In a recent interview, Zamora Company CEO, Emilio Restoy, said the company will suffer a loss in revenue this year, but it is investing heavily in digital marketing, tastings and the off-premise in order to come out of this period “stronger than [they] were before with a higher market share.”
However, he believes the on-premise is still fundamental to the alcohol business and should be supported. “We sell things people don’t need; we sell things people want. There’s no need to have a whisky. If you want a whisky, you’re enjoying it either by yourself, as a couple or with a bunch of friends enjoying life. If this ‘with a bunch of friends enjoying life’ moment is less relevant, then in-home consumption is not as big and will not make up for the loss of out-of-home,” he said.
Source: The Spirits Business, August 2020