Light, bottled at 25-percent alcohol by volume, will be available at leading supermarkets and groceries nationwide. Other products in the portfolio are expected to roll out within the first quarter of the year.
