Fratelli Branca Distilleries announced a investment of $600 million in its Tortuguitas plant, province of Buenos Aires, for the incorporation of a new gin distiller made of copper, the largest on the continent, which will allow it to supply both the domestic market and export to Chile, Uruguay, Paraguay and Bolivia.
The acquisition will allow obtaining an initial production capacity of 700,000 liters per year or 1,000,000 bottles per year and is part of the company’s strategy, which a year ago presented Spirito Blua gin inspired by the island of Sardinia, the first Blue Zone in the world, being a fresh and balanced option, with great consideration among consumers.
In dialogue with Scopethe Marketing Manager of Fratelli Branca Distilleries, Javier Saezhighlights the importance of the investment for the company, the boom that gin is currently going through and the brand’s plans for Argentina.
Journalist: What does this $600 million investment mean for Fratelli Branca Destilerías?
Javier Saez: The investment symbolizes the company’s confidence in the Argentine market and its commitment to regional expansion. By incorporating the largest copper distiller in America, Fratelli Branca not only strengthens its capacity to meet growing local demand, but also positions Spirito Blu as a competitive export product in countries such as Chile, Uruguay, Paraguay and Bolivia.
Q: Why did you decide to do it at this time?
JS: The moment is defined by the constant growth of the gin category. Argentina, as the second country in consumption in Latin America, has shown remarkable performance, with a cumulative increase of 27.7% in the last five years. This context, coupled with the initial success of Spirito Blu and its positive reception, created the opportunity to respond with innovation and expanded capacity.
Q: Do you think there is currently a gin boom in the region? What do they attribute it to?
JS: Definitely. Gin is experiencing a boom due to its versatility in cocktails, which allows infinite combinations and customization with garnishes and toppings. In addition, more informed and demanding consumers seek premium spirits with authentic stories and careful processes, like those of Spirito Blu.
Q: What projections do you have for the Spirito Blu brand?
JS: Fratelli Branca aims to consolidate Spirito Blu as a leading gin in the region, expanding its presence in international markets and strengthening its positioning as a premium distillate that combines innovation and tradition. In terms of production, this new implementation will allow us, initially, to have a production capacity of 1 million bottles per year.
We worked for two years on a formula, with different combinations of botanicals, to ensure we achieved an excellent London Dry Gin, in our case, looking for a light citrus profile typical of the Mediterranean.
Q: What do you attribute the popularity of gin in Latin America to?
JS: Gin’s popularity lies in its fresh, botanical profile, ideal for warm climates and cultures that appreciate creative cocktails. In the case of Spirito Blu, the connection with Mediterranean botanicals and the inspiration in the natural and relaxed life of the Blue Zones make it even more attractive for a consumer who values quality and well-being.
Spirito Blu.jpg
Q: What type of client are you looking to attract with Spirito Blu?
JS: Spirito Blu is an invitation to enjoy the good life. The brand seeks to attract consumers who appreciate the quality behind a product, but also who seek to live new experiences, get out of the routine and take time to enjoy with friends.
Q: What is the feedback from your consumers?
JS: The feedback has been very positive. Consumers highlight the balance between freshness and botanical complexity, the distinctive character of ingredients such as sa pompia and the emotional connection generated by its Mediterranean narrative. This reception supports the decision to continue betting on the category, locally and in the region.
Source: Ambito
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