Spanish spirits producer Torres is strengthening its presence in the Philippines as it seeks to capitalize on the country’s fast-growing cocktail culture, using Manila as the first stop of its regional tour ahead of Asia’s 50 Best Bars to showcase its premium brandies and connect with the local hospitality industry.
The company staged exclusive bar takeovers at AKA Day/Night Drinks in Timog, Quezon City, and Polilya Craft Beer and Cocktails in Poblacion, Makati, underscoring its strategy of positioning Torres as a premium brand in one of Asia’s most dynamic cocktail markets.
“We chose to come to Manila first because it is a highly important and dynamic market,” said Ricard Vidal, Regional Manager for Torres Spirits. “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.”
Vidal said the Philippines offers a unique opportunity because of its shared Spanish heritage while also serving as an increasingly sophisticated market for premium spirits. Rather than competing directly in the mass-market brandy segment, Torres is focusing on premium offerings supported by strategic local partnerships, including its distribution alliance with Emperador.
According to Vidal, working with established local partners allows Torres to leverage their market knowledge and distribution capabilities while complementing them with the company’s international expertise and product innovation.
Founded on a winemaking tradition that dates back to the 16th century in Spain’s Penedès region, Torres began aging brandy in 1870 and has become known for its Solera aging method. Despite its long heritage, the company continues to develop products aimed at changing consumer preferences.
Among these is Torres 5 Light, a lower-alcohol spirit developed for consumers seeking lighter drinking options without sacrificing flavor.
“We designed Torres 5 Light as something completely new for us and tailor-made for the Filipino palate,” said Cristobal Cofré, Torres Global Brand Ambassador. “The idea was to enter the market with a bottle we knew would be well-received, whether enjoyed neat, sipping, or as a versatile base in cocktails.”
Vidal stressed that innovation remains rooted in the company’s heritage.
“When consumers try a new product from Torres, they need to feel they are experiencing something novel, but with that unmistakable touch of our traditional brandies,” he said.
Beyond introducing new products, Torres is also investing in the hospitality sector by working closely with bartenders and bar owners as cocktail preferences continue to evolve. Consumers increasingly seek lighter, approachable cocktails while still expecting premium quality and value.
Cofré, who previously owned a bar in Chile, said successful bar operators should prioritize customer preferences over industry trends.
“The most important thing to remember when balancing a menu is that the person paying the bill — and ultimately paying the house bills and salaries — is the customer, not the fellow bartender from down the street,” he said.
He recommended that bars maintain menus centered on accessible, crowd-pleasing cocktails while reserving a smaller selection for more experimental creations aimed at cocktail enthusiasts.
As the official sponsor of both Asia’s 50 Best Bars and The World’s 50 Best Bars, Torres has expanded its engagement with the global bartending community through educational masterclasses, guest shifts, and sustainability initiatives. One of its flagship programs is the Torres Brandy Zero Challenge, an international competition encouraging bars to develop environmentally sustainable practices and pursue zero-impact operations.
For aspiring bartenders hoping to gain international recognition, Cofré emphasized the importance of building a professional online presence, expanding industry networks through travel and events, and continuously improving technical skills, language proficiency, and knowledge of emerging cocktail trends.
Torres was named the best-selling brandy in the world’s top bars for the seventh consecutive year in the Drinks International Brands Report 2026, reinforcing its position in the premium spirits industry. With a blend of centuries-old Spanish craftsmanship, product innovation, sustainability initiatives, and a growing presence in the Philippine market, the company is aiming to secure a lasting place on cocktail menus across the country and beyond.