Earthling: the drink that aims to popularize brandy among young people

Jerez de la FronteraIn this story we will go through Holland and Tarragona and we will end up asking for a hand from the influencersThe mission? To popularize brandy among a segment of the population that doesn't even know what it is. To achieve this, they've created a simple but quite witty concept, the Earthling.

Let's take a leap into the past to find out where we come from. In Jerez de la Frontera, it was common to distill wines to make spirits and liqueurs. In the 17th century, distilled spirits were already being served in the Netherlands. The etymological origin of brandy is, in fact, the word brandewijn (burned wine) In Jerez, wine spirits were called Holanda, since they were the destination of most of them.

Now we jump ahead and visit the Fundador winery, where Jerez brandy was created, which is why it has that name, of course. It came about somewhat by accident, as often happens with the good things in life. At that time, we found a visionary at the helm: Pedro Domecq Loustau. In 1850, the winery received a very unusual order: "500 bocois of brandy with no time or price limit." The order came from Tarragona. Due to the expulsion of the Carthusian monks from France, the Chartreuse friars had taken refuge in Tarragona. They had the ingredients to produce their brandy, but lacked the liqueur. They asked Pedro Domecq Loustau if he would dare to create an exceptional alcohol for the production of Grand Chartreuse. Two years later, Domecq Loustau had it ready. It was a satiny, crystalline alcohol. But at that moment, buyers backed out. They couldn't afford it. And here a key factor comes into play. Domecq Loustau keeps it, and stores it in the house's oak barrels, where his sherry wines had once been, so aromatic are they. The Sherry Cask system had been invented, aging spirits in butts that had held sherry wine. This is how sherry brandy was born, although for a long time it was called cognac.

We've taken a giant leap forward in time. Today, whisky houses are crazy about having these prized butts. To the point of buying sherry wine cellars, whether they make Fino, Amontillado, Oloroso, or Palo Cortado, to have the butts. As for Fundador, it has grown enormously. It's part of the Emperador group, owned by the Filipino Andrew Tan. A passionate and highly knowledgeable man in the field. They are a group with an incredible repertoire of products, including some that have always been present in bars and homes in Spain. People bought bottles and were given records whose singers they wanted to be featured on to play in the dining rooms. They raffled off gifts. They invented the beloved character Don Pedrito, who eventually took on a life of his own. They became a key advertising force of the time. Like the ad featuring a girl with a horse on the beach, which declared that "Terry is going to meTerry is one of Fundador's brands, and it's the one they're trying to reach young people with.

For many, brandy was their grandparents' drink. Younger people simply don't know what they're talking about. So Fundador has come up with an idea to become part of young people's imagination and consumption.

Alberto Pizarro is a renowned bartender. He offers training and consulting services, and is also the trade ambassador of Fundador. We spoke with him to find out what strategy they've outlined. Of all the brandies they have, they've chosen the most affordable for young people. They've subtly changed the aesthetic, so as not to scare off their regular customers. They've maintained the network that has made it famous, but they've rejuvenated its label. "To popularize brandy, it has to be accessible. Terry is in every bar and distribution channel. Young people don't go to liquor stores or specialty shops," he says. Cola soft drinks are also everywhere, he explains. "We started with two easy-to-find products, their price isn't prohibitive, and the taste, that of glue, is liked by many people." The name came naturally to them and is the combination of Terry and cola.

The brand has explored making combinations with more premium Fundador brandies, ginger beer and grapefruit. Also with coffee, but avoiding the carajillo, instead, as a cold drink. All of this, of course, is aimed at another segment of the population. Now, to attract young people, they are aware that they must do significant marketing work. "We want to be present where young people interact and work with influencers, who are people who are relevant to them," says Pizarro. It is possible that they will soon begin to appear earthlings through the networks. Will they succeed? A few days ago we talked about the keys to a successful spritz.We'll see if they have the same fortune.