The Andean grain-based distillate also closes a year of successful agreements that include a chocolate brand, an important football club and the Peruvian Navy.
The year is coming to an end and Don Michael can celebrate with a toast after many achievements. The Peruvian distillery, known for its spirits made from Andean grains, registered a notable growth in sales and, at the same time, launched special editions to mark local celebrations.
In this context, Michael Kuryla, CEO of the company, has set himself the goal of reaching US$8 million in whiskey sales. The flagship product is Black Whiskey, distilled from purple corn, recognized worldwide for its characteristic flavor and aroma. Kuryla says that they would have to sell more than 1,000 barrels per year to achieve this goal. It is not easy, because whiskey involves a long production chain.
“To have the whiskey ready and reach that level of sales, I would have to fill the barrels immediately. But this business is not like making polo shirts, where you order a garment and I deliver it in 30 days. Here I have to find enough capital from my own pocket or from the company's income to buy the barrels, produce the whiskey, let it age for three years and then, after that time, sell the bottled drink,” Kuryla explained to AméricaEconomía .
Despite the production costs and the aftermath of the recession in the Peruvian economy, Don Michael has achieved an annual growth of 30% in sales. Kuryla maintains that this is due to the constant commitment to new publications on social networks, marketing campaigns and, above all, strategic alliances with recognized companies in Peru.
For example, the distillery recently signed an agreement with La Ibérica, the Arequipa chocolate brand, to produce bonbons filled with Black Whiskey. The product is expected to hit stores on December 10 and hopes to replicate the success that the commemorative drinks had in previous months.
THE NAVY AND FOOTBALL
The first was Black Whiskey BAP Unión, a special batch of the spirit that traveled the world aboard the training ship of the same name, belonging to the Peruvian Navy. On October 21, a corking ceremony was held at the Callao Naval Base, with the aim of presenting a drink that was influenced by the waves, sunlight and sea breezes of multiple oceans for more than 300 days. Its notes of purple corn, nuts and peach peel set it apart from the classic Black Whiskey batches.
“About 600 bottles were released and the sailors wanted to change the label about 20 times, but in the end, they were satisfied with the result. We are proud to provide a drink with such a patriotic context. And although the decision is not official, we are working on an agreement with the Navy to put barrels on other ships and become a sponsor ,” Kuryla added.
On the other hand, the second special whiskey was marketed to commemorate the centenary of Universitario de Deportes, one of the most popular football clubs in Peru. For the occasion, Daiana Milon, master distiller and wife of Kuryla, selected special barrels to present an anniversary whiskey.
The bottles have printed details and a can that has elements in high relief with the insignia of “la U”. Initially, only 1,924 units were launched to reflect its exclusivity and thus, pay tribute to the year of the club's foundation. However, the double national title obtained by Universitario changed the plans.
"We are going to launch a campaign for Christmas, because since U is champion again, I think it is an exceptional gift for the December holidays. Soon the new bottle will be in all supermarkets," revealed Kuryla.
THE PLANS FOR 2025
On the other hand, the businessman is aware that despite the success achieved, Don Michael needs a change of direction to maintain the upward path. Along these lines, an offer has been presented to sell 15% of the distillery's shares for US$ 3.5 million. Kuryla is optimistic, because in 2023, they managed to sell 9% of the company for US$ 2 million. The entry of this capital allowed them to invest in the creation of a sales team.
The distillery will now look to take advantage of the summer market to promote its other drinks such as blueberry gin and Andean corn vodka.
“We have good expectations, because this year we are also going to launch new products. We will present a new gin and another drink that we will reveal soon. We also have to focus a little more on the international market. Our products are already sold in 12 countries, but in the last two years, sales have dropped,” admits Kuryla, who suffered the loss of his father, an event that kept him focused on family matters.
Today, the American based in Peru is ready to resume the international expansion of spirits that aspire to become the national drinks of the Andean country. Kuryla believes that entering the Chinese market will revive Don Michael's presence abroad. In 2024, domestic sales reached 80%, while in 2022, there was a 50-50 balance with international sales.
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