Rum Brand Champions 2015

15th June, 2015 by admin

RUM BRAND CHAMPION 2015: TANDUAY

Tanduay-Rum-Brand-Champion-2015

Philippines rum brand Tanduay experienced impressive growth last year

The mighty rum goliath Bacardi has finally lost its title of the world’s best-selling rum brand to local giant McDowell’s No.1 Celebration by a mere 90,000 cases – which in rum volume terms is a hair’s breadth.

However, both brands experienced declines in 2014 and have missed out on the Rum Brand Champion 2015 title, which has been bestowed upon Philippines-based Tanduay, the come-back kid of the rum world. Having experienced dramatic declines in 2013 when volumes plummeted by five million cases, the brand saw an impressive increase of 19% last year, the most of any rum brand among the million-case sellers.

Tanduay attributed this growth to an “aggressive” new campaign for its flagship expression, launched in celebration of the group’s 160th anniversary. The campaign presented the brand as a “symbol of the Filipino character” depicting “perseverance and resilience in challenging environments”.

Scroll to the bottom of the page to see the rest of our Brand Champions 2015.

RUM
BRAND OWNER 2010 2011 2012 2013 2014 % +/-
McDowell’s No.1 Celebration United Spirits 13.9 15.6 17.8 19.0 18.3 -4%
Bacardi Bacardi 19.3 19.6 19.8 19.1 18.2 -5%
Tanduay Tanduay Distillers 18.4 18.7 19.6 14.0 16.6 19%
Captain Morgan Diageo 9.0 9.2 10.0 10.3 10.4 1%
Havana Club Pernod Ricard 3.8 3.8 3.8 3.9 4.0 3%
Contessa Radico Khaitan 2.3 2.4 2.4 2.6 2.7 5%
Barcelo Ron Barcelo 1.5 1.7 1.6 2.1 2.2 2%
Old Port Rum Amrut Distillers 1.8 2.0 1.4 1.5 1.8 17%
Montilla Pernod Ricard 1.8 1.8 1.8 1.6 1.6 3%
Appleton Gruppo Campari 1.2 1.2 1.2 1.2 1.2 0%
Negrita Bardinet 0.9 0.9 0.9 1.0 1.0 0%

 

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