Philippine brand to overtake Bacardi as world’s largest rum

21st June, 2013 by Becky Paskin

Philippine rum brand Tanduay could overtake Bacardi as the world’s largest rum brand by next year, as it launches in the US this summer.

Tanduay rum

Tanduay Asian Rum could break Bacardi’s hold on the international rum market by next year

Currently selling 19.6m nine-litre cases annually in regional markets, Tanduay has recently been positioning itself as a global rum brand, with its eyes now firmly set on the US’ untapped potential.

A successful launch in the States, where rum sales increased 1.5% by volume in 2012, led by super-premium brands, could see Tanduay overtake Bacardi – which shifts 19.8m cases – as the number-one selling rum in the world.

“As we began to lay the groundwork for making Tanduay a global brand, it was clear that the United States was an important, yet untapped market,” said Lucio K. Tan Jr, president of Tanduay Distillers Inc.

Tanduay Distillers has partnered with marketing consultancy firm Brand Action Team, Beacon Beverage Imports and MHW to lead the introduction of Tanduay to the US.

The brand will lead with Silver Tanduay and Gold Tanduay this summer in select markets.

“Tanduay is a true Asian jewel,” said Steve Raye, managing partner of Brand Action Team. “With more than 160 years of heritage pleasing rum lovers around the world, Tanduay is ready to hit the US market. This is a brand that US consumers are going to love, and we’re thrilled to bring this award winning rum to America.”

MHW will be responsible for the administrative, regulatory compliance, transportation, logistics and other services related to the import and physical distribution of Tanduay in the US.

3 Responses to “Philippine brand to overtake Bacardi as world’s largest rum”

  1. Pinay says:

    sounds too ambitious, but goodluck! cheers! 🙂

  2. rushrocky@hotmail.com says:

    Good for the manufacturer but not so good for the consumer…it means the price will go up. Too bad that is the brand of choice of my friends overseas. I won’t be able to afford it next time.

  3. Dorian Gray says:

    The Tanduay premium is better than anything Bacardi makes.

Leave a Reply

If that's interesting, how about these?

Gruppo Campari eyes 2017 acquisitions

Gruppo Campari’s M&A activity looks set to ramp up next year, as CEO Bob more...

R&B unveils Scotch crafted from historic recipes

R&B Distillers is readying to introduce The Tweeddale: The Last Centennial – more...

Sustainable cocktail comp approches final

The 42Below Cocktail Earth Cup – a competition focused on using sustainable more...

Bulldog ‘world’s fastest growing’ premium gin

Gruppo Campari-backed Bulldog Gin is now the "fastest growing" premium gin in more...

Strathearn Distillery to auction first whiskies

Perthshire-based Strathearn Distillery, one of the smallest distilleries in more...

Ghost Vodka enters Dutch market

Ghost Vodka has partnered with Groningen based distributor Square Dranken to more...

La Part Des Anges Cognac auction opens lots to UK bidders

The 10th La Part Des Anges auction will take place next month in Cognac, more...

Global WSET candidate numbers up 17%

The number of candidates undertaking Wine & Spirit Education Trust more...

The week in pictures

Cocktail events, a Smirnoff tractor and the final of Bombay Sapphire's 10th more...

UK spirits sales flop during Olympics booze boom

Despite "hugely impressive" overall alcohol sales for UK retailers throughout more...

The week in pictures

This week SB discovered a nudist pop-up bar in London, hosted the inaugural more...

IWSR reveals key global drinks trends

From health conscious consumers to cross-category experimentation, these are more...

Distillery to unveil 'first' post-Prohibition Florida Bourbon

St. Augustine Distillery has announced the release date for its Florida Double more...

Pernod Ricard sets sail with interactive store

Pernod Ricard Travel Retail EMEA has partnered with Harding Retail to launch more...

Travel retail spirits sales sink 4.2% in 2015

Total spirits sales in the global travel retail channel fell 4.2% in value and more...

TFWA adds sailing to Cannes social calendar

The Tax Free World Association has confirmed its social programme in the run-up more...

Walsh Whiskey launches The Irishman in Oz

Walsh Whiskey Distillery has signed a distribution agreement with Spirits more...

Edinburgh whisky distillery plans approved

Edinburgh is set to welcome its first single malt whisky distillery in more more...

Opihr World Adventure 2016 picks up pace

The annual Opihr World Adventure Cocktail Competition has attracted a strong more...

Żubrówka unveils 'modern' bottle design

Roust Group has created a new bottle design for its bison grass vodka brand more...