Spanish sherry group González Byass is looking to expand its Nomad whisk(e)y brand to a new “origin” – either in Japan or the US – in the next five years.
The brand, part of the Jerez-based group’s spirits portfolio, already has an Irish and Scotch whisk(e)y, which are both aged in Spain, in its range.
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Speaking to Just Drinks, González Byass president Mauricio González-Gordon said a Japanese whisky or Bourbon would “complete” the brand.
“The name Nomad already conveys the fact that it’s travelling around,” he said. “The common factor is the Sherry cask. So whisk(e)y from different parts of the world, come to Jerez seeking that last touch of the Sherry cask.”
He added: “[A Japanese whisky or Bourbon] would make it very complete and interesting because there’s not that many instances where a brand can show these different origins.
“Then the touch of a Sherry cask brings a new story and a new style of product which can generate a bit of interest. Nomad is really working well and it’s generating interest.”
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By GlobalDataThe Tío Pepe brand owner historically seasoned or aged Sherry casks for whisk(e)y producers like Whyte & Mackay and Macallan but has only recently started aging its own whiskies in Jerez.
Nomad Scotch is aged for five to eight years in Scotland before being sent to Jerez to be aged in old Pedro Ximenez American oak casks. It has an RRP of around £35 ($44) for 70cl.
Nomad Irish single malt is produced at the Great Northern Distillery in County Louth and then aged in ex-oloroso barrels in Jerez.
González-Gordon said the Nomad NPD would likely begin in the next four or five years, as it wants to “settle” its Irish whiskey in the market first.
Asked about the potential for growth in the whisk(e)y category, he said: “It’s a very dynamic category. I think it generates interest all across and I think part of that is because there’s a link to its origin.
“You find other spirits which are not necessarily linked to a particular origin and I think origin and a differentiated process linked to a certain culture, adds value. When we consume a product, we might enjoy the product itself but we’re also consuming a story, a link to origin.
“We like that side of the product both in wines and in spirits, so that’s why 90% of what we produce is linked to an origin.”
González Byass has distribution facilities in Spain, the UK, the US, Mexico and Chile, which collectively form 80% of sales. It exports to around 110 countries. Mexico is its largest market in volume and value terms, driven by brandy sales.
Speaking to Just Drinks in January, group CEO César Sánchez Moral said he saw particular potential for Nomad in Asia.
González Byass has always made spirits to use in its Sherries but did not initially have its own brands. González-Gordon said there are also records of the company making brandy in the 19th century and exporting it to the UK and the Netherlands.
In 1951, it created Lepanto Soberano brandy and then moved into Cognac with the acquisition of Chinchón in 1969.
González Byass also owns gin brands London No. 1 and Mom, as well as 14 wineries in Spain, Chile and Mexico. In 2017, it bought brandy and wine importer and producer Casa Pedro Domecq from Pernod Ricard in Mexico.
