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| The Brandy Museum in Manduriao, Iloilo City. Photos: Flickr/Jep |
The next time you are in Iloilo City and have some idle time in your itinerary, you should visit the Emperador Brandy Museum at Festive Walk in Megaworld Complex ,Manduriao. Yes, I said when you have to kill. It's not really something that you'd want to go out of your way to visit though. Perhaps you have museums and art galleries in an afternoon as part of your itinerary, then, by all means, go for it. The Brandy Museum is just beside the Iloilo Museum of Contemporary Art so you might as well swing by the Brandy Museum also. Take this advice with a grain of salt as I am obviously not a a brandy aficionado. Also, as a person with a chemical engineering background, I was not that impressed with the script the tour guide was using to describe the manufacturing process. Had it been an actual brewery/distillery, I would have been more entertained. I have to admit that the free brandy tasting at the end was a nice touch to wrap up the tour (it's also no surprise that the exit is the gift shop where you can purchase their products - I am not saying it's a bait-and-switch tactic exactly).
The story of how Emperador managed to acquire the prestigious Fundador brand of Spain was more fascinating to me. It's one of those factoids that's difficult to get your head around. But then again, it's not exactly ultra rare that a homegrown company starts to do a shopping spree abroad to broaden its business. Just look no further than Jollibee Corp. for example.
The History of Emperador
Emperador, led by Andrew Tan, has established itself as the largest liquor producer in the Philippines. The brand has grown from humble beginnings to become a global powerhouse in the liquor industry. One of the most significant milestones in Emperador's history was its acquisition of Fundador Pedro Domecq, Spain's largest and oldest brandy, in an "all-cash" deal worth 275 million euros, or P13.8 billion. This acquisition was completed by Emperador's subsidiary, Grupo Emperador Spain S.A., after purchasing Bodegas Fundador from Beam Suntory. Fundador is one of Spain's most respected brandy brands, with a legacy dating back to the 19th century. The acquisition of Fundador strengthened Emperador's position in the global liquor market and brought together two renowned brands under one roof. This strategic move has allowed Emperador to tap into the rich expertise of Fundador, further enhancing its offerings to brandy enthusiasts worldwide.
What to Expect at the Brandy Museum
Visitors to the Brandy Museum in Manduriao, Iloilo, can expect an immersive and educational experience. Here are some highlights of what you can expect:
- It's free
- Learn about the history of the Fundador and Emperador brands through interactive exhibits and informative displays.
- Get an overview of the fermentation and distillation processes that create these spirits.
- See replicas of the equipment being used to produce the spirits, offering a glimpse into the craftsmanship behind each bottle.
- Friendly tour guides are available to enhance your visit with their knowledge and stories.
- Discover rare bottles of brandy from various years, showcasing the evolution of the brands.
- Enjoy complimentary brandy tasting at the end of the tour, allowing you to savor the distinct flavors of Emperador and Fundador.
- Outside the museum, indulge in brandy-infused iced coffee at the café, a delightful treat that combines two beloved beverages.
- Make sure to check out the Iloilo Museum of Contemporary Art just next door (note that there is an entrance fee for this one).
Whether you're a seasoned connoisseur or a curious novice, the Brandy Museum promises an enriching and memorable experience that celebrates the rich heritage and craftsmanship of Emperador and Fundador. You should include it as a small part of a larger objective though as the whole tour is just a short time and there are other destinations that are worth visiting in and around Iloilo City.
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