Last year Brugal made significant progress in its journey to becoming a global breakthrough brand; consolidating the brand’s leading image in the core markets and breaking into new frontiers with 1888.
There was continued strong value growth in Brugal’s core markets of the Dominican Republic and Spain.
The brand firmly established its place as the leading spirit brand in its home market, delivering growth in volume and contribution ahead of the pre-pandemic year. We are continuing to drive the brand’s premiumisation journey with a growing percentage of contribution driven by more premium expressions as we progress our innovation agenda.
Spain, our leading international market, also delivered exceptional results with the brand returning to pre-pandemic scale in the market and developing its emotional engagement with consumers through the introduction of new premium packaging for Brugal Añejo, improved brand activation and the launch of an engaging campaign based on true friendship.
These strong performances enable a focus on investing in 1888, particularly in the trade and consumers in strategic priority markets, building distribution and visibility and bringing the brand to life through activations that have cultural connections to the local market. This has resulted in 1888 building strong and credible foundations over the last year.
Brugal 1888 also embarked on a partnership with renowned Huichol artist Cesar Menchaca in Mexico, which not only raised charitable funds for the Huichol art community but also generated extensive coverage in luxury publication the Robb Report.
This focus on bringing out the very best in every liquid, occasion and person has been at the heart of our outstanding performance. None of this would have been possible without the energy, engagement, and commitment of every person both in Casa Brugal and our teams around the world.
I look back on the last year with great pride as we were brave, breakthrough-orientated and focused on building Brugal to reach our goal of becoming the no. 1 ultra-premium rum.