MANILA, Philippines, June 13, 2018 – For the first time, a Philippine-made liquor brand has been ranked the top-selling rum by global spirits think tank Drinks International. Tanduay has taken over the number one spot from a list of international rum brands that has long been dominated by Bacardi.
Drinks International has released the“definitive ranking of the world’s million-case rum brands”, citing Tanduay as the new industry leader followed by Bacardi and McDowell’s No. 1 Celebration.
“Our distinctly Filipino rum is now the world’s number one…We have a great product to offer the world and the world recognized it,” said Lucio “Bong” K. Tan, Jr., president and chief executive officer of Tanduay Distillers, Inc.
Tan Jr., who actively took the helm the as chief operating officer of the company in 2014, has been credited for the disruptive changes within the company that led to explorations of new markets abroad and new market approaches locally to bring the brand closer to younger product consumers.
“Only a visionary like my father, Dr. Lucio Tan, saw this when he acquired Tanduay from the Elizaldes in 1988. At a time considered very volatile for any business investment in the country, my father held on to the belief that someday the world will know Tanduay,” added Tan Jr.
Since the acquisition of the Tanduay brand by the Lucio Tan group 30 years ago, plant modernization and expansion projects tremendously increased the distillery’s production capacity. Today, Tanduay has an unmatched aging capability harvesting only the world’s finest from its aged rum reserve. All facilities operate based on ISO standards ensuring consumers of quality, efficiency, and food safety. Recently, its Cabuyao plant has completed its ISO-9001: 2015 certification.
Through the hands-on leadership of Tan Jr., the company made a historic expansion in the world arena. Tanduay made a strategic alliance with companies in the United States to expand its distribution capacity.
According to Paul Lim, chief marketing officer of Tanduay, the company embarked on a brand refresh since the younger Tan took over.
“We were the first to implement a nationwide music marketing campaign that brought Tanduay to a younger market. We were also the first local liquor brand to sponsor an NBA Team – the Golden State Warriors. We continue to push further as we ride along an ever changing market landscape now dominated by health-conscious, athleisure-loving millennials with the launch of Tanduay Athletics and a sponsorship of the Century Tuna Superbods. Both projects contributing a premium to Tanduay’s brand equity,” he related, citing some of the marketing innovations that led to Tanduay becoming the world’s number one rum.
Tanduay Distillers Inc. is a member of the LT Group of Companies. Tanduay is the Philippines’ top rhum maker, which is also distributed in Asia and the United States, among other countries in the world. Likewise, the company produces spirits, wines, brandies, gins, and vodka. We are a registered company in the Philippine stock exchange as a subsidiary of Tanduay Holdings Inc.
Sa province namin madalas Tanduay talaga tuwing inuman at kapag mqy fiesta kaya no wonder top sila 👍
Personally, I don’t drink alcohol, but I like to hear about the history of how it’s made and what’s popular. The taste however leaves a lot to be desired.
I rarely drink alcohol and when I do its always a cocktail or a beer, not the biggest fan of rum but its interesting to know the history of it all!
Would love to try Tanduay someday soon, I am not a big fan of Rum but would love to give this one a try. It was interesting to read the history behind the achievement. Great post.
Wow…that really is a serious accolade to win, toppling a brand like Bacardi. Now I want to try Tanduay myself and appreciate the work and effort that has gone into making it number one. What a fabulous achievement.
That’s great that it’s now top! I’m not a rum fan but have plenty of friends who are.
This seems like a top brand to buy if you enjoy rum. It sounds like a lot of hard work and love goes into making this brand.
I enjoy a good rum drink. I will give Tanduay Rum a try before the summer is over!
I do not drink any alcohol but I find the history to be very interesting!
Learnt something new here
Not really a rum fan but I have friends who adore it will definitely be sharing it with them.
My grandfather likes his rum! I’ll have to tell him about this brand
This is a winner. I am planning a trip to the Philippines and this is something that I jees to try.
I do not drink alcohol . But my father does, he likes to collect wine too. And sometimes he makes his own wine. I think I should show him this ^^.
I don’t drink alcohol but Rum sounds like fun. Reminds me of pirates. The idea of tasting various in a row makes it an event!
That sounds like some amazing rum! I am a big barcardi fan. I use rum in alot of drinks. i wonder if i can find this new rum in my town.
I don’t really drink, but these sound pretty good and tasty my hubby might like them.
This sounds good. I’ll have to look for this on my next liquor run! Hopefully it’s available.
This was a great post. I always find learning the history behind anything very interesting. Tanduay was lucky it was bought by such a visionary company.
Honestly, I don’t drink but I’ve seen a lot of relatives and friends drinking Tanduay rum in every occasions. Congratulations to Tanduay for making it to the top. Keep it up!
I love rum But I never heard about Filipino rum.
This is awesome. I love rum but I have never heard of this. I will look it up.
My husband really loves the Tanduay Rum. Proud to be a Filipino.
this is so awesome. love how they were the first liqour (local) company to sponsor an nba team!
thumb up for Filipino.