The world's No. 1 largest-selling brandy

One of the amazing accomplishments of the self-made businessman is his unexpected success in making his homegrown Emperador Brandy into the world's largest-selling brandy in terms of total number of bottles sold in 2006. This was revealed in a recent issue of Drinks International, a UK-based publication that covers the world liquor industry. Tan's firm sold 7.2 million nine-liter cases of brandy last year, and plans to soon expand into Thailand and the vast China market.

Philippines "Generoso Brandy"

For years, Andrew Tan has kept this business operation under the radar from his more established competitors such as Ginebra San Miguel of the San Miguel group and Tanduay Rhum of the Lucio Tan group, both liquor brands which have been in existence since the 19th century and iconic brand names throughout Philippine history.

How did Andrew Tan make Emperador brandy and his newer Generoso brandy top brands, poised to soon even outsell the gin and rum liquors in the vast but highly-competitive Philippine hard drinks market? Alliance Global Group, Inc. president Kingson Sian, a graduate of the University of Chicago, explains that Andrew Tan instructed the advertising firms to undertake a totally innovative campaign which shall focus on the concept of "success."

Instead of following the other liquor brands with their age-old strategy of producing TV and other ads focusing on sexy women and sexy images, Tan wanted the Emperador brand to connote success and all values associated with it such as hard work, drive, ambition, listening to parents' advice, professionalism and ambition. It was also Tan's idea to have people wearing only coats and suits in all TV and other commercials of the Emperador brand.

Philippines "Generoso Brandy" and "Carlo Rossi" from California

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