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Philippine brand to overtake Bacardi as world’s largest rum

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.

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