A Triumph of The Filipino Spirit – Tanduay Rhum
For the first time, a Philippine-made liquor brand has been ranked as the top-selling rum by global spirits think tank Drinks International. Tanduay Rhum has now taken over the number one spot from a list of international rum brands. The list has long been dominated by Puerto Rican brand Bacardi. A true triumph of the Filipino Spirit, indeed!
A New Industry Leader: Tanduay Rhum
Drinks International has released the “definitive ranking of the world’s million-case rum brands”, citing Tanduay as the new industry leader leader. Tanduay Rhum is followed by Bacardi and McDowell’s No. 1 Celebration. In 2017, revenues for Tanduay Rhum increased by 12% to Php 16.79 Billion. This is largely credited to the 66% market share it enjoys in Visayas and Mindanao. This meant Tanduay Rhum sold 19.5 million nine-liter cases worldwide last year according to CFO Nestor Medones. A clear winner over Bacardi’s 16.3 million nine-liter cases.
Locally, Tanduay Rhum has rose from a mere 3.9% market share in 2013 to 25.6% now. Overcoming market competition and challenges caused by excise tax.
Comparative Study of the Top Rum Brands in the World
“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 CEO of Tanduay Distillers, Inc.
Bong Tan Jr. has been credited for the disruptive changes within in the past years. This led to explorations of new markets abroad and new market approaches locally. All in the effort to bring the brand closer to younger consumers. Tan Jr. actively took the seat as CEO of the company in 2014.
Tanduay Store at the Lobby of Century Park Hotel Manila
A Historic Expansion of Tanduay Rhum
Since visionary Lucio Tan’s acquisition of Tanduay from the Elizaldes in 1988, plant modernization and expansion projects has largely increased the distillery’s production capacity. Today, Tanduay has an unmatched aging capability harvesting only the world’s finest from its aged rum reserve. To date, Tanduay has 120,000 barrels of aged rum containing almost 200 liters each. As such, Tanduay Rhum is confident it will be able to meet the demand in the coming years.
Through Bong Tan’s leadership, the company has truly made a historic expansion in the world arena. Over the years, Tanduay has made a strategic alliance with US companies to expand its distribution capacity.
Tanduay Rhum’s Fresh Future
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 2017 NBA champions Golden State Warriors.” The 2-year partnership with GSW will run from the 2017–18 NBA season until the end of the 2018–19 NBA season. With Tanduay Rhum designated as the presenting sponsor of various games of GSW.
Today, Tanduay Rhum continues to push further to ride along the ever-changing market landscape. A landscape now dominated by health-conscious, athleisure-loving millennials. As such, Tanduay has recently launched Tanduay Athletics and sponsored Century Tuna Superbods. Marketing innovations that added a premium to Tanduay’s brand equity and overall rank as world’s number one rum.
Clearly, it wasn’t all sunshine and rainbows for Tanduay. But with the balance of wit, teamwork, and hardwork nothing is impossible. Congrats, Tanduay Rhum! Here’s to taking the Filipino spirit to new heights! #TanduayWorldsNo1 #TanduayYourWorldOurRum
Tanduay Distillers Inc. is a member of the LT Group of Companies. Tanduay is the Philippines’ top rhum marker, also distributed in Asia and the United States.
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1 comment
This reminds me of a running joke among Bisaya like me. Apparently the meaning of Tanduay is “Tanan anaa niini, demonyo ug ang yawa.” 🙂