Tanduay sold the most number of 9-liter cases in the global rum category to retain its number one position among the top ten rum brands in the world in terms of sales, according to England-based publication, The Spirits Business.
The brand sold 27.4 million cases in 2022 compared to 23.6 million in the previous year, recording a 16.1 percent growth.
“The Philippine brand remains far above its nearest competitor, Bacardí, with nearly 4m cases between them. If double-digit growth continues for Tanduay, we could see it surpass the 30m-case threshold in the near future,” reported The Spirits Business.
Marc Ngo, Tanduay International Business Development Manager and Senior Brand Manager, attributed the brand’s robust growth to its aggressive international expansion, the rise of cocktail culture, and Tanduay’s diverse product offerings.
“It gives us great pride to see our very own Philippine rum brand not just among the top ten, but rank first in this competitive category,” he said.
International Expansion and Marketing
As of this writing, Tanduay is present in 18 international markets, from Asia to Europe. It has partnered with leading international spirits distributors to make its products available in different counties. Additionally, it has tapped leading bartenders to help promote the brand. In the United Kingdom, Tanduay signed up bartending veteran Jay Rivera as its brand ambassador.
Tanduay has also opened branded bars at the Chase Center in San Francisco, Fiserv Forum in Milwaukee, Footprint Center in Phoenix, and Target Center in Minnesota. Tanduay has existing partnerships with the cities’ National Basketball Association (NBA) teams — the Golden State Warriors, Milwaukee Bucks, Phoenix Suns, and Minnesota Timberwolves. It is the only Philippine brand to have established partnerships with leading NBA teams.
Product Versatility and Quality
Made in the Philippines using quality local sugarcane, Tanduay has shown the versatility of its products throughout the years. Its rums can be enjoyed on their own and can also be infused in a variety of cocktails. Last year, it came out with a Cocktail Culture Book to highlight how its rums can be incorporated in creating new drinks.
“We are continuously innovating as well to cater to the more sophisticated segment of the market. Our marketing team works closely with our research and development team in creating products that meet the evolving demands of discerning customers and the new markets that we are entering. We are at the forefront of consumer trends, so that our products remain competitive in a highly dynamic marketplace,” Ngo said.
Complementing Tanduay’s excellent sales performance are the accolades it has received throughout the years. It is the recipient of numerous Monde medals and awards from international wines and spirits competitions.