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Annual Report 2023 - Brugal


MD, Brugal

Augusto Ramírez

"Brugal 1888 has built a strong foundation"

Over the past year, Brugal has made significant progress in its mission to become the world’s number one ultra-premium rum. It has consolidated its leadership in its home market of the Dominican Republic, strengthened its position in Spain, and ventured into new frontiers with the introduction of 1888 in key cities of leading ultra-premium spirits markets like the United States and France.

Brugal has now reached iconic status in the Dominican Republic, expanding its leadership beyond rum to the total spirits category, delivering strong profitable growth on a sustainable basis over the past years. Spain - Brugal’s main international market - delivered exceptional results, capitalising on the country’s continued recovery after the pandemic. The brand’s premiumisation strategy has generated stronger consumer engagement through its new brand packaging for Brugal Añejo and consumer experiences that are unique and memorable.

These robust results have enabled the acceleration of 1888 in a few priority markets through higher investment focused on bringing to life the brand’s fantastic story and heritage through culturally relevant activations and our rum mastery developed during more than 135 years through ultra-premium and prestige innovation.

We were proud to introduce Andrés Brugal, our oldest and most rare edition to date, named after Brugal's founder and crafted by Maestra Ronera Jassil Villanueva Quintana to honour her family's legacy. With only 460 bottles created, this prestige expression immediately became sought-after by connoisseurs around the world.

Brugal 1888 unveiled a new art collaboration with renowned artist Alexander Mijares as part of Art Basel, Miami. Using the 1888 bottle as his canvas, Mijares created eleven pieces of art that blend Brugal's history with the vibrant Latin culture of Miami. This followed our second collaboration with the Mexican Huichol artist, Cesar Menchaca.

The commitment to bringing out the very best in every liquid, occasion, and person has been central to Brugal's remarkable performance. This achievement would not have been possible without the dedication, engagement and passion of every member of Casa Brugal and its international team.