Insider Spotlight
The company said Manila’s dynamic market and affinity for Spanish heritage make it an important destination for long-term brand building.
The strategy was highlighted through a two-night bar takeover featuring Torres Global brand ambassador Cristobal Cofré at AKA Day/Night Drinks in Quezon City on July 24 and Polilya Craft Beer and Cocktails in Makati on July 25. Manila marked the first stop of Cofré’s regional tour before the Asia’s 50 Best Bars event.
Why it matters
Torres is positioning brandy as a versatile cocktail ingredient while engaging bartenders and consumers through experiential events rather than relying solely on traditional retail channels.
During the events, Cofré worked full bar shifts, serving cocktails made with Torres brandy expressions and local ingredients alongside Filipino bartenders.
“We chose to come to Manila first because it is a highly important and dynamic market,“ Torres Spirits regional manager Ricard Vidal said in a press statement.
“The historical and cultural links between Spain and the Philippines create a natural bridge that facilitates brand storytelling, connection with consumers, and long-term brand building,” he added.
The details
Cofré said the visit gave him an opportunity to experience the local cocktail scene while collaborating with Filipino bartenders.
“I’m excited to discover new flavors, new tropical fruits, and the palate of the Filipinos and their cocktail culture. I’m Chilean, and we might have a similarity in taste because of our Spanish heritage,” Cofré said.
“I truly enjoyed sharing my love and passion for brandy during my visit, and I encouraged all the attendees to ask as much as they want. Curiosity is the mirror that takes me everywhere,” he said.
By the numbers
Torres said it has been the best-selling brandy in the world’s top bars for seven consecutive years, according to the Drinks International Brands Report 2026. The company also sponsors Asia's 50 Best Bars and The World's 50 Best Bars.
What they're saying
“At Torres, we have always paid close attention to how consumption evolves, from emerging trends to new flavors. Brandy has been present in cocktail culture since its earliest days, and its versatility has made it a key ingredient in both classic and contemporary creations. As we move forward, we embrace new challenges with the same passion and craftsmanship that have defined us from the beginning,” Vidal said.
Torres Brandy is available in the Philippines through its distribution partnership with Tanduay Distillers Inc., bringing one of Spain's most celebrated spirits brands closer to Filipino consumers. —Vanessa Hidalgo| Ed: Corrie S. Narisma
