Fundador begins a new stage in Spain alongside Grupo Emperador International Brands

Madrid, April 22, 2024Fundador takes a step forward in its development in Spain with the beginning of a new stage, hand in hand with Grupo Emperador International Brands, which has launched its own distribution structure in the country. A model that marks a before and after in its way of being present in the market. This strategic move marks a turning point for the brand, allowing a closer approach to the market and a more direct control over its presence in the horeca channel and in the main points of sale. The goal is to continue reinforcing the positioning of Fundador as one of the great references of brandy, connecting with new generations of consumers without losing its essence.After years of operating through third parties, the creation of this direct distribution model will allow optimizing commercial execution and building stronger relationships with customers and industry professionals. A natural evolution for Fundador, a brand with history, but with an eye on the future. “We are taking a key step to operate with a more direct model, with greater control over execution and a greater ability to adapt to the market”, says Ángel Piña, general manager of Grupo Emperador International Brands. “Brandy continues to be a category with enormous potential, and we want to boost it by connecting with the current consumer”.In this new context, Fundador reinforces its role within a global leading company in the spirits sector, especially in the brandy category. A position that opens new opportunities to continue driving the value of this category in Spain, claiming its quality, its versatility and its ability to adapt to new consumption moments.One of the main focuses of this new stage will be to elevate the experience at the point of sale, both in hospitality and distribution, betting on a more careful execution, aligned with the expectations of the final consumer. This evolution will allow Fundador to reach new audiences, adapting its proposal to more contemporary codes and exploring new ways to enjoy brandy, without renouncing its legacy.The portfolio of Grupo Emperador International Brands in Spain includes reference brands in brandy and Jerez wines, such as Terry, Torre de Macharnudo or Harveys, as well as a growing presence in the whisky category, such as Tamnavulin, The Dalmore or Jura, thus reinforcing a solid and constantly evolving offer. With this step, Fundador consolidates its commitment to growth in the Spanish market, combining tradition and innovation to remain a relevant brand both within and outside the hospitality industry.