Brandy is returning to the spotlight, not as an outdated tradition but as a spirit that aligns with the interests of younger drinkers. As tastes shift and consumers look for drinks that balance heritage with flexibility, Emperador Inc. is positioning its portfolio as a bridge between craftsmanship and contemporary drinking culture.

The story traces back to Spain, where Bodegas Fundador was established in 1874 and paved the way for the country’s first brandy. That history continues to anchor Emperador’s global identity even as the company reshapes how the spirit is enjoyed in bars, cafés, and casual gatherings around the world.

Terry Centenario, known as Spain’s No. 1 brandy, sits at the heart of this renewed attention. Smooth and versatile, it appeals to new drinkers who enjoy bright cola serves and the growing trend of coffee based mixes that echo today’s café driven drinking styles. “Brandy sits at the intersection of stability, accessibility, and authenticity,” says Emperador Inc. Chairman Winston S. Co. “We expect consumption to rise next year and beyond, driven by innovation and our expanding international footprint.”

The company’s innovative push is also evident in Terry White Brandy. Considered among the world’s first white brandies, it offers a clean and modern profile designed for refreshing, uncomplicated mixes. It reflects Fundador’s creative DNA and highlights how the category can evolve while staying rooted in its tradition.

Although Emperador’s global strategy is geared toward continued growth across its brandy portfolio by 2026, Terry White Brandy has emerged as a key touchpoint for younger and alternative consumers. It has established strong footholds in Mexico, Germany, and the United States, along with plans for deeper expansion across Europe, including the United Kingdom and France.

“In the Philippines, we anticipate double digit growth next year led by Emperador and Fundador,” Winston adds. “Mexico is also a powerful growth driver anchored on the prominence of Presidente Brandy.”

The resurgence is not driven by nostalgia but by a careful balance of heritage and reinvention. Emperador is reintroducing brandy to a generation that values both experience and authenticity. Whether enjoyed at a rooftop bar in Madrid, a café in Manila, or a backyard gathering in Mexico City, the brand’s expressions show how easily the spirit adapts to different lifestyles.

Terry Centenario and Terry White Brandy illustrate this shift. Both retain the warmth and depth associated with brandy, yet fit naturally into today’s preference for drinks that are lighter, more flexible, and easily customized.

By aligning long standing craft with modern preferences, Emperador is shaping more than a trend. The company is cultivating a lifestyle movement built on accessibility, versatility, and global appeal.