Raising a toast to success(2)

The distillery stepped up its product portfolio by producing craft spirits using natural ingredients for niche markets, and exporting products to neighboring countries and regions.

Limpe-Aw notes that exporting whisky overseas, initially to Taiwan, opened doors to better profit margins. She says that the preferential tariff treatment for liquor producers within the member countries of the Association of Southeast Asian Nations has also been beneficial to the company.

Under the ASEAN Free Trade Area, a trade bloc agreement in the region, Destileria Limtuaco further exported whisky and rum products under private labels to Thailand. The distillery eventually expanded its export markets to include South Korea, Japan, Malaysia, Singapore, Cambodia and Sri Lanka. It also exports its liquor brands to the Chinese mainland and Hong Kong, and most recently to the United States.

"The export business was really my saving grace. If we didn't export, it would have been a different story. It would have been more difficult and more challenging for us," Limpe-Aw says.

More than generating better profits, the export business also meant better business processes for the distillery.

"Export is a different way of doing business. It is where we realized that we had to really adjust to other markets in terms of quality of products, packaging, and doing business. If you are able to cater to the market's needs well, then you will succeed," she says.

Destileria Limtuaco's whisky and rum products made headway outside the Philippines, but the company president kept her thirst for more business challenges. During overseas trade fairs, Limpe-Aw explains that foreign businessmen have asked her to bring a unique Philippine product.

Taking on the challenge, she steered the distillery to produce Paradise mango rum liqueur in 2002. Capitalizing on the superior taste of Philippine mangoes and premium-aged rum, the tropical drink caught the attention of the local and overseas markets.

"It was hard to market it in the beginning because there was no comparable product. We take pride in being the first and only mango liqueur in the world that is made with real mangoes."

Last year, she embarked on yet another challenge by coming up with a uniquely Filipino cocktail drink and exploring the zesty flavor of calamansi, a small citrus fruit that is common in the Philippines. Early this year, the distillery introduced yet another homegrown product, Manille liqueur de calamansi, which comes in a vintage-style clear bottle. The rum-based mango and coffee liqueurs are being exported to Hong Kong and the US.

Limpe-Aw notes that these products continue to gain solid traction, thanks to the innovative use of natural fruits and creative adaptation of vintage bottles.

"The trend in spirits is with the craft spirits that are made using natural ingredients in small batches. And we are riding that trend. The timing is just right," she says.

While she already has her hands full running the company, Limpe-Aw has other things on her plate that keep her busy. As president of the Distilled Spirits Association of the Philippines, she represents the industry in talks on regulatory issues, taxation and policy direction with relevant government agencies.

As a mother, Limpe-Aw makes it a point to pass on her forebears' lessons on discipline, responsibility and hard work to her three sons.

She admits to being a disciplinarian. "I am strict. I allow them to enjoy life but they have to know their limits. They have to be responsible in school and in work. If you are responsible in school and work, everything will follow." Two of her sons now handle sales and marketing roles for the distillery.

Limpe-Aw already knows what she wants to focus on next－agriculture.

"We have a demo farm for the sweetest organic mangoes across our plants. Maybe I can expand that or go into production. I'm already planning it," she says.