According to the England-based publication The Spirits Business, Tanduay, owned by taipan Lucio Tan, has retained its position as the top-selling rum brand in the world. In 2022, Tanduay’s sales volume increased by 16.1 percent to 27.4 million cases, surpassing Bacardi by approximately four million cases.
Tanduay International’s Business Development Manager and Senior Brand Manager, Marc Ngo, expressed pride in the achievement, stating, “It gives us great pride to see our very own Philippine rum brand not just among the top 10, but rank first in this competitive category.” Ngo attributes Tanduay’s strong growth to the rise in cocktail culture and the brand’s diverse product portfolio.
Tanduay’s products are available in 18 international markets in Asia and Europe. The brand has implemented various marketing strategies, such as partnering with veteran bartender Jay Rivera and collaborating with leading NBA teams like the Golden State Warriors, Milwaukee Bucks, Phoenix Suns, and Minnesota Timberwolves. Tanduay is the only Philippine brand with such partnerships.
Ngo emphasized the brand’s commitment to innovation in order to meet the evolving demands of discerning customers and new markets. He stated, “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.”
Tanduay’s success is attributed to its ability to stay ahead of consumer trends and remain competitive in a dynamic marketplace.
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