Destileria Limtuaco eyes foreign market

MANILA, Philippines – Liquor-maker Destileria Limtuaco and Co. Inc., the privately held company which dominated the local liquor market in the 70s and early 80s, is holding its ground against the big boys with plans to tap more foreign markets for future growth.

In an interview, Destileria Limtuaco president Olivia Limpe-Aw told The STAR the company intends to enter new export markets in the US, Asia, and Australia, while continuing with the development of new innovative products.

“We continue to innovate. We have plans for more expansion. But for us, our strategy for growth is really to expand our export markets,” Limpe-Aw said.

“We just entered Japan for our crafts spirits. We want to grow our business in the US. We’re also looking at more countries in Asia. We’re taking one country at a time and spend time to develop the business for it to grow,” she said.

Despite facing tough competition in the mass market segment from brands like Ginebra, Emperador and Tanduay, Limpe-Aw said the company is able to capture a larger portion of the medium range market.

“We’re not really into the mass market but we’re more into the mid-range segment where we have all the specialty products for exports.  In fact, we kind of dominate this segment. Unfortunately, in the country that market is not that big,” Limpe-Aw said.

“Because we’re in that niche, we want to go outside because that’s where growth is and because the mass market of other countries is the middle class,” she added.

Among the roster of popular products offered by Destileria Limtuaco include White Castle Whisky, Napoleon V.S.O.P Brandy, Maria Clara Sangria, Paradise Mango Rum Liqueur, El Hombre Tequila, Manille Liqueur de Calamansi, and Toska Vodka.

“At present, business is still doing very good, revenues are growing,” Limpe-Aw said.

Established in 1852, Destileria Limtuaco is the oldest distillery in the Philippines.