Zamora Company targets niche markets

Spanish wine and spirits business, Zamora Company has positioned itself amongst “niche” categories to achieve sustainable growth.

Zamora Company, based in Madrid, owns international brands such as Ramōn Bilbao and distributes Bushmills, 1800 Super Premium Tequilla and Jose Cuervo.

Managing director of Zamora Company, Emilio Restoy, said: “In a nutshell we’re trying to do build a premium portfolio of niche brands that can leverage on our strong markets, which we can invest behind within our limits and expand over the next 5-10 years.

“We want to target the more niche categories such as liqueurs where we can be more relevant. If we try and do vodka or Scotch whisky we would be invisible. For example, we’re number three in the Texas whisky category with Yellow Rose.”

Earlier this year, Zamora Company acquired a major share in Martin Miller’s Gin, the fastest growing gin in Spain.

Restoy added: “We also want to be innovative with the brands we invest in. Although we aren’t investing the same amount of money that Pernod Ricard or Diageo do, our niche focus means our investment is more significant and we can innovate within the smaller categories we enter.

“For example Licor 43 Orochata is a cream liqueur without cream. It’s a vegetable-based liqueur making it lighter and easier to drink.

“Innovation properly managed can help all of our portfolio grow. From our eight core brands, seven of them are growing 7% or more. Now that we have a healthy structure where our core brands are growing organically.”