SPANISH spirits company Torres has officially entered the Philippine market through a distribution partnership with Tanduay Distillers Inc., launching its brandy portfolio with Torres 5 Light — a product said to be tailored for Filipino tastes.
Lucio Tan III, president and chief executive officer of Tanduay, said the collaboration brought together two heritage-driven companies committed to long-term growth and excellence.
“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,” Tan said. “This partnership reflects our vision to offer Filipino consumers world-class spirits.”
Roy Sumang, Tanduay International business manager, said that Torres 5 Light would serve as the brand’s main offering for the mainstream market while reflecting Filipino preferences for smoother, lighter spirits.
“Right now, Filipinos are inclining more toward imported spirits. It is within the premium category, but it is well within its competition,” he said.
Sumang added that the partnership plans to eventually introduce Torres’ higher-end offerings, including Torres 10, Torres 15 and Torres 20, through specialty outlets and high-end retail channels.
Christian Visalli, Torres Spirits global managing director, said the collaboration was the result of nearly a year of planning and was built on shared family-owned business values.
He added that Torres 5 Light was developed with Filipino consumers in mind, and offered a smoother and lighter profile while maintaining the heritage of Spanish brandy.
Torres traces its roots to vineyard cultivation in Penedès, Spain, in the 16th century. The company began producing brandy in 1928.
The company said Torres ranked as the world’s leading brandy brand in terms of volume and value, selling roughly 1.3 million 9-liter cases annually.
Tanduay Distillers is part of listed conglomerate LT Group, the shares of which added 4 centavos, or 0.26 percent, to close at P15.54 each on Thursday.