Trump tariffs cast shadow on Emperador's whisky biz

Emperador Inc., the liquor unit of tycoon Andrew Tan, expects a better year for its brandy business, but its whisky business faces challenges, especially with the new US trade policies.

- By JAMES A. LOYOLA

In a disclosure to the Philippine Stock Exchange, the firm said “2025 will be better than 2024” for its brandy business as it expects higher margins this year by pivoting to target the low-priced segment.

However, while it intends to intensify competition in the lower-priced segment, Emperador said it will still continue to pursue its premiumization strategy.

The company produces premium products under the Fundador brand and lower-priced brandy products under the Emperador brand, although it has already introduced lower-priced Fundador brandy products.